Home Regular Contributors David Parker Marketing Matters – November 2018

Marketing Matters – November 2018

David Parker

The Calgary Foundation published a printed version of its Vital Signs report but also launched a website that allows quick and easy access, showing this city’s progress to a healthy, vibrant, giving and caring community.

Freshwater Creative launched the descriptive, interactive and responsive online version; one of several interesting projects the agency completed recently for its growing list of clients.

Creative director and partner Neil Devine reports that Freshwater has redesigned the Calgary Chamber website; began work with TransCanada PipeLines on an explainer video; is supporting Dr. Nancy Markley at MPowrx as she brings scientifically-proven health products to market; and has become the agency of record for Craft Beer Market.

The newest account in its portfolio is PK Sound, a Calgary-based designer and manufacturer of powerful loudspeakers, to reach a wider world market.


WAX Partnership has enjoyed a relationship with the Calgary Farmers’ Market since its inception some 13 years ago. It is now eagerly waiting the market’s first foray on the north side of the Trans-Canada with the announcement of a new location in the Melcor development Greenwich, across from WinSport.

WAX created the market’s logo and attention-grabbing advertisement, but none quite like the introduction of the birth of a new site by a boar and sow resulting in laughter and outrage on social media.

WAX has also struck a partnership with Miami Ad School, a worldwide leader in advertising education with 15 campuses in eight countries including a location in Toronto.

Dan Wright, president of WAX, says he reached out to the Toronto campus and invited two well-known creative directors from that city to attend an inaugural event in Calgary to introduce the benefits of developing skills for students and young advertising professionals.

His own creative staff has been busy with new account Honda producing pre-roll online videos that boasted 70 per cent viewer acceptance. And WAX also built a new website for STARS Air Ambulance.


Martin Cej, formerly with CP Rail where he served as assistant vice president of communications and public affairs, has joined Longview Communications & Public Affairs as a partner in its new Calgary office.

Cej is assisting Slate Office REIT in the repositioning of its Calgary portfolio which includes the 606,000-square-foot Scotia Centre and retail podium being transformed into Stephen Avenue Place.


I see too many advertising agency websites that remind one of a cobbler with holes in his shoes, but Forward Level Marketing’s is an enjoyable and convincing promotion.

Partners Amish Morjaria and Jon Holden are pros in front of the camera and it was interesting to read of the agency’s involvement in promoting yyc, representing “a community of entrepreneurs, moving our community forward.”

One of its initial campaigns was to collect much-needed towels for the Mustard Seed. Thanks to ATB Financial donating 1,000 and a huge response from revellers at the Calgary Folk Music Festival, it was able to give more than 1,500. And its community partners like Westcor Construction, Moodys Gartner and Stawowski McGill continue to collect.


Parker’s Pick: University District’s website.