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Behind The Brand: Intercontinental Hotels Group (IHG)

Name: Michelle Dias

Position: Marketing Manager, Public Relations & Communications

Education: Media, Information and Technoculture (MIT), Minor in Philosophy & Writing Certificate, Western University; Corporate Communications, Sheridan College

Professional role model: Sheryl Sandberg. She is the Chief Operating Officer at Facebook, an author and the “Lean In” activist. In learning about Sheryl, I see many parallels in her bold personality and ambition with myself. Her drive, work ethic and message of advocating for one’s self are traits that I have adopted in my own career.

In 140 characters or less, what is your favourite part of your job?

Working with passionate hoteliers from across Canada to promote IHG’s brands. The hospitality industry is always open; it’s very exciting.

What are your daily responsibilities?

My goal at the InterContinental Hotels Group (IHG) is to promote our Canadian properties through creative marketing, public relations and social media campaigns. I work with a very talented corporate team across the globe and various agencies to tell the IHG story of: outstanding hospitality, marquee brands and Great Hotels Guests Love.

March 22, 2016 by Sarah Prince

Q&A With Dustin Brown, Co-Creator Of The Brief

Toronto-based advertising and communications agency Elemental recently launched a four-part web series called The Brief. Dustin Brown is a partner at the agency who co-created the series.

Why did you decide to make a web series about agency life?

We have always tried to do promotional pieces about the agency to either attract new clients or new employees, bring on new talent and [create] stuff to show our clients what we’re capable of doing. We have run some campaigns in the past and then when one of our new copywriters came on board, he was a director and had the background. I had toyed around with making a full-length series once upon a time and he had some ideas about how to do a web series, which I had never really explored. We brought these two things together and created these shorts and we just had fun with it. From there, it grew into this four-part series, which is great.

March 15, 2016 by Sarah Prince

How To React To The New Chevrolet Malibu

Photo Source: Adweek

When Facebook launched their new Reactions feature, I was curious to see how my friends and peers in the advertising industry would respond. It’s been around for about a week now and I have yet to use anything but the Like button; however, I think that’s simply a response to the type of content that has appeared in my news feed. If something was truly shocking or devastating, I wouldn’t hesitate to say “Wow!” with a click.

One of my favourite new ads capitalizes on Facebook’s Reactions to demonstrate how much their customers will love their latest product. To produce their one-minute spot “From Like to Love,” Chevrolet and their agency Commonwealth/McCann collected video clips from user-generated content. The videos capture typical moments that are shared on social media like kids’ first day of school and an engagement.

March 1, 2016 by Sarah Prince

Bell Let’s Talk

Photo Source: Bell

Bell Let’s Talk Day is one of my favourite corporate success stories. The charitable initiative, which is run by one of Canada’s top telecommunications companies, aims to remove the stigma surrounding mental health. That’s a campaign that I can stand behind year after year.

Bell has enlisted celebrity spokespeople, such as Howie Mandel and Serena Ryder, to spread the word and use their influence for a good cause. Based on a global response in previous years, I anticipate many more famous people will participate on the day of the event.

January 26, 2016 by Sarah Prince

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