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City holds first Beer, Brands, and BBQ event with guest marketing consultant

City holds first Beer, Brands, and BBQ event with guest marketing consultant

Gair Maxwell, author of Big Little Legends, joined Moose Jaw Mayor Clive Tolley at the building formerly known as Mosaic Place, where guests heard from local business leaders and enjoyed pulled pork sandwiches and a Moose Jaw-brewed IPA.

Gair Maxwell, author of Big Little Legends, joined Moose Jaw Mayor Clive Tolley at the building formerly known as Mosaic Place, where guests listened to local business leaders and enjoyed pulled pork sandwiches and a Moose Jaw-brewed IPA.

The city is currently hunting a new naming partner for the Moose Jaw Events Centre after the Mosaic Company declined to renew their partnership.

The event took place August 4 in the Founder’s Lounge. Craig Hemingway, the City’s communications manager, thanked sponsors including Burns & McDonnell, Thunder Creek Pork, which supplied the meal, and the staff at the Events Centre.

The night’s featured businesses were the Moose Jaw Brewing Company (MJBC), Lion’s Creek Extra Virgin Olive Oil and Balsamic Vinegar, and the Moose Jaw Co-op.

Tolley noted as the event got underway that he had only met Maxwell that evening, but discovered they shared a past in hockey colour commentary. The pair spent some time bantering in character before Maxwell talked about how the city’s prohibition-era reputation lent itself well to the brand of Most Notorious City in Canada.

Maxwell’s style during the evening was to interrogate guests on their branding strategies and try to come up with suggestions for their next reputation-building move. He engaged the audience with rhetorical questions such as:

“I just want to know if fundamentally you’re ok with greatly expanding your customer base and driving revenue, is that ok, are we ok with that?”

Terry Zwarich and Cody Schulze are the passionate brewers and co-owners behind the Moose Jaw Brewing Company (MJBC), which began producing beverage in January 2022. They brought a sample of their MJBC IPA, which was the evening’s hot topic.

The MJBC’s “silly sauce” — Zwarich’s description — is currently available from Cask 82, Bugsy’s Irish Pub, The Crushed Can Rec Room & Bar, and the Sobey’s Liquor Store. The company’s passion for their process was apparent as Zwarich and Schulze described the various influences of time, temperature, humidity, herbs, and spices on their flavours and how they have refined a consistent taste in their core lineup.

Charmaine Franken of Lion’s Creek was up after the MJBC.

Lion’s Creek’s flagship store in Moose Jaw, but the company imports its olives from South Africa and its balsamic vinegar from Modena, Italy. Franken told the story of their successful rebranding.

The name Lion’s Creek comes from the source of their olives in South Africa — where two rivers converge. Both rivers are named after the legendary predator: Leeu in Afrikaans and Gamka in Khoisan.

Free tasting sessions, staff expertise, a wide variety of pairing options, and scores of flavours have made Lion’s Creek justifiably famous and a regular stop for downtown shoppers.

Geoff Anderson was the final guest. Anderson has been the general manager of the Moose Jaw Co-op Association since 2019 and has built a reputation for his community participation. He is the current chair of the Downtown Moose Jaw Association (DMJA), which recently announced a goal of creating Canada’s Most Notoriously Charming downtown.

Anderson is also on the board of the Moose Jaw Transition House and joined forces with 15 other men last November for a Transition House fundraiser.

Anderson and his wife Juanita mentioned that their careers with the Co-op have resulted in more than 45 moves between the two of them. During his conversation with Tolley and Maxwell, Anderson expressed his passion for the culture of customer-owned co-operatives, which translates into a brand centered around experience rather than product.

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City holds first ever Beer, Brands & BBQ event

Good food, good laughs, and a good time was had by all who attended the City of Moose Jaw’s first ever Beer, Brands & BBQ at Mosaic Place on Thursday night.

Mayor Clive Tolley, city staff and members of the business community were in attendance to come together to share stories and collaborate on how to grow the brand of not only the city but businesses within the city.

