Home Regular Contributors David Parker Marketing Matters – August 2017

Marketing Matters – August 2017

David Parker

In response to the big announcement by Publicis Group that it was taking a year-long break from entering award shows, Calgary’s WAX Partnership has decided to have some fun while using it as an opportunity to recruit new talent.

It is offering a “One-Year Break” to creative staff who might want to be associated with an agency that has a great track record in winning awards. Wax’s international awards include Cannes Lions, One Show Pencils as well as Canada’s second-ever black pencil at the D&AD awards.

In a tongue-in-cheek video, WAX announced it was offering a guaranteed one-year contract. The successful candidate will get a break from their agency plus get to live in Calgary where there is world-class skiing, a wonderful life/work balance and where a rodeo party lasts two whole weeks. And their work gets entered into 2018 award shows.

Design director Monique Gamache, who recently judged this year’s Communication Arts Design Annual, says, “At WAX, we’re driven to continually create work that’s world class, and award shows are a measure of that pursuit.”

Creative director Nick Asik adds, “To have to take a year off from entering shows can be a career setback for many young creatives.”


Strut Creative is excited to report that it is developing an online version of the Indigenous Peoples Atlas of Canada in collaboration with the Royal Canadian Geographical Society.

The atlas will feature a series of maps dating from pre-contact to the present day, exploring themes such as indigenous languages, demographics, economics and culture.

Strut has also been busy with its Calgary clients including the rebranding of Penn West following its substantial restructuring over the past year. Working with their executive team, Strut developed a new brand strategy to reposition the company under its new name of Obsidian Energy.

Also within the energy space, Strut has designed and developed a new website for Petroleum Services Association of Canada (PSAC). The mobile-responsive site features information on Canada’s petroleum services industry and practices as well as a Q&A-style section on hydraulic fracturing, helping to dispel common myths about the practice. And the agency has hired Keri Smith, formerly with Edelman, as its new account director, taking over leadership duties of Strut’s account team.


Along with partner Matt Wright, president of V-Strategies Jeff Bradshaw has launched Mammoth VR, a content creation and technology development studio focused on creating larger-than-life virtual reality and immersive 360-degree experiences.

It has many potential commercial applications as a training tool and would be a big boost to Calgary’s hospitality industry in promoting such realistic tours of the area.


Cam Marshall, former design-lead at Lululemon in Vancouver where he led the redesign of its e-commerce platform, has joined Calgary-based FLIPP Advertising as digital creative director.

Marshall will work out of FLIPP’s Vancouver office but service its full client roster.


Parker’s Pick: The wonderfully-talented Dave Kelly; a superstar MC who did such a fine job at the 2017 Business in Calgary Leaders Awards.