MAKING SCHITT HAPPEN - TORONTO BRAND STARS

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MAKING SCHITT HAPPEN - TORONTO BRAND STARS
TORONTO
                                         BRAND STARS
MAY 27, 2019

      EUGENE AND
      DANIEL LEVY

 MAKING
 SCHITT
 HAPPEN
   THE CO-CREATORS OF TV’S UNLIKELIEST
   HIT COMEDY ON THE ‘LITTLE SHOW
   THAT COULD.’ BY DIANA PEARL
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
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MAKING SCHITT HAPPEN - TORONTO BRAND STARS
Upfront
                                                                                                                                                                    THE W EEK IN MEDIA A ND M A RK ETING

IN THIS ISSUE
MAY 27, 2019 | VOL. LX NO. 14

                                                                                                      TOP STORY
                                      14
                                                                                                    THE RESULTS ARE IN                                                                                         YEARS
                                                                                                    APPLE IS CANNES LIONS’ 2019 CREATIVE                                                                       BOLD
                                                                                                    MARKETER OF THE YEAR. BY PATRICK COFFEE

FEATURE
                                                                                                    The Cannes Lions Festival of Creativity announced on Tuesday that Apple
                                                                                                    will receive the Creative Marketer of the Year honor at this year’s festivities in
Laura Stein, creative
                                                                                                    Southern France next month. Tor Myhren, vp of marketing communications
                                                                                                    for the tech giant and former creative lead at Grey, will accept the award on
                                                                                                                                                                                              IN ADWEEK
director at Sid Lee, is one of
our stand-out Toronto Brand                                                                         Friday, June 21, the final day of the event. Apple follows Google and Burger King,         HISTORY
                                                                                                    which won the award in 2018 and 2017, respectively. People familiar with the
Stars making waves.
                                                                                                    selection process said Cannes’ Creative Marketer of the Year designations are             NOV. 2, 1987
                                                                                                    based primarily on two factors: the brand’s history as an award winner and its            Earlier this year, McDonald’s
                                                                                                    willingness to play a prominent role in the festival itself. Apple has indeed won a       lost a legal battle in the EU
  4                                                                                                 considerable number of Lions, beginning with the historic 1984 Super Bowl ad.
                                                                                                    More recent efforts include “World Gallery,” a series of out-of-home placements
                                                                                                                                                                                              after attempting to keep Irish
                                                                                                                                                                                              burger chain Supermac from
                                                                                                    focusing on users’ photos as part of the “Shot on iPhone” campaign. Last year             expanding. Burgers weren’t
                                                                                                    alone, the brand won 25 Lions, including a music Grand Prix for “Welcome                  the issue; it was “mac”—
                                                                                                    Home,” the HomePod ad directed by Spike Jonze and starring FKA Twigs.                     three letters that, like “Mc,”
                                                                                                                                                                                              the Golden Arches contends
TRENDING                                                                                                                                                                                      are its sole right to use in
Ad buyers weigh in on the                                                                                                                                                                     the market, at least when
                                                                                                     CREATIVE                                                                                 it comes to food. The EU
2019 upfronts.
                                                                                                                                                                                              Intellectual Property Offi ce’s
                                                                                                                                                                                              ruling made headlines the
                                                                                                                                                                                              world over—but this kind of
  30                                                                                                                                                                                          fi ght is nothing new.
                                                                                                                                                                                                  Thirty-two years ago,
                                                                                                                                                                                              Adweek (which is celebrating
                                                                                                    Toronto residents will soon get a chance to see                       BIG NUMBER          its 40th anniversary this
                                                                                                    more art birthed out of an incubator founded by                                           year) devoted a full page

                                                                                                                                                                      15K
                                                                                                    The Weeknd. For the city’s annual Nuit Blanche                                            to covering the chain’s IP
PERSPECTIVE                                                                                         Toronto art festival this October, Hxouse—an                                              militancy. “McDonald’s
Quintessentially                                                                                    incubator co-founded by the hometown singer-
Canadian Tim Hortons                                                                                turned-entrepreneur—is partnering with the City of
                                                                                                    Toronto to create an art installation in the downtown
                                                                                                                                                                          INFLUENCERS
                                                                                                    Yonge-Dundas Square. The theme of this year’s
                                                                                                                                                                           APPLIED FOR
                                                                                                    all-night event is “Continuum.” Housed inside of the
                                                                                                                                                                         JUST 24 SPOTS
                                                                                                    $28.4 million Artscape Daniels Launchpad space,
                                                                                                                                                                          IN SEPHORA’S
                                                                                                    Hxouse was co-founded last year with La Mar Taylor,
                                                                                                                                                                           INFLUENCER
                                                                                                    The Weeknd’s creative director, as an accelerator for
                                                                                                                                                                            PROGRAM,
                                           32                                                       entrepreneurs. —Marty Swant
                                                                                                                                                                        #SEPHORASQUAD.

TALENT POOL                                                                                                             MOOD BOARD                The Week in Emojis
How PwC Canada’s ecd
escaped monotony.

                                 47%

  33
                                                            MCDONALD’S: GEORGE ROSE/GETT Y IMAGES

   38%
                                Clothing                                                                                                                                                      uses a combination of
  Beauty
                                                                                                                                                                                              cajolery, intimidation and
                                                                                                                                                                                              even outright payoffs in
                   35%
                                                                                                                                                                                              some cases to keep the Mc
                                                                                                                                                                                              to itself,” we wrote. At the
                 Coffee/tea

                                                                                                       NETFLI X IS BRINGING                     USPS IS TESTING    HBO’S GAME OF THRONES      time, McDonald’s had fought
                                                                                                     B AC K N E W C O K E A S PA R T           OUT SELF-DRIVING    FINALE HAD MORE VIEWERS    50 legal battles over Mc,
DATA POINTS                                                                                           OF A STRANGER THINGS                    18-WHEELER TRUCKS.      THAN THE BIG BANG
                                                                                                     P R O M O T I O N A L C A M PA I G N .                              THEORY’S DID.        including one against a tiny
Canadian Gen Zers are
quite brand loyal.                                                                                                                                                                            eatery in Fishkill, N.Y., called
                                                                                                                                                                                              McBagel’s. Well, that’s what
                                                                                                                                                                                              it used to be called, anyway.
©2019. All rights reserved. ADWEEK® is a registered
trademark owned by Adweek, LLC and used under license.                                                                                                                                        —Robert Klara
Adfreak®, Adweek Brandshare®, AgencySpy®, Brandweek®,
Brand Genuis®, Brand Save®, Hot List®, Mediaweek®, Social
                                                                                                                               This week’s cover was photographed for Adweek by Toronto
Times®, TVNewser® and TVSpy® are registered trademarks
owned by Adweek, LLC and used under license.
                                                                                                                                  native Caitlin Cronenberg on the set of Schitt’s Creek.
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
Trending
                                          THIS WEEK’S INSIGHTS

    TELEVISION

                                                                                                          1                                                            2

Buyers Break Down Upfronts Week
WHAT THEY LOVED—AND LOATHED—ABOUT                                                    development season I’ve seen in a           OTT DETAILS ARE MIA
                                                                                     while. I don’t know if there’s anything I   NBCUniversal and WarnerMedia
THIS YEAR’S PRESENTATIONS. BY JASON LYNCH                                            love—but there’s potential.”

