Entrinsic

Canadian Breast Cancer Foundation

The Canadian Breast Cancer Foundation and its major annual public fundraiser – the CIBC Run for the Cure – are the leading national touchstones for the community of breast cancer survivors.

CBCF commissioned us to design a social media strategy that would drive awareness of and participation in the CIBC Run for the Cure, as well as encourage donations, add value for sponsors, and garner media attention. We created two sister sites—a blog called Finding Hope, and a Twitter-inspired Wall of Hope—which not only were successful in growing community engagement with the CIBC Run for the Cure, but have now become fully integrated into the CBCF's year-round communications activities.

Kobo

Kobo is the exciting new e-reading platform affiliated with Chapters-Indigo, Canada's largest book retailer.

As a new product, Kobo asked us to develop an online contest for customer acquisition. In order to make an energetic push for new users and an expanded brand profile, we created a dynamic viral contesting application for Facebook, which rewards participants for becoming Kobo users and allows them to easily introduce Kobo to their networks and friends.

MoMA

The Museum of Modern Art, in the bustling heart of Manhattan, is one of the world’s foremost art institutions.

MoMA was aiming to use social media to boost its international presence, and make substantive contributions to the many existing, ongoing conversations about art that were happening online. To do so, we worked with the MoMA to develop an overarching social media strategy, and provided editorial development of their blog, Inside/Out. This blog has become the branded hub of a 425,000+ strong digital community, and has quickly been recognized as an exciting and insightful new voice in the global conversation about modern and contemporary art.

Roy Thomson Hall & Massey Hall

With more than a century of tradition and many world-famous artists gracing their stages each year, Roy Thomson Hall and Massey Hall are two of Canada's premiere performance arts venues.

RTHMH asked us to develop a comprehensive blogging strategy, designed to raise its profile among younger demographics while respecting the company's long and storied history. We provided RTHMH with full-service blog development and six months of ongoing editorial support services; we also developed a robust marketing strategy to integrate the blog with RTHMH's existing marketing and communications activity, online and off.

Staples

Staples is the go-to source of office supplies in Canada, with a thoroughly-entrenched market position and unparalleled name recognition.

Staples was seeking to use social media to position itself as an “active listener” and partner with businesses. We developed a blog and provides tips and advice for those who want to start and grow their own business, thereby retaining existing Staples customers while also building relationships of trust with new community members and expanding the brand's reach.

Waste Management

Waste Management is the leading provider of waste management services in North America.

Waste Management asked us to conduct an information audit, to allow them to better understand how they were perceived via an assessment of references to the company found online, with the ultimate goal of developing a strategy for more direct online engagement with the public. In addition to conducting this audit, we provided Waste Management with recommendations regarding opportunities available to them on the social web, laying the foundation for the strategic development of their online voice.

YMCA

The Canadian Post-Secondary Access Partnership was created to help high school students from disadvantaged groups pursue further studies after graduation.

CPSAP is a largely government-sponsored program, and it recently reached the end of its initial term of funding; they asked us to develop a social media strategy that would assist them in making their case for support from the government. We rapidly developed a blog identity, editorial strategy, and initial set of blog posts, which fully capitalized on CPSAP's existing body of research and put a human face on its very vital work.

Eli Singer
Founder and President

Eli Singer offers unparalleled thought leadership in the world of social media. Deeply engaged in the social web since its inception, Eli founded Entrinsic out of a belief that thoughtful, strategic social engagement online can be a strong driver of business goals.

Before starting Entrinsic, Eli worked at Segal Communications, the exclusive Canadian representatives for Facebook, with the specific mandate of developing sustainable brand communities for TD Bank and Playstation inside the social network. Prior to that Eli was at Cundari, where in 2006 he pioneered Social POV - one of Canada’s first social media practice areas in a fully integrated advertising agency.

In 2008 Eli was published in the Harvard Business Review, writing about how social media can create a culture of collaboration, transforming civic institutions and reinvigorating their relationships with stakeholders. He is also the creator of Casecamp, Canada's social media unconference.

Eli holds an honours degree from The Richard Ivey School of Business.

Iris Glaser
Creative Director

Iris's aesthetic is born out of her collaborative approach to design. She is easily able to adapt her design vocabulary to suit her client's needs and identity, and is as comfortable working within existing brand standards as in designing whole new identities from scratch.

