p ARE KIDS THE ULTIMATE LUXURY FASHION ACCESSORY? p 10 VOLKSWAGEN’S 567-MILE ONLINE ROAD RACE October 2014 p 54 WHAT DOES THE TWITCH ACQUISITION GIVE AMAZON? FOREVER YOUNG since 1908 Amanda Riva & Greg Plata MEET THE FUTURE OF CANADA’S MARKETING INDUSTRY 30 30 UNDER CONTENTS OCTOBER 2014 FEATURES 17 COVER 30 UNDER 30 Twenty-nine individuals and one entrepreneurial duo shaking up the Canadian industry Meet Marketing’s 30 Under 30 FILTER LOYALTY REFRESH: 6 WHO GOT IT RIGHT? Experts assess changes at three iconic brands CONSUMER INSIGHTS 12 Examining the power of predictive analytics COVER: MIKE FORD; CONTENTS: MIKE FORD,CLINTON HUSSEY, BRÜHMULLER VIEWPOINTS 4 EDITOR’S LETTER BRANDED DELUXE 8 Do kids and luxury go together? Some brands say yes CREATIVE 10 GETTING VW’s 567-mile scroll BRAND DOCTORS 54 What can Twitch add to Amazon’s brand value? THIS MONTH AT THE BRAND NEW MARKETINGMAG.CA ☞ ALL THE NEWS YOU NEED IN A REDESIGNED PACKAGE SIGN UP FOR THE DAILY MORNING FILTER NEWSLETTER FOR NEWS, ANALYSIS AND INSIGHT WHILE YOU’RE AT IT, GET THE PR FILTER, MEDIA FILTER, JOBZONE, MARKETINGTV, WEEKEND ESSENTIALS AND AD-VANTAGE NEWSLETTERS, TOO MARKETINGMAG.CA @marketing_mag OCTOBER 2014 MEDIA, ADVERTISING and PR in Canada EDITOR’S NOTE GROUP PUBLISHER EDITOR-IN-CHIEF 31 REASONS TO CELEBRATE – IN PRINT AND ONLINE O ur 30 Under 30 issue has become one of the highlights of the calendar for the marketing industry In only its third year, it has established itself as a generator of industry buzz We know readers love it because it drives a major wave of traffic to MarketingMag.ca We love it, too, because we get a chance to celebrate upandcomers and excellence The industry loves it because it gets to celebrate its own And, of course, recruiters love it because it gives them an inside line on hot talent and the leaders of tomorrow I hear phones ringing The whole editorial team gets involved in the multi-step selection process Once we had the list narrowed down to the final 30 (technically 31 this year because we gave the nod to two partners whom we counted as one), the team set out to capture the winners in two ways They wrote profiles and then worked with each of the subjects to have them share their own first-person stories or insights In the mix for this issue, we included either a profile or one of the insight features for each of our winners Be sure to check out our iPad edition for additional content not included in the print edition You will also be able to read all the additional profiles or features on our website We were excited to recently introduce a new format on our website for reading magazine content Previously we made many of our features available on our site but most of the print content was available in hard copy only for subscribers We are taking a big leap forward by moving the magazine content online, with each issue’s stories aggregated together in a storypage format that mirrors the rest of our online stories Try it out Visit MarketingMag.ca and click on Magazine on the navigation bar (It’s free access now as a trial and will be restricted to subscribers in the future.) We have loaded a number of our recent issues and will continue to load more in the new format in the weeks ahead as we continue to add features and improve the user experience on our recently redesigned site David Thomas, Editor-in-Chief @MrDavidThomas David.Thomas@MarketingMag.Rogers.com OCTOBER 2014 MARKETING AND RETAIL GROUP David Thomas (416) 764-1603 david.thomas@marketingmag.rogers.com Jennifer Litterick (416) 764-1665 jennifer.litterick@rci.rogers.com EDITORIAL SALES & MARKETING EXECUTIVE EDITOR David Brown (416) 764-1595 davidj.brown@marketingmag.rogers.com ONLINE EDITOR Jeromy Lloyd (416) 764-1567 jeromy.lloyd@marketingmag.rogers.com SENIOR STAFF WRITER Kristin Laird (416) 764-1588 kristin.laird@marketingmag.rogers.com STAFF WRITER Russ Martin (416) 764-1485 russ.martin@marketingmag.rogers.com VIDEOGRAPHER Pam Lau (416) 764-1834 pam.lau@marketingmag.rogers.com ART DIRECTOR Glenn Taylor (416) 764-1212 glenn.taylor@marketingmag.rogers.com DIGITAL COLOUR SPECIALIST Gerrit de Jonge ASSOCIATE PUBLISHER