                                                                                                                                                                            C B S K E L L Y K A H L : J O H N P. F I L O / C B S ; J O H N M A Y E R : P A W E L K A M I N S K I / W A L T D I S N E Y T E L E V I S I O N
                                                                                                                                 emphasized their upcoming streaming
                                                                                                                                 services, but as buyers noted, they
                                                                                     ADVANCED TARGETING:                         didn’t share any new details. “It’s
                                                                                     ALL TALK, NO OUTCOMES?                      frustrating,” said one buyer. “Do it
                                                                                     Many companies touted their                 when you actually have a story to
The most disruptive upfronts week         and Fox incorporated pyrotechnics          advanced targeting offerings, but           tell!” The lack of clarity about the new
in a decade, packed with presentations    into their events). “It was a little bit   marketers said some of them don’t           OTT offerings is “going to make it hard
from newly merged and spun-off            like, don’t pay attention to the base      live up to the hype. “We’ve been            to evaluate,” said another. “It doesn’t
companies, has come to an end. After      business. Look at all the things on the    having a lot of these conversations         seem like that’s going to play a big
a week of hearing the major media         periphery and how exciting all that        with the networks already, and I don’t      role in this year’s upfront.”
companies’ pitches about the 2019-20      stuff is!” said the buyer. “But there’s    know that their talk matches what
TV season, the buyers are ready to        nothing that will mask the fact that       their actual capabilities are,” said        MIXED MESSAGES
have their say. As they kicked off this   we have been on a dramatic slide over      one. “Our clients are into it, but the      FROM NBCUNIVERSAL
year’s upfront talks, several of them     the past four or five years—and the         actual legwork required to get those        NBCUniversal’s Linda Yaccarino said
spoke with Adweek (anonymously)           conversation must change.”                 deals done is still in its beginning        she is passing the upfronts baton
to candidly share their 10 biggest                                                   stages.” Another said that while they       to lieutenants Mark Marshall and
takeaways from the packed week of         THE NEXT THIS IS US                        are “pleased” with the advancements         Laura Molen this year, but buyers
events and parties—everything from        REMAINS ELUSIVE                            in technology and data, “it’s still         aren’t convinced, especially after she
the Mouse House’s problem to … an         As buyers bid farewell to the casts of     unclear” how advertisers and                seemingly spent more time onstage this
actual mouse problem.                     three long-running programs (Modern        agencies can “figure out a way              presentation than she had in several
                                          Family, The Big Bang Theory and            to monetize it and aggregate the            years. “If you’re passing the baton,
RATINGS? WHAT RATINGS?                    Supernatural) during upfronts, they        users and the impressions to keep           why don’t you let them do it?” asked
Instead of trying to spin their           didn’t see anything from the new crop      TV a brand awareness model, and             one. “There were some conversations
plummeting linear ratings, as is          of shows that would likely take their      not drive it to the bottom of the           around her needing to be significantly
usually the case, several networks        places, or become the next freshman        funnel.” A third was upset with             involved still,” said one buyer, who
just ignored the elephant in the room     breakout à la This Is Us. “It’s the        one company for not showcasing              thinks that Marshall and Molen’s brief
altogether, focusing instead on what      same-old same-old,” said a buyer. “I       the company’s successful data               appearance onstage compared to
one buyer termed “peripheral things”      don’t think there’s anything here that’s   partnership with their client: “We          Yaccarino’s “speaks volumes” about the
like new data conversations or fl ashy     going to help our ratings.” However,       were the first with them—and they           state of play: As Yaccarino expands her
production values (both NBCUniversal      another said, “It was actually the best    barely talked about it!”                    purview and tries to relinquish some

4                                                                                                                                                  MAY 27, 2019 | ADWEEK
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
L A VOZ: CHARLES SYKES/NBCUNIV ERSAL; NBC: LINDA YACCARINO: V IRGINIA SHERWOOD/NBCUNIV ERSAL; FOX : CHARLIE COLLIER: FR ANK MICELOT TA /PICTUREGROUP/FOX ; WARNER: DONNA SPECIALE: DIMITRIOS K AMBOURIS/GE T T Y IMAGES FOR WARNERMEDIA                                                                                                                                                          TRENDING

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                                                                                                                                                                                                                                                                                                                                                                             SCENES FROM UPFRONTS WEEK
                                                                                                                                                                                                                                                                                                                                                                             1. CBS Entertainment scheduling
                                                                                                                                                                                                                                                                                                                                                                             guru Noriko Kelley and president
                                                                                                                                                                                                                                                                                                                                                                             Kelly Kahl. 2. John Mayer closed
                                                                                                                                                                                                                                                                                                                                                                             out Disney’s event. 3. NBCUniversal
                                                                                                                                                                                                                                                                                                                                                                             was one of two presentations with
                                                                                                                                                                                                                                                                                                                                                                             pyrotechnics. 4. NBCU ad sales chief
                                                                                                                                                                                                                                                                                                                                                                             Linda Yaccarino. 5. Fox Entertainment
                                                                                                                                                                                                                                                                                                                                                                             CEO Charlie Collier. 6. WarnerMedia
                                                                                                                                                                                                                                                                                                                                                                             ad sales chief Donna Speciale.
                                                                                                                                                                                                                                                                                                                        4                                             5

                                                                                                                                                                                                                                          day-to-day duties to Marshall and         onstage about Masked Singer judges           Hulu Theater at MSG—a disturbance           on the scheduling grid, “which is a
                                                                                                                                                                                                                                          Molen, “the market is saying, ‘No, you    Ken Jeong and Robin Thicke (which            that elicited screams (“I thought           pretty antiquated construct in a world
                                                                                                                                                                                                                                          can’t.’” (NBCUniversal reiterated to      he later apologized for)—on the heels        someone was having a heart attack,”         where the vast majority of content is
                                                                                                                                                                                                                                          Adweek that Marshall and Molen will       of a similarly “unfiltered” Fox Sports        said one buyer) and sent more than          being viewed on one’s own time.”
                                                                                                                                                                                                                                          indeed be taking over upfront duties      upfronts road show appearance earlier        one creeped-out client fleeing the
                                                                                                                                                                                                                                          from Yaccarino.)                          this year that “a lot of people weren’t      auditorium midpresentation. “That’s         ONCE AGAIN, UPFRONTS
                                                                                                                                                                                                                                                                                    comfortable with,” according to one          what most people were talking about         WEEK WON’T CHANGE
                                                                                                                                                                                                                                          FOX CORP. IS A WORK                       attendee—left several buyers hoping          afterwards,” said one buyer, instead of     ANY MEDIA PLANS
                                                                                                                                                                                                                                          IN PROGRESS                               that he doesn’t return next year.            Speciale’s “provocative” call for clients   As always, none of the buyers who spoke
                                                                                                                                                                                                                                          Buyers were mixed on Fox Corp.’s                                                       to embrace her company’s attribution        with Adweek expected to shift their
                                                                                                                                                                                                                                          first presentation as a slimmed-           IS DISNEY’S PRESENTATION                     offering. Marketers also questioned         media plans as a result of what they
                                                                                                                                                                                                                                          down, stand-alone company. “I love        OVER YET?                                    why AT&T’s Xandr chose to hold its          saw during upfronts week. “It provides
                                                                                                                                                                                                                                          an underdog story and I want Fox to       One thing everyone agreed on: at 2           own upfront presentation a day earlier      you better comfort and reassurance
                                                                                                                                                                                                                                          be successful,” said one buyer. “But it   hours and 19 minutes, Disney’s first          instead of partnering with its new          in where you intend to invest your
                                                                                                                                                                                                                                          looked unpolished and unrehearsed         upfront was far too long. “It was way        corporate sibling, with one predicting      money. But there’s nothing I would shift
                                                                                                                                                                                                                                          compared to the others. The most          too much. I don’t need a half-hour           the merger of the two events next year.     because I don’t feel like there’s a strong
                                                                                                                                                                                                                                          underwhelming of the bunch.” Others       on Freeform. I barely understand                                                         enough slate,” said one. Given all the
                                                                                                                                                                                                                                          give credit to the “personable” Charlie   the network as it is, and they only          NO MOONVES, NO PROBLEM                      meetings now held with publishers prior
                                                                                                                                                                                                                                          Collier, CEO of Fox Entertainment,        made it more confusing,” said one.           Several buyers credited CBS                 to upfronts (including “the pre-upfronts
                                                                                                                                                                                                                                          with another marketer noting,             Added another, “The fact that it was         Entertainment president Kelly Kahl for      and the pre-pre-upfronts”), where
                                                                                                                                                                                                                                          “Charlie did a great job.” And Fox NFL    90 minutes before they got to ABC            smoothly navigating the first post-Les       much of this development is shared
                                                                                                                                                                                                                                          Sunday co-host Terry Bradshaw’s           prime, which is the whole reason that        Moonves upfront in two decades. He          and strategies are formed, and the fact
                                                                                                                                                                                                                                          self-described “offensive comments”       people are there, was shocking.” A           received kudos for a commitment to          that millions are spent on each upfronts
                                                                                                                                                                                                                                                                                    third buyer noted, “There’s a saying:        diversity in programming that had long      week event and party, “one has to
                                                                                                                                                                                                                                                                                    ‘Strategy is sacrifice.’ They should          been absent from the network, sharing       wonder, would that be better served in
                                                                                                                                                                                                                                                                                    have sacrificed some things to make it        the stage with scheduling chief Noriko      some other way?” asked another buyer.
                                                                                                                                                                                                                                                                                    a tighter presentation.” One thing that      Kelley (“I loved that they gave someone     But a third disagreed: “Although it’s a
                                                                                                                                                                                                                                          ‘I don’t know                             should have been cut: John Mayer’s
                                                                                                                                                                                                                                                                                    concluding two-song performance. “I
                                                                                                                                                                                                                                                                                                                                 else their due, instead of the same
                                                                                                                                                                                                                                                                                                                                 people taking credit all the time”) and
                                                                                                                                                                                                                                                                                                                                                                             long week, it was not a waste of time.
                                                                                                                                                                                                                                                                                                                                                                             I left there inspired and hopeful for
                                                                                                                                                                                                                                          that their talk                           love John Mayer,” said a buyer, “but I
                                                                                                                                                                                                                                                                                    just wanted to get the hell out of there.”
                                                                                                                                                                                                                                                                                                                                 thanking his team at the end. “Because
                                                                                                                                                                                                                                                                                                                                 before that, it was always Les Moonves’
                                                                                                                                                                                                                                                                                                                                                                             where we can invest our money.”

