Canadian Marketing Predictions for 2013.

So here we are. After eating too many “Quality Streets”, watching too many World Junior hockey games and shoveling too much snow, you’re probably ready to leap into 2013 with a fresh perspective and 5 extra pounds.

What can you look forward to? Well, this:

1. Content partnerships will rule.
On one hand, there are more media opportunities than ever before as specialty networks, web video, and content marketing explode. On the other, the big players are investing heavily in media convergence and consolidation. So what’ll it be?

Truthfully, Canada just doesn’t have the population to justify a ton of brand specific media properties. Content WILL rule but the most effective path to content marketing north of the border will be through partnerships. Brands will partner with media companies and with each other, and we’ll see more interest-focused platforms opposed to brand-focused platforms. Why? Because we have to. It would be nice if we could all be Red Bull but we can’t. There aren’t enough eyeballs and there isn’t enough budget to create stand alone properties in the true north strong and never free.

2. McDonald’s (and Tribal DDB) will win every major advertising prize.
Were there more beautifully shot commercials? Yup. Were there better scripts? You bet. Still, advertising has changed and no initiative embraced the new way to communicate with consumers more than “Our Food. Your Questions.” Sometimes, an epic commercial  with a cast of thousands and a budget to match can do wonders for a business. But it’s not a huge intellectual leap to make. This campaign was different in every way and showed us that transparent dialogue with consumers trumps all. Here’s hoping it’s acknowledged accordingly.

3. The Advertising Testimonial Will Be Redefined.
Ahhh, testimonials. You’ve never seen an informercial without them. Tune in and you can see people shot in their natural environment coached to say strategically relevant soundbites delivered with a performance matched only by Palmerston Public School’s production of West Side Story. With so many honest and genuine testimonials generated through various social media platforms, scripting testimonials isn’t only outdated, it’s ineffective. Let’s hope brands start getting it right.

 

 

 

 

 

 

 

 

 

4. Prepare to be Offended.
There’s a lot of clutter. Blah, blah. You’ve heard it before. But combine that difficulty of cutting through with the financial realities of traditional media and the success of their alternative counterparts and I think you’ll start to see edgier communications from the historically conservative.

The photo and headline from this provocative Time cover caused quite a stir, didn’t they? The complaints flew in from the shocked masses…but so did sales. It was one of the best selling issues of the year and doubled the usual weekly subscription rates. Same goes for the Bloomberg love-fest. And it’s not just covers. Like the regular F-bombs of the Drunk Jays Fans blog? Well, they’re now available through The Score, a traditional outlet now owned by Rogers.

Like never before, it pays to grab our attention. Watch out, 2013. You’re about to be grabbed and depending on your sensitivities, it might hurt. (For the record, I love it. Bring it on.)

5. Canadian Shopping Becomes Supreme
It doesn’t really matter whether you shop virtually or traditionally, I think this is the year that Canadian retailers start to get it right. As a group, they’ve been pretty slow to adopt e-commerce platforms but Target shows up in March, Walmart is rapidly expanding and hopefully, the entire industry ups their game with compelling communications and e-savvy experiences to compete. Sears has started a re-brand (don’t really like it but anything is better than repetitive Sears Days), Canadian Tire has a new spokesperson, and Canada Post is doing some pretty interesting things to help everyone fulfill more profitably.

What’s in store? Hopefully, success.


6. Repurposing Events as Ads
Budweiser’s Flash Fans. Coke’s 007 Stunt. Volkswagen’s Fun Theory. Tropicana’s Arctic Sun. And TNT’s Push to Add Drama. For the past several years, we’ve seen a lot of live events that have been experienced by a few only to repurposed for many as ads for the participating brands. As consumers push for more authentic experiences and communications and as brands become more heavily invested in online brand channels, this trend will certainly continue. We’ll see even more of it in 2013. What will we see less of? The “Gleeification” of advertising with singing flash mobs dancing and prancing their way across our multiple screens. One can hope.

7. Media agencies get it.
Every time I speak to a pure media company with networks, magazines, radio stations, or even blogs for sale, I get the same hushed conversation with a request to never to repeat it. “How do we get around the media agencies to speak directly to the creative people?”

Media agencies can be the biggest barrier to new thinking and better work. But it’s not their fault.

