Leveraging the power of television to build “remarkable ideas”

2008 Media Agency of the Year2008 Most Innovative Agency (Worldwide) Network of the Year, Valencia Festival of Media

Leveraging the power of television to build “remarkable ideas”

2

3

Video

4

How to Stand Out…

5

Our Ambition:

Another Purple Cow

6

Remarkable Products

Marketing is broken

Remarkable Ideas

7

4 Games at the same time

Broad targets

French English differences

Less money

Tough Year

http://images.google.ca/imgres?imgurl=http://image.com.com/gamespot/images/bigboxshots/9/947639_104202_front.jpg&imgrefurl=http://www.gamespot.com/pages/unions/home.php?union_id=NWOR&usg=__hHdt51b2WZLaehGpZcO_efuCfIY=&h=901&w=640&sz=349&hl=en&start=2&um=1&tbnid=kPY_3z4l30VPSM:&tbnh=146&tbnw=104&prev=/images?q=Wii+2k9+hockey&hl=en&sa=G&um=1

8

9

Media Neutral

10

11

Not All GRPs are created equal

12

13

14

Power of Television

http://images.google.ca/imgres?imgurl=http://www.garth.ca/weblog/wp-content/uploads/2008/02/ctv.JPG&imgrefurl=http://www.garth.ca/weblog/2008/02/27/buying-chuck/&usg=__bVUtcV6FJBVPwrRGbWEbvSkxjLo=&h=486&w=750&sz=56&hl=en&start=4&um=1&tbnid=tg6A6rHjOF2-WM:&tbnh=91&tbnw=141&prev=/images?q=CTV&hl=en&sa=N&um=1

http://images.google.ca/imgres?imgurl=http://smartcanucks.ca/wp-content/uploads/2008/06/hockey-night-theme-song.gif&imgrefurl=http://smartcanucks.ca/hockey-night-in-canada-theme-mp3-goodbye-dunt-da-dunt-da-dunt/&usg=__wsXoNjwNhKWqkZzLHq2EsLLadjk=&h=400&w=400&sz=14&hl=en&start=1&um=1&tbnid=B-YyM8JSEmHk5M:&tbnh=124&tbnw=124&prev=/images?q=Hockey+Night+in+Canada&hl=en&sa=G&um=1

http://images.google.ca/imgres?imgurl=http://www.tvqc.com/wp-content/uploads/2009/08/TVA_logo1.jpg&imgrefurl=http://www.tvqc.com/2009/08/lautomne-a-tva-sera-epoustouflant/&usg=__AiROUNdLcl9aaNn39XCjTokDjWg=&h=240&w=300&sz=39&hl=en&start=5&um=1&tbnid=pSY6Fw9zqbM48M:&tbnh=93&tbnw=116&prev=/images?q=TVA+logo&hl=en&sa=N&um=1

http://images.google.ca/imgres?imgurl=http://www.rickmcginnis.com/lifewithfather/2009/CBC_Logo_1992-Present.png&imgrefurl=http://www.rickmcginnis.com/lifewithfather/2009/032309.html&usg=__4HC1Dmbm_ThXr7Y3zwTFe6qDUUM=&h=532&w=532&sz=24&hl=en&start=2&um=1&tbnid=npe-6k6gXdkyBM:&tbnh=132&tbnw=132&prev=/images?q=CBC+logo&hl=en&sa=G&um=1

http://images.google.ca/imgres?imgurl=http://www.theguardian.pe.ca/photos/TheGuardian/stories/Global%2520TV%2520logo.jpg&imgrefurl=http://www.theguardian.pe.ca/index.cfm?sid=292587&sc=523&usg=__xi0cfqsSx_VdZsvdOV52bUQiwfw=&h=200&w=245&sz=10&hl=en&start=5&um=1&tbnid=6zlXQpvE4n3EwM:&tbnh=90&tbnw=110&prev=/images?q=Kevin+newman+Global+television&hl=en&sa=G&um=1

http://images.google.ca/imgres?imgurl=http://torontoist.com/attachments/Maneesh%2520Mohindra/rsz_bthosts.jpg&imgrefurl=http://torontoist.com/2007/12/hero_breakfast.php&usg=__EgBp-H0gsSa_zLZSUUg-0E23mV0=&h=566&w=640&sz=51&hl=en&start=1&um=1&tbnid=l7z3IwwYMIldDM:&tbnh=121&tbnw=137&prev=/images?q=Breakfast+television&hl=en&sa=G&um=1

http://images.google.ca/imgres?imgurl=http://www.entshaing.com/wp-content/uploads/2009/12/004015kcj.jpg&imgrefurl=http://www.entshaing.com/tag/csi/&usg=__c-_harlVnI6bWooPLXsC6OsM0LU=&h=352&w=456&sz=38&hl=en&start=8&um=1&tbnid=xjP499IJm2p2pM:&tbnh=99&tbnw=128&prev=/images?q=CSI&hl=en&sa=G&um=1

http://images.google.ca/imgres?imgurl=http://206.47.170.43/channels/images/strombou456.jpg&imgrefurl=http://www.momblognetwork.com/content/gtt-list-5&usg=__ZTEKpSquCxEPGTQYu7boSXzixsA=&h=305&w=456&sz=29&hl=en&start=15&um=1&tbnid=gtrU7bGJd0OR_M:&tbnh=86&tbnw=128&prev=/images?q=The+Hours+george+stroumboulopoulos&hl=en&sa=G&um=1

15

Power in television

+

http://images.google.ca/imgres?imgurl=http://all-sorts.biz/includes/content-is-the-key.png&imgrefurl=http://all-sorts.biz/?pg=2&usg=__a1_Rw-butOCE5LLfkZ4XmSPnQ20=&h=540&w=560&sz=11&hl=en&start=14&um=1&tbnid=FppRwsR6dwD1IM:&tbnh=128&tbnw=133&prev=/images?q=content&hl=en&sa=N&um=1

16

Future

Re-invention

Complete Transformation

No matter what the screen Canadians will continue to watch great content

17

18

Video

19

20

Thank You

Carmen Lago

Patrick McCann

Edna McBurney

Samantha Murray

Dikla Lichter

Robert Kyryluk

Chris Faulds

Jeff Macpherson

Nicole Petrak

http://images.google.ca/imgres?imgurl=http://www.garth.ca/weblog/wp-content/uploads/2008/02/ctv.JPG&imgrefurl=http://www.garth.ca/weblog/2008/02/27/buying-chuck/&usg=__bVUtcV6FJBVPwrRGbWEbvSkxjLo=&h=486&w=750&sz=56&hl=en&start=4&um=1&tbnid=tg6A6rHjOF2-WM:&tbnh=91&tbnw=141&prev=/images?q=CTV&hl=en&sa=N&um=1

http://images.google.ca/imgres?imgurl=http://www.tvqc.com/wp-content/uploads/2009/08/TVA_logo1.jpg&imgrefurl=http://www.tvqc.com/2009/08/lautomne-a-tva-sera-epoustouflant/&usg=__AiROUNdLcl9aaNn39XCjTokDjWg=&h=240&w=300&sz=39&hl=en&start=5&um=1&tbnid=pSY6Fw9zqbM48M:&tbnh=93&tbnw=116&prev=/images?q=TVA+logo&hl=en&sa=N&um=1

Documents

Leveraging the power of television to build “remarkable ideas”