Wednesday, May 26, 2010

Wednesday's Words of Wisdom

All the world's a stage, and all the men and women merely players: They have their exits and their entrances; and one man in his time plays many parts."
— William Shakespeare

Tuesday, May 25, 2010

Difference Between Pelagic & Demersal Fishing

Written by Choleena DiTullio of Demand Studios for publication on The published article at

Pelagic fishing is the collection of fish or seafood at or near the surface of the ocean. Demersal fishing is the collection of fish or seafood on or near the seabed in open ocean. While the biggest difference is the location within the ocean, the fishing practices and seafood types vary as well.

Oceanological Zones
The pelagic zone of the ocean measures from the surface to 36,000 feet (11,000 meters) in depth. The demersal zone is simply on or near the seabed of the ocean. The depth differs depending on the depth of the ocean.

Some of the most common pelagic fish catches are mackerel, herring, sprats. Some of the most common demersal fish catches are cod, haddock, whiting and flatfish. Shellfish species include, shrimp, scallop, lobster and crab.

Demersal Trawling
Bottom trawling is the practice of dragging a large funnel-shaped net across the seabed. Weights in the net ensure contact with the sea bottom. As the net is all-encompassing, it captures all aquatic life, not just food species. A single trawler may rake more than 6.25 square miles (10 square kilometers) of seabed daily.

Pelagic Trawling
Large-scale commercial and industrial pelagic trawling, such as purse seining, captures schooling fish. The dense concentration of fish is surrounded by a deep curtain of netting supported by floats at the surface. The curtain is then pursed or gathered together at the bottom to fully enclose the school. The seins measure 100 to 200 feet (30 to 60 meters) in length.

Large-scale demersal fishing, such as bottom trawling, has been responsible for the destruction of some seabeds. The habitat is overturned and sediment billows, causing water quality to significantly decrease for species that rely on that habitat for living or as a food source.

Large-scale pelagic trawling has been implicated in the overfishing and significant depletion of some stocks, such as codfish. For example, in 1992 the Canadian government declared a moratorium on cod fishing as a result of overfishing. Reduced stock not only means fewer fish for human consumption but also fewer fish to feed the food chain, thereby possibly affecting other stock.

Encyclopedia Brittanica: Pelagic Zone
ProFortis International Limited: Sea Bed Fishing (Demersal)
Fisheries Research Services: Description of Commercial Gears
Canadian Geographic: Atlantic Cod

Artist Success Story

I'm pleased to announce that my good friend and talented artist, Dar Teahen, has earned the attention of the McCain Art Gallery. Please join her for the solo exhibit of "Rejuvenation".

Opening reception:
The Andrew and Laura McCain Art Gallery
8 McCain Street, Florenceville-Bristol, New Brunswick
7 pm, Thursday, May 27th

Exhibition run:
May 27 to June 25th

Darlene Teahen’s large-scale oil paintings celebrate the minute details of growth and life. In Rejuvenation, tiny organic subjects like seeds are painted as grand, natural wonders.

Google buys Toronto touch-screen company

Google buys Toronto touch-screen company -

Anand Agarawala does an amusing demo of BumpTop at the 2007 TED Talks in under 5 minutes.

Monday, May 24, 2010

Marketing Monday

Necessity the Mother of Invention
The late inventor of the ATM, John Shepherd-Barron, was locked out of his bank one day and couldn't withdraw money from his account. It struck him that there ought to be a way to get money from your account at any time and decided that a chocolate bar vending machine was the perfect model for a money dispenser. The first Automatic Teller Machine was installed in a small bank branch in a little north London suburb on June 27, 1967. 40 years later, they're found in almost every convenience store or restaurant the world over.

Associated Press via The Toronto Star

Marketing Monday is a column devoted to innovation in the world of commerce. It celebrates companies, products, packaging and campaigns that swim against the current or find creative ways to stand out. Got a suggestion for the column? Send me a comment.

Wednesday, May 19, 2010

Wednesday's Words of Wisdom

Brand is about experiences, not a list of facts and figures. Trigger emotion and we guarantee the facts and figures will be found."
— Image Design

Tuesday, May 18, 2010

Example of a Chief Marketing Officer Job Description

Written by Choleena DiTullio of Demand Studios for publication on The published article at

The chief marketing officer has responsibility for all areas of marketing, including sales, customer experience, public policy, media relations, promotion, web and electronic services and the corporate programs of a company or foundation.