With media commissions at ridiculously low levels, media agencies have had to staff their accounts with young people and have piled more accounts on to their plates. Better thinking requires time for meetings and discussions. Why invest in that when checking CARD for standard rates lets you move on to the next project?

I think we’ll see a change this year. Media shops are changing the way they bill, they’re investing in different lines of revenue and they’re finally seeing the value of real content partnerships. If clients demand more and change the way they compensate their media partners, and if media players become more proactive in their own thinking, media agencies won’t just come to the table with great thinking. They’ll also come as the keepers of the budget. That will carry a lot of weight.

8. At the same time, this is the year that creative shops hire media people.
Big thinking can’t be bought with negotiated rates and full-page ad costs. It requires open thinking and entrepreneurial discussions with appropriate partners around the table. Some creative shops will realize that their best media planner is their creative team or their strategic planner. All that will be left will be signing the contracts. If you’re a creative media person, this could be a big year for you.

9. Tons of people will flock to Dx3.
I’m certainly involved with Dx3 as Chief Content Curator and I’m clearly biased. But in a year where digital marketing, digital advertising and digital retail all have to come together for a better Canadian consumer experience, it will be critical that people learn. There are a lot of questions and people are starting to panic in their search for the answers. I think we’ve assembled a ton of great speakers and companies who can help. Here’s hoping you’ll join us. Feel free to either register at Dx3 Canada or send me an email and tell me you don’t want to be pitch slapped in my blog posts. : )

 

 

 

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The Christmas Smile.

When I was an infant, my parents separated and my Dad flew the coop. Maybe he didn’t like being a dad, maybe he found love elsewhere, maybe he just did what he had to do, but he left and didn’t leave behind a joint chequing account filled with money or alimony support either.

I was only 1 but apparently, it wasn’t a great situation at the humble Tite household. On government assistance, alone with 4 children, and after years of Spina Bifida, not that mobile, my mother had to buckle down and simply focus on putting food in our mouths opposed to buying Christmas sweaters or $6 Million Dollar Man action figures. Not an easy thing for a mom to do.

We had an Aunt Norma who wasn’t really an Aunt but one of those good family friends who we called an Aunt. She cussed like a Tavern regular. She was louder than Foghorn Leghorn. And, as we found out that first Christmas, she had a heart of gold.

Norma wasn’t wealthy by any stretch. Not even close. Like most working class families, they struggled to make ends meet and actually had to save throughout the year so they could appropriately celebrate Christmas.

That Christmas, Norma went to her siblings and extended family.
She asked them to hold back one gift originally intended for their children and instead, donate that gift to my mom so she could give us a Christmas.
Can you believe that? Rip a gift out of your children’s hands so someone else’s kids can share in the joy? Unbelievable generosity from people who didn’t have a lot to be generous with.

Miraculously, the four of us got presents that year.
We eagerly ripped them open completely unaware of the emotional turmoil our mom had been through leading up to that morning or the circumstances that had transpired to put gifts under our tree.

Clearly, I don’t remember what was wrapped.
This narrative is the result of people telling me about that year because my first hand knowledge of the situation is limited to “I think I had a dirty diaper.”
Still, I think about it often.

Throughout our lives, the holidays change. The gifts change, the food changes, the traditions change, the people change.
But one thing doesn’t. The holidays are about one thing: Putting smiles on people’s faces.

Whether it’s through stocking stuffers, compliments on the food, letting someone take your parking spot, or saying “Merry Christmas” or “Happy Holidays” to a stranger, here’s hoping you can put a smile on someone’s face over the coming days.

We spend all year learning, thinking, and working to put products in people’s hands.
Over the next week, let’s put smiles on people’s faces.

Happy holidays.
May your smile be bright.

 

 

 

They’ll tell 2 friends. And so on. And so on.

Those my age (or older), probably remember watching Love Boat on a Friday night. Well, in between drinks and double barrel finger points from Isaac and random love stories featuring guest stars like Charo and Don Ameche, you were interrupted by these things called “commercials”.

Commercials were different back then. Farah Fawcette hair. Memorable jingles. Crappy production value. And a lot of one shots of people talking directly to camera. They didn’t know any better and they certainly didn’t have the metrics to know they were wrong (although 4 out of 5 dentists probably would have told them so).

One of the most memorable spots for me wasn’t very good at all. But I’ll never forget it.
And given where we are in the advertising ecosystem, it should be taught to marketers on day 1. Have a look.

