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march 2013 volume 24, issue 3
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AToMiC shift
nnovation and collaboration are among the most important
I aspirational values to instill in today’s organizations. They are
also fast becoming significant differentiators among marketers
looking to break through in this rapidly evolving multi-platform
mediascape. With the close of submissions for the AToMiC Awards, a
bold statement has been issued by the Canadian media, advertising and
entertainment communities. Entries were up 47% (from a substantial
base, I might add), but more telling was the
breadth of representation, from major media
players to agencies to production companies.
It’s a clear indication of what we already know
to be true. Some of the most innovative advertising
ideas are coming from new partners inhabiting
non-customary positions in the value chain, with
the key to success being a deep, well-orchestrated
collaboration among a coalition of specialists.
We’re thrilled to help shine a light on the
programs that are crushing the status quo, but
that’s only one part of our mission. We’ve just
announced the date of the AToMiC conference
(May 23), the most future-forward event that we dare program. Everyone
in the business needs to understand how technology is changing the
way we connect with consumers from both a strategic and tactical
perspective. Because, even though ideas are media-agnostic, campaign
effectiveness has never been more affected by operational execution
and integration within the chosen media channels. And if you think
this stuff is just for agency folks planning campaigns, keep in mind how
many business models are now challenged by the radical shifts in media
consumption driven almost exclusively by tech innovation (hello, retail).
So, if innovation and collaboration are baked into your job description,
AToMiC is here to challenge your norms and catalyze a shift in your
thinking. And, if you need to ground yourself in what’s working today, try
a few cocktails and take in the AToMiC Awards presentation immediately
following the conference. A special thanks to our leading-edge advisory
board for their ideas and guidance. You can check them out on the back
cover of this issue.
UPCOMING EVENTS
TORONTO | WESTIN HARBOUR CASTLE | MARCH 28, 2013
b con expo
THE NEW BRAND CONTENT UPFRONTS
TORONTO | KOOL HAUS | MAY 23, 2013
UPCOMING SUPPLEMENTS
may 2013
Branded Content & Integration
Commitment date: March 29th
Contact: Russell Goldstein
rgoldstein@brunico.com
or 416-408-2300, ext. 700
Russell Goldstein
Executive publisher, strategy, Media in Canada and stimulant
6 www.strategyonline.ca