Collaboration and Teamwork

It’s always encouraged across the various departments at Dashboard to understand each other’s skill sets and department requirements to improve our services for our clients. To this end, our team take courses together, attend lunch and learns, and sometimes just hang out at each other’s stations to absorb. The synergies created by this methodology have allowed seamless execution of projects, better insights into problem solving and a basic fundamental respect for how hard each other works.

As you can see just this morning one of our account co-ordinators sat in with the programmers to get a better understanding of some of the languages they’re currently employing on our active projects.

Err…Nevermind…they were all just playing  Starcraft again…

News Alert: ING DIRECT Canada names Dashboard as interactive agency of record

Dashboard, a Toronto-based interactive agency, today announced its appointment by ING DIRECT Canada as interactive agency of record. Dashboard will provide strategic and creative interactive services to ING DIRECT. Dashboard will work to support the overall business, strategy, marketing and advertising objectives.

“With a proven track record and in-depth knowledge of our industry, Dashboard, is a valuable asset and a welcome addition to our team. Dashboard brings expert resources and strategic thinking to our business,” said Mark Nicholson, Head of Online Experience, ING DIRECT Canada. “We needed a partner who knows digital inside and out and Dashboard’s expertise is evident in our daily interactions with them. We’ve already begun working together on several campaigns and the partnership is certainly meeting our expectations.”

Since its Canadian inception, ING DIRECT has been a strong player in the digital space. For over 13 years, they have operated and marketed as a direct bank. A partnership with Dashboard, will further ING DIRECT Canada’s interactive initiatives. With big news for the bank on the horizon, both teams have already begun working.

“We are thrilled to add ING DIRECT to our growing roster of excellent clients,” said Daryl Aitken, President, Dashboard. “ING DIRECT was one of the first digital marketers in Canada, essentially digital veterans, so they are ready to go to the next tier of digital presence that Dashboard delivers on time and time again. Our team is already at work doing smart and innovative work.”

Click here to see the original news release

Dashboard hits Heatwave

There was commotion in the sand last Saturday as Dashboard took to the beach as part of the annual Heatwave volleyball tournament in support of Sick Kids.

Along with friends from ING DIRECT Canada and John St, Dashboard entered 2 teams in the Rec and Comp divisions, narrowly missing the playoffs but acing any potential Congeniality awards. With a solid Plan B in hand, the teams migrated to Murphy’s Law afterwards to re-hash the day, watch Germany take Uruguay… and to shake out the sand that always seems to get everywhere.

Great weather, great day, great cause. Well done teams!

Check out some photos from the day.

Meet Ralph Reefke, He Got Tim’s Job

Way back in March we set out on a search for a new Director of Technology Innovation to replace our beloved Tim. We needed to find the right candidate, a leader who could be the glue that bonds creative to development and clients to technology. After a long and exhausting search we met Ralph, and we’re so glad we did.

Ralph brings to the table 10 years of experience working on brands like GM, Nestle, and Rogers. Experience aside, what really excited us about Ralph was his attitude and overall nice guy qualities, and we were so excited when he decided to join the Dashboard team. Daryl Aitken, Dashboard Commander in chief said it best:

“Ralph is a problem solver, a team player and a leader…A nice guy and  a great addition to our team. LinkedIn works!  Thanks to Scott and Scott for the introductions, Dashboard owes you!”

According to Ralph he joined the team at Dashboard to work with all the “swelligant people” and “because they had the best online application EVAH!”

With the addition of Ralph at the helm of our development team Dashboard is very excited about what the future holds for both the Agency and our Clients.

Welcome aboard Ralph!

The Caffeinated Agency

Anyone who works in advertising, specifically digital will tell you caffeine is a vital source of energy when tackling tight deadlines that require a little bit of afterhours work.  Looking around the agency at the abundance of coffee brands peppering desktops we decided to take a look at our own in-house  coffee brand loyalty.

To no one’s surprise the ever present house of Double Double Tim Hortons came out on top. This could have something to do with one being across the street from our office. One surprise was the emergence of Balzac’s tying for second place with Starbucks.  Of course neighbourhood favourite Dark Horse made it on the list as well.

What did we learn? Not much other than we really like our coffee at Dashboard.

Talking Shop with RedCanary – Interactive Leaders Q&A

I was recently asked by the people behind RedCanary to answer a few questions for part of their blog called “Shop Talk” 

A few of us talked about these subjects before I submitted my answers so it’s worth sharing our responses here.  Please check out the Red Canary blog to see how a couple of other digital agency heads felt about the same subject.

What drove you to start or join your company and what has made you successful?

I joined Dashboard as a partner about 2 ½ years ago.  I had reconnected with Barry Hillier (the founder of Dashboard) on Facebook after not seeing him for about 10 years.  Barry had started this fantastic shop and was looking for a partner to help get it to the next stage.  I was smitten from my first introduction.  Dashboard is a mosaic of the most creative, innovative, and ingenious people I’ve ever had the pleasure of working with.  I feel lucky every day to be part of this team, they’ve raised my game.

I think the main reason we’re successful is our collaboration, both with the Client and internally across the team.  We’re very integrated and push each other to drive the thinking as far as we can and most of our Clients want that kind of relationship.  We are all very serious about the quality of the user experience and getting a Wow.

Buzz words like “New Media” and “Digital” are getting old.  What would you call a bundle that includes Social Marketing, Video, and ON-line and Mobile?

