Author Bios

David Rutherford (Chapters One and Eight)

David graduated in the UK as a Civil Engineer, an affliction from which he has since recovered. He came to marketing via Procter & Gamble (Canada), where he worked on various major brands on the way to becoming the P&G equivalent of a Category Manager. Shortly thereafter, he left P&G and joined Ogilvy & Mather. At O&M he worked on a wide range of major brands, on the way to becoming President and Vice-Chairman in Toronto. In 1991, he became a consult-ant, specializing in marketing, advertising, and business writing. During that time, David has been heavily involved in the Cassies. As Editor, he has reviewed well over a hundred cases, and is the author of the Crossover Notes. These capture the lessons learned from all winning success stories, and can be found at www.cassies.ca. In other words, David has been in a brand-building environment for his entire career. He has seen the good, the bad, and the ugly, and passes on that experience in this book.

Peter Elwood (Chapter Two)
Peter retired, cheerfully and insouciantly, still comparatively young, after a stellar career with Unilever Canada. He had been President of Lipton and Lever Brothers, and VP of Marketing in both companies. He had a tour of duty in the UK, and has been active in a host of initiatives, including the Canadian Congress of Advertising, the Cassies, and Advertising Standards Canada. He started as an Assistant Brand Manager at S.C. Johnson Wax, armed with an MBA from Western and a Chemical Engineering degree from Queen's. Peter is an inspirational leader with an impressive legacy, not only for successful brands, but also for grooming others to follow in his footsteps. In recognition of his achievements, he was awarded the ACA Gold Medal in 1995.

Andy Macaulay (Chapter Three)
Andy is one of three founding partners of the Toronto-based ideas company ZiG, whose clients include Corus Television, Danier Leather, Fidelity Investments, lavalife, Maple Leaf Foods, Sony, and Unilever. ZiG was named Agency of the Year in Canada in 2002 by Marketing Magazine. Prior to starting ZiG in 1999, Andy was Director of Strategic Planning and part-owner of Roche Macaulay & Partners of Toronto. From a standing start in 1991, that agency went on to win Marketing Magazine's Agency of the Decade for the 90s, Advertising Age's Inter-national Agency of the Year in 1998. It was also a four-time winner of Agency of the Year for Strategy Magazine in the 90s. Andy is a graduate of the Wilfrid Laurier University School of Business & Economics, and serves on the board of the ICA. He started his career in account management, but was always a planner at heart. As planning took hold in Canada he was one of the pioneers, and for this reason we asked him to give us his thoughts on advertising strategy.

Arthur Fleischmann (Chapter Four)
Arthur and four partners left Ammirati and Puris to open john st. in July 2001. The goal was to blend creative and strategic planning into a seamless process, leading to simple inspiring advertising that drives results. As President and CEO, Arthur turns his hand to everything, including moderating focus groups and throwing in a headline or two. The client roster includes Molson, Harvey's Restaurants, Scott Paper, Fujifilm, Astral Media, The Canadian Diabetes Association, and Lipton. The partners, who have worked together for nearly a decade, have been responsible for Cassies winners such as Clarica , Lipton Chicken Noodle Soup, Sunlight Detergent, and Lipton Sidekicks. Arthur spent seven years at Ammirati. He ran the Labatt's North American account, and launched the agency's strategic planning group, spearheading the planning model used by the team today. He then served as Managing Director and President, COO. Prior to Ammirati, Arthur spent five years at Bates Canada, and several years at Kraft Foods New York. He holds a BA from Brandeis University and an MBA from the Kellogg Graduate School of Business at Northwestern University. Arthur also serves on the Board of Directors of the ICA.

Ian Mirlin (Chapter Five)
Ian was a copywriter and then Creative Director at several large multi-national agencies. He then became President and co-owner of his own agency for several years-Harrod & Mirlin (now FCB). The agency had an enviable reputation for delivering highly creative, highly effective advertising, and Ian has helped clients achieve meaningful results in almost every category imaginable. He has won many awards for cre-ativity, but over and above this has been recognized by the industry with two Lifetime Achievement Awards: The Televison Bureau's Spiess Award and The Toronto Art Director's Club's Usherwood Award. I an's wide-ranging background has given him a broad context for creativity in business today, and this is the theme of his chapter. Ian is currently Chief Creative Officer at Young & Rubicam (Canada).

Rupert Brendon (Chapter Six)
Rupert was in account management at Boase Massimi Pollitt/DDB and McCann Erickson in London before he came to Canada in 1967. He eventually became Chairman and CEO at DMB&B Canada-a position he held for sixteen years. The agency had been very small, but he took it to being a contender for the top ten by making "communications effectiveness" a single-minded goal. He was the author and editor of DMB&B's best-practice summaries (The Pocketpieces), which eventually ran to seventy-nine subjects. As a sign of their value, they were snapped up by his competitors and used for internal training. In 1983, Rupert founded NABS Canada. In 1993, he was the catalyst that brought the Cassies to Canada (based on the successful IPA Effective-ness Awards). More recently, he has spearheaded the Marketing Communications Education Trust (MCET) in an effort to raise the $5 million necessary to establish a Chair in Brand-Building at two Canadian universities. Rupert has been President & CEO of the Institute of Communications and Advertising since 1996. This book was his idea.

