January 11, 2021
Why Quality Content Is More Important Than Ever

Anyone that has worked in an agency has noticed a growing trend of brands developing their creative in-house. Apps, user-friendly, integrative software and platforms make it easy for anyone and everyone to become their very own content creators and publishers. 

Evolution of quality content

In the 1960s, the creative concept was king, setting one ad apart from another. And with only a handful of television channels to choose from, it wasn’t difficult to reach your intended audience. As media channels became more abundant and fragmented, the creative’s overall role diminished in comparison to the growing importance of the media mix. 

Now, with social media advertising, creative rises back to the top, as newsfeeds on the most popular social platforms become cluttered with ads, all competing with organic content for attention.

Accessible authors

The result of all this is that there’s more accessible content today than ever before and this abundance is only growing. Over the last few months, online traffic has soared. Companies with an established online presence are thriving as audiences have turned to e-commerce and online venues for entertainment and shopping. 

This influx leaves advertisers with the same problem that they’ve always faced: how to stand out from the clutter of digital marketing messages. 

A flooded feed

That problem becomes exacerbated when you want to place your advertising message into the even more populated realm of consumer-generated content. Your message must now compete with personal updates, tweets, pictures and video content, memes, live feeds, and competitors’ messages. That means obtaining a meaningful share of consumer attention is becoming more and more difficult. 

The answer to having your message stand out is quality. Due to the quantity of brand messages and overwhelming content, an impactful message created around (or paired with) quality content will ensure that your ad gets shared. 

This is key to social media advertising. Ads or posts that inspire engagement are shared or saved, often resulting in a greater likelihood of being seen. This makes them extremely valuable on platforms like Facebook and Instagram. 

Consumer perception

With the incredible uptick in online shopping and overwhelming saturation of brands having a presence on social media, many consumers are using their feeds to find products. The look, tone and feel of your advertising helps relay the message to audiences that your brand is just what they’re looking for: authentic, reputable, engaging and worth the money they’re willing to spend. 

January 7, 2021
Colour names Randy Newman, new CEO

January 6, 2021 – HALIFAX

New York-based Randy Newman has taken over leadership of the agency’s Canadian and US operations, signalling the company’s commitment to growth at the intersection of data, technology and creative advertising.

Having successfully navigated through one of the most unpredictable years in our industry, 2021 brings a shift in senior leadership for creative-digital agency, Colour. 

Randy Newman joined the agency in 2016 as VP of Media and Strategy and opened the agency’s New York office, responsible for growing practice areas around paid media planning and execution, as well as reporting and analytics. He became EVP in early 2020 and began overseeing people, process and culture across all three offices, in addition to leading strategy for key client accounts. 

“It’s an honour for me to take the helm of a great agency with such deep roots as a creative force and digital leader. I’ve witnessed firsthand how the team at Colour has expanded the agency’s Canadian footprint over the past few years and I’m excited to replicate that growth south of the border in 2021 and beyond,” said Newman.

Newman follows in the footsteps of long-term CEO Chris Keevill, who stepped away earlier in 2020 to assume leadership of the Atlantic Lottery Corporation. Keevill remains owner & chairman of Colour and will continue to advise Newman. “After meeting in New York at an alumni event, we became fast friends. Clients rely heavily on Randy’s smarts. He has a unique ability to simplify the complexity that connects creative story-telling to data and digital media.” says Keevill.

With global economic growth forecasted for this year, Newman maintains an optimistic outlook for the advertising industry as a whole and believes that the agency’s future looks bright. “2020 was an incredibly challenging year for Colour and for many of our clients, but our team persevered through sheer talent and the strength of work that’s been produced over the past few months. After some big wins to close out 2020, it’s encouraging to see us back on a trajectory of accelerated growth entering 2021.”

Colour is a creative-digital agency with expertise in media planning, social media marketing and content production — a combination that contributes to omni-channel marketing strategy and execution that integrates seamlessly across today’s most popular platforms. With offices in Toronto, Halifax and New York, Colour has seen its greatest growth of late in how it brings technology, data analytics and innovation to the forefront of the strategic marketing planning process in the areas of health and pharma, food, and automotive. Colour’s clients include AstraZeneca, Voortman Bakery, Nature’s Way Canada, Hankook Tire Corporation, Argus Insurance, Garrison Brewery, Sol Cuisine, and others.

For more information contact:

Leslie Keevill 
leslie@colour.ca
902-579-4598