Since completing a Master’s degree in Communications Design at the Pratt Institute in New York, Iris has developed brands and communications for a wide array of clients, including Listerine, Nestlé Purina, and the Toronto Transit Commission (TTC). Trained in print and branding, and with a portfolio that includes everything from books and magazines to Italian cycling outfits, Iris has equally evolved into the digital space, and designed a myriad of online projects ranging from websites to blogs to Twitter and Facebook pages.

Chris Morales
Group Account Director

Chris is the invisible hand of Entrinsic – the gentle force who makes sure projects are on track without even seeming to move a muscle. He brings more than twenty-five years of experience to Entrinsic, gained both in major corporations and advertising agencies.

Chris is a whiz at connecting brands with consumers through integrated communication and marketing strategies. Among his many accomplishments in this sphere, Chris was particularly active in the automotive and quick-serve restaurant sectors. Chris was instrumental in bringing Walt Disney World and General Motors of Canada together in a cross-promotional campaign which was highly successful for both parties.

Immersed in the social media ecosystem for the past two years, Chris’s personal fundraising campaigns are a case study in how to leverage social media for a cause.

Chris studied computer science at the University of Waterloo and has a certificate in marketing from the Wharton School.

Jackie McLachlan
Account Director

Jackie is our resident perpetual-motion machine. Jackie forms deep and long-lasting bonds with her clients, and has a refreshingly traditional work ethic that matches her cutting-edge experience.

Jackie holds an honours degree from Queen’s University and, after earning a Master’s in Communications from Simon Fraser University, immediately dove headlong into the wonderful world of entertainment and advertising. She spent six years at Nettwerk Music Group managing bands and leading the tour marketing for top tier artists like Sarah McLachlan, Avril Lavigne, and the Barenaked Ladies. She then moved on to a west coast advertising and marketing agency that focuses on promoting digital entertainment products. With brand experience in broadcast, music, gaming, and CPG products, we're very glad Jackie eventually decided to move to Toronto, giving us the opportunity to benefit from her peerless client management skills.

Femma De Jager
Account Manager

Femma is the woman you talk to when you want to get things done. In addition to providing quick, responsive account management, Femma brings a powerful strategic voice to the table, and has conceived and executed complete customer engagement projects since joining Entrinsic.

Femma earned a BA in psychology from the University of Ottawa, and brings to Entrinsic her experience with a truly eclectic roster of brands, ranging from the CSI franchise, Fox Home Entertainment Group and NBC Universal Canada to international beverage purveyors such as Carlsberg and Pilsner Urquell, to Hasbro and WalMart. This diversity of experience allows Femma to adapt to any situation, and help clients get the most out of their social media programs.

Hamutal Dotan
Editorial Strategist and Writer-in-Residence

Hamutal is the philosophically-minded academic of Entrinsic, having started out doing post-graduate studies in ethics. She departed after a few years, in the hopes of applying her finely honed analytical and writing skills to a wider array of subjects, and for a wider array of audiences, than the ivory tower could offer. After leaving the safety of ivy-covered walls, Hamutal soon discovered the wonderful world of blogging, and eventually became the senior editor of Torontoist, Canada's premiere city blog (and the only online-only publication to have ever won a National Magazine Award).

Hamutal specializes in translating a client's voice to an online environment. She begins with a deep understanding of a client's existing brand and communications style, and develops strategies for bringing that unique identity into the world of social media. From positioning and planning documents to nuanced writing and editing, Hamutal empowers clients to express themselves comfortably online.

Casecamp

Casecamp is Canada's premiere
social media unconference — the event that inspires and informs businesses who want to learn more about using social media to enhance their communications strategies.

Established by Eli in 2006, Casecamp was born of the need for a community-oriented space in which creative professionals could connect with one another socially, and exchange stories from their fields of practice. The case study-based, peer-to-peer learning model found many fans, and Casecamp is now an annual fixture on Toronto's communications event calendar.

Social Media Week

Social Media Week is a global affair, taking place in multiple cities around
the world simultaneously. Toronto participated for the first time in 2010, with a multi-day conference organized and produced by Entrinsic.

Our goal in facilitating SMW Toronto is to advance conversations across Toronto’s creative communities about the impact of social media on business, culture, and society. With panels discussing everything from the implications of social media for journalism to DJs newfound abilities to reach global audiences, SMW Toronto proves a crash-course in social media's truly astonishing penetration into just about every aspect of business and culture imaginable.