Seneca Students

Backend Key to Newspaper’s Future

Backend Key to Newspaper’s Future

In 1998-1999, I was privileged to work for the brilliant Darcia Joseph and head up New Products for the Globe and Mail. Our top aim then was to add (conventional) content strategically, by Reader Segment (solid research courtesy of Luke Sklar’s team) and blunt the launch of Conrad Black’s highly touted National Post. The nation [...]

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Other Media: An Experiment

Other Media: An Experiment

You may have noticed I’m blogging less often; instead I’ve been putting more time into updates on LinkedIn (send a request if you’re not in my network), facebook groups (one social; one reserved for students competing in this fall’s OCMC) and twitter (@stratgeysteven). fyi: My observations on applying the ‘newer’ media tools to B2B/ Professional [...]

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June in Retail: Lots of NEWS Traffic!

June in Retail: Lots of NEWS Traffic!

June was stunningly busy in retail. In terms of news, at least. If  you follow retail (why wouldn’t you? It’s a terrific forum for battles of strategy & execution!), fyi some links: WINNERS: Sobeys buys Safeway Canada. In any acquisition, the ‘culture fit’ is a huge issue- and that certainly remains unresolved. But the geographic fit is exquisite [...]

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Social Media: A Primer

Social Media: A Primer

Just created & posted a  slideshare deck on Basics of Social Media. Hope it helps students (and Boomers!). Two cautions: Social Media (SoMe) is changing fast, so parts of this content will age quickly; All errors & omissions are mine   Included at the end of the deck is my subjective assessment of 2 very different [...]

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Rethinking What’s an “Ad” In New Media

Rethinking What’s an “Ad” In New Media

Today I was cruising nerdgraph, and found a cool infographic. Infographics depict neat trivia & facts on 1 theme in a poster-style pinnable format. Or printable, if you still do that. Often with humour, always with cool stats, facts & some surprises. Nerdgraph.com is a ‘community center’ where nerds hang out; a table of trivia knobs [...]

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Culture-Check It!

Culture-Check It!

Puerto Rican-born Americans apparently die of alcohol-related ailments at a tragically higher rate than other New Yorkers, which makes makes marketing alcohol to folks intending to celebrate NYC’s Puerto Rican Day Parade on June 9th, a bit of a touchy tightrope. Not for one beer maker! Coors not only pointed a mega-size drink at the community [a 20 oz [...]

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Complex Mobile Market – In a Pic!

Complex Mobile Market – In a Pic!

Business Insider provides some terrific Infographics. If just a picture can tell 1,000 words, the latest B.I. Infographic tells 10,000, somehow easily describing the complex, fast growing, fast changing market of mobile ads- and the diverse sets of players involved in determining how such ads are located, offered, priced, sold & verified. It’s a very fragmented process, for [...]

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Coke Is No Zero on Cultural Sensitivity

Coke Is No Zero on Cultural Sensitivity

Coke Zero scored scored a connection with me via a new spot that’s Made In Canada, For Canada, About Canada, Using Canadian Talent & Icons. Terrific work showing HUGE cultural sensitivity. Coke? A brand from Atlanta? Isn’t that the only city ever to have two shots at having an NHL team, but blew it both times? Yes, but Atlanta-based Coke has a [...]

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Canada’s Ethics Standards Reveal Givers,Takers

Canada’s Ethics Standards Reveal Givers,Takers

There are those who give and those who take. When a nation tries to set a squeaky clean ethical standard, as Canada TRIES to do, there will be those firms who honour that effort- and a few who ride on the efforts of others, using that reputation to their own advantage. Canadians of generations past worked hard [...]

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A.T.a.R. Or AVATAR?

A.T.a.R. Or AVATAR?

Being a part-time academic is like being a voyeur -peaking between the blinds at the private world of Academia. I’m pleased to be teaching, yet also feel an obligation to nudge ‘academic theory’ towards Reality at times. Some notable tactical differences- just to get started. 1. Academic textbooks, and even some teachers, still emphasize ‘markup’ (profit as a [...]

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