Jamieson Vitamins Launches Global Campaign: A New Standard in Transparency and Trust
The new “Quality” brand campaign is focused on authenticity, building on Jamieson’s 100-year legacy of purity, potency, and uncompromising quality in their vitamins, minerals, and supplements.
Toronto, ON – September 17, 2024 – Hot on the heels of a refreshed brand strategy, BaD Mktg, the creative agency of record for Jamieson Vitamins, is proud to announce the launch of the new global “Quality” brand campaign.
While celebrating Jamieson’s 100-year legacy, the new integrated brand campaign is rooted in real stories that show how Jamieson goes above and beyond when it comes to quality. These real stories are told by real Jamieson employees on the real floor of the Canadian manufacturing facilities where products are made. In a world of shortcuts, Jamieson stands out by taking the long road—building trust with discerning consumers who demand the best for themselves and their loved ones.
“We chose to feature our employees and quality standards in action to allow consumers to see “behind the curtain” and witness the incredible passion our people have for being the best. We believe this level of transparency will deepen consumer trust and reinforce our brand's integrity,” said Eric Bentz, EVP Global Marketing, Jamieson Wellness. “Our “Quality” campaign truly is the embodiment of our relentless pursuit of perfection and our commitment to delivering products that live up to their promise.”
Authenticity at the Core
In today’s marketing landscape, authenticity is no longer optional—it's a driving force in building trust and connection with consumers. The “Quality” campaign underscores this by featuring real Jamieson employees in their actual production facilities. This behind-the-scenes approach resonates with consumers who value transparency and want to know the people and processes behind the brands they trust.
“We’re diving deeper into the people and processes that make Jamieson unique. Our TV commercials (TVCs) introduce Jamieson employees to the world, while our social content takes consumers behind the scenes, providing a backstage pass to the dedication and craftsmanship involved in every product," explained Bad Mktg Co-Founder Yotam Dor.
A Multi-Platform Experience
The “Quality” campaign comes to life with a captivating 30-second TV commercial that takes viewers through Jamieson’s unique manufacturing process. Adaptable to any language, the TV spot reflects Jamieson’s global reach and commitment to quality.
The campaign extends beyond TV with an immersive social media experience. Bespoke content offers a deeper dive into Jamieson’s rigorous approach to quality, featuring behind-the-scenes footage and spotlighting the expertise and dedication that make Jamieson products exceptional.
Delivering on Consumer Trust
The “Quality” campaign is grounded in Jamieson’s dedication to building consumer relevant, quality-first natural health solutions from evidence-based research. Jamieson provides the certainty that every product they produce is pure, potent, and meticulously crafted—ensuring consumers can trust in every bottle.
Campaign Highlights
Hero TVC: Available in 30-second and 15-second versions
o English 30: https://f.io/H3mgyH4h
o English 15: https://f.io/0ng9i6yO
o French 30: https://f.io/lcxDjeXY
o French 15: https://f.io/t8V2JTL8
o Still Frames: https://f.io/OwR1s8b1
Social Media Content: 20 unique social-first videos, developed for vertical and square formats, bringing the campaign to life across platforms.
B-Roll Package and Photo Bank: Evergreen assets designed to extend the campaign's reach on social channels
Additional Formats: Developed in-house, these include billboards, posters, magazine ads, in-store counter units, in-store shelf talkers and wobblers, and website assets
Credit List:
Client – Jamieson Vitamins
EVP, Global Marketing – Eric Bentz
Creative Director – Jackie Shimoji
Creative Agency of Record – BaD Mktg
Co-founder – Ian Buck
Co-founder – Yotam Dor
Production – Campsite
Director – Jesse Hunt
Director – Ian Robertson
EP – Katie Christensen
Line Producer – Mafalda Gugliuzzi
Coordinator – Chris Davey
DOP – Nik Pileki (Mantl)
1st AC – Alice Do
Gaffer – Danny Lau
Key Grip – Dave Barrnet
Sound – Jordan Cutler
PA’s – Banner Isaac, Idriss Askour
Art PA – Makenzie Sheriff
Post – Rooster & Fort York
Editorial – Colin Murdock (Rooster Post)
EP – Nicole Stamford
Colourist – Jason Zukowski (Fort York VFX)
Audio – Lovecraft Sound
Sound Designer – Justin Cembal
Social Creator – Alex Te, RAD RES
Photographer – Eryn Shea, Eryn Shea Photography
About Jamieson (https://www.jamiesonvitamins.com/)
Jamieson is Canada’s #1 brand of vitamins, manufactured by Jamieson Laboratories. Established in 1922, Jamieson Laboratories is Canada’s largest manufacturer, marketer, and distributor of advanced natural-health products and a world-leading innovator of proprietary formulas. With corporate offices in Toronto, Jamieson exports products to more than 45 countries worldwide. Jamieson Laboratories is a division of Jamieson Wellness Inc.