Gair Maxwell was the event’s guest speaker. Maxwell is an international branding expert and the best-selling author of ‘Big Little Legends’. He also helped brand Moose Jaw as Canada’s Most Notorious City back in 2019.

Following a scrumptious dinner, Maxwell kicked the evening off by sharing his story of how he helped Moose Jaw become Canada’s Most Notorious City, as well as giving local businesses in attendance insight and advice on how to brand their company successfully. One of the big things Maxwell emphasized to the crowd was how important it was for the social media audience to brand your company for you through various platforms.

Those in attendance had the opportunity to hear the stories of three local businesses and their branding and marketing stories, with Maxwell and Mayor Tolley interviewing each.

The first business that sat in the hot seat was Moose Jaw Brewing Company co-owner, Terry Zwarich. Zwarich shared his story about how their business got off the ground, which began making beer on the weekends with his friends, and then eventually had the idea to create what is now the Moose Jaw Brewing Company.

A burning question for Zwarich was the story behind his curly mustache, which he says he has been growing for the past 12 years.

IMG_0079_1.JPG Moose Jaw Brewing Company co-owner, Terry Zwarich sharing his story with Mayor Clive Tolley (left), and Grair Maxwell (right). 

The next business was one that actually had to re-brand and now is known as Lions Creek Olive Estate, owned by Charmanine Franken. She explained where the name Lions Creek came from. She says that the name ties in with her story and South African roots, where her premium olives for her Extra Virgin Olive oil are from. Franken shared her passion for her olive oil and balsamic vinegar company and highlighted the struggles and successes she has had along the way.

IMG_0093_0.JPGLions Creek Olive Estate, owned by Charmanine Franken fielding questions from Maxwell and Tolley. 

Geoff Anderson, CEO of Moose Jaw Co-op and Chair of the Downtown Moose Jaw Association was the last one in the hot seat. Anderson began his Co-op career in the small town of Carrot River, SK, in the butcher shop and explained how he made it from there to where he is today, with some help and motivation from a co-worker.

He expressed a great deal of passion for the culture of Co-op and even some new branding initiatives they have taken to create a better customer and employee experience.

IMG_0121_0.JPG Geoff Anderson, CEO of Moose Jaw Co-op sharing his story with the audience. 

The evening finished off with a Q&A session with Maxwell and Tolley where the audience was able to ask questions on how to better improve the branding of their businesses and or the city’s new ‘Get A Life’ marketing campaign.

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Slurpee Day, Ad Age hosts In-Depth: Hottest Brands and more: The Week Ahead

Slurpee Day, Ad Age hosts In-Depth: Hottest Brands and more: The Week Ahead

Amazon’s annual Prime Day summer sales event runs today through July 13. The e-commerce giant is offering a flurry of deals designed to entice consumers, who are growing ever more cost-conscious as prices rise—and competitors such as Target are counterprogramming with their own sales.

Speaking of Amazon, “Bezos,” an indie biopic about, yes, Jeff Bezos (Armando Gutierrez) and his early quest to launch “the world’s largest bookstore,” opens in select U.S. theaters.

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Brands and Stores Welcoming Back Shoppers With Special Events

Brands and Stores Welcoming Back Shoppers With Special Events

After what was a good long stretch of quietude for many, a flurry of brands and retailers are once again hosting influencers and in some cases shoppers for in-store events.

Often guised as cocktail parties, talks, collaboration debuts and community gatherings, these meet-ups are increasingly being held once again in stores. Aside from sparing the expense of renting a hotel bar or event space — never mind all the financial accoutrements that are tied to that — retail events provide prime opportunities for people to see products up close and absorb the essence of brand.

Even before the Commerce Department reported that May retail sales slid 0.3 percent compared to April, companies were well aware that inflation concerns are flaring. That said, serving up some generic white wine in plastic cups on department and specialty store floors just doesn’t cut it. Fashion companies are trying to rev up the attraction, as Talbots recently did by hosting a book launch for TikTok and Instagram star Barbara Costello, who is better known as @Brunch With Babs.

