Capital C

Award season to benefit Boys and Girls Club

To our wonderful clients, agency partners and suppliers,

Winning awards are a big part of the ‘agency’ world and Capital C has won some of the biggest – Marketing Magazine’s Agency of the Year, Best of Shows, World Wide Globes, Big Awards, Marketing Golds, Sponsorship Golds etc.  Each and every time it is a proud moment for our clients and for all of Capital C. However this year we chose a different path, one where we didn’t enter any awards competition even though we had some of our best work ever to showcase.  

We made the decision to donate the equivalent time and money to the Boys and Girls Club and their efforts to create a new home in Regent Park.  It is a substantial investment for our agency and one we are very proud to make in the community next to where we work.  When the Club realizes its fund raising goals I am sure we will be back competing with a vengeance.   

Tony Chapman

Capital C event for Social Media Week- 'Reason to Believe'

On February 5th, we held an event here at Cap C as part of Social Media Week. Tony Chapman kicked off with a 'fireside chat' on the characteristics of social media, and we then branched out into an engaging panel discussion moderated by Christopher Loudon, Editor-in-Chief, Marketing Magazine. The main themes of the afternoon were social capital and innovation, and their role in the brand-building process.

Please check out the summary video below, we've tried to capture the main pain and passion points from the discussion. Would love your feedback.

The Cube hits the Globe!

Our Nissan Hypercube Campaign was just featured in The Globe and Mail- Nissan Cube.

In Conversation With Corrine: President of Fresh Intelligence

Real-time Intel-gathering has quickly become a key weapon in a marketer's arsenal. To learn more about what it entails, we chatted with Corrine Sandler- President of Fresh Intelligence, Cap C's exclusive research arm, and this week's 'Woman of the Week' at Women's Post.
Key snippets from our tête-à-tête below:

Q: How has Fresh Intelligence grown/changed since partnering with Capital C and moving into our digs? What is your vision for Fresh Intel over the next few years and how does Cap C contribute to it?

C: We've enjoyed immense growth through the incredible Capital C client roster as well the credibility and exposure Cap C has brought to Fresh Intelligence.
Capital C and FI have the same vision – building brands through  consumers and shoppers' eyes. If the insight is right, everything else is right.
Our vision is to be the most “creative” dynamic intel-gathering company in North America. Working within Capital C's visionary and entrepreneurial environment is an asset that enables us to get there.

Q: What is the core philosophy behind Fresh Intelligence that distinguishes it from other research firms? What assets are you able to leverage that give you a leg-up over the competition?

C: It’s a combination of our technology platform, our people and our thinking. We don’t engage in traditional conservative methodology. We push the limits of market research and Enterprise feedback management. Today its all about cost, speed and accuracy and FI delivers way above competitors on all three.

Q: Here at Cap C, we've been exploring consumer interaction through many of our recent campaigns such as the Nissan Cube Launch.Give us your thoughts on consumer engagement as a means to gain insight. Do you reckon it's the future of your field?

C: Of course, market research today is about consumer engagement, it’s about a dialogue not interruptive monologue. The only way to learn from consumers today is to engage them and put them at the heart of marketing. That’s why online panels are slated to grow by 54% in 2009- within 5 years every brand, organization etc. will own one…. We're on the leading edge of this.

Q: Marketing has changed dramatically over the past few years, and those who haven't adapted have been swept away. In order to flourish in today's environment, what new skills/qualities must a marketer bring to the table?

C: Creativity and an experiential nature. We need to constantly experiment, find new ways to gain knowledge, reach our market and learn from them.
Marketing is a combination of gut feel and science, and those that can bridge the gap and act swiftly in today’s dynamic marketplace will inevitably be the winners. It’s the calculated risk that's going to reap the reward.

Corrine named 'Woman of the Week'!

Corrine Sandler, President of Fresh Intelligence, was named 'Woman of the Week' at Women's Post magazine.

Partnering with Fresh Intelligence has allowed Cap C to move to a 'collect and collaborate' model.  By tapping into their tech expertise and real-time research savvy, we're able to arrive at just-out-the-oven insights. Mmmm

Full interview & photos here. Kudos Corrine!