The power of fame: How innovative multi-channel marketing drives brand “fame” by pushing boundaries

Posted on Jan. 12, 2015 by @direct_cpc in Marketing solutions

Be inspired. Global marketing strategists Jennifer Campbell (Canada Post) and Scott Pinkney (Publicis) share creative solutions to drive brand fame. See it as part of your FFWD 2015 week or as a standalone event. Jan. 29, 10:30 a.m. - 11:30 a.m. at TIFF Bell Lightbox, Toronto.


From the traditional to the unexpected, create more “fame for your brand”

“When you are finished changing, you’re finished,” wrote Benjamin Franklin, one of history’s more successful marketers. Join two of Canada’s top marketing strategists in exploring how brands drive fame through creativity.

Multi-channel marketing is a must for brands to generate awareness and buzz, both online and offline. Campbell and Pinkney take you through some of best-in-class international case studies and explore how to it applies to the Canadian marketing scene.

Creative and Marketing, hand in hand

Examine the perspective of both “Creative Guy” and “Marketing Strategist” through examples of great brands using innovative means to drive “fame” and business results.

Scott Pinkney succinctly outlines one of today’s main challenges in an interview with Direct Marketing News, “Both brands and marketers are trying to figure out how to fit the shiny objects into their arsenal. There are so many more channels to pick from right now, but budgets aren't growing as fast as the multichannel environment is. For me it's about always going back to the brief and asking, ‘What are we actually trying to accomplish here?' and locking that down. That's where the shiny objects can come in—but they have to be grounded in business objectives.”

Learn how you can help drive brand success and walk away with real ideas on how to push the boundaries and stand out from the crowd.

Be inspired to try something different for your next marketing initiative.

Bonus! Win the power of fame for a day

One lucky registrant for this session will enjoy some of the perks of being famous for a day, courtesy of Canada Post. The prize includes a catered breakfast at your office, followed by in-office massages for the entire staff!

About Jennifer Campbell


Jennifer is a leader in multi-channel Marketing strategy, and has spearheaded countless initiatives to support the industry. She joined Canada Post in 2006 and leads a team of experts who bring hands-on marketing experience and knowledge to a wealth of customers, agencies and industry partners across the country. Jennifer and her team develop business-building marketing initiatives to inspire marketers, agencies and industry partners, show the art of “what is possible” and to drive multi-channel business growth for Canada Post.

Jennifer has an extensive background in multi-channel marketing, segmentation and CRM that has been developed throughout her extensive career. Prior to Canada Post, she held senior marketing roles at American Express and TD Bank. She also worked on the agency side at Blitz (Cossette) and InfoWorks, consulting to companies specializing in marketing and segmentation strategies. A Queen’s University graduate (BA Hon. and MBA), she also holds a Masters Certificate in Innovation Management. When she isn’t talking about marketing, she is often thinking about it, while plodding through more than 25 half-, and 2 full-, marathons.

About Scott Pinkney


With over 26 years of experience working in New York, the UK and Toronto, Scott, who recently joined Publicis as VP/ECD with a mission to deepen the agency’s CRM and data mining expertise, is a leading Creative Strategist, Brand Ambassador and Relationship Marketer. He joined the BBDO/Proximity team in 2010 where he combines consumer insights and creative strategy to drive powerful marketing ideas. Scott leads with his holistic 360-degree approach to solving business challenges, leveraging his digital, direct and CRM acumen to drive results.

Before joining Publicis, Scott had the privilege of working at BBDO/Proximity, Ogilvy One for 10 years and DRAFTFCB/Rivet for 8. Over the course of his career, he's worked on global brands that include American Express, AT&T, BlackBerry, British Telecom, Campbell's, CIBC, IBM, Kraft, L'Oreal Paris, Mercedes, Monster, RBC, Rogers, Spin Master, Swiss Chalet, TD Bank, Telus, United Way and WWF Canada.

In addition to being an award-winning Creative Director with numerous CMA, John Caples, London International Advertising, and Echo Awards, he's had the privilege of judging at the 2006 Cannes Lions Direct Advertising Festival, and Co-Chaired the CMA Direct Marketing Conference for two years. When Scott isn't honing his skills in the office, he is often found in his studio expressing himself through his fine art.



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