Why should we aspire to this piece of communication when it seems so bad?

1. It’s organic!
I don’t know that this was the first uttering of the word “organic” in a commercial but it certainly wasn’t the last. Brands all around the globe are clamouring to justify their products as organic. Why? Because consumers desperately want products that are simple and pure and sustainable. So while it’s great to dial up the earth tone colours and folksy language to try and appear more natural, your customers prefer you focus on actually making products that are.

2. Repetition helps.
While the split screen production technique certainly contributed to this campaign standing out over the years, it’s complemented by the repetitive line, “You’ll tell two friends. And they’ll tell two friends. And so on. And so on.” But the real repetition was the campaign. We seem to treat our communications like disposable diapers these days – they’re on one minute and at the first hint of odour, we pitch them in the garbage faster than you can say, “Pamper your agencies”. (Sorry) Instead of starting over, we should take a step back, rethink and reinvest.

3. It’s not about the Like. It’s about the product.
If this campaign was executed today, the line wouldn’t be, “You’ll tell two friends. And they’ll tell two friends. And so on. And so on.” It would be, “Please share this with 200 friends on Facebook and tell them to do the same. And so on. And so on.” Luckily, Faberge couldn’t do that because the platforms for simple social sharing weren’t around. So they did something truly remarkable: They created a product so good that you would want to tell two friends.

These days, we’re more focused on creating communications that ask people to spread the word instead of developing products so fantastic that they’ll just do it on their own.

Who knew Heather Locklear was so prophetic?
TJ Hooker would be proud.

 

The Kid Became a Man

Last night, we were really lucky to have 2 special guests on Monkey Toast, the live improvised talk show: Musician Nancy White and former Kid in the Hall, Mark McKinney.

Long before I even got involved in comedy, I was a Kids in the Hall fan. And of all the kids, Mark was certainly my favourite. I always thought he was the best actor of the bunch and his character range was far greater than his talented troupe mates. When you examine what he’s done after KITH, it’s slightly annoying to even describe him as “former Kid in the Hall”. After all, he was on Saturday Night Live and was in a few SNL produced movies. He co-created, co-wrote and performed in Slings and Arrows. He was a story editor on Aaron Sorkin’s Studio 60 on the Sunset Trip and played one of the more memorable characters on the show, Andy Mackinaw. He wrote for Sports Night and Less than Kind. Produced Picnicface. And even though I was a huge fan of all of those, I think his greatest performance was in the stage production Fully Committed. 

When I’m hosting a show like Monkey Toast, I treat the guests with respect and a sense of professionalism that is expected of me. Sometimes, I want to say more than I can but I have to forget – albeit momentarily – that I’m still a fan.

Both interviews were great and the Monkey Toast Players once again delivered a hilarious and improvised interpretation of the proceedings. I had a ton of fun and learned a lot and appropriately thanked Nancy and Mark for giving up their valuable time on a Saturday Night.

But I didn’t really get a chance to tell Mark what I wanted to.

I wanted to tell him that through the years, he’s inspired me.
I wanted to tell him that his performance in Fully Committed blew me away.
I wanted to tell him that Studio 60 on the Sunset Strip is one of my all time favourite shows and that the Christmas show, which he story edited, remains an all time favourite episode.
I wanted to tell him that I hadn’t really watched Slings and Arrows (I know!) but I’ve started to and I love it.
I wanted to tell him that it’s great that for every SNL and Less than Kind, he’s done a Corner Gas and Michael: Tuesdays and Thursdays.
But more than all of that, I wanted to tell him that as a Canuck, I was proud of him.

As Canadians, we either write off those from the Great White North who have succeeded massively or we fail to acknowledge the ones who haven’t quite hit the stratospheric level of global achievement of those we ridicule. Somewhere in between are a massive group of people who have quietly gone about their business and have produced unbelievable work that should unite and inspire us.

Somewhere, there’s a young comedian who is doing a set in a dingy club wondering if he or she will ever make it.
Well, they may or they may not.
But at least they can take comfort knowing someone did. And if someone did, why can’t they?

Thanks, Mark. I’m crushing your head.