                                                                                                                                                                                                                                          matches what                              WARNERMEDIA:
                                                                                                                                                                                                                                                                                                                                 show, and nobody was to be thanked,”
                                                                                                                                                                                                                                                                                                                                 said a buyer. Marveled another, “I                       JASON LYNCH IS ADWEEK’S T V/

                                                                                                                                                                                                                                          their actual                              UPSTAGED BY A RODENT
                                                                                                                                                                                                                                                                                    Donna Speciale’s pitch was upstaged
                                                                                                                                                                                                                                                                                                                                 thought their slate of shows was the
                                                                                                                                                                                                                                                                                                                                                                                          MEDIA EDITOR, COVERING TRENDS,
                                                                                                                                                                                                                                                                                                                                                                                          T E C H N O L O G Y, P E R S O N A L I T I E S
                                                                                                                                                                                                                                                                                                                                                                                          A N D PROGR A MMING ACRO S S
                                                                                                                                                                                                                                                                                                                                 best I saw that week.” That said, buyers
                                                                                                                                                                                                                                          capabilities are.’                        by a mouse scurrying around the              wish CBS would ditch its upfront focus
                                                                                                                                                                                                                                                                                                                                                                                          BROA DCA S T, C A B L E A N D
                                                                                                                                                                                                                                                                                                                                                                                          STREAMING VIDEO. @JASONLYNCH

                                                                                                                                                                                                                                          ADWEEK | MAY 27, 2019                                                                                                                                                                       5
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
Hiku Brands opened hip
                                                                         cafes prelegalization to
                                                                          seed awareness for its
    TORONTO                                                               Tokyo Smoke offering.

                                                                                                     no influencers, animals or mascots; and don’t
CANADA’S GREEN RUSH                                                                                  depict glamour, vitality, enthusiasm, risk or
                                                                                                     boldness. So, y’know, no fun. Running afoul of
                                                                                                     these rules risks incurring fines or getting hit
LOOKING TO MAKE THEIR MARK IN A BUDDING INDUSTRY, MARKETING                                          with license suspensions.
                                                                                                        On the regulatory spectrum, canna-
TALENT IS FLOCKING TO CANNABIS BRANDS. BY RAE ANN FERA                                               bis falls somewhere between tobacco and
                                                                                                     alcohol. It’s akin to tobacco in that it can’t

R
                are is the chance to create        that are born and raised in Canada,” he said.     be advertised, and packaging must be plain
                something utterly new in the       “The ability to own and create an industry        with nothing more than a logo with plenty
                Canadian market, so when the       from the ground level is really enticing. You     of warnings; it’s like alcohol in that sales are
                federal government declared        hear of people moving to this industry daily.”    regulated by province, which varies widely
                that on Oct. 17, 2018, the             For Zack Grossman—who held senior             across the country, from full government
                recreational use of cannabis       marketing positions at Johnson & Johnson          control to full private retail.
would become legal, it was as though it had        before joining craft cannabis company FIGR,          But building cannabis-brand awareness
announced the start date for the birth of a new    an East Coast brand that supports local farm-     wasn’t always so tricky. Prelegalization,
industry. And the pull has been gravitational.     ers and allows consumers to track and              brands could be more mainstream, given the
Senior marketing talent from sectors like          trace their cannabis throughout its                     lack of laws around marketing. Canopy’s
alcohol, CPG and advertising agencies have         lifecycle via its Sentri platform—                         flagship Tweed—which started as a
joined the green rush.                             after 10 years of working on                                medical brand—entered the market

                                                                                                                                                             COURTESY OF CANOPY GROWTH; GROSSMAN: AL DOUGLAS
   David Bigioni was first among them.              legacy pharma brands, the abil-                              with a friendly and approachable
Formerly vp of sales at Molson Coors, where        ity to enter an industry that was                            campaign from Cossette that simply
he spent more than seven years in senior mar-      so new and growing so quickly                                said “Hi.” The agency staged pho-
keting roles, he joined Canopy Growth Corp.        was an incredible lure.                                     togenic installations of this simple
in August 2017 as chief commercial officer.            “Being able to shape the can-                          double entendre at concerts, and the
Canopy—which has captured almost a third           nabis industry is like when alcohol                     campaign became a hit on Instagram.
of Canada’s cannabis market, according to          prohibition was lifted and all the great            Tweed also partnered with MADD and
Canadian newspaper the Financial Post—dis-         brands were created,” said Grossman. “To be a     Uber just days before legalization on an anti-
tributes medical cannabis to five continents        part of building the next Molson or Labatt—it     high-driving PSA. The campaign, along with
and holds a portfolio of leading brands includ-    would be great to look back in 30 years and say   DontDriveHigh.ca, offered suggestions on 101
ing Craftgrow, DNA Genetics, DOJA, Maitri,         I helped build that.”                             things to do instead of driving high, such as
Spectrum Therapeutics, Tokyo Smoke, Tweed              This excitement exists even though canna-     popping bubble wrap, having a staring contest
and Van der Pop.                                   bis marketing must conform to an incredibly       or contemplating your existence.
   “What I saw was the opportunity to do           restrictive and complex regulatory frame-            And DOJA, a Canopy-owned British Co-
work at a global level that not a lot of market-   work. In a nutshell: Don’t advertise anywhere     lumbia brand, worked with boutique agency
ers are doing in terms of leading brand devel-     it can be seen by minors (so basically all        Juliet and Cannabis Amnesty to create Par-
opment, innovation and championing brands          traditional media, events or sponsorships);       don, a line of clothing that advocated for the

6                                                                                                                                MAY 27, 2019 | ADWEEK   ®
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
TRENDING

                                                                                   hundreds of thousands of Canadians with past
                                                                                                                                         1                                   2
                                                                                   or present cannabis convictions. “Whether a
                                                                                   consumer is pro cannabis or not, they could be
                                                                                   pro justice,” noted Juliet’s chief strategy offi-
                                                                                   cer, Sarah Stringer, of the campaign’s concept.
                                                                                       Since legalization, the favored forums for
                                                                                   cannabis marketing are age-gated venues such
                                                                                   as bars and licensed movie theaters, as well as
                                                                                   digital advertising that targets age-of-majori-
                                                                                   ty audiences.
                                                                                       “There are two basic ways to ensure we are
                                                                                   reaching adult audiences,” said Grossman.
                                                                                   “Some platforms are able to capture the ages
                                                                                   of their users and produce a prequalified list of
                                                                                   people that we can communicate with. Typi-
                                                                                   cally, that data is captured when users sign up
                                                                                   for an account, for example. Other platforms
                                                                                   have age-gating built right in and require
                                                                                   audiences to self-identify their age before they
                                                                                   can even access the content and any advertis-
                                                                                   ing we may have within.”
                                                                                       But all along, education has been an
                                                                                   important marketing tool. Wes Wolch, chief
                                                                                   strategy officer at Cossette, says efforts to
                                                                                   inform consumers about the varieties of can-                                                                                          WEED
                                                                                   nabis available to them are powerful because                                                                                          THRILLER
                                                                                   awareness around the product is nearly                                                                                                1 San Rafael
                                                                                   nonexistent. Most people’s exposure to can-                                                                                           ’71 targets
                                                                                   nabis prelegalization, if it existed at all, was                                                                                      the “classic”
                                                                                   based on whatever their dealer had on hand.                                                                                           consumer.
                                                                                   Now someone could be faced with hundreds                                                                                              2 Tweed greeted
                                                                                   of options. “If you think about it, going into a                                                                                      the market with
                                                                                   store and asking for cannabis is like going into                                                                                      a campaign that
                                                                                   liquor store and asking for booze,” he said.                                                                                          simply said, “Hi.”
                                                                                                                                                                                                                         3 Craft
                                                                                   “It’s like, what kind?”
                                                                                                                                                                                                                         cannabis brand
                                                                                       Noted Bigioni, “Education is the currency                                                                                         FIGR supports
                                                                                                                                         3
                                                                                   in the category because we want to make sure                                                                                          local farmers.
                                                                                   people have a good experience and have the
SAN RAFEAL: MICHAEL HEADFORD; TWEED: COURTESY OF CANOPY GROWTH; FIGR: AL DOUGLAS

