Posts Tagged ‘advertising’

Eight to watch in 2019

Tuesday, January 8th, 2019

Whether or not you made a new year’s resolution, the new year is upon us and with it comes an opportunity to look ahead. At NOW, here’s are some of the things we’re keeping an eye on.

 

1. Marketing gets influenced

It’s not just for fashion and health products anymore – even the federal government is experimenting with influencer marketing. By partnering with owners of popular social media accounts to have them talk about a chosen topic in their own voice, marketers are finding they can reach broader audiences, engage them for longer periods of time, and weave their story into conversations that are already under way.

 

2. Podcasting gets heard

They’ve been around for a while, but in the last few years attention on podcasting has exploded and we’re expecting to see more of it. If 2018 was the year you either became or knew someone who’s a podcast fanatic, 2019 might be the year you either become or know someone who starts a podcast. Some of our favourites include Pod Save America, Ear Hustle, Labournauts, Objection!, Just Work It, and NSGEU Union Matters (shout out to our client!).

We’re super excited about the potential for podcasting to tell in-depth stories about working people, to explain complicated ideas and policies, and create strong emotional connections that mobilize and move audiences.

 

3. The early bird gets the ad

With a federal election on the calendar this fall advertising spots are starting to fill up. Booking advertising early is going to provide significant strategic and financial benefits for anyone looking to reach voters.

 

4. The 2019 federal election

And speaking of a fall federal election, all the events leading up to the election – and its outcome – are ones we’ll follow closely. And, of course, we look forward to rolling up our sleeves and playing a positive role in determining its outcome!

 

5. The shifting border between news and advertising

Native advertising – ads whose form mirrors that of the content around it – has been with us for some time now, and the border between advertising and content continues to move and morph. As the news industry continues to re-make itself and its business model, expect the spectrum between advertising and paid content to include new entrants. On this topic, we’re reading The CANADALAND Guide To New Popular, Populist Political Media and keeping an eye on interesting news startups like Topic, The Outline, The Discourse, The Conversation, The Logic, and more.

 

6. Messaging platforms eat into social media; slide into your DMs

Is your work team on Slack, Skype, or Google Hangouts? Does your family have a WhatsApp group? Whether you’re exchanging short text messages and emoji with a group of 5 or 500, private group chats are operating outside of the public eye and playing a progressively bigger role in influencing what people think, what they think about, and in mobilizing people to act.

 

7. The continuing reign of storytelling

A lot has changed in media, but it never ceases to impress us that one thing remains the same: the value of storytelling. Regardless of what media we’re employing to put a message into the world and what context that’s happening in, it takes outstanding storytelling to tie together experiences, emotions, and facts to shape public opinion and motivate action.

 

8. The role of audiences in telling a story

As we all get used to a more participatory media environment, no story seems complete without an invitation to tell a story back to its teller. So tell us – what are you looking forward to in 2019? Let’s be in touch.

 

Written by Aylwin Lo, our new Account Manager and Creative Technology Specialist at our Toronto office.

Welcoming our summer students…and building a future for progressive communications

Wednesday, June 1st, 2016

Photo of NOW entrance

School’s out for colleges and universities, and that’s great news for us at NOW — because it means some wonderful, talented young women are joining us for the summer. Welcome aboard, Jebet O’Reilly and Delaney Steel, and welcome back, Kayla Meadows and Christine Logan!

I’ve written a guest post this week on the Function Point blog that describes how we work with our summer students. It’s an approach that differs sharply from the experience that, frankly, too many summer employers offer:

…earning little to no pay fetching coffee, collating photocopies or doing digital drudge work until the wee hours. But this shortchanges both students and agencies.

NOW recognizes our summer students as the next generation of communications professionals: for the unions, governments and political and advocacy organizations that make up our clientele, but also for agencies like ours.

Our summer students are talented, passionate up-and-comers who share our values. So we pay them a living wage, and we ensure they get practical experience in the nuts and bolts of communication.

Have a look at the post, which describes how training our students in the apps we use doesn’t just give them software skills; in the case of Function Point, it actually gives them a picture of how our agency operates and how we do great, strategic work. (Full disclosure: Function Point has generously given us complimentary licenses for our summer students.)

