Don Masters

President & Creative Director | Don is Mediaplus’ founder, a widely-respected strategic thinker and prolific creative force this year marking his 30th year in the advertising and marketing communications field. Don plays an active and direct role in strategic planning and development on all key agency accounts, while leading the creative development process and team. Comfortable in all media, Don has won international, national and local awards for his work on behalf of clients in a diverse range of sectors. A graduate of Carleton University’s School of Journalism, Don is a frequent guest speaker and media commentator on advertising and communications, and was the inaugural advertising inductee into the Algonquin College Media Hall of Fame.

Christine Kincaid

Vice President | Christine Kincaid is Mediaplus Advertising’s Vice President of Client Services. In this capacity she is responsible for ensuring the delivery of highly responsive and strategic services by the Client/Media Services team to all of the agency’s clients across a range of sectors from B2C to B2B. In addition, she directly manages some of the agency’s largest clients including Canada Post Corporation, the Canadian Produce Marketing Association, the Ottawa Convention Centre and Emtec, a leading US-based information technology company and acts in an Account Supervisory capacity on the University of Ottawa account. Inworking with these clients, Christine is responsible for strategic planning, budgeting, cost control and reporting as well as project implementation and evaluation for integrated campaigns.

Jennifer Irwin

Vice-President | A Mediaplus partner, Jennifer is an accomplished strategic planner and account supervisor who joined the agency in 2010 following a decade of senior-level experience with national advertising and interactive agencies in Toronto. These included Draft Worldwide and Publicis Canada, where she managed large national and multinational accounts including HP/Compaq, Rogers Communications, Hudson’s Bay Company, Home Outfitters, the Ontario Ministry of Health, Nestle Purina Petcare, Purolator Canada, Grand and Toy, and the Heart and Stroke Foundation of Ontario. In 2007, she was appointed VP Managing Partner of Publicis Modem, a position she held until joining Mediaplus, where she began her advertising career in 1990.

Media Services

The agency’s fully accredited Media department provided complete strategic planning, buying, trafficking, tracking and reporting services in both traditional and digital media. The department utilizes proven media management processes and systems. In that regard, the agency subscribes to the DoubleClick DART system, enabling it to plan, manage, buy and track large-scale online network campaigns – a highly cost-effective means of delivering mass audiences – as well as rich media. The agency is a member of the Internet Advertising Bureau of Canada. Media planning is based on clearly articulated strategies developed in consultation with and approved by clients. The agency believes in driving a hard bargain on media purchasing, extending client investments through negotiation, promotional partnership and synergies.

Production Services

Creativity and quality do not end once the idea has been established. Our production team, led by our Production Manager, ensures that every project is closely tracked so that its execution is as powerful as the idea, that it is delivered on time and on budget. We work with some of the leading suppliers in this region for print, lettershop and production services. We have excellent working relationships with these companies and work as a team to ensure that all your needs are met

Web and Interactive Service

Mediaplus designs, creates and develops user-centric websites, applications and interactive communications, and provides website content creation services, SEO and social media strategies and services. The web and interactive team includes dedicated designers, programmers, animators, editors and project managers under the supervision of agency VP Jennifer Irwin, who previously managed Publicis Modem, one of Canada’s largest interactive agencies. The agency has created numerous high profile/high traffic websites all adhering to the most up-to-date best practices and usability standards. Key areas of expertise include the following:

Web Development

Mediaplus designs information architecture and user interfaces/experiences and develops web sites of varying degrees of complexity to meet our clients’ marketing and communications objectives. All Mediaplus sites are designed to be visually clean, user intuitive/easy to navigate and flexible both in terms of content and functionality. We have extensive experience building sites on the open source WordPress Content Management System, as well as building sites on custom content management systems (PHP/MySQL). We develop sites optimized and built for both desktop and mobile devices, and make daily use of analytics tools such as Salesforce and Google Analytics to track users and site performance.