Carol Leighton (416) 764-1544 1-800-720-8916 carol.leighton@marketingmag.rogers.com SALES MANAGER, ONTARIO AND WESTERN CANADA Jane Buckland (416) 764-1575 jane.buckland@marketingmag.rogers.com SALES COORDINATOR Taylor Clifton (416)764-1305 taylor.clifton@rci.rogers.com GENERAL MANAGER ONLINE BRAND STRATEGY Pamela Kirk (416) 764-1573 pamela.kirk@rci.rogers.com PRODUCTION MANAGER Agnes Fekete (416) 764-1703 agnes.fekete@rci.rogers.com DIRECTOR, AUDIENCE DEVELOPMENT Duncan Palmer (416) 764-3860 duncan.palmer@rci.rogers.com CORRESPONDENTS Rebecca Harris Marketing.PR.Filter@gmail.com Chris Powell Marketing.Media.Filter@gmail.com ROGERS PUBLISHING LIMITED, A DIVISION OF ROGERS MEDIA INC ROGERS MEDIA INC PRESIDENT Keith Pelley Publication mail agreement #40070230 Periodicals postage paid at Lewiston, NY Canadian and U.S Postmasters: send address changes to Marketing Magazine, PO Box 18003 Toronto, ON M7Y 3J3 Undeliverable copies notices to: Marketing Magazine, One Mount Pleasant Rd., 7th Floor, Toronto, ON M4Y 2Y5, duncan palmer@rci.rogers.com U.S periodical registration no 010-574 Marketing is indexed in the Canadian Business Index by Micromedia Limited Back copies are available in microform from Micromedia Limited, 20 Victoria St., Toronto, ON M5C 2N8, tel: (416) 362-5211; and from the University of Michigan Micro Films International, 300 North Zeeb Rd., Ann Arbor, MI, 48106 106 TH YEAR – VOL 119 – NO 11 Contents Copyright © 2014 by ROGERS PUBLISHING LIMITED, may not be reprinted without permission Single copy sales only (416) 764-1620 Current issue (in Canada) $5.95 plus tax and postage and handling (P&H) Back issues $10 plus tax and P&H Outside Canada $10 plus P&H SENIOR VICE-PRESIDENT, GENERAL MANAGER ROGERS PUBLISHING LTD Steve Maich To ensure you receive all the industry news from Marketing , forward us your e-mail address, name, company and address for your existing subscription Send to Marketing@halldata.com Marketing subscription prices include: Marketing magazine, the Marketing e-mail newsletters and full access to Marketing online (www.marketingmag.ca) Subscription rates: In Canada $67 (one year), $127 (two years) Group/Bulk rates (2 or more subs): $60 per subscription per year Staff and student rate (one year): $35 U.S.: $127 Printed in Canada Member Canadian Business Press and Alliance for Audited Media Circulations Mail preference: Occasionally we make our subscriber list available to reputable companies and organizations whose products or services may be of interest to you If you not want your name to be made available, please call, write or e-mail us List Rental Enquiries: Cornerstone List Brokerage (416) 932-9555 Fax: (416) 932-9566 SENIOR DIRECTOR, BUSINESS PUBLISHING Garth Thomas Marketing receives unsolicited features and materials (including letters to the editor) from time to time Marketing , its affiliates and assignees may use, reproduce, publish, re-publish, distribute, store and archive such submissions in whole or in part in any form or medium whatsoever, without compensation of any sort Marketing is published 14 times a year except for occasional combined, expanded or premium issues, which count as two subscription issues Marketing , established in 1908, is published by Rogers Publishing Limited, a division of Rogers Media Inc One Mount Pleasant Rd Toronto, ON M4Y 2Y5, Canada Telephone (416) 764-2000 Fax (416) 764-1519 Montreal 1200 Avenue McGill College, Bureau 800 Montreal, QC H3B 4G7 Telephone (514) 843-2563 Fax (514) 843-8358 Vancouver 154 Applebrook Crescent Kelowna, BC V1V 1W4 Telephone (250) 860-0907 Fax (250) 860-0937 Current subscribers: Marketing newsletters are included AT NO ADDITIONAL COST with your Marketing subscription Our environmental policy is available at www.rogerspublishing.ca/environment We acknowledge the financial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage EDITORIAL ADVISORY BOARD Ted Boyd, CEO, One; Sophie Chesters, country marketing manager for Canada, Google; Mark Childs, CMO, Samsung Electronics Canada; Markus Giesler, Assoc Prof of Marketing, Schulich School of Business (York Univ.); Janine Keogh, VP marketing