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May 2008 - Strategy Magazine
Media

Making the news: Doug Sinclair, Genesis-Vizeum Canada, Toronto

by Jesse Kohl
page 57

Claim to fame

Understanding diversity in targets, and their broadcast consumption shifts, is a key strength for Doug Sinclair. He's responsible for reaching demos that range from young moms to men who drive 20,000+ km per year for a buying portfolio that includes H.J. Heinz of Canada, SIRIUS Satellite Radio, H&R Block, Goodyear, the Toronto Star and the recently acquired Suzuki Canada.

For H&R Block, Sinclair created live daily in-program client integration with CTV's Canada AM. Hosts Beverly Thomson and Seamus O'Regan would throw to the "Top 10 Biggest Tax Mistakes Made By Canadians "Tip Of The Day, courtesy of H&R Block.

For the Toronto Star, Sinclair leveraged the brand's USP as content. He worked with Toronto's top radio stations to negotiate full-cluster, 120-second pre-recorded "Live From The Newsroom" broadcasts on behalf of the Star every Friday evening, with guaranteed cluster isolations between 5:30 and 6:00pm - arguably the market's most tuned-in time period.

How'd he get so good?

Carrying both a B.Comm from the University of Windsor and a St. Clair College advertising diploma, Sinclair joined Toronto-based Genesis Media (now Genesis Vizeum Canada) in 2002 as a junior media buyer. GV director Scott Stewart calls Sinclair a "media warrior" for his commitment, work ethic and creativity. "Doug is our Stevie Yzerman," says Stewart. "He leads by example, he's an amazing mentor and I've yet to hear a bad word about him - whether from the sales side or his peers."

What would you love to build into a media campaign?

"More science. Prove that media is delivering results by building in as many metrics as possible and hopefully create enough tracking to prove to clients how sophisticated we are getting with our message positioning. Simply put, provide clear and visible linkages between dollars spent and sales created."

What's the biggest media mistake brands are making?

"Many brands are still adhering to reach-based buying principles and not paying attention to best-fit environmental options to ensure both traction and engagement of the messaging they are putting forth. Mass does not exist - Get Pure with your target!"

Are execs giving enough attention to media and keeping pace with change? If not, what should they start doing differently?

"It's nice to see this embrace of the Internet and advertisers wrapping their arms around a very trackable, quantifiable media. However, the same thoughtfulness should be put into your off-line plans as well. Just because mass media has the potential to reach mass audience, that doesn't mean that you cannot be targeted with a medium such as television or radio. You just have to think more responsibly [financially] on behalf of your client and create an approach that replicates true target consumption of that media."

Jump to:

Introduction

Kelly Bedard: Broadcast media/online buyer, Saatchi & Saatchi, Toronto

Nadia Cadispoti: Senior account manager, PHD, Toronto

Danny Shenkman: Account supervisor, ZenithOptimedia, Toronto

Cesar Antonio Hervieux: Search marketing specialist, Media Contacts, New York

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