Interactive Applications & Presentations

Mediaplus creates and develops interactive applications and presentations to engage, educate, entertain and enrich the user experience with video, Macromedia flash and HTML 5.

Search Engine Optimization (SEO)

Mediaplus provides search engine optimization (SEO) services and creates optimized multi-media content for websites it builds using the latest online analytics tools and resources and in consultation with our partners at Google.Social Media Mediaplus develops social media strategies and creates multi-platform social media content for numerous clients. We have developed Facebook fan pages, blogs and YouTube channels for clients, and have created high-impact video and interactive content for the social media channels of numerous clients.

Online Advertising and Search Engine Marketing

A charter member of the Internet Advertising Bureau (IAB) Canada, Mediaplus is at the forefront in the use of new media and social media as marketing tools. We subscribe to the DoubleClick Dart System, enabling us to plan, target, manage and track the effectiveness of online rich media network-based advertising campaign – including pay-per-click and pay-per-acquisition campaigns on regular and social networking sites.

Client Services

Mediaplus client services (Account Supervisors & Directors) act as overall project managers on all client assignments, making it their business to know our clients’ business and the competitive environments in which they operate – and to ensure the programs we create and manage are aligned with all other activities designed to build the client’s brand and drive tangible, measurable results. The agency utilizes a proprietary workflow and job tracking automation system to support and document the project management process. Senior agency personnel attend a weekly project management meeting, wherein all active projects, their current status, and any other considerations are reviewed. The agency believes in and practices open, frequent, and systematic communications with its clients to ensure projects remain on strategy, schedule, and budget. This includes regularly scheduled meetings with many clients to review account/project status, assign actionable items, and ensure everyone on the agency and client sides are operating on the same page.

Strategic Planning

As agency for a diverse client roster, Mediaplus is directly involved in and often leads the strategic planning process for annual advertising campaigns, web and interactive assignments, and communications and branding initiatives on behalf of its clients. Senior agency personnel are engaged in strategic planning, including those from the Client Services, Creative, Media, and Web & Interactive teams, as required. The agency utilizes proven strategic planning methodologies that are rigorous without being rigid, and that are first and foremost grounded in intelligence and research. The agency believes that sound strategies can only flow clearly stated objectives that are readily measurable in practical, tangible ways.

Creative Services

The Creative Services team provides strategy-driven, high impact concept and campaign development, copywriting, art direction, design and artwork development and multi-platform production. The team is responsible for transforming strategy into effective and compelling creative, from initial creative direction and concept development through to final execution. All creative direction and development is handled in-house by the agency’s Creative Services team—led by Don Masters—whose work has been recognized internationally, nationally and locally. The team’s creative development process proceeds from clearly articulated strategies developed in consultation with the agency and client teams. Rather than settle on a single creative idea, the team explores and presents many different creative directions on any given assignment and presents all creative options in the context of the approved strategy. The creative team works with and directs the efforts of a core group of trusted and talented photography and broadcast (video/audio) service providers. We likewise handle end-to-end services for clients, including print supervision and management of other outside production services.

What do I want to do for a living?

We recently completed a project for Algonquin College that has had many of us asking that question… And not for the reasons you might think. The Algonquin College Career Explorer was born out of the need to reduce student attrition rate. Knowing that people are more likely to stick with things they are good at, we translated that business need into the objective of improving student program satisfaction. If we could help students choose programs they were more likely to succeed at, we could increase the likelihood they would stay in that program. The resulting solution was an interactive application that made program recommendations based on what users told us about themselves. And a strong call-to-action encouraged users to take advantage of the free career counselling available to prospective students for a more complete assessment. We used the Holland Codes to match the aptitudes and interests to individual Algonquin College programs. Through a flash-based word cloud, programs get bigger or smaller depending on the level to which you agree or disagree with 24 statements. One’s final recommendations are based on the top-scoring interest areas… And maybe I would have made a good Documentary Filmmaker. Who knew? Check it out and watch this space for results.