insights & services, Mondelēz Canada; Raja Khanna, CEO, television & digital, Blue Ant Media; Marie-Josée Lamothe, managing director of branding and Quebec, Google; Jim Little, CMO, Shaw Communications; Zak Mroueh, CEO, Zulu Alpha Kilo; Karen Nayler, CEO, Mindshare Canada; Mark Sherman, CEO, Media Experts, Cheryl Smith, EVP consumer and trade marketing, Parmalat Canada; and Uwe Stueckmann, SVP marketing, Loblaw Cos MARKETINGMAG.CA 71 % OF CMOs FEEL UNPREPARED TO MANAGE THE IMPENDING DATA EXPLOSION MediaCom’s Growth Analytics team is 100% prepared, so you don’t have to be Our specialists know how to interpret the data, helping you forecast, measure and optimize your marketing investment Want to grow your business? Contact us at canada@mediacom.com WRÀQGRXWKRZ FOLLOW US ON TWITTER @MEDIACOMCANADA OR LIKE US ON FACEBOOK TO RECEIVE MEDIACOM CEO JAMIE EDWARDS’ WHITE PAPER ON CONVERTING DATA TO DOLLARS %0*OREDO&026WXG\HQWLWOHG³)URP6WUHWFKHGWR6WUHQJWKHQHG ,QVLJKWVIURPWKH*OREDO&KLHI0DUNHWLQJ2I¿FHU6WXG\´ “Thanks to Baby Dior, Boss Kids, Junior Gaultier along with scaled-down versions of Gucci, Fendi, Prada, Stella McCartney, Burberry and Armani—parents with a label addiction can rest assured their progeny not have to dress down.” —Mark Tungate p.8 ☞ FILTER GETTING POINTS LOYALTY REFRESH: WHO GOT IT RIGHT? Our experts assess the recent changes at three iconic brands BY JONATHAN PAUL I t finally happened After years of speculation and expectation, Canadian Tire is moving on from its famous paper money loyalty program—not killing it, mind you, but moving on as it embraces a digital platform Major changes in loyalty are happening at other iconic brands as well Long-time loyalty hold-out Tim Hortons recently introduced a special Double Double Visa card in partnership with CIBC as the initial phase of its full-fledged loyalty program And, just in time for Thanksgiving, Loblaw has extended its all-digital PC Plus loyalty program (which launched in Ontario Loblaws locations in May 2013 and rewards customers with weekly personalized offers online at PCPlus.ca, or via an app) into its hard discount grocery banners– No Frills in Western Canada and Ontario, and Maxi in Quebec The changes are part of a trend among brands: investing in loyalty through new technology and data The Tims card, for example, lets Canadian customers earn “Tim Cash” on all their daily credit card transactions, using tech that’s a first for Canada: built-in buttons that let users access their Visa account, or redeem loyalty points for products at Tim Hortons restaurants from one card At Loblaw, changes to the PCPlus.ca program build on a “digital experience [that] allows for intelligent personalization, which is just impossible to with an analogue, onesize fits all marketing message,” explains Uwe Stueckmann, senior vice-president, marketing, Loblaw Companies Limited Canadian Tire customers across the country can now stockpile rewards with a mobile app or card “We can actually understand who’s shopping with us and what they’re buying as opposed to a paper money program where there’s no data coming out of it,” OCTOBER 2014 explains Carol Deacon, senior vice-president, loyalty and Digital at Canadian Tire But the emergence of these all-new, modern-day bells and whistles, the question is whether or not these loyalty plays will hit the mark with today’s ever-fickle consumer Marketing tapped loyalty experts Sean Claessen, vice-president, creative and strategy, at Bond Brand Loyalty; and Jeff Berry, senior director of research and development at LoyaltyOne, to assess which retailer’s recent moves come out on top Here’s he so far But one is probably too many OCTOBER 2014 45 DISRUPTIVE B2B MARKETING November 12 Allstream Centre Toronto Register today at CMAb2b.ca or call 416.645.3281 #CMAb2b Featured Conference Speakers Steve Garrity Founder & Chief Technology Officer, Hearsay Social Chris Malone Founder & Managing Director, Fidelum Partners Author, The Human Brand Athena Varmazis Vice-President & General Manager, Small Business Services, AMEX Canada Claudio Cargnelli Chief Marketing Officer, GE Digital Energy Chitra Anand Head