 

Monkey Toast Cast:
Back row (L-R): Bob Derkach, Lisa Merchant, Naiomi Snieckus, Sandy Jobin-Bevans, Kerry Griffin.
Front row (L-R): Mark McKinney, Ron Tite, Nancy White, Herbie Barnes.
(Photography by Neil Muscott)  

Advertising is Your Sugar Daddy

For years, we’ve been watching TV shows, reading magazines, flipping through newspapers, listening to radio stations and more. We tuned in, turned on, and flipped our way to happiness. Best of all, outside of minimal subscription costs or low cable access fees, we didn’t even really have to pay for it.

But it had a cost. A rather large one, actually.

The actors were paid. The writers were paid. The photographers were paid. The people who operated massive printing presses were paid. And your measly $2.99 contribution at your local 7-11 didn’t do a hell of a lot to offset the real costs of production. But thanks for your drop in the bucket.

Luckily, you had a Sugar Daddy: Advertising.

When you wanted to watch re-runs of Who’s the Boss? at 2am just to hear Tony Danza wrestle with the word “Samantha”, advertising whipped out its credit card and paid for it.

When you wanted to thumb through paparazzi photos of Kardashian Hillbillies shopping for shoes, purses, and husbands open to reality TV guest appearances, advertising picked up the tab.

When you wanted to listen to a juvenile morning DJ make fart jokes while conducting a lame contest created just to get you to call in and proclaim your love for 4 random call letters (“I love CKGR!!!), it wasn’t “Madd Mike” who ponied up the dough for the all-inclusive trip to Cancun. It was advertising.

Then, something changed.

The costs of production and distribution for our entertainment needs came down. Radically.
Now, anyone can publish. Anyone can record. Anyone can shoot. And it can all be distributed to 10 for the same cost as getting it to 10 million.

You may still need your Daddy. You just don’t need as much sugar.

It’s not that advertising isn’t as effective as it used to be.
It’s that it’s not as important as it used to be.
It needs us more than we need it.

As consumers, we’ve always shown up for the content.
Smart brands realize that. Smarter brands invest in it.
Welcome to the age of Content Marketing.

 

Jack Welch and the Art of Management

I’m a business guy but I’m not one of those suit wearing, MBA-toting, “Excuse me while I check my portfolio” kind of business guys. I’m a creative person in a creative industry so you probably won’t hear me saying things like, “core competencies”, “critical path” or “EBITDA”.

You can probably see why I knew Jack Welch without really knowing Jack Welch.

I kinda knew that he was famous for getting rid of the bottom 10%.
I kinda knew that he had the nickname “Neutron Jack”.
I kinda knew that he had a long and successful tenure as CEO of GE.
I kinda knew that 30 Rock’s Jack Donaghy worshipped the ground he walked on.

Yesterday, I interviewed Jack in front of 2,000 people at the Art of Management.
Well, I certainly know him now.

He’s kind. He’s candid. He’s open. He’s passionate. He’s fun. He’s brilliant.
And whether you like it or not, he’s Jack.

My experience started with a pre-interview phone call that was brief and to the point.

“Ask me anything you want. There are no inappropriate questions. I’ve heard it all – I’m an asshole, I walked out on my second wife, I’m a bully. Ask me what you want. We can talk politics. We can talk management. We can talk about my personal life. I don’t care. In business, people are the most important thing and everything else is bullshit.”

Refreshing.

While others in his position have teams of handlers, communications people and complex algorithms to suggest strategic questions and pre-scripted answers, Fortune’s “Manager of the Century” apparently wanted to wing it.

I had no agenda, other than a desire to make it interesting and informative for those who assembled to hear him. In the end, I think I had more fun than anyone.

He playfully scolded me for referring to work as a “grind” (I referred to it as a “bitch slap” on stage). He called out academics for over-analysis. He shot down mentorship. He admitted when he didn’t understand the issues around the NHL lockout. He said tuitions are immoral. He gave examples and case studies filled with both successes and failures. He even gave the crowd some nice tweetable bits:

“Everyone is a mentor. Everyone knows something you don’t.”
“Find a better way, every day.”
“The Director of HR is just as important as the CFO.”

He was larger than life. And his wisdom filled the room.

Most of us would claim we never judge people without meeting them but the truth is, we do. We judge their decisions, we evaluate their behaviour and we say we know what makes them tick without ever meeting them in person. That’s wrong and I realized I was just as guilty as you are.

What I loved most about yesterday wasn’t the laughs, the insights, or the content.
It was discovering that when it came to the man and his values, I was wrong.