About BaD Mktg (https://www.badmktg.co/)
BaD Mktg is a creative agency dedicated to innovative, brand-building strategies that engage consumers, elevate brands, and drive business results. Our approach delivers immersive, memorable campaigns tailored to meet the unique needs of each client.
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For more information, please contact:
Ruth Winker
Senior Director, Communications & Corporate Affairs, Jamieson Wellness Inc.
rwinker@jamiesonlabs.com / 416-705-5437
Ian Buck
Co-Founder, BaD Mktg
ian.buck@badmktg.co / 416-919-5154
BaD Mktg named global AOR for Jamieson Wellness
The six-month old agency founded by Ian Buck and Yotam Dor will help grow the Canadian wellness brand around the world.
by Emma Johnston-Wheeler April 05 2024
BaD Mktg, aka Buck and Dor Marketing, the brainchild of industry veterans Ian Buck and Yotam Dor, has been appointed global creative AOR for Jamieson Wellness. The brand partnership is the agency’s largest client win since launching in October.
Overseeing multiple brands across the Jamieson Wellness portfolio, with a primary focus on the 100-year-old flagship brand Jamieson Vitamins, BaD Mktg will spearhead the launch of a new brand platform leveraging its “Made in Canada” bona fides. Buck compared the potential to that of the Canada Goose brand, which he worked on for several years during its global expansion.
Since Jamieson has a different presence in each of the markets it occupies, BaD Mktg will employ various strategies market to market. “In Canada, it’s by far the market leader. If you walk into any Shoppers [by example], they own the majority of the retail space,” said Buck. “So in Canada, it’s a very different beast because in every other market that they’re in, they’re closer to startup level.”
The company is presently building its presence in the U.S. through the recent acquisition of California-based Nutrawise, parent company of the Youtheory brand of collagen supplements.
"Jamieson has a legacy of excellence spanning over a century, and our partnership with BaD Mktg represents an exciting new chapter in our journey,” said senior vice-president global marketing for Jamieson Wellness, Eric Bentz, in a release.
BaD Mktg's model blends strategic insights with storytelling, data and technology, and a social-first production lens that pulls on a distributed network of creators to develop the most engaging short-form content platform to platform.
They aim to provide an agile service that prioritizes short turnaround times. The roots of the model go back to 2012, when the pair co-founded Notch Video for North Strategic PR founders Mia Pearson and Justin Creally. It was a standalone, full-service creative content agency that focused on production, but managed workflow through a PR agency model.
Everyone was working on everything, conceptualizing the best and most efficient way to create content for different platforms, explained Buck. “It’s a great system for when brands need to do more smaller campaigns, it’s an always-on world,” he said. “You can’t apply that six-week briefing process to something that needs to come out next week.”
Notch was acquired by Publicis in 2016 as part of the North Strategic deal. In 2022, Buck and Dor were hired by IPG and tasked with introducing their content capabilities into a creative agency model. However, they soon realized that their preference for speed and agility didn’t work well in a traditional holding company setting. “That was the impetus for us to go back out and just start working with brands directly again,” said Buck.
BaD doesn’t use a retainer pricing model for any of its clients, and instead works on a project basis. Many projects are consultancy based, including work with the Centre for Addiction and Mental Health (CAMH). The project is an initiative between YouTube and CAMH to provide current and credible mental health information on the YouTube Health platform. Other consultancy efforts include working with companies to help them streamline their work processes to incorporate AI and the changing landscape of production.
