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 Posté le: Lun Sep 16, 2013 7:25 am Sujet du message: s biggest ad agencies |
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{Local economic diversity buoys ad sector optimism}
Derek Shorkey, Dare Digital senior vice-president: “what working in those high-intensity, dynamic markets taught me is the force of adaptability”Tue Aug 27, 2013 12:01am PSTWhen giants Publicis and Omnicom announced their $35 billion merger, the advertising agency world got a little smaller. That won’t stop Derek Shorkey from gambling that Vancouver’s scene can get bigger.Ottawa native Shorkey was hired as the new head of Dare Digital’s Vancouver office in August, becoming senior vice-president and managing partner.“I’ve always loved Vancouver,[url=http://www.toms-shoes-sale.com]Toms Shoes Outlet[/url], the physical environment of the space is extraordinary to me,” Shorkey told Business in Vancouver. “The ideal for me would always have been to be based here but not work exclusively in Vancouver. Although we’ve made tremendous progress, it used to be a lot more insular, and I’d always longed for more international opportunities.”Shorkey took advantage of international opportunities, most recently as CEO of Grey South Africa for two years after working as CEO of Publicis Russia from 2008 to 2011.Shorkey’s resumé includes stops at Lowe Worldwide in London and Coca-Cola’s Eurasia division,[url=http://www.toms-shoes-sale.com]Cheap Toms[/url], as well as earlier experience with Cossette, Ogilvy & Mather and McLaren McCann.“The basic principles are the same,” Shorkey said. “What working in those high-intensity, dynamic markets taught me is the force of adaptability.”Vancouver,[url=http://www.toms-shoes-sale.com]Toms Shoes Outlet[/url], he said,[url=http://www.toms-shoes-sale.com]Cheap Toms[/url],[url=http://www.toms-shoes-sale.com]Toms Shoes Sale[/url], has a more entrepreneurial spirit that is diversifying into tech and biotech industries after relying on natural resources for so long.“We’ve spent time looking for the right candidate, and Derek’s it,” said Colin Schleining, president of Dare’s parent,[url=http://www.toms-shoes-sale.com]Toms Shoes Sale[/url], EDC North America. “He has a history of success and a wealth of leadership experience both in Canada and around the world. His global perspective coupled with local market knowledge and an entrepreneurial spirit is a great fit for the Dare brand.”Dare was established in the United Kingdom in 2000, where the industry deemed it the Digital Agency of the Year three times. In 2010, it expanded to Vancouver. Parent EDC is the boutique division of Vision7 International, which also holds the full-service Canadian giant, Cossette.Dare’s client roster includes BC Children’s Hospital Foundation, BC Lottery Corp., Destination BC, Canadian Breast Cancer Foundation, Manitoba Telecom Services and McDonald’s U.S.A.In May, Dare named Mia Thomsett and Addie Gillespie as creative directors after Rob Sweetman and Bryan Collins left in February to launch 123W.“My mandate here is not to create revolutions, but it is to enhance our offering, it is to enhance about a reinvigoration and change,” Shorkey said. “What I experienced in [South Africa and Russia] was adaptability and energy, drive.”Dare ranked fourth with 65 employees in BIV’s 2013 poll of the market’s biggest ad agencies, behind only FCV Technologies (77), DDB Canada (76) and Rethink (71).The fact that Vancouver has only 92 corporate head offices, which is less than Calgary (136) and Toronto (252), has meant that ad agencies have historicallyrelied on contracts with the provincial government and Crown corporations.“Different types of industries are emerging, but still the big spenders, the big chunks of business are certainly government,” Shorkey said. “Those are the ‘big troughs’ that people want to eat from, but there’s a lot of other things that are happening.”For 2012-13, that trough was lucrative for Dare, which billed taxpayers $8,975,240, according to Public Accounts. That was more than the $5,378,025 billed by DDB and the $2,662,326 by Cossette.Media buyer Vizeum billed $18,980,081. On the Crown side, BC Hydro paid DDB $11,669,980 for the year ended March 31, 2012, while ICBC’s agency of record, Wasserman and Partners, got $8,126,020 for the 2012 calendar year.The BC government, through its Government Communications and Public Engagement (GCPE) division, spent almost $36.4 million for the 2012-13 fiscal year and nearly quintupled the number of companies on its “if and as when needed” roster this summer.Thirty-three advertising, research and web design and development shops of varying sizes responded to the June 6 tender call dictated by the July 31 expiry of the three-year standing offer relationship with Traction Creative, TBWA, Grey, DDB, Cossette and Rethink.On July 25, the government opted for 23 companies, including incumbents Cossette, DDB and Traction plus local majors like FCV, MacLaren McCann and Blast Radius.Two of the list’s newcomers are notable for their ties to the ruling party: Hogan Millar Media and Campaign Research.After advising Christy Clark on her leadership campaign in 2011, Hogan Millar partner Don Millar’s Reception Point Consulting firm was contracted by the Office of the Premier on a deal capped at $10,000 a month.Hogan Millar’s anti-NDP weathervane TV ad for the BC Liberals ran during the final weekend of the provincial election campaign.Campaign Research co-owner Nick Kouvalis managed Rob Ford’s Toronto mayoralty campaign and was also in the Liberals’ campaign war room.Tags: Christy Clark, DDB Canada, Canadian Breast Cancer Foundation, advertising, entrepreneur
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