Home Month and Year November 2016 Marketing Matters

Marketing Matters

David Parker

ClearMotive Marketing Group is working with Costa Coffee, the largest coffee chain in the U.K., to help it become established in Canada.

The company has been rolling out its Costa Express Machines over the past 11 months with no publicity or advertising. Now that it has reached a larger degree of coverage in Calgary, Edmonton, Toronto and Vancouver, Costa has engaged CEO Tyler Chisholm and his ClearMotive team to support its brand strategy and positioning as well as creating all of its advertising in the Canadian marketplace. Costa has partnered with Shell Canada to offer fresh milk and freshly-ground beans to provide gourmet coffee-to-go; to date it has over 140 locations across Canada.

Chisholm has also announced that Megan Hardisty, who spent the last year and a half with Evans Hunt and prior to that worked with Critical Mass in Calgary, Sid Lee in Montreal and BBDO in Toronto, is joining ClearMotive’s Toronto office in the role of managing director.


Leslie Echino, owner and restaurant director at Blink (the uniquely impressive fine dining establishment on Stephen Avenue), knows her wines and although she offers many from family-run wineries across many regions, her personal favourites are from Spain.

Echino has contracted with a winery in the Terra Alta region of southern Spain to provide Blink with its own exclusive bottles of Garnacha Tinta and Garnacha Blancs, and she selected Sharie Hunter of Arthur/Hunter to create the brand, design the labels and packaging, and to produce marketing materials.

I like the Conte-Mei (named after Echino’s grandmothers) labels Hunter illustrated in pen, ink and watercolour showing Echino doing a “punch down” combined with handwritten and modern fonts.

Conte-Mei is due to arrive in Calgary this month.


No doubt the many ways in which social media is used in promotion is deemed a necessity in today’s fast-paced world. But Ryan Townend, CEO of William Joseph, realizes the power of the press as he has published WJ Magazine containing articles and features that cover a broad range of topics related to the company’s marketing and communications, branding, and industry trends, as well as highlighting some of the company’s clients.

And I see William Joseph offers it boardroom to Calgary’s non-profits over lunch and after hours at no cost.

Well done.


I am disappointed and a little frustrated Travel Alberta felt the need to hire a Toronto-based agency to work on its marketing efforts to target Asia.


Parker’s Pick: The fabulous Making Waves ceiling at Studio Bell – 6,068 polished aluminum rods fabricated and installed by Calgary’s Heavy Industries.