It was extremely insightful and illuminating for me to listen to and interview Duncan Fulton, Senior Vice President of Communications and Corporate Affairs, Canadian Tire, at 2012 Banff World Media Festival. Before Duncan‘s presentation, I frankly would never had associated Canadian Tire with “cutting-edge” e-commerce (or as Duncan puts it in the presentation, simply “commerce”).
Duncan explains and share his experiences with using Sport Chek (a Canadian Tire owned and operated brand via FGL Sports) to experiment with new/cool social media, Google/YouTube and Facebook advertising/marketing campaigns. I agree with Duncan that the best way (when everything is so new) is simply by “trail and error” to figure what actually works and what doesn’t. Find out what contributes to the bottom-lines and makes money and what actually destroys shareholders’ equity. Once what works are found (via Sport Chek), then applying the lessons learned to Canadian Tire as a whole. Very interesting real world examples.
Here is Duncan’s official 2012 Banff World Media Festival bio,
Senior Vice President of Communications and Corporate Affairs
Canadian Tire Corporation
Duncan Fulton is Senior Vice President of Communications and Corporate Affairs at Canadian Tire Corporation & Chief Marketing Officer of the Forzani Group, including mega sport retailers like Sport Chek and Sports Experts. Duncan is a member of the Canadian Tire and Forzani Group executive teams and works across all the company’s business areas, including Canadian Tire Retail, Automotive, Part Source, Petroleum, Mark’s, Financial Services and the company’s charity, Jumpstart.
Duncan currently represents the company as a board member of the Canadian Chamber of Commerce and is also on the Board of One X One,a non-profit foundation committed to supporting, preserving and improving the lives of children at home in Canada, Haiti and Africa.
Before joining Canadian Tire, Duncan was the General Manager and Senior Partner of the Toronto flagship office of international public relations company, Fleishman-Hillard Communications. During his seven years with Fleishman-Hillard, Duncan led and worked on the company’s largest accounts across multiple practice areas. As a key strategist within the Omnicom network, Duncan played an important role in multi-agency campaigns, bringing together experts in advertising, social, experiential, direct to consumer, and paid and earned media.
Prior to Fleishman-Hillard, Duncan was a communication advisor and press secretary for Canadian Prime Minister Jean Chrétien. Duncan was also Communications Director for the Minister responsible for the Canadian International Development Agency (CIDA), Press Secretary for the Hon. Dalton McGuinty – now Ontario’s Premier – and communication assistant for Premier Frank McKenna.”