An intergenerational crowd of 175 people turned up at the retailer’s Hingham, Mass. flagship books-in-hand before her arrival. Others spent more than $75 at Talbots to get a copy of “Celebrate With Babs: Holiday Recipes & Family Traditions” as a gift with purchase, a company spokeswoman said. They also got a good look at the newly renovated store.

In its 75th anniversary year, Talbots is planning additional appearances for the social media star and other store events to connect with consumers. “It is interesting and exciting to see that our Talbots customers are happily attending our trunk shows, shopping events and, of course, Babs’ appearances. It definitely feels like a return to the beginnings of normalcy,” a spokeswoman said.

Brands and Stores Welcome Back Shoppers

Barbara Costello signing her new book at Talbots’ flagship in Hingham, MA.
Photo byMark Feigenbaum/Courtesy Talbots

Other indicators were how guests waited in line to speak with the author, hugged her and spoke of how her motherly advice, hacks and recipes were their salvation during the pandemic, the spokeswoman said.

Another anniversary — Alice + Olivia’s 20th — was nodded to on June 15 with a prom-inspired extravaganza with live music from Gracie Abrams and DJ Kiss. Founder Stacie Bendet hosted the event for 700 fans including Ella Emhoff and KidSuper at The Close East Lawn behind The High Line Hotel. Many turned out wearing looks from the label that were 10 to 20 years old, as well as more of-the-moment styles. Twelve hours later, Alice + Olivia’s site traffic and social media were buzzing more than normal, according to a company spokesperson.

Burnett New York welcomed 200-plus people to “MetaBurnett at Musica NYC” and 300 more in the Metagami Mall in Decentraland Metaverse on June 15. The fashion and crypto crowd were the first to see the ready-to-wear and NFT metaverse wearable collections, which launched Thursday. Creative director and chief executive officer Emily Burnett is forecasting a sellout. It was important to bring those two communities together for an in-person event “to experience the power of experiential Web3 luxury commerce for multidimensional sales opportunities,” she explained Thursday.

Brands and Stores Welcome Back Shoppers

Models at the MetaBurnett event at Musica NYC.
Photo Courtesy

Earlier this week, Live Rocket hosted a Mercado Global in-person and virtual shopping event for female professionals in the investment industry, in partnership with Firework. The Brooklyn-based Mercado Global empowers Latin American women to become entrepreneurs in Central America. Organizers declined to provide sales figures.

To celebrate the release of Fern Mallis’ second “Fashion Icons” book, Nordstrom hosted fireside chats with her and the retailer’s women’s designer fashion and editorial director Rickie de Sole in its stores in Nashville, Dallas and at the Mall of America. (Nordstrom had welcomed a hearty fashion crowd to its New York City store for an all-out party for the book’s launch last month.) How the recent three-city trip impacted store sales and how other events are keeping shoppers coming back to Nordstrom were topics Nordstrom declined to discuss.

To mark the opening of its Madison Avenue store and the debut of a collaborative collection with Carolyn Murphy, Adeam tapped Charlotte Groeneveld to host a cocktail party on June 14. Guests like Sophie Elgort, Hyebin Yang and Carolyn Lim sipped Champagne and left with Lady M bon-bon boxes. They also got a better sense for the “East meets West” aesthetic that Adeam’s founder and creative director Hanako Maeda has developed from living in Tokyo and New York.

With Costa Brazil’s first pop-up store up-and-running, cofounder Francisco Costa described the customer traffic as “tremendous,” with many people responding so much to the space’s peaceful environment. “To me, it’s such a refreshing signal of what is needed out there. Maybe people are lacking a little beauty. Everything has become so homogenized in this world. We are offering something that is very calm and beautiful,” he said at the opening night party.

While the space was unveiled to launch the brand’s Aroma fragrance, the collection has been selling “big time” with many buying all of the rituals — a $700 investment — and wanting to learn all about them, according to Costa. The average shopper spends between $200 and $250.

