Andy Nulman

Last week, Alexis Trudel and I were in Quebec City at the Beneva headquarters for our 18th quarterly business review presentation! Reflecting on how far we’ve come, I remember when we first landed this account six years ago. I was so excited that I went for coffee with a former CEO from a large agency I worked at to share the news. He gave me a piece of advice I’ve never forgotten: "It’s one thing to land high-profile clients; it’s another to keep them." Now, I’d like to share a few insights on how we’ve managed to maintain this partnership—despite not having a fancy logo: 1. We were given a chance. 2. We’re results-driven and passionate about what we do. 3. Our team is senior and hands-on. 4. Low staff turnover: we’ve ended only three partnerships over six years to keep quality high. 5. We limit our client list and avoid multi-tasking. 6. Fewer meetings, more focus: we leave room for deep, inspired work. 7. We use an FTE model, not a percentage-of-spend approach. 8. There’s a strong cultural fit between us and the client. Finally, we’ve been entrusted with multiple Beneva projects over the years—thank you for this ongoing opportunity! Nicolas Côté David Bergeron Guillaume Raymond Christian Charlebois Stephanie Morneau Claudel Doire Arnaud Genet Cyr

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If you've been wondering how AI comes up with its trusted models and information, I'm guessing a list like this is not a bad proxy for how one ranking system can look at, say, journalism and media, and decide what's valuable. It's from a service called @prowly and it purports to list the top 100 media outlets in Canada. If you were based in Dallas or Shanghai it all looks plausible enough but you can see some of the subjective errors if you live here. They use a proprietary influence score based on: "number of social media followers the contact has, impact of the outlet they represent, completeness of their profile" You can see how the errors might start here - as it biases towards online presence of a certain kind the machines can scrape and analyze. And it doesn't distinguish between self-interested speech and public service information. It's also interesting that this list is what @google puts at the top of their search results (snake eating its own tail). Interesting that many companies (FreshBooks) and advocacy groups (@greenpeace) score as high as respected mainstream media like National Post, Inc. and @chatelaine Does an article on Freshbooks.com mean as much as a feature in the National Post? According to some metrics, yes. If you're just trying to reach eyeballs, it probably doesn't matter. But if you're building a model of the world you should figure out how to distinguish these sources the way a normal human would. https://lnkd.in/g94KdYzz

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Are you going to the book club? Lara Wellman's book is a quick read, so it's not too late. And it's worth it to reframe the idea of lazy. We all need rest and downtime. We also don't have to do everything we're invited to do. Lara's book gives you permission and good reasons for leaving space for less instead of filling it all up with more, more, more. Will I see you there? https://lnkd.in/enUpNSwM

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Holiday Marketing webinar replay is up!  🎁 If you were looking to grab the replay of my Holiday Marketing Playbook webinar here’s the link: https://lnkd.in/dc23FBU8 #BayOfQuinte #KingstonOntario #QuinteWestOntario #Ontario #SmallBusinessMarketing

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The promise of a cookie-less digital landscape continues to be delayed. Recently, Google announced that it will not phase out third-party cookies until 2025. This extension leaves advertisers, agencies, and brands grappling with uncertainty while presenting opportunities for innovation. Join us at our upcoming Media360 webinar, where we will examine the global impact of these changes, focusing on what the latest developments mean for the future of digital advertising in Canada. Our panel of experts from Google, Trade Desk, Canadian Tire, and Active International will offer insights into critical questions, such as: Adaptation Strategies: How are companies adapting based on the original deadline? Canadian Market Insights: What have we learned to date that should be considered when looking at cookie-less solutions? Alternative Methods: What is the development and expected impact of Google's Privacy Sandbox as a replacement for third-party cookies? Expectations for Stakeholders: As we move towards a post-cookie era, what will marketers, agencies, and third-party vendors need to do to stay ahead? Data Collection Evolution: What innovative approaches are emerging to navigate the data collection landscape without third-party cookies?