The Chief Marketing Officer (CMO) is the senior executive of a company’s marketing department. He leads the teams that recommend and execute the company’s marketing activities to achieve the financial and strategic objectives of the marketing plan. She manages marketing budgets, sets up business processes and tracks return on investment; reporting on all marketing activities to the suite of chief officers. The CMO is both a thought leader and a tactical implementer.

Key Responsibilities
Reporting directly to the Vice President of Business Operations; the Chief Marketing Officer leads marketing operations, sales operations, product management, partnership marketing, customer service and customer retention. As part of the marketing operations, he takes care of the company's media and industry relations, advertising, interactive programs, communications as well as market and customer research. Advertising responsibilities include overseeing trade show exhibiting, printed promotions and electronic promotions such as web sites and social media. He must ensure that the company's branding comes across in all media.

The CMO should have 10 or more years of senior leadership experience in marketing and sales management with a thorough knowledge of marketing principles, product or service management, sales and business development, along with a demonstrated track record of success and performance. This senior leadership position requires the ability to understand changing market dynamics, translating them into actionable strategy and implementing the strategy to achieve pre-set objectives as determined by the marketing plan. She should have experience in managing budgets effectively across multiple departments, financial reporting, setting up effective metrics and business processes. Knowledge and experience in the company's industry may be required or preferred.

Day-to-Day Responsibilities
The chief marketing officer drives day-to-day execution and improvement of the company's marketing plan; oversees market research and analysis of the competition; oversees the management and research teams on product development; oversees and directs customer service and customer service monitoring processes to ensure client retention and to ensure that customer feedback informs the development process of the product (or service); and researches and creates product ideas and areas for business growth. This position also manages the development of a web site that serves customer, staff and partner needs; handles public relations and corporate communications designed to deliver a brand-consistent message; develops new and enhances existing business relationships and heightens awareness of the company; and provides leadership in the design and production of all aspects of visual marketing needs.

Intangible Personal Qualities
The chief marketing officer is expected to build and maintain a high performance culture through standardized or personalized, effective performance management methods; is an excellent project manager; has impeccable communication and presentation skills; can balance product/service strategy and execution of a marketing plan to deliver both well and has a solid understanding of the value of industry experts and how to work with them to the company's benefit. A CMO is an excellent change agent, using a style of management that mentors/coaches staff to inspire their best performance. She also builds a personal rapport with all stakeholders, including the team of chief officers, personnel and suppliers; has superior strategic planning and organizational skills with a hands-on execution style; and is able to align and integrate the department's goals with the other chief officers' goals so that partnership drives growth.

ASAE & The Center for Association Leadership: Job Descriptions, Marketing
Metropolitan Regional Information Systems: Chief Marketing Officer
jobfox: Go Grid CMO

Bloomsberg Businessweek: The Short Life of a CMO
CMO Council CMO Turnover Dilemma

The meaning of 42

Consider the significance of the number 42:

4+2 = 6
Your 6th decade is usually when you retire. You can finally sleep, shower and eat at any hour, pick up a hobby, or walk around naked 24-7 because you don't have to leave your house if you don't want to. And, if you do leave your house naked, people take your age into consideration and easily forgive the error.

4x2 = 8
In your 8th decade you realize that walking around naked isn't a good idea but you can't remember why.

But what IS 42?
Well, it's nowhere near your 6th or 8th decade so celebrate! Happy Birthday, you! You've still got lots of time to find the answer to the ultimate question of life, the universe, and everything. So, go have a glass of wine, relax and watch The Hitchhiker's Guide to the Universe.

Don't panic. Just know where your towel is. Share and enjoy your day.

(sorry, couldn't help myself)


Sunday, May 16, 2010

Incredible Quote From the Kids

The other day, the kids were upstairs getting ready for KungFu class when I hear my niece's voice yell down "Mommy, where is my super suit?!" I was nearly on the floor laughing. I replied, "whyyy do you need to know?" We went through that whole scene of The Incredibles. Love it!

Wednesday, May 12, 2010

Super(man) song!

"Who Said (I can't be Superman)" by Hannah Montana.
While Hannah Montana is more for the younger generation, I think this song is super, man! It's empowering for any generation.

Free Admission at the National Gallery of Canada

To honour International Museum Day, the NGC is offering free admission this Sunday, May 16
National Gallery of Canada
International Museum Day

To find out more about how museums in your area are participating, go to the Virtual Museum of Canada.

What is a full-service advertising agency?

Written by Choleena DiTullio of Demand Studios for publication on The published article at

A full-service advertising agency is a business specializing in the complete promotion of its clients. The agency can produce all types of advertising products and services from printed signs to television advertisements.

