When the Institute of Communication Agencies began planning Canada's first Advertising Week, Virgin founder Sir Richard Branson seemed an obvious fit for keynote speaker at the event, held Monday through Thursday in six cities across Canada. "We chose Virgin as they represent the essence of branding and the importance of advertising," said Advertising Week event manager Stacey Farber. "Securing Sir Richard Branson was difficult, but [ICA member] Cossette Communication Group has Virgin as a client, which helped us get in."
Branson was the guest speaker at a business luncheon for 630 guests at Filmport Studios on Wednesday. "Advertising Week is a celebration of both the industry's exemplary creativity and its $24 billion contribution to the economy," ICA chairman Brett Marchand said in a statement. "That's why it couldn't be more fitting than to highlight the week with Sir Richard Branson's presence. His marketing savvy has turned the Virgin Group into one of the world's most valuable and recognized brands."
Farber worked with Eclectic Events to design the event, sponsored by the Torstar Group. Organizers chose blue and white decor to echo The Toronto Star's logo and placed Advertising Week banners on either side of the stage, where Star reporter Geoff Pevere conducted a 40-minute interview with Branson about building the Virgin brand and the challenges of the current economy.
In addition to speaking, Branson also judged a youth competition organized by the institute. The association launched an open call for students to develop original advertising campaigns for Virgin Mobile's Re*Generation campaign—a grassroots initiative designed to support at-risk youth around the world. (Proceeds from the luncheon also supported that campaign.) The winning team's campaign will be launched nationally through a partnership with Astral Media.