Lisa Elder (Chapter Seven)
Lisa joined Ogilvy & Mather Toronto as a newly minted Account Executive after graduating from Wilfrid Laurier University with an Honours degree in Business Administration. Over the next decade she rose to be Managing Partner: Head of Account Management and Consumer Insight. Throughout her career, Lisa had a keen instinct for the consumer, and she launched O&M's Consumer Inspiration Centre- making the consumer an integral part of creative development. Her passion for this fuelled her to open her own company, heads up Inspiration from Information ® , in 1996. Since then, she has applied her talents to a wide range of clients, inventing unique ways to extract what is in the hearts and minds of consumers. She has also been active in sharing her learning. At the Canadian PMRS conference, June 2002, she was Best Speaker. At Strategy Magazine's Advertising Effectiveness Conference, December 2002, she conducted a senior client workshop on how to use qualitative research for greater advertising effectiveness. For the ICA, she has planned and moderated Canada-wide sessions on measuring advertising effectiveness-and she has been a key speaker at the ICA's premier Campaign Management training week at Queen's University.

Dr. Alan Middleton (Chapter Nine)
Alan has spent twenty-three years in marketing communications and twelve as a marketing academic and trainer. He has worked in marketing/ advertising in the UK, the US, Norway, Japan, and Canada. His last two roles were as a Board Director of J. Walter Thompson (global) and President/CEO of its Japanese operation. Before that, he was President of Enterprise (now Enterprise Creative Selling) in Toronto. Alan did his MBA and Ph.D. at the Schulich School of Business, York University. He has taught at Schulich, the Rutgers Graduate School of Business in the US, the IDEA Graduate Business School in Buenos Aires, and the EMBA programs at Chiangmai University, NIDA, and Yonok College in Thailand. He is currently Executive Director of the Division of Executive Development, and Assistant Professor of Marketing at Schulich. He is involved with a plethora of organizations, for example as Chair of the Marketing Magazine Board of Advisors, co-founder of the Cassies, on the Marketing Committee of the United Way of Greater Toronto, on the Research Committee of the Ontario Tourism Marketing Partnership, and on the Branding Committee of the Toronto International Film Festival.

Laurie Young & Guy Stevenson (Chapter Ten)
Laurie is Managing Director of Ogilvy & Mather (Toronto). Perhaps as a precursor to her interest in Integrated Marketing Communication she established her career in media before moving into account management and then management. Much of Laurie's career has been at Ogilvy & Mather. O&M was one of the first to push beyond advertising alone-focusing on brand stewardship, with business-building campaigns that are discipline-neutral. Laurie has worked on virtually all of the agency's signature accounts, and champions business development. She, along with Guy Stevenson, has also been a pioneer in breaking down the silos that are such a stubborn feature of the business today. Laurie has an Honours B.A. degree from the University of Toronto, and a career-long commitment to professional standards, reflected in such activities as managing Ogilvy's training programs, and being a guest lecturer at the Rotman School of Business and the University of Alberta.

Guy is Managing Director of OgilvyOne Worldwide in Canada. He has eighteen years of direct marketing experience, including sixteen at OgilvyOne. In 2000, he was appointed to the worldwide board. Guy has worked on a wide range of accounts in business-to-business and consumer marketing, including such premier names as FedEx and American Express. Three years ago, he was responsible for a world-wide first in the Ogilvy global network-the launch of B2B Practice. This comprises senior executives available to provide high-level client consulting, and is indicative of Guy's keen interest in integrated marketing communication and brand-building.

Hugh Dow (Chapter Eleven)
Hugh came to Canada in 1967 from England. He joined MacLaren Advertising in 1969, becoming a Vice President in 1972, and Director of Media in 1974. In 1989 MacLaren was acquired by Lintas/Interpublic and Hugh launched Initiative Media-Canada's first media management company parented by an agency. Now M2 Universal, it is a free-standing business unit providing communication management ser-vices to MacLaren McCann clients and a growing list of others. M2 Universal is one of Canada's largest such companies with billings over $500 million. Hugh is the President. He is also immediate past chairman of The Print Measurement Bureau, and a Director and Past Chair-man of ABC Audit Bureau of Circulations. He is four time President of the Canadian Media Directors' Council, a Director of BBM Bureau of Broadcast Measurement, and the current Chairman of the Medical Media Measurement Study. Hugh is widely quoted and his articles appear in many Canadian and U.S. trade publications. Strategy Magazine selected him as Media Director of the Year for three consecutive years in 2000, 2001 and 2002. He has also received the prestigious ACA Gold Medal for services to the advertising industry.