Brands and Stores Welcome Back Shoppers

Francisco Costa at Costa Brazil’s opening night party.
Photo Courtesy

Monday’s party with Cherry Bombe magazine attracted 140 guests, who are foodies that are also interested in art, style and beauty, Costa said. That was the start of many in-store events. More tuned into the demographics of Costa Brazil shoppers, the company has created “a diverse and engaging calendar to offer clients what they actually expect and want from us,” he said.

As the former creative director at Calvin Klein, he expected the Costa Brazil clientele to be in their 50s or 60s, but they are 19 to 45. As for whether the shaky economy has made beauty a replacement for fashion, Costa said, “People are buying less, but they are buying better. Having a space is very engaging because they have a beautiful experience going into the space. We have wonderfully trained people, who go through every single product with the client explaining what it is and where it comes from. Downstairs, there is an incredible space for facials.”

Another element is a gallery-like area that shows off limited-edition T-shirts by the artist Curtis Kulig and fragrance customization of the bottle by Nicolas Ouchenir. Acknowledging how beauty’s market share is becoming more important, Costa said more than anything the pop-up offers consumers a moment for themselves. The fact that all products are genderless relays an all-are-welcome feeling. Asked if he ever imagined he would be so fashion-free, Costa said he has always been fashion-free. “Calvin was really never about the fashion. Calvin was so seminal. It was really about a lifestyle, if you think about the quality of the work. The magic was that he captured the zeitgeist of the time and he was able to fill the void,” Costa said.

Tuesday’s opening night party for the Anne Barge/Flora on Madison store has already helped to drum up interest. Socialites and social media influencers, as well as press, helped to spread the word. Forty-one appointments have been scheduled for this month and five dresses were sold on the first day of business Wednesday, including one to a bride who walked in, said president and creative director Anne Barge.

Mentioning how many brides scaled back the size of their weddings during COVID-19 but went ahead with their nuptials, as others had during the 2008 recession, Jacobs said she is hopeful that will also be the case should another recession hit. Even though the New York store offers a greater percentage of higher-priced goods than the Anne Barge store in Atlanta, that assortment can be altered to include lower price points, should the economic climate change. On average, the total offerings are about 15 percent higher.

Year-to-date Anne Barge’s overall wholesale business is 88 percent ahead, Jacobs said. However, having been watching the news and following what economists are saying, she will be tightening some things up and putting some money aside so that if a recession does hit, “the company can weather that storm.”

Earlier this month, Zero + Maria Cornejo hosted a cocktail party in its Bleecker Street store for a tie-up with the eyewear and fine jewelry label Vada. While the event helped to generate some sales, “on a broader level the get-together was meant to restore the idea of the store as a place for people to gather,” said the designer’s business partner Marysia Woroniecka. “We have a community of clients and the thing that we have all missed over the last couple of years is that ability to feel comfortable gathering together,” she said.

Before the pandemic set in, the company had renovated the store to allow for such gatherings as the one for Vada. The brand and Cornejo’s label have a personal connection, as Woroniecka happened to have bought a pair of Vada and received many compliments. Vada is based in Austin, Texas, where the Cornejo team travels to regularly for the boutique ByGeorge, which is also where Vada was first sold. A small selection of Vada is being offered at the Zero + Maria Cornejo store for a month or two.

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Impact XM to Connect Event & Experiential Marketers From Top Global Technology Brands at Rethink: Technology 2022

Impact XM to Connect Event & Experiential Marketers From Top Global Technology Brands at Rethink: Technology 2022

Leading Event and Experiential Marketing Agency Focuses on Emerging Technology Trends and How They Will Impact Events at Upcoming Rethink Conference

DAYTON, N.J., May 24, 2022 /PRNewswire/ — After more than 15 successful Rethink conferences, Impact XM is proud to host Rethink: Technology 2022, an industry-focused event on Thursday, June 2. In partnership with virtual and hybrid event platform MeetingPlay, this virtual, one-day event will welcome over 100 event and experiential marketers from some of the top global technology brands. Attendees will learn the latest insights focused on the unique marketing challenges in the ever-evolving technology industry to amplify their brand experiences in the years to come.