                                                                                   info they need.”
                                                                                       For its Tokyo Smoke offering, Hiku
                                                                                   Brands—the home of several Canopy prod-
                                                                                   ucts—launched prelegalization coffee shops.
                                                                                   Beautifully designed and located in hip, urban      high-end coffee houses, a strategy meant to       producer, targets the the budtender com-
                                                                                   areas like Queen West in Toronto and Gas-           appeal to the cannabis-curious crowd and cre-     munity, who are at the forefront of educating
                                                                                   town in Vancouver, these cafes were ahead of        ate an experience that’s distant from stoner      consumers in-store. The contest also doubles
                                                                                   the curve in cannabis retailing. If it wasn’t for   stereotypes.                                      as a marketing campaign.
                                                                                   the cannabis accessories on the shelves next           The shops host “Higher Learning” educa-            Chief commercial officer Darren Karasiuk
                                                                                   to the espresso beans, the stores were, and         tion sessions that provide consumers with         says Aurora’s award-winning brands—which
                                                                                   remain, indistinguishable from the hottest          basic cannabis info, like an introduction to      include MedReleaf and CanniMed, along with
                                                                                                                                       cannabinoids (THC versus CBD) and the             its namesake brand, Aurora, plus Woodstock
                                                                                                                                       differences between strains and products          and its San Rafael ’71, which with its nod
                                                                                                                                       and what experiences people can expect from       to the roots of 420 is geared to the “classic”
                                                                                                                                       them. These cafes helped Tokyo Smoke es-          consumer—resonate with retailers. “The
                                                                                                                                       tablish a bond with would-be customers early      retail staff, they get it, they relate to it, they
                                                                                                                                       on that has helped make it a leading cannabis     can communicate [about our brands] to the
                                                                                   It’s like the end                                   brand in Canada.
                                                                                                                                          “When I think of the cannabis experi-
                                                                                                                                                                                         consumer,” he said.
                                                                                                                                                                                             The next wave for cannabis in Canada will
                                                                                   of Prohibition,                                     ence, it inspires human connection, creative
                                                                                                                                       inspiration,” said Berkeley Poole, Hiku’s vp of
                                                                                                                                                                                         come in October 2019, when edibles, vapes,
                                                                                                                                                                                         drinks and other consumables will become le-
                                                                                   when ‘all the great                                 creative. “For people to truly learn, they have   gal. And with this next wave will come a whole
                                                                                                                                       to be inspired. Our format is very casual and     new set of challenges—and opportunities—for
                                                                                   [alcohol] brands                                    informative and creates a vibe in which people    marketers. The anticipation is palpable.
                                                                                   were created.’                                      can learn.”
                                                                                                                                          Canada’s Top Budmaster, the latest initia-
                                                                                                                                                                                             Said Wolch, echoing a common sentiment,
                                                                                                                                                                                         “This is literally the most exciting thing I’ve
                                                                                   Zack Grossman, craft cannabis brand FIGR            tive from Aurora Cannabis, another leading        had a chance to do in my career.”

                                                                                   ADWEEK | MAY 27, 2019                                                                                                                                      7
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
BRANDWEEK
    INSIDE THE
    BRAND                                                                                                                     What do you see as the major
                                                                                                                              opportunities and challenges
                                                                                                                              for women today and what advice
                                                                                                                              can you give them?
                                                                                                                              Being truly and profoundly supported.
                                                                                                                              … A true sponsor just doesn’t say
                                                                                                                              something nice about you when you
                                                                                                                              are not in the room, but they are
                                                                                                                              getting you that raise, that promotion.
                                                                                                                              Words cannot build or raise a family.
                                                                                                                              Financial recognition can.

                                                                                                                              ‘Don’t get too invested in
                                                                                                                              your own press/ink. What is
                                                                                                                              your next accomplishment?
                                                                                                                              What mountain do you
                                                                                                                              still have to climb?’
    WOMEN TRAILBLAZERS
                                                                                                                              How have you found the right
                                                                                                                              balance between your personal

    TIFFANY R. WARREN
                                                                                                                              life and career?
                                                                                                                              I am truly still working that out, but I
                                                                                                                              made a promise and a goal for 2019
                                                                                                                              that I would spend more time with
                                                                                                                              myself and my family. They understand
                                                                                                                              that I don’t just have a position, but a
                                                                                                                              passion. But I will cancel a work trip

    SVP AND CHIEF DIVERSITY OFFICER OMNICOM
                                                                                                                              that can be rescheduled if it means
                                                                                                                              that I get to be at my niece’s final
                                                                                                                              basketball game wearing a sweatshirt

    FOUNDER AND PRESIDENT ADCOLOR
                                                                                                                              with her face on it. She will remember
                                                                                                                              that for the rest of her life; I may or may
                                                                                                                              not remember the work trip. My niece,
    By Lisa Granatstein                                                                                                       Ahmenra, calls me every day around
                                                                                                                              4 p.m. on her ride home from daycare.
                                                                                                                              She asks me, “Auntie, where are you?”
                                                                                                                              I tell her exactly where I am and what
Adweek: Tell us what you                                                             What pivotal moments did                 I am doing no matter where I am. I do
are doing now.                                                                       you face along the way?                  this because I don’t want her to ask me
Warren: [At] Omnicom Group, I                                                        A truly pivotal personal moment          one day, “Auntie, where were you?”
currently oversee a team of 18                                                       for me was when my beloved nana
diversity officers, directors and                                                     passed in my freshman year of
champions who are focused on                                                         college. She was a young 66, and it
Omnicom-wide change efforts for
the advancement and retention of the
                                                                                     affected me greatly. Once I got past
                                                                                     the valley of mourning her, all the      INSIDE THE BRAND SERIES

                                                                                                                                                                            S A S H A M A S L O V F O R A D W E E K ; I N S E T: S E A N T. S M I T H
best talent from diverse backgrounds                                                 things she taught me came fl ooding
inclusive of women, people of color
and LGBT professionals in an inclusive
                                                                                     back. One moment in particular I
                                                                                     carry with me. … I was in the 5th        CMO MOVES
                                                                                                                              INNOVATORS
work culture. With Adcolor, I am deeply                                              grade, and I came running into her
involved in the direction the industry is   Warren announces the 2019 Champions      house, excited that I was just named
                                            list at the inaugural Adweek Adcolor
taking around diversity and inclusion.                                               co-valedictorian. I ran downstairs
                                                                                                                              WOMEN TRAILBLAZERS
                                            Champions event on Wednesday in
                                            New York. The Adcolor Champions          where she was, of course, watching
How did you get to where                    celebrates industry allies and diverse   her stories [soap operas] and I

                                                                                                                              GEN ZEOS
you are today?                              talent in creative industries.           interrupted and said, “Nana, I got it.
My preparation met up with incredible                                                I am valedictorian!” She—without

                                                                                                                              CHALLENGERS
opportunities. I knew from a very           granted opportunities when others        raising an eyebrow or really moving—
early age that my calling was in            seem to be given handouts. It really     said: “That’s great, T. What’s next?”
diversity and inclusion. I didn’t have      became obvious at the private school I   For me, it meant: Don’t get too
a name for it, but I certainly made
decisions and lived my life in service of
                                            attended. My advocacy began in those
                                            halls and has taken me all the way to
                                                                                     invested in your own press/ink. What
                                                                                     is your next accomplishment? What
                                                                                                                              BRAND GENIUSES
understanding why some people were          the Obama White House.                   mountain do you still have to climb?

