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Marc Stoiber
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Marc Stoiber is a creative director, entrepreneur, green brand specialist and writer. He works with clients to build resilient, futureproof brands.

Marc's leadership positions have included VP of Green Innovation at Maddock Douglas, President and Founder of Change Advertising, National Creative Director of Grey Canada and Creative Director of DDB Toronto.

He has helped two ad agencies rise from obscurity to market prominence, and his work has been recognized by virtually every international industry award for advertising and design.

Marc writes on brand innovation for Huffington Post, Fast Company, GreenBiz and Sustainable Life Media. He also speaks on the subject from coast to coast, and has been featured at TED. He can be reached at marc@marcstoiber.com.

Global Success

Marc started his career at Grey Advertising Hong Kong in 1988, then moved to BBDO Germany in 1991. The experience helped him understand the importance of visual communication and cultural insights in advertising.

Marc joined Palmer Jarvis Vancouver in 1995. He was on the team responsible for helping PJ become Canadian Agency Of The Year four years in a row – one of his campaigns was voted among the 100 best in Canadian history, and he consistently ranked as one of the top five copywriters in the country.

Marc became CD of PJ’s Toronto office in 1998. Within a year, he helped double billings and win two Cannes Lions.

Grey Toronto hired Marc in 1999. In four years as National CD, Marc helped Grey become profitable, and rise from 40th to 9th place in creative awards. His campaign for Mr. Clean helped save the brand from near-bankruptcy to win Procter & Gamble’s Worldwide Turnaround Award in 2004.

Shifting to Green

Marc shifted gears in 2005, starting Change. Change helped create green brands for giants like Unilever and Molson, important regionals like Vancouver Transit and innovation leaders like Ballard and Xantrex.

Change innovated a number of proprietary tools including the Change Packaging Toolkit, MapChange Sustainability Brand Map, and the Green Brand Brief.

In 2010, Change was acquired by Maddock Douglas, a leading innovation agency based in Chicago. At MD, Marc worked with global clients to create innovation that not only improved profitability, but reduced carbon footprint.

In 2011, Marc launched as an independent. Today, he helps clients build resilient brands for volatile times, using a 5 point methodology developed through years of experience.

Marc is an accomplished public speaker and prolific writer on the subject of green brand innovation.

Entries by Marc Stoiber

Getting Over The Sustainability Innovation Hump

(0) Comments | Posted November 12, 2013 | 2:48 PM

I just read an interesting Deloitte study linking sustainability and innovation inside corporations. According to the study, companies engaged in sustainability innovate more than their competitors. At the risk of sounding cheeky, I don't find this hard to imagine. Companies that recognize the importance of sustainability tend...

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The Power of Principled Innovation

(0) Comments | Posted November 5, 2013 | 1:34 PM

Innovation is a hot topic. You hear daily about its democratization, globalization and acceleration. But in the all the breathless wonder at our speed of progress, one question seldom gets asked: is every innovation good for us?

This is where the concept of principled innovation comes in.

I...

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Is Your Corporation Missing Its Compass?

(0) Comments | Posted October 25, 2013 | 3:40 PM

I was sitting with a team of entrepreneurs yesterday. Together, we're launching a new retail concept (look for updates here - we open in January!).

The conversation was all about naming. We'd landed on two great names, which one of the team had put through an online poll. The...

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The Big Yearning Question

(0) Comments | Posted October 21, 2013 | 10:51 AM

I believe futureproof brands are built on a foundation of two fundamentals: the brand's reason for existence, and the consumer's yearning.

These concepts may sound a bit esoteric, so allow me to explain.

First, the reason for existence. Successful brands understand not only what they do, and how they do...

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Lego Thinking: Key to Futureproofing?

(0) Comments | Posted June 12, 2013 | 7:17 PM

The key to futureproofing is creating a brand that fulfills your customer's higher order needs. Things like meaning, authenticity, self-fulfillment and all those other wonderful aspirations at the top of Maslow's pyramid.

But what if your consumer finds him-or-herself in flux, discovering a purchase that felt...

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The Hole In The NRA's Futureproof Brand Armor.

(2) Comments | Posted January 15, 2013 | 7:34 PM

I'm in awe of the NRA.

As an outsider (aka Canadian) I see an organization whose continued existence as a political force defies logic.

So what makes this org tick? How has it continued to grow in stature, membership and power, even as other countries boost gun regulation?...

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Eco-labels: Is Design Thinking Bringing Clarity to the Chaos?

(0) Comments | Posted December 6, 2012 | 5:41 PM

For businesses, eco-certification labels are a manifestation of two forces. First, a desire to demonstrate responsibility in an easy to understand, shorthand form. And second, creating market differentiation.

This agenda coincides nicely with increasing public demand for information on how responsibly things are made, used, and disposed of.

