When Marketing Strategies & Solutions, a Canadian mainstay in industrial advertising and communications, first opened its doors in July 1997, Robert Adeland was its sole employee. Adeland, who first came to London to complete his MBA program at the Ivey School of Business, had previously worked on both sides of the desk in the client/agency equation. After finding employment in his home town of Montreal and in Saskatchewan, he returned to London to manage marketing services for Diesel Division General Motors of Canada (DDGM), then later moved on to support GM and other “big iron” accounts with a local advertising firm.
“I’ve always been attracted to heavy equipment,” he admits. “Even as a student, I was earning my way driving trucks and I spent time in scrap yards looking for car parts. I love getting my boots in the dirt.”
International perspective
With that background, he saw the opportunity to build a business of his own that focused on the needs of industrial and B2B marketers. “Our clients are typically focused on the engineering and production needs of their company – marketing is new ground for them. Our job is to help define their marketing goals and show them the way to break through to new customers and new sales whether it is with a new website, PR, application, articles, radio, TV, social media, AdWords or traditional media. We distinguish ourselves by providing an extra set of eyes and ears that are keenly tuned to their industry and their customer. We get to know them intimately, engage them in conversations they’ve never had with any other communication suppliers. Through that process, we are often able to offer new perspectives and a fresh vision for their communications.”
Now, 22 years later, Adeland leads a tight-knit group of experienced professionals working closely to create effective solutions for our clients at home and throughout North America. “We get so involved with clients’ industries, their trade organizations and media that our growth comes mainly through referrals within these markets. The prospects we are referred to could be located anywhere. We’re connected by their common business interests and markets, not by geography.” As result, the agency’s client list ranges from North Carolina and Alabama to Montreal to Ohio.
Thinking locally
The company’s boardroom is lined with the dozens of awards that the team has won for creative excellence and marketing effectiveness. Notably, in 2017 and 2018, these most recent Summit Creative Awards add local content to the firm’s story.
“We were thrilled by the Judges’ decision in the 2017 Summit Creative Awards to single out a project we did for John Zubick Limited to receive their highest “Cobalt” Best-In-Show designation. And, again in 2018, we were once again thrilled to have received a Summit Creative Silver award for the Zubick family. We have worked with the Zubick family for many years now, for their business projects and their charitable work and we’ve developed the kind of relationship that lets great work happen. We are honoured to share these Awards with such a close client.”
While the heavy machinery business takes Marketing Strategies & Solutions far afield, Adeland is proud of the work his group produces for local businesses and charities as well. “We see ourselves as an integral part of our community – of our social community as well as our business communities. We strongly believe in our obligation to make a positive contribution to the community, not only through donations of our time, knowledge and energy, but through the values we represent in the work we do every day.”
Customer focus
These values are reflected in the Better Business Bureau’s recognition of Marketing Strategies & Solutions as the 2017 winner of the BBB Business Integrity Awards, Category I (1-10 employees), presented in November 2017 at their annual meeting. “Our clients’ services range from industrial products to retail but the core principles in play are always the same. You have to know your clients and provide each client not only with your knowledge and expertise but equally as important, with the respect they deserve.”
For more information about Marketing Strategies & Solutions integrated communications services, contact:
Robert Adeland, President
433 William Street
London, ON
N6B 3E1
519.432.8327
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