Buck said they are using LLMs to streamline their own processes and working on an AI-driven tool he calls “a supercharger tool for social media teams," that they intend to productize. It’s essentially a private LLM built on a brand’s internal data.
“It’s a way to look at everything that's happening online and figure out what is actually of interest to our audience,” he said. “And of everything that's happening today, what's a thought starter for a social post? And that can get delivered to your inbox every morning,” explained Buck.
Jamieson Wellness Likes BaD Mktg
A modern ad consultancy redefining the roles of creative, strategy, and production
TORONTO, ON – April 4, 2024 – BaD Mktg, the cutting-edge creative agency known for its innovative approach, is proud to announce its newest partnership with Jamieson Wellness. As the Creative Agency of Record for Jamieson Wellness – across multiple brands with a primary focus on the 100-year-old flagship Jamieson Vitamins – BaD Mktg will spearhead the launch of a dynamic new brand platform, spanning across TV, digital, and social media channels.
"We are thrilled to join forces with Jamieson, an iconic Canadian brand renowned for its commitment to quality and health," said Ian Buck, Co-founder of BaD Mktg. "We’re excited to be working on Jamieson's brand presence and creating connections with audiences in meaningful ways."
The collaboration between BaD Mktg and Jamieson Wellness marks a significant milestone for both companies. BaD Mktg's approach, which blends strategic insights with compelling storytelling and a social-first attitude, will help drive the Jamieson Wellness global brand growth aspirations.
“Jamieson has a legacy of excellence spanning over a century, and our partnership with BaD Mktg represents an exciting new chapter in our journey,” said Eric Bentz, Senior Vice President Global Marketing for Jamieson Wellness. “We are confident that BaD Mktg's creative prowess will help us engage consumers and support our company purpose of Inspiring Better Lives Every Day.”
With a robust portfolio of award-winning campaigns across various marketing disciplines, BaD Mktg is well-equipped to deliver impactful results for Jamieson Wellness. The agency's unique blend of strategic thinking, creative innovation, and agile processes ensures that clients receive creatively effective solutions tailored to their business objectives.
BaD Mktg was founded by industry veterans Ian Buck and Yotam Dor, who bring over 35 years of combined experience in delivering successful marketing initiatives for global clients. The agency's commitment to client success, coupled with its dedication to staying ahead of emerging trends, has established BaD Mktg as a trusted partner for brands seeking to elevate their marketing efforts.
About BaD Mktg:
BaD Mktg (www.badmktg.co) is a forward-thinking creative agency that redefines the future of marketing through innovative approaches to creative development and content production. With a focus on driving business KPIs through audience engagement, BaD Mktg combines strategic thinking with agile processes to deliver compelling campaigns across the marketing mix. About Jamieson Wellness:
About Jamieson Wellness:
Jamieson Wellness (www.jamiesonwellness.com) is dedicated to Inspiring Better Lives Every Day with its portfolio of innovative natural health brands. Established in 1922, the Jamieson brand is Canada's #1 vitamins, minerals, and supplements (“VMS”) brand. The Company’s youtheory brand, acquired in 2022, is an established and growing lifestyle brand in the U.S. Combined, these global brands are available in more than 50 countries worldwide. The Company also offers a variety of innovative VMS products as well as sports nutrition products to consumers in Canada with its Progressive, Smart Solutions, Iron Vegan and Precision brands. The Company is a participant of the United Nations Global Compact and adheres to its principles-based approach to responsible business.
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For media inquiries, please contact:
Ian Buck Co-founder, BaD Mktg ian.buck@badmktg.co, 416-919-5154
Vertiqal Studios Partners With BaD Mktg for Enhanced Branded Content Creation
February 13, 2024 12:19 PM EST | Source: Vertiqal Studios
Toronto, Ontario--(Newsfile Corp. - February 13, 2024) - Gamelancer Media Corp. (TSX: VRTS) (OTCQB: GAMGF) (FSE: P93) (dba Vertiqal Studios) ("the Company") is excited to announce a strategic partnership with BaD Mktg, a cutting-edge consultancy known for its innovative approach to driving business results through creative solutions. This collaboration aims to elevate Vertiqal's branded content distribution, leveraging BaD Mktg's expertise in strategic and creative thinking, content creation, storytelling, and agile campaign execution to enhance the viral content that already attracts viewers to the Vertiqal network daily.