8                                                                                                                                              MAY 27, 2019 | ADWEEK   ®
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
W I N N E R ’ S P L AY B O O K

                                       Leveraging
                                       Diversity as a
                                       Growth Driver
                                        STEVEN WOLFE PEREIRA
                                       THE CEO AND CO-FOUNDER OF
                                       ENCANTOS MEDIA STUDIOS
                                       SHARES HIS LEADERSHIP TIPS
                                       ON THE CMO MOVES PODCAST.
                                       BY NADINE DIETZ

                                       EXTEND D&I                           authentic, that can actually        the time you’re in your 40s, if      GO STRAIGHT
                                       BEYOND HR                            understand the consumer and         you’ve been going sideways           TO THE
                                       We truly believe that today,         help drive the business is really   for the better half of your          AUDIENCE
                                       diversity is a business              a growth conversation.              30s, you’re not gonna get that       We want to go direct to the
                                       imperative. No matter what                                               opportunity. So you hit this type    audience, to the community,
                                       industry you’re in, whether          DON’T CONFUSE                       of ceiling, and a lot of folks end   and we truly believe that
                                       it’s beauty, retail, financial        MOTION AND                          up also leaving industries.          multicultural done well is
                                       services, automotive, tech,          PROGRESS                                                                 multicultural that is for the
                                       you name the category … the          If you actually look at the         TAKE PRIDE IN                        mainstream. And so that was
                                       growth engine is going to be         stats of women and people           DIVERSE LEADERSHIP                   really the way we started
                                       multicultural. I mean, I’m a         of color on corporate boards,       We are a female majority-            with a book. And it was really
                                       data-driven guy, and if you see      in the C-suite, CEO and CMO         owned company, and from              doing data-driven approaches
                                       what the stats are across the        positions, we’re actually           that, we take a lot of pride.        where we would A/B test
                                       country, the top 20 DMAs are         moving backward, and it does        So of our 50 percent of the          the content. We did a 3D
                                       all multicultural majorities.        not make sense given the            company, Nodia, my wife and          animated video and put it on
                                       Eighteen percent of the country      stats you see in terms of the       much better half, owns 60            YouTube, no marketing, and it
                                       is Hispanic, 13% African             population and certainly the        percent, I own 40 percent,           got over 20 million views. So
                                       American, [over] 5% Asian. A         demand and the growth. And          while Susie owns 60 percent          that’s where we knew, hey,
                                       lot of the diversity and inclusion   what’s really surprising is that    and her husband owns 40              we’re onto something here.
                                       conversation tends to be an          there are many programs for         percent. It truly has been this      There is demand, there’s a
                                       HR one. And there’s certainly        people coming out of college or     incredible partnership and           marketplace for it. It’s going
                                       nothing wrong with that, but         getting that first job, but there    purpose because we are really        to direct-to-consumer in the
                                       we need to have many different       is a leaky bucket, there is a       creating something that is           literal sense of the word.
                                       types of conversations. Do you       retention issue. You have your      culturally authentic. We’re          And if you zoom out, what
COURTESY OF ENCANTOS MEDIA

                                       have women and people of             20s, where you work really          also a multicultural-owned           are going to be the two most
                                       color at the board level, at the     hard, but somehow your 30s          and led company with a whole         important trends of the 21st
                                       C-suite level and specifically        are like the twilight zone years,   mix of talent, from designers        century? Of course, it’s going
                                       running P&Ls? Because I think        and a lot of people end up          to developers. We’re building        to be digital, but diversity
                                       that’s where the most impact         going sideways, and they don’t      a different type of studio           is the other most important
                                       actually happens. And by having      achieve that escape velocity        that is leveraging the way to        trend, and I think a lot of folks
                                       someone that will be of the          in their career to get to that      build brands in this direct-to-      forget that one.
                                       community that will be cultural,     vp level or get that overseas       consumer world.
                                                                            assignment. And then, by

                             ADWEEK | MAY 27, 2019
                                   ®
                                                                                                                                                                                         9
MAKING SCHITT HAPPEN - TORONTO BRAND STARS
VOICE

                                                                                     in that moment. It’s simple and doesn’t     MARKETING IN THE
                                                                                     require much thought. For many, our         PLATINUM ERA
                                                                                     televisions are companions, as more of      So, what does the future of television
                                                                                     us live alone. This type of viewing has     mean for marketers?
                                                                                     long been underestimated and some               While the 30-second TV spot
                                                                                     would argue undervalued. It’s time we       will likely never go away completely,
                                                                                     acknowledge its power and influence.         marketers of the future must be
                                                                                         Lean-forward viewing is                 more thoughtful, strategic and
                                                                                     composed of catching up via on-             creative. Tomorrow’s TV continues to
                                                                                     demand and those key moments in             provide an ideal canvas for marketing
                                                                                     time that we all tune into a program        messages.
                                                                                     as it happens. Whether it be live               However, marketers will need to
                                                                                     news, major sporting events, awards         transform their toolkit to compete.
                                                                                     shows or new episodes of the latest         Brand integration and product
                                                                                     cult favorite series, audiences around      placement will weigh more heavily
                                                                                     the world lean forward to watch             with consumers as viewing habits
                                                                                     together. A recent study showed that        evolve. Think about it: After a show
                                                                                     viewers feel unable to participate          is created, it lives on infinitely across
                                                                                     meaningfully in conversations               multiple platforms. Surely you want
                                                                                     without TV. This is the true meaning        your brand message to travel with
                                                                                     of broadcast: ensuring that you can         the show to all the consumption
                                                                                     talk about that cultural nugget in real     points in the future, right?
                                                                                     time, such as through social.                   The vehicle to transport a
                                                                                         Subscription video on-demand            brand message will vary per show.
                                                                                     services by definition lean forward in       Sponsorship, or simply putting a
                                                                                     that you have to purposely look for,        product in the background, and more
                                                                                     find and watch a program. And without        short-term tactical messages will
                                                                                     the timeliness of scheduled broadcast       work well for the increasing number of
                                                                                     programming, there is no urgency            live-in-the-moment content that the
                                                                                     because you know that everybody             future holds.
                                                                                     will be on different episodes, if not           For the content that lives longer on
                                                                                     seasons, anyway.                            demand, more timeless messages in
                                                                                         Consumers are developing what a         unobtrusive settings that are ideally
                                                                                     recent study dubbed as “subscription        well-integrated into storylines will
                                                                                     fatigue,” with 47% of streaming             work best.
                                                                                     subscribers feeling as if they are faced        Television isn’t going anywhere,
                                                                                     with too many choices and 43% giving        and neither is live or linear TV. With
                                                                                     up on their search for something to         more entertainment options than ever
                                                                                     watch after a few minutes.                  before, more cultural connections
                                                                                                                                 are spanning the globe. Endless
                                                                                     THE FUTURE OF TV                            conversations on the content and
  OPINION                                                                            Today’s television delivers through         marketing behind it are happening,
                                                                                     scale and synchronicity. There are          both inside and outside the home.

The Platinum                                                                         lots of people across the country who
                                                                                     are watching the same thing as you in
                                                                                     near-time synchronicity.

Era of TV
                                                                                         Tomorrow’s television will
                                                                                     gravitate toward two things.
                                                                                         We’ll see more viewing on-
                                                                                     demand, particularly content that’s
FOLLOWING THE RISE OF CORD-CUTTING.                                                  dated. If consumers have a catalog of
BY CHRISTIAN KURZ                                                                    greatest hits available, either through
                                                                                     active selection like most services
                                                                                     today or in a more serendipitous linear
                                                                                     fashion offered by some advertising

                                                                                                                                                                               I L L U S T R AT I O N : G R E G O R Y B A L D W I N / G E T T Y I M A G E S
                                                                                     video on-demand services, an element
                                                                                     of consumption will move there—but
                                                                                     not all consumption will.
If you’re tuned in with the media          convincing point here is that consumers       Even more of those in-the-moment
industry, you’ve likely heard that we’re   are the viewers who benefit from all       elements of programming will be
in the post-TV era. Many consumers         the great stories being told today.       key. If you look internationally, reality
are cord-cutting by canceling the video                                              competitions around the world have
portion of their cable subscriptions in    LEAN FORWARD OR BACK                      viewers vote during the show to                            Specs
favor of streaming services.               Today’s television offers something       decide the outcome. In the U.S., it’s                  Claim to fame
    I want to let you in on a secret:      most streaming services do not: to        less prevalent, presumably due to                Christian Kurz is senior vice
Television is most definitely not on        both lean forward and lean back on        time zone differences and an industry            president, global consumer
the brink of extinction, and neither is    viewing experiences.                      preference for prerecording. But as                  insights for Viacom.
broadcast television. We are actually in       Audiences literally lean back after   technology evolves, TV will continue                   Base New York
the golden—some even say platinum—         a long day by turning on the television   to find more of those opportunities to                 Twitter @KurzCh
era of television. The interesting and     set and catching whatever may be on       connect audiences in real time.