of Public Relations, Microsoft Canada Bryan Rusche Manager, Channel Solutions & Marketing, Softchoice Networking Reception Sponsor Silver Sponsor Silver Sponsor Gold Sponsor Silver Sponsor Gold Sponsor Trade Publication Sponsor Creative Sponsor Print Sponsor 30 THE MUSIC 30 MAVEN UNDER YOU KNOW HOW YOUR PARENTS SAID TOO MANY CONCERTS AND PARTIES WERE BAD FOR YOU? NOT SO FOR NANCY CHEN CONCERTS AND PARTIES MADE HER WHO SHE IS NANCY CHEN AGE 25 CONCEPTOR, STRATEGY AND IDEATION MOSAIC Nancy Chen can throw a party As a co-founder of Mansion, she’s at the forefront of Toronto’s social scene, packing the hottest DJs and musical acts into small, secret places with a few hundred lucky party-goers Now putting those talents to good use at Mosaic, for brands such as Budweiser, she knows when a brand understands music culture and when it’s just hopping on a bandwagon Marketing asked her to tell us about one brand that is rocking it with music culture WHO “Red Bull Music Academy is one of the most impressive, long-term cultural commitments I’ve seen a brand make in music It’s an annual travelling workshop and festival for 60 vastly different emerging music artists, bringing them together on a five-week collaborative journey where they’re lectured by music legends, produce genre-bending music and play incredible events around the world.” WHAT “The RBMA Tokyo launch this year, where they commissioned the Young Symphony Orchestra to reinterpret the works of German electronic producer Henrik Schwarz [They] performed in the stunning setting of a projection-mapped historic Buddhist temple.” WHY “RBMA set out with the intention of facilitating and accelerating culture by combining unique talents to create music that pushes boundaries.” MARKETINGMAG.CA OCTOBER 2014 47 30 CREATIVE 30 ROCK STAR UNDER WHEN SHE’S NOT ROCKING OUT WITH HER CELTIC PUNK BAND, ANDRÉE-ANNE HALLÉ IS PUMPING OUT AWARD-WINNING WORK FOR ONE OF THE COUNTRY’S HOTTEST AGENCIES SHE EXPLAINS HOW MUSICALITY INSPIRES CREATIVITY ANDRÉE-ANNE HALLÉ AGE 28 COPYWRITER LG2 PHOTOGRAH BY BRÜHMULLER “If music and advertising were people, they’d be engaged to one another—or, at the very least, they’d be very good friends, with benefits Rhythm, wording, emotion, punch, originality, musicality, balance—we all look for these qualities when we create advertising and music And being skilled at one of these two disciplines can help you understand and succeed at the other one Having said that, it’s probably no surprise that my biggest creative influence is not involved in the advertising industry, but in music This person is Paul McCartney I often think about him, and have his autograph tattooed on my forearm Why is he an inspiration for my work? His talent aside, he’s still pushing barriers and exploring new ways to create How? By listening to his intuition For example, consider the audacious concept around Sgt Peppers Lonely Hearts Club Band— arguably the greatest and most revolutionary album of all time Then there’s his personality: humble, passionate, open-minded and grateful to his collaborators and fans He could have retired a long time ago, sitting on his fortune and being the biggest jerk because of all his fame and his endless talent But no, it’s actually the opposite of that So, I am never afraid to explore, to try new things and to listen to my instincts It’s scary sometimes but it can take you to the greatest ideas and the best decisions And there’s no need to be a pain in the neck to be successful.” 48 OCTOBER 2014 MARKETINGMAG.CA ... news from Marketing , forward us your e-mail address, name, company and address for your existing subscription Send to Marketing@ halldata.com Marketing subscription prices include: Marketing. .. CA DATA DRIVEN MARKETING CONFERENCE Produced by to K at C $2 + T S H Is predictive marketing the next major breakthrough in data-driven marketing? Or the latest overhyped fad Marketing explores... jennifer.litterick@rci.rogers.com EDITORIAL SALES & MARKETING EXECUTIVE EDITOR David Brown (416) 764-1595 davidj.brown@marketingmag.rogers.com ONLINE EDITOR Jeromy Lloyd (416) 764-1567 jeromy.lloyd@marketingmag.rogers.com