BaD Mktg was co-founded in 2023 by industry veterans Ian Buck and Yotam Dor, who together bring over 35 years of experience across PR, social media, influencer marketing, advertising, events, community management, and film production. Their expertise will help revolutionize how Vertiqal integrates brands into its 138 owned & operated digital channels. The agency's ability to reduce friction for marketing teams, captivate audiences with thumb-stopping creative storytelling, and deliver quality content on tight timelines complements Vertiqal's mission to scale digital communities without alienating viewership.
Through this partnership, BaD Mktg's work with Vertiqal focuses on creating predictable formats that scale the distribution of organic and branded content. This approach enables clients to engage with audiences programmatically, purchasing a variety of viewer actions and outcomes beyond mere views, and aiming for deep-funnel engagement within a community increasingly dependent on social commerce.
Jon Dwyer, Chairman & CEO of Vertiqal Studios, highlighted the importance of this collaboration: "Vertiqal's 'walled garden' approach to channel ownership, combined with BaD Mktg's strategic and creative acumen, strengthens our digital inventory pipeline to our social viewers in North America, the UK, and Australia. This partnership ensures that media buyers and brands have 24/7 access to real-time inventory on social platforms with guaranteed delivery, enhancing our digital offering structure and supporting Vertiqal's growth strategy."
Yotam Dor, co-founder of BaD Mktg, remarked, "This marks an exciting milestone for BaD Mktg. It's about more than just combining forces with Vertiqal Studios; it's a shared vision of transforming the way brands connect with their audiences. Our strategy is built on agility, creativity, and a deep understanding of what moves today's consumers. Together, we're not just addressing the challenges our clients face, we're anticipating them and ensuring they stay ahead in a game that's always changing."
About Vertiqal Studios:
Vertiqal Studios is a leading digital-channel network and video-production studio specializing in the creation and distribution of viral videos. With a daily output of 100+ videos across 138 owned-and-operated channels, Vertiqal leverages TV economics to monetize content on platforms like TikTok and Instagram, while sharing revenue with OTT platforms. The company's focus on producing and broadcasting performative organic content to an audience of over 52 million followers and subscribers, generating over 2 billion monthly video views, positions Vertiqal as a key player in scalable marketing concepts with brands, agencies, and creators for full production and distribution brand campaigns on major social platforms.
For more information and to join our email subscriber list for direct press releases and newsletters, visit https://vertiqalstudios.com/.
About BaD Mktg
BaD Mktg (www.badmktg.co) is redefining the future of marketing with its innovative approach to creative development. With a keen eye on emerging trends and technologies, combined with an unwavering commitment to client success, BaD Mktg is the new go-to agency for marketers looking for a one-stop shop that makes their campaigns more effective while making their day-to-day work lives easier.
For further information about BaD Mktg, please contact:
Ian Buck, Co-Founder
(416) 919-5154
Email: ian.buck@badmktg.co
For media inquiries, please contact:
Jon Dwyer, Chairman and Chief Executive Officer
(416) 627-8868
Email: jon@vertiqalstudios.com
Investor Relations Email: ir@vertiqalstudios.com
Forward Looking Information:
This news release contains forward-looking statements and information within the meaning of applicable securities laws, relating to future events or performance. These statements are based on management's current expectations and assumptions. Readers are cautioned not to place undue reliance on forward-looking statements or information, which are inherently subject to risks and uncertainties.
SOURCE: Vertiqal Studios
DIRECT SOURCE: https://www.newsfilecorp.com/release/197782
Ian Buck and Yotam Dor are breaking BaD
The Notch Video co-founders aim to disrupt the creative sector with their latest venture.
By Justin Crann, originally posted in Strategy
Industry veterans Ian Buck and Yotam Dor are launching a new, disruptive venture together – and this time, they’re moving into the ad consultancy space.
Perhaps best known as the duo who launched Notch Video more than a decade ago, Buck and Dor have made disruption something of a calling card. With Notch, they pioneered a new content model that attracted the attention of Publicis, which acquired the brand. They then moved on to launch CoStudios, a similar project for IPG, from which they departed this month.
