formations en communication

It’s no longer a secret that today’s economy faces a major challenge: the shortage of talent. In fact, we are about to plunge into a skills mismatch abyss that could reach 85 million people by 2030 in Canada.¹. We also learned from a conversation a few days ago with Francis Gosselin, Ph.D. economics: “We have more talent available now than we will ever have in Canada for the next 20 years.” The impact? Potential revenue losses of up to $8.5 trillion globally. Figures that make you dizzy.

It is in this context that many companies have embarked on a real race for attractiveness by implementing the employer brand. But could we not go even further in this quest for talent? If the ultimate goal is to build a dynamic, resilient economy capable of innovation, wouldn’t it be in our interest to broaden our perspective? Each company, no matter its prestige, history or financial results, is only a small part of a larger whole. Its industry. What if we put as much energy into promoting this industry, highlighting its specificities, its richness, its ambitions, as we put into building an organization’s employer brand? Wouldn’t there be an even more strategic way to address the talent shortage challenge?

From industrial clusters to valued industries
There is no denying the efforts already undertaken to respond to common business challenges. Initiatives by groups such as theAssociation of Francophone Colleges and Universities in Canada (ACUFC) for the promotion of early childhood professions, the Quebec Employers Council (CPQ) for the promotion of construction trades or theAssociation of Creative Communication Agencies (A2C) for the promotion of communication professions have emerged and play a significant role in the sharing of issues and solutions. Associations and industrial clusters have multiplied, weaving networks of solidarity and innovation within the different sectors of the economy.

The industry as a piece of the puzzle
Every business, regardless of size or status, is a segment of a gigantic puzzle — an industry. The picture one gets when all the pieces are put together creates an overall picture, a representation of the global economy in all its complexity and interconnectedness. It’s an ever-changing puzzle, fueled by innovation, creativity and diversity of talent, allowing each industry to develop its own identity and thrive.².

People at the heart of the industry
Let’s take a fresh look at our puzzle. Let’s see the industry as a whole, which lives and breathes thanks to its human capital. Structures and organizations are important, but it is the individuals, their talent and their creativity that truly move an industry forward. It is a vision that places people at the heart of the industry. American sociologist Edgar Scheinnotably considered the “father” of organizational culture, has among other things written on the subject indicating that the alignment of human and industrial ambition highlights not only the value of each company, but also the intrinsic value of the industry as a whole was essential to create a powerful and lasting synergy that promotes prosperity and continued development³. In other words, and without making it simplistic, the human capital of an industry is essentially the source of its sustainability, its innovation and its growth.

Towards a valuation of industries
It is high time to give our industries the recognition they deserve. This means giving them a real brand identity, with clear values, mission and vision, just as we do for our organizational employer brands.

Whether in aeronautics, engineering, IT, education, healthcare or any other sector, each industry has a unique value to offer. By extending this value beyond individual companies, we can attract talent that is aligned with these values ​​and mission, leading to a more engaged and productive workforce.⁴.

Rethinking the future of industries
The valuation approach by industry is certainly a solid strategic avenue. By promoting them in the same way as we do for our organizations, it is possible to shape a more attractive environment for talent, forge a more engaged workforce and, ultimately, guarantee a more prosperous future for our industries. and for the individuals who drive them. And it’s also an approach that makes it possible to attract and retain a whole generation of talent that potentially wants to specialize. In short, it is a promising collective track that the industries between them should consider.

_{1 – Korn Ferry, 2021
2 – OECD, 2012
3 – Schein, E. (2004). Organizational culture and leadership (3rd ed.). San Francisco, CA: Jossey-Bass.
4 – Backhaus, Stone & Heiner, 2002}

In collaboration with Ogilvy Canadathe TD Bank launches its campaign Mortgage Rollercoaster (mortgage roller coaster) to help buyers navigate today’s disrupted and turbulent market.

Rising interest rates, the ever-changing housing market and talk of an impending recession have left Canadian buyers uncertain in the face of unpredictable economic forces. Although mortgages have always been a big decision, they are even more daunting in today’s market. Homeowners are puzzled: “Will interest rates go up? Will housing prices go down? If I get a mortgage now, will I be stuck?”

Countryside Mortgage Rollercoaster builds on this idea, strategically positioning TD’s flexible mortgage solutions as a way to empower customers’ decision-making.

Creatively, this idea was brought to life using the analogy of being on a roller coaster – “Your mortgage shouldn’t feel like a wild ride.” Instead, TD helps take control, making payments faster or slower. With a flexible mortgage, customers have leeway to tailor the mortgage to their needs. Plus, TD is offering an additional cash bonus of up to $4,000 with your new mortgage.

“Buying a home and securing a mortgage can be a big, life-changing decision, and the recent volatility in rates and the housing market has left many customers feeling uneasy. At TD, we strive to help customers take control of what can seem like an overwhelming experience and support them with a range of flexible mortgage options and personalized advice from our dedicated mortgage specialists,” says Ashley MartinAVP Marketing, TD.

