Friday, August 14, 2009

How just one regular everyday normal guy is bringing down Doner, the largest independent advertising agency in the world: ACT 1

"Headquartered in Southfield, Michigan, Doner is the largest independent agency in the world. A performance-driven company of over 900 independent thinkers who never tire of the thrill found in the quest for a new marketing idea. A group of people committed to digging for insights and turning them into innovative, holistic marketing initiatives. An inspired team that believes creativity and effectiveness are one and the same."
(Source: Doner’s web site 14/08/09)

Dave Carey is Doner’s Senior Vice-President account director in Toronto.

« He is responsible for leading the stategic plannng process as it impacts each level of the agency’s Mazda account. This includes leading Mazda’s drive to engage consumers and redifine the « Zoom-Zoom » brand in Canada. »
(Source: Doner’s web site 14/08/09)

One of Dave important mission last year was the launch of the Mazda 3 2010 in Canada. So, with is team full of innovative people, they put together this brief.

Since there is no creative people working on Mazda at Doner Canada, the agency had to rely on someone else creativity to help them reach their goal. This is why that confidential document was sent to Astral Media by Kyle Lin, Associate Media Director at Doner Canada in Toronto. So, Doner did not only need to buy media to launch the Mazda 3 2010 but also a innovative and creative marketing strategy.

Astral Media Mix, Vice President, Michelle LaBarre had the responsability to answer Doner needs but had no innovative idea to pitch.

She was screwed. Astral will have to loose the 1 000 000 $ advertising budget from Mazda to Quebecor Media, Astral only real competitor in the market.

But on october 6th at 3 o'clock in the afternoon, she received a Gift from God.

That gift was an email from Pierre Côté, an out of the box Transmedia free thinker since 1993.

"...allo Michelle content de t'avoir revu, toujours aussi dynamique... même énergie. wow!!! Ceci étant dit, j'ai un projet super hot qui risque de t'inté tes clients ont des besoins en ce sens... Quand peut-on se voir ?..."



In the meanwhile, please enjoy the video of an another regular everyday normal guy :-)

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