...
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How to Focus Your Innovation Pipeline

(0) Comments | Posted November 20, 2012 | 12:00 PM

Innovation is a concept that both thrills and terrifies organizations.

The word sounds great in ads and speeches. But in practice, innovation is often undisciplined, leading to erratic results and epic second-guessing. I'm reminded of Chuck Jones, Warner Brothers' famous animator, who said "Anxiety is the handmaiden of creativity."

When...

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It's a Simple Sustainable Brand, Stupid

(0) Comments | Posted November 13, 2012 | 6:35 PM

In the wake of Hurricane Sandy's carnage, Paul Barrett wrote a simple, plain-spoken indictment of U.S. inaction on climate change. The story made Bloomberg Businessweek's cover the same week Michael Bloomberg threw his support behind President Obama -- in Bloomberg's eyes, the only candidate who would do something,...

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Green Fashion Brands: The Delicate Balance

(4) Comments | Posted October 26, 2012 | 3:50 PM

A major fashion manufacturer embarks on a journey to sustainability. Supply chains and operations are modified, new priorities added to governance, goals set and achieved. The entire product line grows greener by the year.

Then the manufacturer decides to launch an eco-line as a flagship. And things go wrong.

The...

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Sustainability Branding: A Whole New Ball Game

(0) Comments | Posted October 16, 2012 | 5:59 PM

I cut my advertising teeth in a world where massive campaigns were created to trumpet innovations that were usually incremental, or insignificant. While it was terrific fun for me as a creative director, I believe in hindsight our clients would've been better served diverting ad funds into R&D. Designer Yves...

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Design and Sustainability: What's on the Horizon?

(0) Comments | Posted October 16, 2012 | 1:01 PM

I believe design is key to building a futureproof brand.

It bridges cultural divides and invites new users; it lowers our confusion and trepidation around technology; and, hey, it makes us feel like we're moving civilization forward, even if that progress comes dressed as a new phone or blender.

Having...

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Futureproof Brand Secret? Uncomfortable Questions

(1) Comments | Posted September 27, 2012 | 7:59 PM

Last week, I delivered a talk on motivating consumers to action. My formula for success boiled down to two simple fundamentals. Understand yourself, and understand your customer.

How hard could this be? There isn't a brand manager alive who doesn't understand their brand and target market, right?

Wrong....

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A Futureproof Media Idea? Behave Human.

(0) Comments | Posted September 12, 2012 | 11:50 AM

I've downloaded my share of magazine subscriptions. After a short trial, I discontinued most of them. The experience was clunky, and didn't feel like a natural evolution of reading.

As someone passionate about building futureproof brands, this piqued my curiosity. What exactly was it that was so...

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Are Ads More Valuable When They're Handbags?

(0) Comments | Posted August 21, 2012 | 5:28 PM

Some of the hottest giveaways at this year's Sustainable Brands conference were Relan's iPad totes.

Made from jettisoned billboard vinyl, the colorful, playful bags grabbed eyeballs from across the room.

But there was more to these bags than meets the eye.

As Della Simpson, co-owner of...

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Futureproofing Your Brand? Start by Stopping

(0) Comments | Posted July 9, 2012 | 4:55 PM

I had a refreshingly candid conversation with Bob Taylor the other day.

Taylor's company, Taylor Guitars, personifies new thinking and engineering in the age-old craft of guitar building. I play a Taylor, and can enthusiastically vouch for the company's approach.

What Bob Taylor and I talked about, however,...

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Gambling, Entertainment... Sustainability?

(0) Comments | Posted June 15, 2012 | 1:20 PM

Sustainability provides a natural brand link in some categories. Organics are perceived as a step up in food and body care, high efficiency is an increasingly easy sell in automotive.

But casinos? It's hard to see how a happy planet could build the brand of the gambling, entertainment, and nightclub...

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How to Solve a Problem People Don't Know They Have

(1) Comments | Posted June 5, 2012 | 4:53 PM

Chipotle is a restaurant chain that does extremely well serving fresh food fast. I was going to call it fast food, but that seems a bit denigrating to what Chipotle offers. Writer Tom Roston went so far as to say "comparing a Chipotle taco to one...

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Don't Ignore the Innovation Right in Front of You

(1) Comments | Posted May 30, 2012 | 3:02 PM

I admit it. I'm a sucker for big, bold innovation. It gets headlines, and reassures our belief in human ingenuity.

A great example is HP's flexible display. I was introduced to this research project at an innovation conference last year, and was captivated by its promise of potentially...

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The Key to Successful Eco-Innovation? Timing

(1) Comments | Posted May 18, 2012 | 3:30 PM

I had a great talk the other day about the timing of innovation with Rahul Raj, Director of Sustainability and Merchandising Innovation at Wal-Mart.

We were introduced through colleagues at Sustainable Brands, a conference Raj is speaking at this June. As we'd both attended several SB...

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