Home Regular Contributors David Parker Marketing Matters – December 2019

Marketing Matters – December 2019

David Parker

WAX Partnership is a communications company that values the freedom of the press. More than a little ticked with President Trump’s misuse of the term “fake news” to discredit stories he disagrees with, the creative team at the Calgary agency decided to respond with the FakeNewsTM.com campaign and presented their initiative to the Society of Professional Journalists (SPJ), the oldest and largest professional journalism association in the U.S.

SPJ submitted a trademark application and launched a video that was shot in Calgary using local talent that drives people to the website which contains resources to help people to spot fake news. The day of the launch it sent a cease-and-desist order to the White House.

Since it was launched at the end of October, the campaign has been covered by over 75 publications around the world and has been shared over 380,000 times on social media, all achieved without a single dollar being spent on media.


Last year, Toronto-based Rain acquired the Calgary and Vancouver offices of Karo Group, moving into its 10th Avenue SW location. Gaining momentum with a staff eager to get a fresh start, it has since moved into a classy new second-floor space on the corner of 17th Avenue and Fourth Street SW.

Rain has been picking up new clients including the Calgary Marketing Association that now sports a new website, and it is excited to be working for Carya. With over a century of providing assistance in this city as Calgary Family Services, the organization changed its name to Carya in 2014 but is still relatively unknown. Rain is helping with brand positioning, while naming and branding a fundraising event set for next March as it builds a new East Village Community Hub.

Rain is also working with the Petroleum Services Association of Canada (PSAC) in a rebranding exercise to make it a truly national organization.


Around half of the patients in the Willow Creek Continuing Care Centre at the Claresholm Hospital suffer from some form of Alzheimer’s or dementia. In an effort to help trigger fond memories, it has commissioned Doug Driediger of Metrographics to paint a 30-foot-long interior mural of a local landscape with “windows” of art including scenes of homesteads, harvesting, curling and other community happenings that patients and their families can discuss while walking the corridor.


Forward Level Marketing is moving from a more traditional agency to offer a wider range of services to support its client needs adding a lot of digital experience along with the hiring of Chelsea Balsdon, formerly with Uppercut and Vovia, as its new marketing manager. The company has a real focus on relationships and partner Jon Holden says long-term clients like Westcor treat them as part of the company.

Adding more staff who are passionate about this city will help drive its Move Forward YYC, a major community initiative to make a significant impact on some of the systemic issues that affect all Calgarians, scheduled to be launched next fall.


Parker’s Pick: Any restaurant that offers a beer mat instead of a napkin with a cold beer. And they are great marketing tools for beers or bistros, and highly collectible for tegestologists.


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