Spooky social marketing: how fear works in persuasion

Thursday, October 27th, 2011

Brother (Manitoba Public Insurance)

Brother (developed for Manitoba Public Insurance) is an emotional piece that shows how wearing your seatbelt is not only about your own safety…it is about the well being of all your friends and family.

Severed arms. Blood smeared windows. And organs on tables. We’re not talking Halloween here…we’re talking about social marketing campaigns. Specifically, those sometimes gory, gross and over the top ads that try to change our behaviors – whether it’s about workplace safety, speeding, smoking.

Do they work? Sometimes. But not on everybody…and especially not on the elusive, often targeted, market of young men.

Research shows that they just don’t buy into the gore. Maybe it’s video games; maybe it’s “the superman-complex” that leads them to believe they’re always in control and will never die. Who knows? What we do know is that, while they don’t think about their safety, they sure value the safety of people they love. As a result, the best way to motivate change in their behavior is to tap into that concern.

That’s part of why this ad – for Manitoba Public Insurance – helped motivate those young guys to click in (with their seatbelts that is).

Hard-hitting story brings budget cuts to life

Tuesday, October 11th, 2011

“Phone rings”

This TV and online spot highlights the work of SGEU's social services members, and the impact of government cuts to Saskatchewan's most vulnerable.

Putting our experience and creative ideas to work for our most vulnerable citizens – it doesn’t get more rewarding than that.

This TV spot “Phone rings” for the Saskatchewan Government and General Employees’ Union takes on budget cuts to social services. The hard-hitting script tells a day-in-the-life-of story about social services for children, brought to life with a mix of still photography and video footage. A moving performance and dramatic editing give this spot its emotional impact.

The kids are back to school. Now what?

Tuesday, August 30th, 2011

It’s that time again. Families across Canada have pulled out the backpacks and lunch bags. They’re getting back in the swing of things with schedules and supplies. They’re thinking about what each child will need to succeed.

At NOW, we’re thinking back to school, too — helping teachers tell the story of what’s happening in their classrooms and how it affects students.

Dreams :30 TV — BC Teachers’ Federation

Teachers do their very best to connect with each student and inspire them to realize their dreams. Teachers in BC highlight the loss of funding in public education that's making it harder to help every child succeed. They are calling for restored funding in this multi-media campaign — so BC classrooms have more resources, and teachers have more time for each student.

Have you been to school lately? A lot’s changed! (Manitoba Teachers’ Society :30 TV)

There is a lot that’s changed about schools these days — and one Manitoba Dad walks us through the improvements in public education. Progress in many areas has made Manitoba schools great — and teachers are actively seeking smaller classes to make them even better.

Innovative Workplace Nominee, YWCA Women of Distinction Awards

Wednesday, April 27th, 2011

We’re thrilled to be an official nominee as an Innovative Workplace as part of YWCA Vancouver’s Women of Distinction Awards. At NOW we’ve done a lot to accommodate women and families at work, and it’s great to be recognized for those efforts. For our part, making work manageable for women and their families just seems like the right thing to do. After all, life is short, and work should be fun.
You can see the full list of nominees here, and check out the auspicious company we’ve landed in, with UBC, McCarthy Tetrault LLP, PwC, and Ritchie Bros. Auctioneers.

7 Pollie Awards international recognition for NOW’s clients

Monday, March 14th, 2011

We’re so proud of our clients and our work together! This weekend, creative work on highway privatization, pension security, parks, public services, and election awareness was recognized with seven international awards.
The Pollie Awards have been called “the Oscars of political advertising” and recognize the best of public affairs and issue advertising.

NOW’s clients won in 5 categories:
International candidate direct mail:
Silver – for the pension leaflet for the Ontario New Democratic Party caucus called “What’s the plan?”
Bronze – for the Manitoba New Democratic Party caucus’ direct mail brochure “Hugh”

International candidate radio:
Silver – for a radio spot on parks privatization done with the SGEU called “Grandpa”

International candidate television:
Honorable mention – for the spot made for the Saskatchewan New Democratic Party called “Balloon”

International public affairs internet campaign:

Bronze – for the anti-privatization campaign site for the SGEU ifyoulovesaskatchewan.ca

International public affairs television:
Bronze – for a public services branding spot from the Nova Scotia Government Employees Union called “Commitment”
Honorable mention – for the spot that defines the risks of highways privatization, from the SGEU: “Signs”