T

Executive Creative Director

My personal passion in this business has been to drive a creative process that effectively balances our client’s varied business challenges with relevance for the consumer. Whether taking a traditional approach or leveraging non-traditional approaches from Bluetooth Proximity Marketing to 2-D bar codes, I am extremely proud of our creative team’s ability to deliver up solutions that work.

VP Client Services

A graduate of Psychology at York University, Suren built up his advertising foundation by majoring in Creative Advertising at Seneca College. Suren’s first entry into the marketing industry came working on infield campaigns with Weston Bakeries. Additional experience working on various street team marketing initiatives helped to increase his exposure to the client side of the marketing and advertising industry.

With the dream to spearhead his own creative agency, Suren undertook to understand the financial aspects of business as a Project Manager with TD Canada Trust and CIBC Wood Gundy. After securing a sound financial background, he returned to his true passion in marketing and advertising. Brought onboard to drive new business and aid in evolving the Urban DNA business, Suren continues to be actively involved with all new business initiatives and has been integral in securing clients such as Enbridge Electric Connections, Lifetime Uban Developments, Rogers Canada, Best Buy Canada, Monarch Developments and CODA.

Culture, Lifestyle and Diversity Research Coordinator

As Urban DNA’s CLD Research Coordinator, Stephanie applies her passion for uncovering unique and tangible insights to solve the challenges of clients. With an uncanny ability for identifying key cultural, lifestyle and diversity triggers, Stephanie represents a critical component of our ability to deliver solutions that resonate with authenticity.

T

T

Challenge
In a sea of cooking shows, how do you launch a cooking show that celebrates one of Canada’s favourite summer past-times – the BBQ? Featuring one of Canada’s most successful football stars traveling across the country to serve up delicious BBQ dishes, The Food Network wanted to create an event in downtown Toronto that would create buzz and entice a diverse base of viewers to tune in.

Solution
Leveraging the athletic success of the host, Matt Dunnigan and the inherent linkage between football and tailgate BBQs, we set out to hold a massive Tailgate BBQ in downtown Toronto.

We were successful in securing the outdoor concourse at Union Station where over 160,000 commuters enter the downtown core by the TTC and GO transit. In order to create the spectacle of a tailgate party, we dropped a large football field complete with yardage lines and Food Network branding at centre field. BBQ stations were set-up where a featured recipe from the show would be served to downtown pedestrians and commuters during the lunch time rush hour. Complete with free inflatable football games, Argonaut cheerleader performances, a Q107 live remote, music, promotional staff dressed as cheerleaders and Matt Dunnigan hosting the festivities, the tailgate party created an enormous spectacle downtown.

Results
Over the course of 2 hours, we were able to deliver the following results:

• Over 4500 BBQ lunches served
• Over 2000 Road Grill Books distributed
• Over 2500 branded Footballs distributed
• Radio and Print event coverage

The client was happy and over 4500 Torontonians enjoyed a delicious BBQ lunch on The Food Network.