10                                                                                                                                                 MAY 27, 2019 | ADWEEK   ®
Digital Mastery.
Complete Commerce.
Iconic Customer Experience.
PIONEERING WHAT’S POSSIBLE THROUGH THE CONVERGENCE OF
ANALYTICS, DIGITAL COMMERCE, CONTENT MANAGEMENT, AND
*900χ7)6:-')'311)6')3**)6-2+7
FAC E T I M E

1                                                                               2

                                                                                3

                    #ADWEEKDETROIT

     Brand Stars
      Of Detroit
     AT THE SHINOLA HOTEL, ADWEEK
         HONORED MOTOR CITY’S
       INNOVATORS. PRESENTED BY
             QUICKEN LOANS.
           BY ALEXA COMEAU
4                                                                               6

       1. Supporting the honorees. 2 Doug Zanger, senior
       editor, creativity, Adweek. 3 (L. to r.) Detroit Brand
          Stars: Anika Goss-Foster, Detroit Future City;
        Tom Wennerberg, Chemical Bank; Casey Hurbis,
       Quicken Loans; Alex Drinker, Shinola; Mark Bohen,
        Beaumont Health; Kate Bordine and Phil Cooley,
      Ponyride; LaRon Johnson, LinkedIn Detroit; Nathan
                                                                                            S E A N T. S M I T H / R U B E N C A N T U

         Labenz, Waymark; Olayami Dabls, Dabls Mbad
       African Bead Museum; Khali Sweeney, Downtown
         Boxing Gym; Rachel Kuhn, General Motors; Ed
       Gleich, Little Caesars; Jessica Hauser, Downtown
      Boxing Gym; Charlie Metzger, Detroit Pistons. 4 The
      awards. 5 Attendees mingle over cocktails. 6 Danny
         Wright, CBO, Adweek, addresses the audience.
                  7 The beautiful Shinola Hotel.
5                                                                               7

12                                                              MAY 27, 2019 | ADWEEK   ®
NEUSTAR | PARTNER EXPERTS SPECIAL ADVERTISING SECTION

  Flipping the Script on Identity Resolution
  By Steve Silvers, GM & VP Product Management Customer Experience, Neustar

  M
           arketers encounter many versions of       are dependent on implicit connections and           whether the deterministic identity pairs are
           their customers and prospects. In the     therefore more like guesswork.                      accurate. And the probabilistic pattern can
           course of the day, they might meet           Not exactly. An explicit data match doesn’t      be tied back to an explicit, deterministic
  the anonymous website visitor, the frustrated      equal correct customer data.                        identifier. Together, they can build an entirely
  phone caller and the indecisive store visitor.        For instance, you might use your email           new graph.
     But are these different selves actually the     address to log on to your account on your              It’s like making a chocolate raspberry
  same person?                                       friend’s tablet. In the world of deterministic      cake. You wouldn’t just take a chocolate and
     And how can you assess the accuracy of an       matching, that would indicate the tablet–and        a raspberry cake and smash them together–
  identity that combines them?                       whatever it does from that point onward–            you’d create a new cake from scratch and
     The answers to these questions determine        belongs to you.                                     blend both flavors together.
  if you make a sale to the right person and if         There are dozens of examples like this, and         When they are combined and applied in a
  your advertising dollars are wasted or             they all prove the point that unless you’re         holistic manner, explicit and implicit matches
  used effectively.                                  sure it’s accurate, it’s just a bad idea to start   can be powerful tools for full identity
     Many marketers wrestle with two                 with unconfirmed deterministic matches               resolution.
  approaches to identity resolution:                 as your gold standard building block. You’ll           In fact, the strength of the linkages
  deterministic and probabilistic. More often        have a weak foundation if you do, and in our        between data can be more important
  than not, both get mischaracterized.               experience, an error rate as high as                than, say, the fact that a user logged into
     Deterministic matches are paired through        50 percent.                                         their account with an email address with a
  a persistent identifier like an email address.         Additionally, deterministic matches don’t        particular phone. That’s a factor, but it’s one
  If a user employs an email address to log          fully account for patterns of behavior, as          of many, and can be tested by the likelihood of
  on to a web account, then the cookie in that       probabilistic matches do. But probabilistic         the connections between other data points.
  user’s browser can be connected to that email      matches don’t account for offline behavior              Rather than utilizing a hub-and-spokes
  address. And that cookie, as well as that          because they need a deterministic identifier         model that uses identified pairs as the core
  device, can then be connected to other             (e.g., an email address) to do so.                  and inferred matches as the spokes, strong
  data points.                                          But, probabilistic matches aren’t                identity is best built as constellations of data
     In probabilistic matches, inferences drive      necessarily guesses either. A pattern that          that are based on the strength of the linkages.
  the connections. Machine learning allows us        consistently shows a smartphone and                    The linkage between a smartphone, a
  to identify patterns across a web of customer      a laptop using the same network may                 tablet and an IP address might be very strong,
  signals that suggest linkages between an           constitute definitive evidence that they belong      for instance, while the linkage between an
  individual and, say, a smartphone and laptop       to the same person or family.                       email address and a device could be weaker.
  used together across multiple Wi-Fi hotspots.         Because of these pluses and minuses, even        Accuracy at scale can be maintained if the
  Depending on the strength of those signals,        a hybrid approach can compound the errors           strength of the connections is consistently
  we could infer that those devices belong to a      of each and lose sight of the reliability of the    tested across all of the identity data.
  single person.                                     original raw data.                                     As in real life, a person’s full identity is not
     Many assume that deterministic matches             Instead, the strengths of both methods can       built on email addresses tied to devices. For
  are definitive, a gold standard built on explicit   be used to validate each other. For instance,       complete identity resolution, it all comes
  connections, while probabilistic matches           a probabilistic pattern of behavior can test        down to the value of the relationships.

  ADWEEK | MAY 27, 2019                                                                                                                                 N1
TORONTO BRAND STARS

IS TORONTO A VITAL TECH HUB,
A GROUNDBREAKER IN CANNABIS
MARKETING, HOLLYWOOD
NORTH OR A MAGNET FOR
BOUNDARY-PUSHING CREATIVES?
THE ANSWER, AS THIS YEAR’S
ROUNDUP OF TORONTO BRAND
STARS MAKES STUNNINGLY
CLEAR, IS YES.
               BY T.L. STANLEY
Toronto Brand Star.
                                                      World-class leader.

Congratulations Claudette McGowan, on being
named a 2019 Adweek Toronto Brand Star.

Your passion for advocating for diversity and
representation in technology roles is changing our
business, and your encouragement of young people
to pursue those careers is changing a generation.
From your family at BMO Financial Group, thank you.
This page: Eugene Levy (l.) and
Daniel Levy at Pinewood Studios.

                                   EUGENE
Opposite: With co-stars Annie
Murphy and Catherine O’Hara.

                                      LEVY
                                       AND
                                    DANIEL
                                      LEVY
                                           Schitt’s
                                             Creek,
                                           their hit
                                            Pop TV
                                            sitcom,
                                         is shot at
                                        Pinewood
                                       Studios but
                                        has made
                                       an indelible
                                          mark far
                                            beyond
                                         Toronto’s
                                          borders.
                                        BY DIANA
                                          PEARL
T O R O N T O B R A N D S TA R S