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This is my weekly BRAND CHATTER segment, on CP24 Toronto's Breaking News with Jennifer Hsiung and Nick Dixon. Today, I like three brand initiatives: the first is adorable, the second is smart, and the third is genius. BarbieQue Sauce from Kraft Heinz. It is as pink as Barbie and even comes with a miniature bottle for the kid's make-believe kitchen. Heinz has been pouring out creativity with Nina Patel, whom I worked with many years ago at PepsiCo, and her agency, Rethink, under the creative direction of Aaron Starkman. This brand is about anticipation; I promise the kids will eagerly anticipate this. Hope Bagozzi has been exceptional leading the Tim Hortons brand turnaround. Their latest ‘Boat out of Water. No real prize inside’. could take away her brand gains. Instead Tim’s should do the right thing. Canadians are hurting. Eat the cost of your mistake and drive a camera crew and boat to each ‘winners’ house with a Tim’s cooler and thermos. Boom. But I digress. Today, I talked about Tim’s flat-bread pizza. It's smart. A great way to expand their day part and slide food into those insulated SkipTheDishes pouches. Finally, the Pizza Pizza Limited Hot Box, with a creative play on 4/20, and a day revered by cannabis users. Adrian Fuoco is the VP of Marketing. The Hot Box idea from Mike Sutton's agency, Zulu Alpha Kilo Inc., is genius. Pre-rolled pizza, a Hot Box complete with a grinder for the 'garlic' and tasty offerings like the Pineapple Express - who would have thought getting high and eating pizza belonged together? (that was sarcasm) Too often, big ideas like this are ground down by the client because of dollars, complexity of execution, or, today, more than ever, fear of offending. A standing ovation goes out to Adrian Fuoco for rolling with this. (pun intended) And their CEO Paul Goddard for believing in marketing. And also a big shout out to Pizza Pizza's PR Agency, spPR Inc. headed up by the extraordinary Sonia Prashar - they know how to amplify big ideas and earn media. Here is to some great Canadian marketing. Now, I have a plug for my podcast Chatter That Matters and this week's episode roars with Canada and greatness. My guest is Phil De Luna. He is passionate and brilliant. Canada needs to do more to encourage people like Phil and Deep Sky, his company, to build their future here. Download Chatter That Matters wherever you get your podcasts, or click the link below. Phil will make you feel optimistic that we can fight climate change and build a new economy. Click: https://lnkd.in/gGW2J5B6 #chatterthatmatters #insights #ideas #marketing #podcast Shelagh McGrogan Grace Chan Laura Evertsen Katy Cuff Mark Thomas Isabel Tremblay, MBA Jeff Junke Elvis Wong Caroline Paxton American Marketing Association (AMA), Toronto Miglena Nikolova, CM, MBA Tina Portillo Peggy Callahan Pam Russell Jim Slomka Dale Hooper Marc Guay Tony Matta Michael Neuman Canadian Federation of Independent Grocers

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The Battle of the Flyers - How the founder of Quebec's Glouton app helps grocery shoppers find great deals It’s always interesting to see how unique regional habits can shape an entire industry. Here’s a compelling insight—Quebeckers are more likely to do their grocery shopping on Thursdays and Fridays compared to other Canadians, according to data from Nielsen. Why is this significant? It shows a distinct consumer pattern that businesses can leverage. And speaking of leveraging, here's how technology is transforming the way Quebeckers shop. Glouton, founded by Jean-François Gagné Bérubé, has not only revolutionized the shopping experience but also provided invaluable insights with its application. Before heading out, many are turning to "Le combat des circulaires" on the Glouton app. This feature offers a robust analysis of weekly specials, available for free in the "Circulaires" section, helping consumers spot the best grocery deals and even find recipes to maximize their savings. Check it out here: https://lnkd.in/eh5r2rv9 From an initial project born out of pandemic-induced boredom to a thriving platform, Glouton marries Jean-François’s passion for food with AI, providing a tailored shopping guide that prioritizes quality and cost-effectiveness. Glouton uses AI to analyze deals, ensuring that consumers get the best value for seasonal products, especially local ones. Jean-François Gagné Bérubé also appears weekly on TV on LCN and TVA and writes a weekly column in the Journal de Montreal.

