Fri, June 14
Weather Icon Calgary 11°C



Marketing Matters – April 2019

David Parker

Good to see so many Calgary advertising/communications firms winning new clients while still serving ones they have been working with for some time.

WAX continues to provide award-winning work for University District on behalf of West Campus Development Trust – surely one of this city’s most exciting developments – and helped Servus Credit Union launch its Big Share campaign where the financial institution is giving away $1 million to a lucky Albertan who banks with them.

The campaign featured a 30-second TV commercial launched during the Super Bowl and is supported by digital, social media tactics and in-branch collateral.

Wax president Dan Wright has always shown a commitment to the arts and is happy to have been awarded AOR status for Contemporary Calgary. Wax is responsible for producing exhibit marketing collateral, fundraising support and membership campaigns, all working towards Contemporary Calgary’s move into the refurbished Centennial Planetarium.

The Calgary Marketing Association (CMA) has formed an agency forum of seven of the top agencies in the city, meeting quarterly to collectively address industry challenges and opportunities.

Calgary agencies are busy, but would always appreciate more work. So, I was disappointed to learn the logo for ACAD’s transition to Alberta University of the Arts – that upside-down thing – was awarded to Vancouver-based Will.

Saving grace is that art director/designer for Will, Allison Chambers, is an alumna of ACAD.

ZGM’s acquisition of Edmonton agency Calder Bateman has brought added strength in public relations, public engagement and crisis communications to it services. Staff count is up to almost 90, making it surely the largest full-service agency in Alberta, a benefit to its clients too. ZGM has been selected agency of record for AGLC’s cannabis work, both on the retail and social responsibility side. The work will be split between the two offices.

ZGM president Dan King also reports the Calgary office has been awarded the Theatre Calgary account that was previously split between two agencies in Vancouver and Toronto.

Continuing partnerships say a lot about an agency and Calgary-headquartered Clearmotive has entered its sixth year as agency of record for Honda Canada and its second with Valvoline, now under the direction of Cam Finlayson, new managing director of Clearmotive’s Toronto office.

Closer to home, it continues doing a great job for accounts such as Alberta Credit Unions and Egg Farmers of Alberta in its campaign to increase awareness of the quality of Alberta eggs while supporting work with new clients, iugoWerx, ActionKPI, McDaniel & Associates Consultants, and Virtuo.

Daughter Creative has launched two new brands – Hoopla and Cabin Brewing – and won AOR for the Calgary Farmers’ Market which is planning a big presence in Melcor’s Greenwich community across from WinSport.

Parker’s Pick: McCann’s strategy and creative for WCLC’s new Big Spin game.