                                                                                                                                                     Adweek: Film and television                  industry has grown by quantum                  a part of this experience?
                                                                                                          Over the years,                            production in Toronto has been
                                                                                                                                                     booming. What’s it like to shoot
                                                                                                                                                                                                  leaps over the past 20 years. We are
                                                                                                                                                                                                  producing movies and television that
                                                                                                                                                                                                                                                 D.L.: I never turned to my dad for help,
                                                                                                                                                                                                                                                 at all, until this show. I was too scared
                                                                                                          Toronto has quietly become a major
                                                                                                          player in film and television, to the       in that hub?                                 can certainly compete with any shows           of being accused of nepotism. The truth
                                                                                                                                                     Eugene Levy: This town is as busy as         made in any country around the globe.          is, my dad is the ultimate pro. He sets
                                                                                                          tune of a $2 billion production spend
                                                                                                                                                     it’s been. There are some years when         You just feel so proud to be Canadian          a high bar and treats everyone from
                                                                                                          in 2017—an all-time high for the city,
                                                                                                                                                     it’s very hard to find a crew because         when you look at the quality of work           the top down with care and respect.
                                                                                                          which has been nicknamed Hollywood                                                      that has been done now.                        Watching the way he’s conducted
                                                                                                                                                     just about every crew member who’s
                                                                                                          North. And if you use cultish adoration    working is on a job. The fact that we’re                                                    himself and the positive ripple effects
                                                                                                          as your measure, one of its greatest       shooting this show in Toronto is really      Family is at the core of Schitt’s              of prioritizing professionalism and
                                                                                                          exports is Schitt’s Creek, a quirky        quite amazing. We’re employing a lot         Creek the show, both on-screen                 kindness has been one of the greatest
                                                                                                          comedy about the Roses, a wealthy          of Toronto people, and it’s nice to be       and off. What’s it like working with           gifts I’ve learned from him.
                                                                                                          family that is forced to move to a         able to contribute to the town that          your family, and how does that
                                                                                                          middle-of-nowhere town after being         gave me so much.                             translate when you’re working on               Eugene, you took a step back after
                                                                                                          defrauded by its financial manager.              I started my career here and            a show about a family?                         the first season and allowed Dan to
                                                                                                              The show—which shoots at               did a lot of work here in Toronto for        E.L.: It’s always been surreal. When           take over as showrunner. What’s
                                                                                                          Toronto’s Pinewood Studios—is a            seven years of SCTV (Second City                                                            that been like?
                                                                                                          family affair, created by Best in Show     Television), most of which was shot                                                         E.L.: It became apparent to me that
                                                                                                                                                     in Toronto. That the show ended up in                                                       he was developing so quickly as a
                                                                                                          star Eugene Levy and son Daniel
                                                                                                                                                     Toronto is really delightful for me.                                                        producer and a writer, that the two
                                                                                                          Levy, who also play father and son in
                                                                                                                                                                                                                                                 of us didn’t need to go through this
                                                                                                          the series, and co-starring Eugene’s       Daniel, what role does Canada play                                                          together. He was very capable of
                                                                                                          daughter Sarah as Twyla, the friendly      in the show, and what does that                                                             handling a lot of this responsibility on
                                                                                                          diner waitress. (The series’ matriarch     mean for you as a Canadian actor                                                            his own, which was wonderful to me
                                                                                                          is played by Canadian comic legend         and a showrunner?                                                                           because I frankly didn’t love spending
                                                                                                          and Eugene’s fellow SCTV alum              Daniel Levy: We are an entirely                                                             12 hours in a writer’s room, trying to
                                                                                                          Catherine O’Hara.) Daniel took over        Canadian production, minus our dear                                                         crack stories. And it gave him more
                                                                                                          as showrunner since Season 2, and          Chris Elliott [who plays town mayor                                                         freedom to follow through with his
                                                                                                          praise for the comedy has been             Roland Schitt], so it goes without saying                                                   creative direction. It’s been really fun
                                                                                                          consistent, with Vulture calling it “a     that Canada is coursing through the                                                         to watch him take over the reins.
                                                                                                                                                     veins of this show on all levels. There is
                                                                                                          Canadian gem of a sitcom” and Vanity
                                                                                                          Fair wondering, in its January 2019        a kindness to Canada that I think can be     ‘I started my                                  You recently announced that the
                                                                                                          issue, why it overlooked the series for
                                                                                                          so long. (“Yes, Schitt’s Creek Really Is
                                                                                                                                                     felt in the show, and I’m drawing upon
                                                                                                                                                     my life in Canada for a lot of stories.      career here,’ says                             show will end after Season 6. Why
                                                                                                                                                                                                                                                 did you make that decision? And
                                                                                                          That Good,” read the headline.)
                                                                                                              Schitt’s might have remained a
                                                                                                                                                     The show has had tremendous                  Eugene Levy.                                   what can fans expect to see from
                                                                                                                                                                                                                                                 the final season?

                                                                                                          Canada-only sensation, but in 2017
                                                                                                                                                     success, not just in Canada but
                                                                                                                                                     outside of it as well. What’s that           ‘That the show                                 D.L.: You always want to leave people
                                                                                                                                                                                                                                                 wanting more. I have known how this
                                                                                                          Netflix began airing past seasons of
                                                                                                          the show, which was commissioned
                                                                                                                                                     experience been like, to watch it
                                                                                                                                                     really explode?                              ended up                                       show was going to end for quite some
                                                                                                                                                                                                                                                 time, and this was the inevitable last
                                                                                                          by the Canadian Broadcasting
                                                                                                          Company and is produced by both
                                                                                                                                                     E.L.: We used to dub this the “little
                                                                                                                                                     engine that could.” It’s pretty
                                                                                                                                                                                                  in Toronto is                                  chapter. Few shows get the privilege
                                                                                                                                                                                                                                                 of deciding when they’re going to end,
                                                                                                          CBC and Pop TV, with international
                                                                                                          distribution by ITV Studios Global
                                                                                                                                                     remarkable in our eyes, and we were
                                                                                                                                                     developing a nice fan base. But,
                                                                                                                                                                                                  really delightful.’                            and I’m glad and grateful that we’ve
                                                                                                                                                                                                                                                 been afforded that luxury.
                                                                                                          Entertainment. And now Schitt’s            honestly, I think in the last couple of                                                         E.L.: Each season seems to be
L E V Y ’S : C A I T L I N C R O N E N B E R G FO R A D W E E K ; T H I S PAG E : S T E V E W I L K I E

                                                                                                          Creek is one of TV’s unlikeliest hits.     years, it has really exploded in terms                                                      stronger than the last, and this next
                                                                                                                                                     of awareness. When the show started                                                         season will be the strongest season that
                                                                                                          On Pop TV, its linear ratings have
                                                                                                                                                     to air on Netflix, people could actually      I’m doing scenes with Dan, there are           we’ve had so far. Creatively speaking, we
                                                                                                          doubled since its 2015 premiere.
                                                                                                                                                     get it in much bigger numbers.               times when it’s almost like I’m kind           could not be going out on a greater high.
                                                                                                          It’s also the first Canadian show to            D.L.: But we’ll always hold a            of, you know, back home in my living
                                                                                                          be nominated for the best comedy           special place for our Canadian fans.         room talking to my son. There are              What’s next for the both of you?
                                                                                                          prize at the Critics’ Choice Awards.       They were the first cheerleaders of           sometimes a lot of similarities in             E.L.: I don’t know what’s really in
                                                                                                          Riding the momentum, the cast last         the show and helped a lot in getting         terms of a dialogue and certainly in           store for me yet. What I’d like to do is
                                                                                                          fall embarked on a U.S.-Canada tour        the word out.                                terms of scenes that he’s writing, he          just take a little time off and spend
                                                                                                          called “Schitt’s Creek: Up Close &                                                      borrows a little bit from real life and        a little more time on the golf course.
                                                                                                          Personal” that continued through           How has being Canadian, and                  brings that into the mix.                      I don’t know if I necessarily want
                                                                                                          last month and featured a stop             making a Canadian show, shaped                   D.L.: The familiarity forces you           to jump back into another series,
                                                                                                          at Toronto’s Sony Centre for the           your experience in the industry?             to figure out boundaries in terms of            but maybe try getting back into the
                                                                                                          Performing Arts.                           D.L.: Canadian projects rarely have the      trying to not let the personal affect the      movie world for a little bit and see
                                                                                                                                                     kinds of budgets U.S. productions do,        professional. But ultimately, at the end       what happens there.
                                                                                                              Last month, with the show in
                                                                                                                                                     so we learn to be scrappy. I started my      of the day, it’s quite a thrill to know that       D.L.: I have a few prospects I’m
                                                                                                          production on its sixth and final
                                                                                                                                                     career as a host at MTV in Canada. I         we’ll always have this six-year chapter        hoping to pursue once the show is
                                                                                                          season, Eugene and Daniel took a
                                                                                                                                                     was allowed to write, produce and edit       of our lives together documented.              over, but until that happens, my focus
                                                                                                          break from filming at Pinewood to           my own stuff. That opened my eyes to                                                        is on making sure our sixth season
                                                                                                          chat with Adweek about watching            the idea that you don’t have to be just      Dan, have you leaned on your dad               is as good as it can possibly be. It’s a
                                                                                                          their “little engine that could “          one thing in this business.                  for advice or counsel at all? What’s           love letter to our fans, and I’m taking it
                                                                                                          become an international phenomenon.           E.L.: The Canadian entertainment          that been like, to have him there as           very seriously.

