POV: Musings on Luxury
Luxury means different things to different people. Taste, style, affluence, geography, economic status — all of these things effect the perception, or indeed the enjoyment, of luxury.
Merriam-Webster defines luxury as: “a condition of abundance or great ease and comfort.” It is further qualified as a “sumptuous environment.”
Read the rest of this entry »Dec 1 2011 • Christina George • Luxury • Rouge • acura • aeroplan • branded content • lifestyle • loyalty • No Comments • 
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TOTEM BUZZ: How the modern catalogue combines the power of print and online
Here at Totem, we love online content. We really do. But we never forget about print, not just because our roots are based in magazines, but because we’ve always subscribed to the notion that print and digital can work together to deliver a complete user experience. Of course, there are times when a digital solution [...]
Read the rest of this entry »Nov 9 2011 • Andrew Brudz • Buzz • aeroplan • branded content • digital • lifestyle • loyalty • marketing • totem news • what we do • No Comments • Share this
Hardware: Totem’s Pearl Awards Affirm Multi-channel Content Expertise
The Custom Content Council’s Pearl Award winners were recognized last night in New York City, and Totem and Transcontinental were big winners! We took 13 awards — four of them Gold — in a wide variety of categories, from digital and social media, to art direction and design, to overall content in print and online.
Nov 8 2011 • Christina George • Century 21 • GEICO • Hardware • Home Depot • Rouge • Social Media • acura • awards • branded content • digital • transcontinental • video • No Comments • Share this
Totem on cover of Direct Marketing magazine
All marketers work hard to capture the attention and imagination of the public in order to further the objectives of their clients. Getting people to look is the easy part, but the leap from flash to substance is more difficult to orchestrate.
Aug 23 2010 • Christina George • branded content • loyalty • marketing • new media • totem news • No Comments • Share this
The importance of collaboration
In the current issue of Advertising Age (March 8, 2010), Totem client Sylvie Bourget sums up quite nicely one of the essential elements necessary for custom media to perform to its maximum potential.
In talking about the success of the integrated print and digital program Totem designed for Aeroplan, Senior VP of Marketing and e-Business Sylvie Bourget talks about the importance of tailoring the content of Aeroplan Arrival (magazine and web) to “the lifestyle and interests of our readers.”
Then she hones right in on how we worked together to get it right.
“We share our member and business objectives with Totem, which develops the content for the magazine and Web,” Bourget says. “Both streams work in parallel, and the relationship is very collaborative.”
Collaborative—such an easy word to throw around in the agency-client dynamic. And yet it rarely describes the whole story. Relationships that seem collaborative — and are even described as such by the participants — aren’t always a blissful union.
This is not the case with Aeroplan and its working arrangement with Totem. As soon as we won the business, we set up a series of planning sessions to develop content strategy, with several meetings at Totem’s offices in Toronto and at Aeroplan’s offices in Montreal. From the very beginning, Aeroplan approached the process in the spirit of a true partnership. This was not only refreshing, but extremely productive.
Read the rest of this entry »Mar 12 2010 • Christina George • press • No Comments • Share this
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