“We are thrilled to expand our Rethink conferences into more vertical-focused events to benefit our clients on a more individualized level. Technology plays a vital role in the success of any event, from concept to creation, and with Rethink: Technology, we are able to create a space for experts to come together to discuss the latest technology trends and how they will impact the future of events,” said Impact XM CEO Jared Pollacco.

To start off Rethink: Technology 2022, Dex Hunter-Torricke, Head of Communications, Oversight Board for Meta will take attendees on a deep dive into the key technological trends of the next 10-20 years and what they mean for brands and organizations. Formerly, Dex was the Head of Communications at SpaceX, Executive Communications at Facebook and Executive Speechwriter at Google.

With the theme for this year’s event as Explorations in the Event-Verse, attendees will have the opportunity to connect with and learn from some of the industry’s top technology experts in breakout sessions dedicated to discussing a handful of topics, including:

  • Creative Curiosity
    • What organizations can do today to strengthen their brand story.
  • Ownable Experience
    • How the latest experiential technology and trends can help amplify brand experiences.
  • Personalized Intelligence
    • How to understand the tools needed to elevate interactions with customers and boost marketing strategies.

The closing segment of Rethink: Technology 2022 will be featuring The State of the Show, revealing key trends from CES, MWC and SXSW followed by a panel of experts discussing their observations of the evolving trends in events, and what they’re expecting for the second half of 2022 and beyond. 

If you are interested in learning more about Rethink: Technology, visit If you would like to attend the event, register at

About Impact XM
Impact XM is a global event and experiential marketing agency with almost 50 years of experience creating events, meetings, conferences, exhibits, environments, digital engagements, and consumer activations to connect clients’ target audiences with their brands. Trusted by some of the world’s most respected organizations, Impact XM has been recognized for insightful strategy, brilliant creative, smart fulfillment, and purposeful metrics. Impact XM clients operate across a variety of industries, including the Healthcare, Technology, and Industrial sectors. Headquartered in New Jersey, Impact XM maintains locations in Toronto, Los Angeles, Las Vegas, Dallas, Washington D.C. and Zurich, Switzerland. More information can be found at

Charisse Barnachea
[email protected] 


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Sales day, every day: More mega sales events can help beauty brands get new customers and drive sales

Sales day, every day: More mega sales events can help beauty brands get new customers and drive sales

According to Damisa Tseng-Prompoj, regional head of e-commerce at Intrepid Group Asia, a regional digital and e-commerce solutions provider, the relationship between consumers and mega campaigns has evolved significantly in the past decade.

She recounted her early days in Lazada, where such campaigns were treated as “just another sales day”​, and not the hotly anticipated mega-events they are today.

“The way [e-commerce] platforms and brands think about mega campaigns is that it’s no longer a one-off day. The customer engagement begins long before the campaign begins, and long after it is over,”​ she told CosmeticsDesign-Asia.

On the consumer side, they have learnt to anticipate these mega-events, which can be illustrated by the hourly pattern of sales during these events, said Tseng-Prompoj.

“Within the past few years, a stark difference that can be observed is that a large portion of a brand’s sales – in our experience up to 45% – can be driven by just the first two hours of a campaign, or what is known as ‘Golden Hours’.”

As such, the ‘pre-hype’ teasing has become critical for brands in the lead up to mega sale days. This would typically begin two to three weeks before the actual event, all depending on the scale.

“When they think about campaign strategies in this new era, it’s about understanding that the lead-up and follow up with a campaign is as critical as the campaign day itself.

“The idea is to build brand awareness for potential customers by providing a sneak peek of the deals, drive pre-sale activities, facilitate the early collection of vouchers – all with the goal of driving add-to-cart.”

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SXSW begins and brands mark International Women’s Day: The Week Ahead

SXSW begins and brands mark International Women’s Day: The Week Ahead

March 9

The Collage Group, a consumer research organization, hosts a webinar on health and wellness across race and ethnicity. The event will provide research around how brands can capture consumer attention in the healthcare space.

