Home Regular Contributors David Parker Marketing Matters – January 2018

Marketing Matters – January 2018

David Parker

When you are launching a shopping mall that will have twice as many stores as any other conventional mall in the Calgary area, you need to rely on an experienced agency to ensure things are done well.

Karo has been named agency of record to supply the creative for the opening of New Horizon Mall and has begun planning along with PR partner, dHz Media, and its digital partner, Vovia.

Construction of the 320,000-square-foot New Horizon Mall – encompassing at least 500 unique stores and a main stage where multicultural events will be held – will be completed by Ledcor in late spring and be open to welcome shoppers by next fall.

Chris Bedford, Karo CEO and chairman, says, “The mall is unlike anything we’ve seen in Alberta. Marketing companies no longer work in isolation so we quickly drew in our partners to combine creative, public relations and digital marketing to ensure we provide an exciting, successful campaign.”

The new mall is located off Highway 2 just to the north of Stoney Trail close to CrossIron Mills.


Organizational changes at AdFarm include the appointment of Ben Graham to president of the Calgary-born-and-bred full-service communications agency that has focused on supplying clients in the diverse and expanding agri-food sector with leading-edge tools and best-in-field insights for that past 30 years.

Hailing from a third-generation Alberta farm family, Graham moves into his new position after a 20-year tenure with AdFarm in various strategic roles.

Tracy Clark, newly appointed as director of client services (Canada), was also raised on a family-owned mix farm north of the city that she currently operates.

AdFarm has built up relationships with leading companies in crop protection, equipment and technology, animal health and commodities. It operates other offices in Guelph, Fargo, Kansas City and Sacramento.


Evans Hunt reports a great 2017 working with the likes of CUPS, the City of Calgary, Bow Valley College, Sport Calgary and the University of Calgary. And it was an amazing opportunity to create the big splash for Calgary Economic Development in the bid for Amazon HQ2.

Beyond Canada’s borders, its reputation continues to grow with large, recognizable brands like Tommy Bahama, Lily Pulitzer and travel company and hotel giant Pursuit.

It all meant the need to take yet another floor in the Cooper Block for more space to play and create.


Brookline PR is off to a good start to 2108 working with several new accounts including Mark’s (influencer, media and activation campaigns), Toronto-based Iron Mountain, the Canadian Global Affairs Institute and Jayman Master Built.

And what a great job Shauna MacDonald and her team did for the Calgary Bid Exploration Committee.


Parker’s Pick: Jump Studios – working again on the world tennis circuit for ESPN; Australian Open package has just been delivered.