I’ve resisted trying to define new channels, I don’t think that kind of terminology helps. It might even be a trap into old styles of silo media thinking.  We think more in terms of engagement.  What we know for sure is that consumers are in the driver’s seat more than ever.  They’re increasingly nomadic, choosing where and how to get their news and information, and they’re contributing to the conversation about brands.  We need to know where and how to create the most compelling experience to advance our Client’s objectives and that can easily change from one season to the next.

Our mantra is “Powerful Engagement for Powerful Consumers”.   That’s the best definition of what we do.

How do you see your company’s approach to branding evolving, and what does that mean to your clients?

Our strategic approach to brands has two imperatives.  No matter what else we’re doing, we pursue brand immersion and we pursue brand interaction.   We like to surround the consumer with the brand by making them feel part of it and we like to get them to act or respond in a meaningful way.  There is a lot more to it, but fundamentally, that’s what we’re doing for brands.

What traits do you look for in new Clients?

Our best Clients are the ones with the highest standards, and the highest regard for their consumers.  We get along great with them.

What are the challenges of managing partnerships with traditional agencies and delivering your interactive services to the client?

We have worked with a lot of agencies.  Most we love, some we don’t.  If they bring us in early, respect what we bring to the table and collaborate, we do great work and everyone has a good time.  I’m happy to say that these relationships are not hard to find.

Agencies win awards for their interactive look and feel, but clients are driven by ROI.  What KPIs matter to you?

I don’t see a discrepancy between our goals and our Clients.  What matters to us is doing great work that rewards the consumer and advances the Client’s objectives.  You can’t drive ROI by boring consumers or treating them without respect, but if you ignore the goals of the brand, you’re just being irresponsible.

What are your thoughts on the future of video and mobile (and their successes) as a branding vehicle?

Both are really means to an end.  They can be amazing tools for engagement and creating that immersive brand experience.  Both can profoundly impact the way we reach out to and recruit consumers.  The challenge in Canada is that the mobile marketplace isn’t priced or regulated to facilitate the kind of usage we see in other countries.  We’d love to see that change.

We Came. We Saw. We Climbed.

After a lot of talking and no training, Dashboard took to the CN Tower for the annual WWF Canada climb. I won’t lie; we were scared (except Nik), but with $1,099.40 raised we were ready to conquer 144 flights for endangered animals’ sake.

There was a lot of waiting, a lot of coat check confusion, and a lot of free Liberte yogurt consumption. When it came to Tower time, we answered the call and hustled on up. The passage way was tight, the air was nasty, but in less than 27 minutes we all reached the top. And in true Dashboard fashion, we snuck our way back to the bottom!

Why wait with the masses, when you can sweet talk the restaurant waiter into letting you take the guest elevator. Pretending to have eaten a fancy supper, we rode down with a group of tourists. Not only did we hog the prime window real estate, but we stunk too!

A really great night filled with memorable highlights: an unfortunate missed climbing opportunity, a classic stashing of a BlackBerry and scoring some sweet prizes.

Our Dickies adventure!

On a bright sunny afternoon, Dashboard employee Thadeus ventured away to buy lunch from a local burrito franchise. After a brief purchase, he returned to the Dashboard lunch room ready to satisfy his mid-day hunger. While feasting on his meal the tightly wrapped lunch item suddenly exploded staining much of Thadeus’s clothing with a barrage of saucy shrapnel. Frazzled by the devastation of his attire, Thadeus journeyed home to change into cleaner clothes.

Irate by earlier events, Thadeus franticly sought his favourite pair of Dickies brand summer shorts. After a quick swap of clothing, he boarded a busy streetcar and began his return to Dashboard. A man emerged through the dense fog of passengers and with a friendly smile, commented on Thad’s choice of summer shorts. Thadeus began a lengthy conversation about the personal regard he has for the level of quality and craftsmanship gone into Dickies merchandise. He continued positively articulating every Dickies related story from his experiences at Dashboard. Stunned, the man paused, reached for his wallet and removed a business card handing it to Thadeus. The man revealed he was a high ranking member of Dickies International and how he enjoys the way people speak so highly of his merchandise. He then proceeded, saying that if Dashboard forwarded him their mailing address he would generously reward us with a mystery gift. Thad’s energy level soared with extreme excitement and he thanked the high ranking member of Dickies International with a hardy hand shake as he exited the street car. Twenty minutes later Thadeus sent a lengthened thank you email including the requested address.

The postman arrived two weeks later with three large boxes. Ecstatic and overjoyed, members of Dashboard opened the boxes to reveal a shiny new Dickies spring jacket for each member of the Dashboard team! Our friend at Dickies certainly did not disappoint!

We would like to send out a BIG thank you to our friends at Dickies International for the outstandingly generous gifts and to those who follow our blog, never be afraid to speak to others about brand loyalty! You never know what surprises could be in store!

Drive in another dimension

It’s official, Dashboard’s been bitten by the 3-D bug, and who can blame us, it’s awesome. Driving off our success and knowledge from 3M Filtrete, comes a 3-D driving game for Ontario Toyota Parts & Service.

Every season Parts & Service send out super straightforward direct mail – coupons, postcards, the usual stuff. This year, we changed course and went for a more enhanced experience. Shall we say, a more stereoscopic experience.

The ride starts with direct mail. Printed in 3-D along with a pair of glasses, you’re driven to play on Toyota3D.ca. The game is a cruise through town in search of Parts & Service offers. As you perfect your skills, you come across hidden Easter eggs with exclusive deals, like spring detailing. Did we mention it’s in 3-D? You can customize your Prius, change the music on the radio, send to your friends and even post your times. It’s immersive in full dimension. And addictive!

Hold on to your 3-D glasses, who knows what we’ve got cooking!