Agency’s growth powered by creativity, integration, social media expertise

Toronto, May 12, 2009 – High Road Communications today announced the appointment of Justin Creally as the agency’s president. Creally, who has been with the agency for 12 years, previously held the title of senior vice president and partner.

High Road’s founder, Mia Wedgbury — who has assumed the role of chief executive officer – called Creally’s appointment a reflection of High Road’s evolution, as it becomes even more deeply entrenched in the digital space.

High Road opened its doors as a boutique public relations firm focused on technology clients 13 years ago, with two employees. Today, the integrated communications agency has 70 employees in Toronto, Ottawa, Montreal, Vancouver and San Francisco, and a client list that includes many of North America’s most exciting brands.

The first PR agency in Canada to develop a division dedicated to creativity, High Road offers its clients breakthrough thinking that impacts not just communications, but all facets of marketing strategy. High Road’s proprietary brainstorming and creativity methodologies help clients tackle business and communications challenges in a collaborative and results-oriented process. The agency also boasts High Road Connect, a four-year-old division focused on weaving digital and social media strategies into larger integrated campaigns. Through Connect, High Road advises it clients on how to make strategic use of online video, execute effective blogger relations programs and build vibrant, energized online communities.

“There has never been a more exciting time to be a part of this industry and a part of High Road,” said Creally. “The PR business is experiencing a significant transformation, and our team is proud to be at the forefront of this sea change as our clients embrace digital communications. The agency might be 13 years old, but this is only the beginning.”

In the past four months alone, High Road has worked on a number of significant high-profile events that have positioned the agency as the top national resource for lifestyle communications.

“Justin has earned a reputation throughout the industry as a respected innovator and strategist, and is now evolving as a true leader in the digital space,” said Wedgbury. ‘Working in tandem with the agency’s senior management team, Justin’s passion and dedication to the firm make him the ideal person to guide High Road to the next level.”

About High Road

High Road Communications shapes communications strategies for technology and digital lifestyle companies in the United States and Canada. Since 1996, High Road has pushed the boundaries of traditional public relations with creative ideas and integrated thinking that connects all aspects of marketing and communications. The company has 70 employees in five offices including Toronto, San Francisco, Ottawa, Montreal and Vancouver. For more information on the company and our areas of specialization, please visit http://www.highroad.com.

Don’t start a boardroom brainstorm in the boardroom. It is important to manage the process (if you are the organizer) and show up prepared (if you are a participant):

1) Management starts days ahead of the brainstorm. It only works if you apply discipline to your process. To think outside the box you first have to know what’s inside the box.

2) Prepare and send out a brainstorm briefing. If you take care of the preparation and anticipate the biggest questions, you make it a lot easier for everyone else to free up their minds and focus on creative ideas.

3) Choose your participants. Not everybody in the company needs to come to every brainstorm. Everybody has a different background and a different way of thinking. Put together a good mix of people.

4) Ask everyone to come prepared with a few ideas based on your briefing.

5) Facilitating the brainstorm meeting is critical. Just like a good moderator improves a talk show or press conference, you need somebody to be leading the meeting and keeping it focused.

6) The biggest mistake made in brainstorms, and meetings in general, is keeping the participants thinking in the same direction. Brainstorms are made up of two essential elements: a) diverging out to search for new ideas; and b) picking an idea you want to converge on and exploring the possibilities and scope of that idea. If everyone in the room is converging and diverging separately then they’re not working toward the same end goal at the same time. You need to know how to run a good session.

7) There are a number of different brainstorm techniques. Apply them. It works. I found the techniques that sounded the worst on paper actually helped me come up with some of the best stuff.

Keep in mind that a boardroom brainstorm is just a productivity tool. You don’t need a team brainstorm for everything. Choose wisely!

But we have used this approach for internal meetings and for joint brainstorms with our clients, and it has been quite a success. Not only does it help us to come up with new ideas, it also allows us to do it without wasting time or resources. And it makes it more fun for everyone.

Brainstorming techniques are just part of a service that my colleagues Natasha Compton and Hugh Scholey have started. Take a look at our Innovation Strategy Sessions or contact High Road for more information.

[This is an edited and shortened version of an earlier post on Martin's personal blog]