Thanks, Jack.

Pitch to win.

Whether you’re an agency pitching for a piece of business or a bag of cookies pitching for consumer eyeballs, most of us default to playing it safe.

We don’t want to offend.
We don’t want to show personality.
We don’t want to take risks.
We don’t want to be unique.
After all, what if we’re wrong?

Where it leaves us is right in line with everyone else who, as luck would have it, have chosen to do the same thing.
My good friend, mentor and co-founder of Sharpe Blackmore (which became Euro RSCG which became Havas), Tom Blackmore knew this. Before a pitch one day, Tom passed on this wisdom:

I’d rather be last than second.

I don’t know that a better line was ever spoken about the art of pitching.
If you finished second, you probably said all the safe things.
All the expected things.
You checked off all the boxes.
And gave your prospect all the rational reasons to choose you.

But they didn’t.

They didn’t choose you because you weren’t memorable enough for them to say, “They nailed it.”
They didn’t choose you because you didn’t cause an emotional reaction.
They didn’t choose you because you told them what they wanted to hear not what you wanted to tell them.

When you come in last, you still lose.
But you lose knowing that you went for it.

In some way, at some time, in some place, you will have a pitch today.
Swing for the fences.

The name of the show is Montana Cookies. I mean… Monkey Toast.


Montana Cookies. That’s the name you could give to the November 10th edition of Monkey Toast, the live, improvised talk show that I host once a month featuring some of the best improvisers in the country.

Well, for Saturday’s show, we’re all thrilled to welcome best selling author, Globe and Mail columnist and co-founder of Smart Cookies, Angela Self along with Doug Lieblein, writer and executive producer of Hannah Montana and Life with Boys.

 

 

 

 

Monkey Toast: The Improvised Talk Show

Saturday, November 10, 2012
8pm
The Comedy Bar
945 Bloor Street West
$10

Featuring the Monkey Toast Players:
Lisa Merchant
Jan Caruana
Sandy Jobin-Bevans
Naomi Sniekus
Jim Annan
Herbie Barnes

Music Director:
Chris New

For advanced tickets call 416-551-6540 or go to www.comedybar.ca

www.monkeytoast.com

 

Live Lives: The Power of the Live Event.

We’re all a little bit geeky these days.

Every time we turn around, there seems to be a new digital platform that will build community, connect us with our customers, enhance our brands, and generally solve any business problem we encounter with the assurance that the promised land of profitability is just a simple click away. And don’t even mention the ecstasy that arrives when 2.0 is released.

Trust me, I actively promote relevant platforms to our clients and try to help smart marketers separate the wheat from the cat videos for their content needs. I not only get it, I encourage it.

Can we actually connect through digital means? Of course we can. Consumers proudly follow us, like us, share us, pin us, and link to us. It’s easy. It’s entertaining. It’s helpful. And, if you do it right, you’ll grow brand affinity and loyalty.

So go ahead and invest in digital. Focus on digital.

But while you’re spending your dough on pixels, don’t forget about the power of the good old live event. Why?

They’re genuine.
Produced videos and blog posts are great but there’s a certain polish that happens when you edit and perfect what you say and how you say it. Consumers want to do business with brands that are honest and genuine. Putting your company in front of them certainly shows the real you. And if they shouldn’t be buying the real you, ummmm…. what exactly should they be buying?

They’re conversation.
You’ve read it.You’ve heard it. You’ve seen it. “To be successful in social media, you can’t talk about yourself.” Great. Thanks for that and the annoying party metaphor that usually accompanies it. In response, insightful executives have been heard asking, “Well, what the hell do we talk about then?”

To elevate the conversation beyond product benefits, promotional offers and your list of ingredients, you need something else to talk about. An event can be that topic of conversation. Whether it’s a group of speakers (like the unbelievable ones featured at The Art of Marketing in Vancouver and Art of Management in Toronto that I’m fortunate to be hosting), a stunt, a festival, or a show, live events drive conversation about something people care about. As an added bonus, your brand can tag along for the ride.

There’s no greater example than Red Bull. They supported the live event of the century, Red Bull Stratos, and sat back and watched as millions actively (and indirectly) consumed their brand. While Felix Baumgartner jumped from space, I think it was Red Bull who actually took the greater leap. I’m thrilled it paid off for them and I’m just as happy for their success as I am for his. You want conversation? Red Bull dominated it.