Campbell Soup Co. reports financial results for its fiscal second quarter. Executives speaking in a December update for investors forecast $2.25 billion in revenue, which would be slightly down from the same period last year. Price hikes and momentum from “advantaged” brands like Goldfish and Pepperidge Farm are powering the company, which is undertaking another round of pricing increases.

Subscribe to Ad Age now for the latest industry news and analysis.

March 10

Ad Age hosts In Depth: Unlocking the Metaverse, a virtual conference that will offer a primer for marketers looking to explore branding in virtual worlds. Speakers include Avery Akkineni, president of VaynerNFT; Tressie Lieberman, VP of digital marketing and off-premise at Chipotle Mexican Grill; and Caty Tedman, head of partnerships at Dapper Labs.

March 11

SXSW begins in Austin, Texas and runs through March 20. Hot topics include the metaverse (of course!) and NFTs. 

March 12-13

The 27th Critics’ Choice Awards telecast airs Sunday at 7 p.m. ET on TBS and The CW.

Daylight savings time begins. Don’t forget to spring forward.


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Brands seize on NBA All-Star Game and Valentine’s Day: The Week Ahead

Brands seize on NBA All-Star Game and Valentine’s Day: The Week Ahead

Feb. 15

Restaurant Brands International reports its fourth-quarter and full-year results. This will be the company’s first financial update since announcing plans to acquire the Firehouse Subs chain in December. Analysts will seek answers for slow-growing sales at Burger King and on international expansion for its fast-growing sibling chain, Popeyes Louisiana Chicken. 

Feb. 16

Kraft Heinz Co., which outperformed expectations in its fiscal third quarter, reports results for its fourth quarter and full year. Officials expect flat sales for the year vs. a robust 2020 but improving quarterly profits as it manages cost increases.

The Coalition for Innovative Media Measurement begins its virtual 11th annual Converged TV Measurement and Data Conference. It comes at a time of unprecedented flux in TV measurement, with industry heavyweight Nielsen having lost Media Rating Council accreditation and a host of networks offering trials of alternative currencies for writing TV deals. Ad Age Editor Jeanine Poggi interviews Krishan Bhatia, president and chief business officer, global advertising and partnerships of NBCUniversal, in an opening keynote fireside chat.

Roblox, the gaming platform that has come to characterize the growing interest in the metaverse, announces fourth-quarter earnings on Feb. 15 and hosts a conference call today at 8:30 a.m. ET. Investors will see how the gaming world with almost 50 million active users is shaping up, and hear about how brands have been developing there.

Feb. 17

Coming off a fourth quarter in which it exceeded analyst expectations for sales and earnings, Hormel Foods will review its financial results for the fiscal first quarter. The maker of Spam, Planters and Skippy saw sales gains in all of its four divisions (refrigerated foods, grocery, Jennie-O turkey and international) in the fourth quarter.

Walmart announces fiscal fourth-quarter earnings, showing whether the country’s biggest retailer continued momentum from earlier in the year. Announced departures of the U.S. unit’s chief merchandising officer and chief customer officer in January might lead to some trepidation, but Walmart has been on a roll for a while.

Roku releases fourth-quarter results today with an earnings call at 5 p.m. ET. Industry watchers will get to see how the streaming company closed out last year in the holiday period, and how the connected TV advertising business is performing.

Feb. 18

The action-adventure video game series “Uncharted” gets brought to life in the form of a movie of the same name, starring Tom Holland and Mark Wahlberg, that lands in U.S. theaters today. The New York Times reported that Sony Pictures spent $120 million to make it, with high hopes that the 40 million fans who have bought “Uncharted” games (published by Sony Interactive) for PlayStation over the years will turn it into a big-screen blockbuster.

Feb. 19-20

The closing ceremony of the Winter Olympics airs and streams live Sunday at 7 a.m. ET on NBC, Peacock and, with a primetime re-airing on NBC at 8 p.m. ET.

The NBA All-Star Game heads to Cleveland on Sunday. TNT coverage begins at 6 p.m. ET. State Farm has the lead sponsorship on the All-Star Saturday night activity, which includes the Taco Bell Skills ChallengeMTN Dew 3-Point Contest and AT&T Slam Dunk.