Ad Man: Don Masters, President of Mediaplus
How did you get started in advertising? I graduated from the journalism program at Carleton, but didn't want to work in just one area of media, so I worked in advertising. And 25 years later, in the immortal words of Maxwell Smart, "I'm loving it."
What is an advertising slogan that has stuck with you for a long, long time? A Kingston home heating company called Harry Rosen Fuels had a catchy little jingle: "Don't wait 'til you're half frozen ... get heating from Harry Rosen."
Where do you do your best work? As a writer, it's in the early morning solitude of my office. As a creative director, looking over the shoulders of art directors, photographers, web designers, music and audio producers, and film directors.
What are the challenges the advertising world faces these days? Staying ahead of the curve on consumer media habits.
What local tourist attraction would you most like the opportunity to promote and what would your slogan for it be? Mediaplus has created a campaign for the Canadian War Museum, dramatically communicating the often-conflicted feelings visitors experience. The slogan: Some shake their heads in disbelief ... others bow their heads in silence. Some see the fragility of peace ... others grasp the realities of war. Some see the courage ... others understand the fear. Some fill with pride ... others fight back tears.
Ad Man: Tom Megginson, Creative Director at Acart Communications
How did you get started in advertising? After failing to break into honest travel or entertainment writing, I answered an ad for copywriters at an Ottawa advertising agency. Within five years I was a creative director.
What is an advertising slogan that has stuck with you for a long, long time? "You got it, Pontiac!" It actually became part of our jargon in the playground when I was a kid.
Where do you do your best work? Anywhere I can get together with my best colleagues. I prefer to do it at a pub, but a quiet corner of the agency will do. Solo writing I do in my head while walking to and from work; I usually arrive with my best ideas behind me.
What are the challenges the advertising world faces these days? Changing media behavior. While it's killing some traditional ad-men, I think this is a great time to be in the business. It's like when radio and TV were still innovative media -- back in the '50s. It ushered in a golden age for our industry.
What local tourist attraction would you most like the opportunity to promote and what would your slogan for it be? We did a campaign for The Bytown Museum. It was part of a pro-bono creative strategy plan. It's all about positioning the museum as the starting point for understanding Ottawa's local history and culture. The slogan: It's Where Ottawa Begins.
Ad Man: Todd Marcotte, President of Electric Medialand
How did you get started in advertising? I was a member of the Hudson's Bay in-house creative team. When The Bay closed down its regional teams, my creative partner Edgar Edels and I made an offer on all the studio equipment and overnight we launched Edels Marcotte Advertising. The rest is history.
What is an advertising slogan that has stuck with you for a long, long time? Great slogans stick around seemingly forever because they have a magnetism and rhythm that make for easy recall. A crazy men's cologne television ad, which I loved as a kid, is a shining example of something that worked then but would be a horrific failure now -- "Hai Karate: Be careful how you use it!"
Where do you do your best work? In a funky space surrounded by smart, creative people with something to say and energy to burn.
What are the challenges the advertising world faces these days? How companies and people connect with one another has dramatically changed. Consumers have much control and plenty of information. They are over-serviced in almost every category imaginable.
What local tourist attraction would you most like the opportunity to promote and what would your slogan for it be? Chateau Lafayette. It's the oldest Ale House in our city, and has a super rich history that should be told. The slogan: Serving quarts since 1849.
Ad Man: Gordon McMillan, President of McMillan
How did you get started in advertising? When my daughter was in Grade One, she told me her friend Zoe's dad was looking for writers. He was a creative director at a local ad agency. I called him up and started freelancing the next week. My whole career is my daughter's fault.
What is an advertising slogan that has stuck with you for a long, long time? "Plop plop. Fizz fizz. Oh what a relief it is."
Where do you do your best work? In groups; I suck at working on my own. Surround me with talented strategists, writers, designers, and I like to humour myself that I can help steer the ship towards something interesting.
What are the challenges the advertising world faces these days? There are no challenges; it's just plain exciting. The Internet has removed geographical barriers to working with global companies and its added new ways to talk to consumers. We love it!
What local tourist attraction would you most like the opportunity to promote and what would your slogan for it be? We've gone river-rafting up the Ottawa River a couple of times. On one rapid, three of us got flipped out of the boat -- smashed noses, a little superficial bleeding -- very cool. I don't think many people think of Ottawa as having this amazingly wild river. The slogan: Ride the River. Survive to tell the tale. Repeat.
