Leadership matters, more than ever.   Amid organizational and societal shifts, leaders who project strength, communicate clearly, and show empathy can earn confidence, reduce risk, and improve brand and personal reputations, even when crisis hits.  Crisis was once a term reserved for national headline-grabbing events such as oil spills, plane crashes, large corporate scandals, or major economic volatility.  In today’s business environment, what was previously a small issue can now impact a company’s reputation and do lasting damage, sometimes more than any major event. Accountin ..read more

Everybody has heard the phrase “the Medium is the Message,” Marshall McLuhan’s famous contribution to the study of communication. It may seem like a complex theory from a philosophical genius, but actually, it’s pretty intuitive. McLuhan is saying the medium through which information is transmitted shapes and influences our perception and understanding of the message itself. That’s all. So, if you watch a commercial on TV, the very fact that it’s a TV ad is going to change how the audience understands it. McLuhan was thinking about this in the 60s just as TV was rising to mass media promi ..read more

The score at my son’s hockey game was 1-0 for the other team, and the third period was quickly drawing to a close. I sat in the stands only semi-anxious—we’d been here before many times—focusing mostly on the game but also eavesdropping on a conversation the parents next to me were having about pharmaceutical advertising.   “Why don’t they tell us what the drug is for? It’s all just, ‘See your doctor.’ I mean, What’s with the mystery!”  “I’m sure there’s a good reason,” said the other parent, oblivious to the score. “Maybe they are trying to be clever with their approach.” Pharm ..read more

We are firmly in the teenage years of the dominant social media platforms – Facebook is 19 years old; Instagram is 13; and 17-year-old Twitter has gone and done the most 17-year-old thing possible, angrily changing its name to X. As with all teenagers, volatility is the norm. The last few years have brought us the mountainous rise of TikTok, the faltering of Twitter, the birth of Threads, the rise and fall of the metaverse, Bill C-18, Apple’s app tracking transparency, and generative AI for all. It’s been a lot.    Then again, constant change is part of the fabric of the digital land ..read more

A while back, our Toronto office welcomed interns to the most unusual internship experience in our history – one that was exclusively virtual. Here are their insights on the experience. We’d be lying if we said we weren’t worried about starting a remote internship. As students, we had already experienced the shift from in-class to remote learning amid the COVID-19 pandemic, and we were slightly nervous for this new experience. Like most students, we had assumed our internships would take place in-office, where we could experience the hustle and bustle of agency life. We were looking forward to ..read more

Watching televised golf is not my favourite thing, but hey, we are in the middle of a pandemic, I am out of Netflix binge-projects and my partner seemed fascinated. So, I sat down with a cold beverage to watch the Rocket Mortgage Classic. On the seventh hole, Bryson DeChambeau, one of golf’s newest stars, was caught on film reacting badly to a poor bunker shot (look at me with the lingo). Unhappy that his behaviour was broadcast to the world, DeChambeau confronted the camera operator for recording action that could ‘hurt his image’ and ‘damage his brand’. Never mind that a professional golfer ..read more

TORONTO, ONTARIO (May 31, 2023) — Believeco, an exciting new marketing, communications and advisory services firm, based in Canada and with offices in all key Canadian markets and into the USA, is pleased to announce the appointment of Laura Lewandowski to its senior leadership ranks. As Executive Vice President, Media, Lewandowski brings over two decades’ worth of consumer-driven insights and experience in the paid media sector. An industry veteran with over 20 years of experience, Lewandowski joins the organization following her most recent role at OMD Canada, where she has served as Managi ..read more

Awards are everything nothing something. What do you get when you marry an incredibly tight regulatory environment with an original song that people just can’t get out of their heads? Pure gold—and the Canadian Marketing Association agrees! At this year’s event, the CMA judges awarded Believeco with Gold in Healthcare Brand Building for our Invokana campaign. Those in pharma know you can’t say much in DTC, so we chose to sing it in the “More Than My Condition” TV spot. The anthemic, breakthrough campaign inspired patients to live life to the fullest—no matter what. Diversity, celebration and ..read more

Richardson leaves Critical Mass to join Canada’s newest owner-led marketing agency.  November 23, 2022 Believeco is pleased to announce an exciting new addition to its senior leadership team. Amber Richardson, an industry veteran with deep experience in integration, process and project management and superior client service has joined Believeco as Executive Vice President of Delivery. “Amber brings big agency perspective and experience with an independent spirit that aligns perfectly with Believeco values,” said Believeco CEO, Neil Follett. “She lives at the very challenging intersection ..read more

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