Agency Innovators 2009

This marks the fourth annual feature devoted to showcasing international Agency Innovators, and in a year of economic challenges for many parts of the world, we are delighted to report that there are numerous passionate individuals with innovative ideas who continue to drive growth.

  • Innovators 2013
  • Innovators 2012
  • Innovators 2011
  • Innovators 2010
  • Innovators 2009
  • Innovators 2008
  • Innovators 2007
  • Innovators 2006
  • Celebrate Innovators 2008
  • Celebrate Innovators 2007 & 2006

Lauren Richards, Starcom MediaVest Group Canada,

Richards  CEO, Starcom MediaVest Group Canada, Toronto

Three words immediately come to mind when describing Lauren Richard’s work: innovation, creativity and growth.  A 28-year veteran of the media services industry, she is not only known for her passion and commitment to media innovation, but for turning ideas into gold.  Since joining Starcom MediaVest Group just 3 years ago, the results for the Canadian operation have been simply phenomenal.

Under Lauren’s leadership, SMG Canada has been awarded 2009 Media Agency of the Year from Canada’s Strategy Magazine (based on a product review), as well as Most Innovative Agency of 2008, according to The Internationalist. At The Internationalist’s first annual Awards for Innovation in Media, SMG Canada received four awards; one silver, two golds and top honors as the grand prix.  She also now chairs the SMG Global Product team.

Many of the recent Canadian campaigns directed by Richards have been applauded by the industry.

Johnnie Walker represents one such example, particularly in regard to opportunities for increasing brand usage among the Chinese-Canadian community. Starcom found a New Years custom that aligned perfectly with the brand's positioning as the scotch of choice for successful and accomplished consumers.

Another example is the intelligent and innovative content integration initiatives brought about by partnering Nintendo Wii’s Big Brain Academy with Canwest’s “Are You Smarter Than a Canadian 5th Grader?” Creative partnering can be challenging in Canada, a market with limited available content. However, Richards has said about the campaign: “The strategic fit was fantastic. I don’t believe in integrating by banging people over the head and doing it for the sake of it.”

Starcom Canada’s momentum has included significant new business wins, including the return of Kellogg’s in 2008, as well as top names like RIM, Samsung and WSPCA (World Society for the Protection of Animals). The agency also brought in some noteworthy talent, particularly for new roles like Innovation Director.  Another new venture is the launch of a Canadian captivation study that quantifies the ability of TV programming to deliver highly engaged viewers and drive recall. The index aims to create greater value for SMG’s TV buying clients.

Sky News

The Internationalist is grateful to SKY NEWS, who has been the exclusive sponsor of Agency Innovator activities since 2007.


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  • Brandon Starkoff, Starcom Worldwide
  • Daryl Lee, Universal McCann New York
  • Jacqui Seddon, Director, Just Media (an Aegis company), London
  • Jasmin Sohrabji, OMD India
  • Jessica Michaels, mediaedge:cia
  • Joel Bary, LatinMedios.com Inc.,
  • John Harlow, Naked Communications,
  • Lauren Richards, Starcom MediaVest Group Canada,
  • Magnus Wretblad, Global Creative Director, Lowe Brindfors, Stockholm
  • Malcolm Hanlon, Zenith Media China
  • Mark Heap, PHD
  • Michael Fassnacht, Draftfcb
  • Michael Moszynski, CEO, LONDON
  • Rand Han, Bloody Amazing
  • Rodrigo Figueroa Reyes, FiRe Advertainment,
  • Saneel Radia, Denuo
  • Serge Dumont, Omnicom Asia Pacific
  • Thomas Laranjo, Total Media International
  • Tim Andree, President & CEO, Dentsu Holdings USA, Inc.

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