They’re emotional.
I don’t think I’ve ever made anyone cry on this stage (OK.. there was that one time but onions and Robin Sharma were involved). People have certainly laughed along the way, though. Emotion shows our personality and when brands help deliver authentic emotion, we feel a little closer to who they are. The world of advertising has certainly caught on to this. Instead of casting double-scale talent to deliver scripted and rehearsed material, some of the world’s best brands are creating live events that feature natural and genuine emotional reactions and then simply showing those as their commercials.

Coke’s 007 stunt. Volkswagen’s Fun Theory. T-Mobile flash mobs. They all have had innocent bystanders experience a live event before repurposing their reactions as bona fide commercials. Not great for my actor friends but pretty powerful to someone watching at home.

They’re content that produces content.
While the actual live event may be the focus of an initiative, they provide opportunities for additional content that further extends the messaging. Interviews, hashtags, making-of videos, followups, summary reports, testimonials, and even – dare I say – custom magazines, can all be additional pieces of content that spin out of an event that will or has taken place.

Additional content on a specific subject not only fills out your editorial calendar, it allows your customers to dig deeper into something they may want to geek out on. While overall participation may decrease, the depth of it does the exact opposite. “Like the stunt? Here’s a ‘making of’ video. Like that? Here’s an interview with the client.” The deeper they get, the closer they get.

Please invest your dollars in digital. We’ll all be better off for it. But don’t forget to save a a small part of your budget so you can come face-to-face with your customers.

If you disagree, don’t worry. Just come up to the stage, look me in the eye, and tell me about it.

 

This article first appeared in “The Art of” Magazine. You can subscribe to either print or electronic versions here. 

 

WestJet’s Culture Starts at the Top

Like some of you, I fly a lot.

People who don’t get to travel often see it as a rather glamorous benefit of speaking. It’s not. It’s not really horrible, either. It’s just another form of commuting, albeit one that involves removing one’s belt as you go through the process. Along the way, I’ve certainly had some memorable trips. A couple of weeks ago when I was flying to Calgary for the Art of Leadership, I had one of my most memorable.

For those who don’t know, WestJet has always had a reputation for better customer service when compared to most other Canadian airlines and they’ve certainly showed a little more personality as they’ve done it.

I assume that their Brand Belief is something like, “We believe air travel should be fun.” 
It’s an easy thing to say. But with over 8,000 employees it’s not that easy to execute.

With millions of cranky, twitter-enabled consumers on alert, ready to call out brands that don’t live up to their communicated promise, consistent execution by every individual involved in the process is critical to success. One snarky comment by a WestJet employee having a bad day can damage the reputation that everyone else in the organization has worked so hard to establish.

Sure, there are a million variables that can contribute to success. One of the most important, though, starts at the top. If the Senior Management can’t embody the brand, how can they expect the 8,000 people under them to?

Gregg Saretsky, CEO of WestJet, knows this.

On my flight to Calgary, he introduced himself.
He thanked everyone for flying Westjet.
He welcomed questions and complaints.
He helped the crew serve beverages.
He held a contest and gave away a free flight to a lucky passenger.
And he willingly let me interview him about why he did what he did.

He gets it. Here’s why:

He identified himself.
You want accountability? He welcomed complaints and while there didn’t seem to be any, he certainly gave me the impression that he would take of any that were shared.   Too many CEOs hide behind the title and demand customers go through traditional channels. He put himself out there and made himself accountable for things he had little control over.

He lived the brand in front of his staff.
When I asked him about why he does what he does, Gregg simply said,
“Leadership is about showing what you believe in not saying what you believe in.”
People learn how to behave from those above them. I think you know how WestJet expects people to be.

Real customer feedback.
No focus group in the world could give the same clarity of feedback as someone who’s experiencing your product as they tell you about it. Go ahead and survey all you want but every once in a while, get out of the corner office and talk to your customers. They’ll tell you what you want and need to hear.

He promoted the business to a captive audience.
Gregg prefaced the “win a free trip” contest by explaining there were a number of ways that one could fly for free on WestJet and described their loyalty program and credit card. But he worked his way up to it and had permission to do it because he worked so hard to establish our trust before doing so.

WestJet really does care. Unlike many of their competitors, they have the guy at the top to thank for it.

 

 

 

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