Reflections On The Cusp Of The Holiday Break
2013 and looking forward to 2014
Lots of "new" at FUSE this past year. And while "new" doesn't always represent good, in this case, Stephen Brown is very confident it does.
Reflections on the cusp of the holiday break: Finally a moment to reflect on all we’ve been through lately.
I can’t believe 2014 is soon upon us. Lots of “new” at FUSE this past year. And while “new” doesn’t always represent good, in this case, I’m very confident it does. In the past year we have a new VP Digital (Lane Buie), a new VP of Experiential (Jen Mason) and, of course, a new VP Creative Director (Patrick Weir) and his Associate Creative Director (Dima Zelikman)… plus a host of other incredible talent that has joined our team. Some new clients – Kruger (Cashmere, Scotties, Sponge Towels and EnviroCare), Cisco, Equifax and Plats Du Chef. Launched the Toronto 2015 Pan Am Games’ new website (a massive undertaking). Planned and executed some major initiatives for our valued, long-standing clients – CIBC, Interac, Canadian Tire and more. Provided invaluable marketing support to NABS, True Patriot Love and Casey House – all pro bono. And of course, from where you’re reading this post… built a new website for FUSE. So much new… it’s like I’ve just returned to my hotel room after a shopping binge at Barney’s NYC: exciting and slightly overwhelming all in one (for those non-shoppers, “overwhelming” refers to the feeling of “what do I wear first”).
Yes, I admit it, I love change. This can cause conflict within a team that takes comfort in the status quo. FUSE isn’t that team. We embrace change. In marketing, like all industries I suspect, we can’t sit back and hope things remain the same… they never do. The changes we’ve made are calculated and strategic to ensure FUSE remains relevant and current in an ever-changing industry. Eleven years ago, when we started this venture, digital was a fairly big yet fringe part of the marketing industry; XM relatively small… print was still the dominant medium in the Brand Activation space (or “below-the-line” as some referred to our work back then). Now “above-the-line” and “below-the-line” have blurred, (there is no freaking line) it’s all marketing. Most of what we do is digital, social and experiential… the three are so entwined they blend together… a blending that Patrick Weir calls “Phygital”. I don’t think you need me to explain this… but in case it’s late and you’re tired, it’s when “Physical” and “Digital” overlap… “Phygital”. And I think this word best describes the space that FUSE is now thriving in. A marketing plan, to be truly effective, needs to be flexible and address that consumers are everywhere and always on the move. If you want to connect with them, our strategies need to meet them on their terms – digitally, experientially, or like we did in the old world, simply connecting with them where they’re spending time while shopping (in-store).
Our new website is the best of the new FUSE. The site is completely responsive (enjoy it on whatever your device of choice is), it’s streamlined to give you the quick facts of FUSE, and completely aligned with the social media strategies we bring forward to our clients daily – connected, engaged and involved in our community. From a design sense, it’s bold, fresh and easy on the eyes… just like the team at FUSE.
I’m proud of our team at FUSE – those new and those who’ve been around a while (like me). As President, I have a vision for this company and plans for bigger and better things. But it’s the team that brings this vision to life. I hope you have a clear understanding of who we’ve become, what we do and what makes us FUSE. And yes, keep checking us out because this is only the beginning… lots of fun stuff will be posted as we continue to evolve and grow.
Happy Holidays. Stephen
JOIN THE CONVERSATION!
SHARE YOUR THOUGHTS BELOW OR FIND OUT HOW FUSE CAN HELP!
This year marks Stephen's 22nd year in marketing. Over the years, he's launched some amazing brands, worked with the best marketing minds, helped start up a roster of dynamic marketing agencies and watched the business transform from traditional to digital. What's next?
FUSE Marketing Group, the Toronto-based, privately held brand activation agency, that offers a full range of marketing, digital, social media, promotion, direct and experiential services - is delighted to announce three hires.