                                                                                                          ADWEEK | MAY 27, 2019
                                                                                                                 ®
                                                                                                                                                                                                                                                                                       17
TORONTO

                                                                                                                                                                           Sarah McCredie
                                                                                                                                                                           HEAD OF FIELD MARKETING
                                                                                                                                                                           SHOPIFY PLUS
                                                                                                                                                                           Possessed of a renegade streak herself, McCredie
                                                                                                                                                                           can identify with “upstart” merchants like
                                                                                                                                                                           Allbirds, Brooklinen, Cuyana and Outdoor Voices
                                                                                                                                                                           on the Shopify Plus platform.
                                                                                                                                                                              She founded a tech company when she was 17
                                                                                                                                                                           (with an “anti-social media” app) and backpacked
                                                                                                                                                                           alone through Europe before bouncing from
                                                                                                                                                                           Halifax to San Francisco and back to Canada for
                                                                                                                                                                           gigs in marketing, business development, events
                                                                                                                                                                           and partnerships.
                                                                                                                                                                              Late last year, she created Commerce+, a
                                                                                                                                                                           global conference catering to the exploding d-to-c
                                                                                                                                                                           industry (so far, London, New York and Sydney).
                                                                                                                                                                           The gathering boosts “this new generation of
                                                                                                                                                                           brands,” she says, just as Amazon competitor
                                                                                                                                                                           Shopify “democratizes commerce.”
                                                                                                                                                                                                                                                                      struggling to put food on the
                                                                                                                                                                                                                                Takara Small                          table or pay the electricity bill,”

                                                                                                                                                                                                                                                                                                             BRAND STARS
                                                                                                                                                                                                                                FOUNDER,                              she says.
                                                                                                                                                                                                                                EXECUTIVE DIRECTOR                       Small, a tech journalist (for
                                                                                                                                                                                                                                VENTUREKIDS                           Metro Morning, CBC’s top-rated
                                                                                                                                                                                                                                                                      morning show), developer and
                                                                                                                                                                                                                                Tech leaders and investment
                                                                                                                                                                                                                                                                      entrepreneur, provides not only
                                                                                                                                                                                                                                mavens tell Small she should
                                                                                                                                                                                                                                                                      tech know-how but breakfast,
                                                                                                                                                                                                                                charge a fee for VentureKids,
                                                                                                                                                                                                                                                                      laptops and transit fare for
                                                                                                                                                                                                                                her nonprofi t program that
                                                                                                                                                                                                                                                                      participants because “low-
S M A L L : K E V I N M C A N E N A ; M C C R E D I E : K AT S TA N L E Y P H O T O G R A P H Y; L E E : A N D R E J S A K I C / T R A N S PA R E N T K I T C H E N

                                                                                                                                                                                                                                hosts coding classes and              income youth, regardless of race,
                                                                                                                                                                                                                                startup workshops for low-            ethnicity or gender, are always
                                                                                                                                                                                                                                income youngsters.                    the most likely to be left behind.”
                                                                                                                                                                                                                                    But she refuses, saying even         A small-town gal herself,
                                                                                                                                                                                                                                a nominal amount would “push          she recently partnered with
                                                                                                                                                                                                                                out the very families” she’s trying   Northeastern University and
                                                                                                                                                                                                                                to reach, many of them from           Venture13 to serve kids from rural
                                                                                                                                                                                                                                rural areas and underserved           Ontario, furthering her goal of a
                                                                                                                                                                                                                                populations. “$10 would be a          tech future that’s “bias-free and
                                                                                                                                                                                                                                prohibitive cost when they’re         reflects every person in society.”

                                                                                                                                                                                                                                Susur Lee
                                                                                                                                                                                                                                CHEF, OWNER
                                                                                                                                                                                                                                LEE RESTAURANT GROUP
                                                                                                                                                                                                                                Foodies call Lee “the ponytailed chef”
                                                                                                                                                                                                                                (though he often rocks a man bun), Zagat
                                                                                                                                                                                                                                refers to him as a “culinary genius” and
                                                                                                                                                                                                                                Food & Wine named him one of the top 10
                                                                                                                                                                                                                                chefs of the millennium. (Drake, a former
                                                                                                                                                                                                                                business partner and super fan, sang
                                                                                                                                                                                                                                about his scallops.)
                                                                                                                                                                                                                                    Lee, owner of five eateries and star of
                                                                                                                                                                                                                                Iron Chef Canada, draws inspiration for
                                                                                                                                                                                                                                his cross-cultural style from Toronto’s
                                                                                                                                                                                                                                melting pot and openness to new ideas,
                                                                                                                                                                                                                                saying, “Without that drive to recreate
                                                                                                                                                                                                                                and continue, I wouldn’t be interested.”

                                                                                                                                                                      18                                                                                                                     MAY 27, 2019 | ADWEEK   ®
“EUGENE AND DAN LEVY HAVE
CREATED A SWEETER, GENTLER
    WORLD THAN OURS”

              C O N S I D E R

                   FYC.POPTV.COM

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   THE FINAL SEASON, AIRING 2020, AVAILABLE NOW
TORONTO

               Laura Stein
               CREATIVE DIRECTOR
               SID LEE
               No pressure at all, but great
               design should “shift the way
               we think about the world
               around us,” says Stein, a
               Cannes Lion bronze and
               D&AD Pencil winner who has
               led global rebrands of sneaker
               maker Asics and consumer
               electronics company Sonos.
                   Stein, who spent a
               dozen years at Bruce Mau
               Design working on Harvard
               University, the Kennedy
               Center for the Performing
               Arts and the Ontario College
               of Art & Design University,
               is featured in the must-have
               instructional book Designing
               Brand Identity.
                   Current clients at Sid Lee
               include McGill University                 Claudette McGowan
               and the MaRS Discovery
                                                         CHIEF INFORMATION OFFICER,
               District, where Stein says
               she aims to “bring together               ENTERPRISE TECHNOLOGY EMPLOYEE
               strategic thinking, deep-seated           EXPERIENCE / BMO FINANCIAL GROUP
               stories and inspired creative             The best technology is invisible, and users need only know
               expression.”                              that it works. In other words, they can leave the guts of the
                                                         operation to executives like McGowan, an 18-year veteran of
                                                         BMO who makes sure that 45,000 employees are able to do
                                                         their jobs efficiently.
                                                             She has shaped the company’s infrastructure, from
                                                         cloud-based computing to mobile communications, with her
                                                         “passion for everything technological,” she says. McGowan’s

                                                                                                                               S T E I N : J I M R Y C E ; M C G O WA N : N ATA L I A D O L A N ; C O Y L E : C O R D E L I A N O B L E P H O T O G R A P H Y;
                                                         overseeing the smart tech for the “workplace of the future,”
                                                         also known as BMO’s sprawling new urban site in Toronto’s
                                                         Eaton Centre set to open next year, and office towers in

                                                                                                                               R O M A N O W : J A N I C K L A U R E N T; R O S S E T T O : B R E N D A N S M Y T H E ; C L U E P : C L U E P
                                                         Chicago and Milwaukee.
                                                             McGowan, a literacy advocate who’s written five
                                                         children’s books, founded the Black Arts and Innovation
                                                         Expo, an annual job fair that aims to diversify the tech sector.
                                                         With her husband, Ian, she recently opened an innovation
                                                         center in Aurora, Ontario, that specializes in robotics, VR and
                                                         software development, making the most of her post-9-to-5
                                                         hours, saying, “I’m driven to create and to learn.”

                      Martin Coyle / CHIEF MARKETING AND CRAFT OFFICER
                      MOLSON COORS CANADA
                      From launching the first-of-its-kind Belgian Moon Brewery in reclaimed shipping
                      containers to redesigning the fl agship brand identity, U.K. expat and company
                      veteran Coyle has covered considerable ground in 18 months at Molson Coors
                      Canada and its specialty division, Six Pints. (He’s also a hockey convert.)
                          Whether mass produced or craft, “beer is so often at the center of people coming
                      together and enjoying each other’s company,” he says, noting Molson’s plans to step
                      up its innovation in beer “and beyond the category” with nonalcoholic beverages.

20                                                                                                 MAY 27, 2019 | ADWEEK   ®
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