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Me being silent online means something special is happening offline. The first decade of July was marked by organizing and hosting the one-of-a-kind event in Ottawa - Second Transformational Games Night. Yes, we gather the local community to play games. 🚫These games are called transformational because their purpose is not to entertain or educate. ✅These games are crafted to provide tailored solutions for your professional and business goals or challenges. How it works: 1️⃣ Each player enters the game with a specific concern or problem they want to tackle in professional or personal spheres. 2️⃣ During the game participants collect resources. Resources come in the form of deep insights, information, tasks or collaborations with other players,. 3️⃣ They finish the game with the action plan to implement right after the game. As a result, real-life changes (aka transformations) start happening and make your life better. No magic or mysticism! 🧠 Each t-game is created using business methodology, and proven psychological or coaching techniques, and conducted by certified game practitioners. So proud of Ottawa game masters who joined the North American Association of Transformational Game Practitioners, I co-founded in 2023. ❓Would you like to try one of these games for yourself or your team, shoot me a DM #tgames #businessgames #transformationalgames #visibilitycode #naatgp #gamesforentrepreneurs #personalbranding

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On today’s Collisions YYC episode, we dive deep into data privacy and the critical role it plays in business today. Stephane Hamel, a leader in data analytics and privacy with Université Laval, walks us through everything from GDPR to Canada’s new Bill C-27. Whether you’re a business owner, marketer, or simply a concerned consumer, this episode provides the tools you need to rethink your approach to data. Tune in now to learn how to stay ahead in the age of privacy-first business practices! 🎧 https://lnkd.in/gRrWhSpw

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Join me for an engaging presentation: Impact of AI on Marketing on September 24, 2024 for TiE Ottawa's monthly networking event. Discover how AI is revolutionizing the marketing industry, enabling businesses to automate workflows, enhance personalization, and unlock new growth opportunities. This session will explore real-world applications of AI in marketing and will offer actionable strategies for incorporating AI tools to boost your marketing ROI. Registration link in the comments.

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Thursday Mediabids PowerHour #326: Ad Sales Triple Crown? ++ Come join our 326th free Mediabids PowerHour over the last 29+ years for media/ad sales leaders, on Thursday, September 12th at 1:00 p.m. Eastern/New York/Toronto time. Please register here: https://lnkd.in/ggWs8h9U For Media/Ad Sales Teams: Ad Sales Triple Crown? #1. Tied to the 2025 budget/buying season, why is it key to link your print + web + E-newsletter advertising strategies? #2. What are the best paths forward for selling your advertising triple crown? #3. As the leader of your media/ad sales team, how are you coaching/guiding them to maximize their selling impact? #4. From the list of 500+ sales/marketing/leadership videos and topics here https://lnkd.in/gRjs7iS which topics inspire you? What topics would you like us to cover during this Mediabids PowerHour? Please send your feedback to [email protected] The Coach...and your LinkedIn group owner/moderator Ernest President of PowerHour since 1995 https://www.powerhour.com 435-615-8486 [office] ++ #coaching #adsalescoach #adsales #digitaladsales #magazines #newspapers #sales #marketing #leadership #optimism #opportunities

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We’re doing a second round. (Because the first one just wasn’t enough.) I’ll be sitting down for another conversation with Steve Collette, Founder of East Brands, on his FranCanada Podcast! With the franchise industry constantly evolving, we realized there were even more topics to cover. (One hour simply wasn’t enough!) This time, we’ll dive into: - The FTC Ban on Fake Reviews and what it means for franchisees - Innovations in Franchise Concepts - Home Service Trends - Digital Marketing Strategies for Franchises - Sustainable Practices in Franchising … and so much more! (Not sure how we’ll fit it all into one episode, but we’ll try!) P.S. What franchise topic would you like us to explore? Drop a comment below. We’d love to hear your thoughts on emerging trends. -- ♻️ Repost this to help your franchise network!