Now, they’ve launched BaD Mktg – an acronym standing for Buck and Dor – to meet a need they’ve spotted over their decade of partnership.
“We’re at the tipping point [for marketing] with a lot of big changes impacting the industry, including COVID, AI and even TikTok,” Buck tells strategy. “And in the 10 years we’ve been working together, all we have seen is more marketers slowly figuring out that in order to get different results, they need to do things slightly differently.”
That’s where BaD comes in, acting as an “additive service” on top of the creative agency, which Buck says is best able to handle the bigger ideas and “giant things that take six months to do,” such as brand repositioning.
The startup abandons the “old agency model” that operates in silos, with dedicated teams for account management, strategy, creative and production.
Instead, says Buck, BaD’s two-person team – it is launching with Buck and Dor alone, supported by a network of creatives that can be brought in on a project basis – wear all of the hats, with expertise across all four areas.
The goal is to deliver quality content on much tighter timelines, allowing brands to be much quicker in their messaging and to reach people across a wider array of platforms. It’s a pitch that has quite a bit of appeal, as BaD is launching with several foundational clients that it will be announcing in the coming weeks, Buck says.
“Our clients are being asked to do more with less while operating under super-tight timelines,” explains Buck. “We remove the friction and put our clients back in control to develop content that delivers results.”
The model capitalizes on modern realities, including the pool of talented filmmakers making the best use of today’s technologies and who have expertise in specific areas of content creation, such as for TikTok over TV.
“We’ve developed a unique process that combines top-notch strategic and creative thinking with a vast network of fully vetted, talented content creators,” says Dor. “Our goal is to deliver the right work our clients need, while captivating audiences with highly crafted and thumbstopping creative storytelling.”
Source: https://strategyonline.ca/2023/10/12/ian-buck-and-yotam-dor-are-breaking-bad/
Introducing BaD Mktg
A modern ad consultancy redefining the roles of creative, strategy, and production
A modern ad consultancy redefining the roles of creative, strategy, and production
Co-founded by industry veterans Ian Buck and Yotam Dor, BaD Mktg reduces friction and eliminates pain points for marketing teams throughout the creative process
Oct 10, 2023 -- Toronto, ON -- In a world where consumer behaviours are rapidly changing, BaD Mktg is a purpose-built creative agency for brand and product marketers who are frustrated with the status quo and seeking a fresh approach that puts them back in control.
With a proven track record on many of the world’s top brands including American Express, BMO, BMW, Canada Goose, Google, P&G, Samsung and Tim Hortons, BaD Mktg is changing the way marketers deliver campaigns through an expedited, cost-conscious process that works. By seamlessly integrating strategy, creativity, data & technology, BaD Mktg clients reap the benefits of shorter turnaround times from strategy alignment to creative ideation to content delivery, enabling a truly agile approach across the consumer journey.
“Our mission at BaD Mktg is simple yet powerful: to help brands grow their business while helping marketers stay sane,” says Ian Buck, co-founder of BaD Mktg. “Our clients are being asked to do more with less while operating under super tight timelines. The old agency model was built for a different era and isn't compatible with today's realities. We remove the friction and put our clients back in control to developing content that delivers results.”
At the core of BaD Mktg's approach is the belief that high-performing creative is the key to driving business results and building lasting brands.
“We've developed a unique process that combines top-notch strategic and creative thinking with a vast network of fully vetted, talented content creators,” explains Yotam Dor, co-founder of BaD Mktg. “Our goal is to deliver the right work our clients need, while captivating audiences with highly crafted and thumbstopping creative storytelling.”
About BaD Mktg
BaD Mktg (www.badmktg.co) is set to redefine the future of marketing with its innovative approach to creative development. With a keen eye on emerging trends and technologies, combined with an unwavering commitment to client success, BaD Mktg is the new go-to agency for marketers looking for a one-stop shop that makes their campaigns more effective while making their day-to-day work lives easier. Founded by industry veterans Ian Buck and Yotam Dor, BaD Mktg brings together over 35 years of delivering award-winning campaigns across a range of marketing disciplines including PR, social media, influencer marketing, advertising, brand, events, community engagement, and film production.
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For media inquiries, please contact:
Ian Buck, 416-919-5154, ian.buck@badmktg.co