TAXI DELIVERS KNOCKOUT PUNCH - Strategy

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sponsored supplement custom publishing IN the ’90s, Ontario’s LCBO stores sought to improve customer service by delivering information about its products and suppliers in a package that spoke to their customers’ lifestyles. The result was Food & Drink, the LCBO’s custom magazine that is published six times a year and currently boasts a readership of 2.3 million people per issue. “It became the guide for entertaining responsibly and gave our suppliers a vehicle for talking directly to the consumer,” says Chris Layton, LCBO’s media relations manager. The result? The LCBO experienced a substantial sales uplift and increased in-store traffic. “There was also a long-term benefit, because it developed a more knowledgeable and engaged consumer,” adds Layton. And LCBO’s success is something that Transcontinental is replicating for liquor boards in Quebec, all the Atlantic Provinces and with the forthcoming launch of the magazine for the Liquor Stores Group in Alberta. Maintaining customer relationships and building long-term loyalty will be key to weathering an economic downturn. This is custom publishing’s premier strength: meeting objectives and creating brand loyalty by focusing on the customer of the brand, not just the product it represents. And new initiatives on established and emerging digital platforms are increasing the opportunities for ongoing contact with customers through bespoke content. Says Eric Schneider, president and CEO of Toronto-based Redwood, “Gradually we’re getting marketers to look at audience segments that represent value across a portfolio and ask, How do we build a relationship with them and within that relationship, how do we start talking across the broad spectrum of our clients’ products and services?” november 2008 s17
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Page 3 and 4: 67 November 2008 • volume 20, iss
Page 5 and 6: in this issue custom publishing spo
Page 7 and 8: ENERGIZER HOPS ONTO FACEBOOK If you
Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
Page 11 and 12: This Canadian-driven campaign has b
Page 13 and 14: With minimalist copy that read: “
Page 15: Flip over the attached card for a s
Page 20 and 21: custom publishing Minding content,
Page 22 and 23: custom publishing However, beyond a
Page 24 and 25: Cruel Intentions Lucky Numbers GET
Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
Page 38 and 39: aoy silver On the list of charities
Page 40 and 41: LEXUS IS F. The IS F goes where Lex
Page 42 and 43: STIMULANT. Our new campaign for Sti
Page 44 and 45: To discuss how BBDO creativity can
Page 46 and 47: aoy bronze Research showed that whi
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Page 50 and 51: aoy honourable mention MICHELINA'S
Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
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Page 60 and 61: aoy process & scores THE PROCESS As
Page 62 and 63: aoy judges STRATEGIC PANEL Rob Assi
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TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
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Ogilvy’s standing ovation Unileve
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Taxi’s mobile workout Koodo Mobil
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Juniper Park’s prescription Frito
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media aoy media director of the yea
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media aoy gold • Starcom MediaVes
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media aoy gold Johnnie Walker 82 Wh
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media aoy silver • Mediaedge:cia
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media aoy silver Sears Canada Molso
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media aoy bronze • PHD Blazing tr
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media aoy bronze Quebec Foundation
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media aoy judges Strategic panel Su
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Congratulations from your friends a
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the entrepreneur & the academic BY
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ack page. Taxi ECD Steve Mykolyn sp
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