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Marc Stoiber
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

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

Will Reality Ads and User Generated Content Destroy Brand Reputation?

(0) Comments | Posted April 14, 2015 | 11:54 AM

"It takes many good deeds to build a good reputation, and only one to lose it." Benjamin Franklin

I'm fascinated by the rise of reality ads -- a gritty style of communication that looks like it was created by engaged consumers armed with smartphone cameras, not ad agencies with...

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The Importance of Bridging Brands

(0) Comments | Posted March 30, 2015 | 9:33 AM

So here's the scenario.

You've created a product you believe in, built a company around it, and wrapped everything in a beautiful brand - website, logo, advertising, even cute little gewgaws to hand out at trade shows.

The brand reflects your vision perfectly - it truly makes you...

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You Want Authenticity? Check the Toilet

(0) Comments | Posted February 27, 2015 | 4:52 PM

At a recent speaking engagement, I was exploring approaches to building authentic brands. My audience, a group of raucous CEO's jonesing for a quick hit of inspiration, weren't being shy about sharing their opinions.

Finally, one CEO at the back of the room piped up "You want to see...

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Can Your Brand Cope With Cultural Chaos?

(0) Comments | Posted February 1, 2015 | 1:00 PM

Culture for people is a bit like water for fish. Most of us don't know we have one, although we plainly see cultural biases in those outside our group--biases that stop them from seeing the world as it really is.

Our culture is key to our identity. The group we...

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Marketing For Good: Timing and the Successful Startup

(0) Comments | Posted January 27, 2015 | 9:57 AM

I'm a brand consultant. I'm an entrepreneur. But one thing that really revs me up is teaching. To that end, I do an entrepreneurial marketing class at the university level.

To make this course more relevant, I've teamed up my students with several tech startups. The goal: Give the...

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How to Develop Your Brand in This Social Media Age

(8) Comments | Posted October 28, 2014 | 6:06 PM

A few years back, I attended an innovation conference held at Patagonia's headquarters in Ventura, California.

As part of the visit, we were all taken on a tour of Patagonia's facilities. That's where I met Chip Bell, our tour guide.

Chip embodied the California spirit. He looked like...

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Getting Over The Sustainability Innovation Hump

(0) Comments | Posted November 12, 2013 | 1:48 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 | 12:34 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.


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Is Your Corporation Missing Its Compass?

(0) Comments | Posted October 25, 2013 | 2:40 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 | 9:51 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 | 6:17 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 | 6:34 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 | 4:41 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 | 11:00 AM

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."


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It's a Simple Sustainable Brand, Stupid

(0) Comments | Posted November 13, 2012 | 5:35 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 | 2:50 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.


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Sustainability Branding: A Whole New Ball Game

(0) Comments | Posted October 16, 2012 | 4:59 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 | 12:01 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.


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Futureproof Brand Secret? Uncomfortable Questions

(1) Comments | Posted September 27, 2012 | 6:59 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?


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A Futureproof Media Idea? Behave Human.

(0) Comments | Posted September 12, 2012 | 10:50 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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