Home Regular Contributors David Parker Marketing Matters – June 2017

Marketing Matters – June 2017

David Parker

Woodruff Sweitzer is no more. After 25 years, a significant name change announces the American company is now called Woodruff and the Canadian firm, headquartered in Calgary with an office in Toronto, is now known as WS.

Jeff Groeneveld, co-founder and president of WS, says it will operate as a sister agency to the U.S.-based Woodruff rather than an affiliate office, though they will continue to work closely together.

As in the past, WS will provide full-service agency solutions, and has added insights and analytics as a core offering, helping to guide strategy, creative and communications execution.

The agricultural industry, animal health and pet care have always been a focus. WS is a co-founder of Cat Healthy – recently voted best of show for a not-for-profit at the North American Veterinary Community Awards – and has launched an app for cat owners.


Tag Advertising has partnered with Mental Health Alberta to shed light on mental wellness. The agency has created a new PSA in conjunction with Global and Canadian Mental Health Alberta to help recognize mental wellness as a real issue in our schools.

Tag owner and creative director Todd Sloane shares other good news in setting up shop in Vancouver where its online digital department is helping national and international clients. And Tag has picked up a number of new clients including the branding and marketing for Fram Building Group’s two new highrise condo developments in East Village – Verve and Vibe.

Global energy company Nexen has contracted Tag to develop this year’s arts sponsorship advertising for Alberta Ballet, Theatre Calgary, Calgary Opera, Honens Piano Competition and the Calgary Philharmonic Orchestra.

Equation Staffing and HSI Financial are two other new clients for the agency while its media partner, Zugalu, has been selected by the Canadian government as one of 12 independent video game developers to attend the leading European game developer conference.


Last month, I mentioned I was impressed with the new logo for Oxbow, the restaurant in Kensington Riverside Inn.

Tanya Puka, head of accounts and strategy, was quick to point out that it was created by Brandsmith who also recently did good work for Fieldstudy on 4th Street SW and Cured Delicatessen in Haysboro Plaza.


AdFarm has launched a new online hub called WorkHorse to simplify hiring practices across the agricultural industry, matching qualified employees to agricultural jobs. Currently it is working on a campaign for Alberta Wheat Commission focused on giving people permission to feel good about eating wheat again.


Parker’s Pick: SeedLinks; the informative online newsletter by the Mustard Seed.