Brand Development
Brand development includes everything from deciding on the design of a logo to developing a family look for all promotions.

Research and Conceptual Development
Research includes a period of discovery where the agency learns about the client, its goals, its products and its audience. The agency will write a comprehensive marketing plan from the information gathered. Conceptual development includes brainstorming advertisement ideas and testing those ideas in a focus group.

Audio/Visual Components
A/V components include radio and TV. ads as well as soundscapes, multimedia and video components used within websites and trade show booths.

Printed Materials
Printed materials include a wide variety of items: billboards, brochures, business cards, trade show booths and all types of printed signage.

Electronic Marketing
Electronic marketing includes websites, mailing lists, social media (blogs, Facebook Groups, Twitter streams) and other electronic-based promotional methods.

Public Relations and Communications
Their services can also extend to Public Relations and Communications, supplying speech writing and a direction for all modes of public communication of a company.

More Information:
Saatchi & Saatchi
BBDO Worldwide
Ogilvy & Mather

Wednesday's Words of Wisdom

Everyday should be devoted to business development, not just doing business."
— Michael E. Gerber, author of The E-Myth

Tuesday, May 11, 2010

International Award-Winner!

Modern-day Alchemy — turning Green to Gold!

I'm pleased to announce that some environmentally-friendly signage I produced has won two international awards. I succeeded in coming up with the biggest (and cheapest!) promotional sign that the Cape Jourimain National Wildlife Centre has ever had. Using natural elements only, I advertised the web address of the area with seaweed that had washed up on shore. The bird, eel and shell let the audience know that the area is known for its nature. The “sign” was 96 feet long and could be seen by the famous Confederation Bridge to PEI (taking advantage of their traffic) and Google satellites. The URL lets the world know where to go for information on this striking locale.

The two awards received:
Summit International Awards
Category: Integrated/Mixed Media Advertising Campaigns
Guerrilla Marketing Campaign
Client: Cape Jourimain Nature Centre
Project: 96-foot long URL on beach

Summit International Awards
Category: Advertising; Outdoor
Client: Cape Jourimain Nature Centre
Project: 96-foot long URL on beach

It's the Silver award that I'm most proud of. It's an award that the SIA just launched. The category is "Guerrilla Marketing Campaign" and the kind of work that falls into it includes some of the least expensive approaches to advertising. I figure I had a lot of competition!

The Summit International Awards has established itself as one of the premier arbiters of creative excellence in the world of marketing. The international panel of judges includes high-ranking professionals from Ogilvy B2, Saatchi&Saatchi, and Stellar Debris. They receive thousands of submissions annually from over 24 countries.

Summit International Awards
Cape Jourimain Nature Centre (CJNC)
Tantramar Interactive Inc.
My CJNC Eco-Arts Visiting Artist profile page

Thanks to all of you —clients, friends, and family— for your continued support. It paid off!


Monday, May 10, 2010

Recycled computers, televisions still ending up in dumps -

Recycled computers, televisions still ending up in dumps -

Marketing Monday

Some Indian call centres resorting to trickery -

'This is Warren on the line from Calgary' — India, that is. Some Indian call centres lie about where they're calling from to reduce inhibitions. "Accent neutralization" classes also taught.

Clever or deceptive? It treads a fine line that I'm not comfortable with. But it seems to be driving sales so I don't imagine it will stop any time soon.
Some Indian call centres resorting to trickery -

Marketing Monday is a column devoted to innovation in the world of commerce. It celebrates companies, products, packaging and campaigns that swim against the current or find creative ways to stand out. Got a suggestion for the column? Send me a comment.

Canadian Geographic Photo Contest Winners

Wow, there is some stunning work here. All by Canadian photographers! Check out this year's Canadian Geographic Wildlife Photo Contest Winners.

Wednesday, May 05, 2010

Wednesday's Words of Wisdom

For a life that is sound and secure, cultivate a thorough insight into things and discover their essence, matter and cause; put your whole heart into doing what is just, and speaking what is true; and for the rest, know the joy of life by piling good deed on good deed until no rift or cranny appears between them."
— Marcus Aurelius

Monday, May 03, 2010

Marketing Monday

New Doritos "Collisions" chips a direct hit
Love the packaging, love the idea and love the two kinds of chips they've put together. Perfect for parties where you know some people like it hot and some not. What a smart, new way to sell two old flavours.

Marketing Monday is a column devoted to innovation in the world of commerce. It celebrates companies, products, packaging and campaigns that swim against the current or find creative ways to stand out. Got a suggestion for the column? Send me a comment.