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Want to make your business shine? Channel letters are the ultimate way to highlight your brand and make a lasting impression. Signarama Toronto specializes in crafting custom channel letters that illuminate your business, day and night. How Channel Letters make your business stand out- 1) Maximum Visibility: Their 3-dimensional design adds depth and dimension, making your business stand out from the crowd. 2) Enhanced Brand Identity: Customize your channel letters with your logo, colors, and fonts for a truly unique look that reflects your brand personality. 3) Durability and Longevity: Crafted from high-quality materials like aluminum, channel letters are built to withstand the elements and last for years. 4) Energy Efficiency: Modern LED illumination options provide brilliant visibility while minimizing energy costs. 5) Versatility: Perfect for storefronts, restaurants, offices, and more, channel letters create a sophisticated and impactful statement. Our experienced team will work with you to create channel letters that perfectly match your brand and vision. We handle the entire process, from design and fabrication to expert installation and permitting. Click here to see more of our work on our website. https://buff.ly/485Qovq #channelletters #customsigns #signcompany #signaramatoronto #baystreet

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Download chapter 5 in Mogic’s guide on ‘Making tech brands more famous with fluent devices’. If you enjoy it, you are welcome to download the full guide. Enjoy! 🦄

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Contests and promotions can be exciting for both companies and customers. However, ensuring compliance with contest rules and regulations is crucial. Just ask Tim Hortons, the popular coffee chain. Recently, they found themselves in a legal tangle due to a class-action lawsuit. Why? Well, it turns out that 500,000 Roll Up the Rim contest participants received emails incorrectly stating that they had won a prize package worth $68,000. Now, I’m no legal expert, but I did take a quick look at the 28-PAGE official rules. From what I can tell, Tim Hortons seems to have followed the legal requirements. However, this incident serves as a vital reminder for all companies running contests: Get those rules right! Consult specialized lawyers who understand sales promotion law to draft and approve your contest rules. It’s a small investment that can prevent big headaches down the road. Link to rules here: https://lnkd.in/gHhMN6Se (you can also fully download a copy). #contests #qsr #restaurants Gowling WLG #cpg #shoppermarketing #omnichannel #legal #promotions https://lnkd.in/gHsGnqaa

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It's tough being a "modern dad". A friend of mine shared this term with me about 4 years ago when my daughter was just a newborn. It took me a little while before I truly understood what he meant. In the article linked below, I share my personal story about balancing work and fatherhood, as well as 7 thoughts on how brands can appeal to "modern dads" like myself. Here's thought number 1 on the list: ❌ Stop making attempts at humour about the stereotype of uninvolved, lazy, and/or incompetent fathers ❌ It's a lazy generalization that reinforces harmful and outdated perceptions of fatherhood. You can read the full story and 7 thoughts here: https://lnkd.in/gfDNyF7W ID: The image features an AndHumanity-branded collage with a photocopied headshot of myself at the centre, ¾ view, looking down, and candidly smiling. To the left, a cutout of my dog signifies my identity as a dog dad, while on the right, a cutout of my daughter symbolizes my commitment to prioritizing fatherhood over work. This collage captures the themes from his blog post about redefining fatherhood and breaking generational stereotypes, showcasing the multifaceted life of a modern dad who values family, emotional availability, and mental health. #JEDI #EDI #DEI #DEIA #InclusiveMarketing #InclusiveCommunications #InclusiveAdvertising #InclusionMatters #RepresentationMatters #InclusiveBrands #FathersDay

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Ready to launch a successful podcast? Learn exclusive Canadian market strategies with Carl Richards to stand out and start like a pro! 🎙 https://lnkd.in/gc3Yt_aF #PodcastingTips #CanadianPodcasters #PodcastSolutions #MarketStrategies #ProPodcaster"

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