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Marketing Matters – June 2018

David Parker

Big win for Karen Pearce, president of McCann West, with her successful bid for the strategy and creative portion of WCLC (Western Canadian Lottery Corporation), specifically the Scratch ‘N Win and the regional lotto business.

The Calgary office of McCann West, under the direction of vice president and media director, Tamara Dawson, has had the media portion of the business for 19 years so she is excited to add on strategy and creative to be able to build a more cohesive advertising model for WCLC.

The busy Calgary office enjoys working with major accounts like Bayer CropScience (agency of record), Alberta One-Call and Miracle-Ear, while the Vancouver office, overseen by Pearce, proudly won the global launch of Tourism Vancouver.


Susanne Fox, communications manager at Big Rock Brewery, was thrilled to announce the launch of “Ed Said,” an integrated brand campaign paying homage to its late founder Ed McNally and his trademark no-nonsense tenacity.

McNally founded Big Rock in 1985 to buck what were the current beer trends, and is considered a godfather of the craft beer industry; he simply wanted to enjoy better-tasting, higher-quality beer at a time when it was hard to find one in Canada.

That one message shines through in the campaign: “I wanted to drink a better beer. So I made one.”

“Ed Said” is a result of work by Shelley Girard, vice president of marketing at the brewery and Calgary’s C&B Advertising.


Vovia was founded by Cameron Prockiw 10 years ago as a search firm specializing in SEO and paid searches. In 2014, he persuaded Susan Murphy to join the firm as president and since then it has boasted a growth averaging 30 per cent over the past three years.

Today it is one of Western Canada’s top-performing media and marketing intelligence agencies with an influential portfolio of clients including ATB Financial, SAIT, Cabela’s, SaskPower, Hopewell and Calgary Co-op.


Dan King, president ZGM Modern Marketing Partners, and his team are bursting with confidence in this market and have re-signed the lease on its full floor of office space above Morgan’s Pub on 17th Avenue SW where staff make good use of the office workout room and the trainers brought in every week.

ZGM Edmonton recently earned the contract with AGLC to handle the social responsibility and brand work for its cannabis file, and managing director Ric Williams is adding to his 14 staff there.

CPR brand, culture and recruitment have been added to the Calgary roster of clients and among its portfolio keeps very busy with 15-year client Jayman BUILT.


Parker’s Pick: University billboard on Crowchild Trail does it right with few words and big letters.