The national ad campaign will air three television spots, one 30-second and two 15-second, from April 10 to July 9. The broader campaign extends to the OOH, digital and influencer campaign run by TD’s in-house agency A361 and influencer agency Diamond. The digital campaign will include one 30-second spot, three 15-second spots and three 6-second spots, launched via YouTube, FB and IG.

https://www.youtube.com/watch?v=6PkncsE2uII

Credits:
TD Mortgage Rollercoaster
CLIENT
Global Chief Marketing Officer: Betsey Chung
Vice President Brand: Michael Armstrong
Sr. Vice President Marketing Canadian Banking: Abhijeet Rege
Associate Vice President Marketing, TD RESL: Ashley Martin
Senior Group Marketing Manager, TD RESL: Kate Burke
Marketing Manager, TD RESL: Alexandra Collins

AGENCY
Creative Agency: Ogilvy Canada
Chief Creative Officer: Francesco Grandi
Group Creative Director: Ian Simpson
Group Creative Director: Catherine Allen
Copywriter: David Weaver
Art Director: Samir Mussa
Creative Director, QC: Martin Gosselin
Executive Producer: Vanessa Birze
Senior Producer, QC: Linda Leroux
Managing Strategy Director: Kelly Deuster
Group Strategy Director: Sarah Almond
TD Managing Director: Sandi Truffen
Group Account Director: Greg Price
Account Director: Sachin Sahu
Account Director, QC: Alexandra McGregor
Account Supervisor: Alyzeh Ahad
Account Executive: Kelly Oo

PRODUCTION
Production Company: Scouts Honour
Director: Mark Zibert
Executive Producer/ Producer: Simon Dragland
Executive Producer / Producer: Rita Popielak
Director of Photography: Eric Kaskens

POST-PRODUCTION
Offline Editing: Nimiopere Film Editorial
Executive Producer: Julie Axell
Producer: Paula Hicks
Editor: Graham Chisholm
Assistant: Griffin Stobbs
Colour Grade: Alter Ego
Senior Colourists: Wade Odlum / Eric Whipp
Color Assistant: Malini Khotsiphom
Producer: Spencer Butt
Executive Producer, Colour: Jane Garrah
VFX / Online: Tantrum VFX
VFX Supervisor / Online Artists: Dominik Bochenski
Executive Producer: Victoria Holt
Audio House: Vapor Music
Creative Director: Joey Serlin
Executive Producer: Lindsey Bates
Producer: Kat Stewart
Sound Designer: Ryan Chalmers
Voice Over Artist (EN): Haviah Mighty
Audio QC: The Major
Voice Over Artist (FR): Marieme Ndiaye

A361 (IN-HOUSE CREATIVE AGENCY):
AVP Head of Canadian In-House Agency: Catherine Demajo
Senior Group Account Manager In-House Agency: Collin Dunn
Group Account Manager In-House Agency: Christopher Stathousis
Strategist In-House Agency: Liz Oke
Creative Director In-House Agency: Christopher McGroarty
Associate Creative Director In-House Agency: Jaime Heinke
Art Directors In-House Agency: Matt Howe & Mel Louie
Copywriters In-House Agency: Alexandra Demaria & Ashley Castillo
Project Managers In-House Agency: Fred Farahani & Justin White
Print & Digital Display Producer In-House Agency : Joel Garcia
Senior Production Artist In-House Agency: Peter Giftopoulos
Multi-Channel Production Artists In-House Agency: Asém Harun & Roy Casim
Multimedia Editor In-House Agency: Gordon Szendrey
Sr. Producer In-House Agency: Monika Gutkowski
Producer In-House Agency: Jay Gamma
Audio Editor In-House Agency: Jaan Ali

INFLUENCER AGENCY: Diamond Marketing Group
SVP, Creative Director: Dave Stevenson
Copywriter: Samantha Angus, Dave Pigeon
Art Director: Rebecca Dunnet, Mike Sipley
Designer: Jenna Cronje, Brenna Preston
Executive Producer: Mark Graham
Producer: Daniel Vink
Editor: Rúben Padilha
Group Head, Influencer Marketing: Kyle Lin
Senior Influencer Strategist: Alex Rudow
Influencer Marketing Associate: Milana Gladilina
Group Account Director: Julie Dunning
Account Director: Blaire Jackson
Account Executive: Tanya Raheem

PRODUCTION
Production Company: Manhire Media
Director: Matthew Manhire
Executive Producer/ Producer: Rae Harder
Director of Photography: Luke Saagi Assistant Director: Scott Weatherall
POST-PRODUCTION
Colour Grade: Upstate Senior Colourists: Jay Smith Audio House: Samber Productions
Executive Producer and Sound Designer: Colin Caddies
Media Agency
UNISON
VP Performance Media: Heidi Giggie
Director, Media Planning: Nicholas Smith
Supervisor, Media Planning: Manon Hug
Planner, Media Planning: Nadia Bosa