Heidi McCulloch
Heidi has worked in a multitude of capacities within the world of marketing communications since 1994. Her experience is diverse, starting as a client-side marketer in the hospitality industry and then in the financial technology industry. She worked independently as a qualitative consumer research specialist and later undertook a 3-year entrepreneurial venture owning an independent boutique hotel. The bulk of her 16 years’ work experience however has been concentrated on the advertising side of things with agencies such as TBWA/Chiat/Day and Zig and across almost every business category imaginable.
Heidi is currently the Vice President and Senior Strategic Planner at MacLaren McCann, engaged across the integrated agency to leverage strategic thinking, inspire creative ideas and support the insightful development of all communications through mass media, the digital space as well as in experiential, tangible expressions.
Heidi maintains a personal blog: curatedbyheidimcculloch.blogspot.com and is active on twitter via @HeidiMcCulloch. On the CMA blog, Heidi’s post will offer predictions for upcoming potential consumer behavioural and attitudinal trends uncovered through cultural observation and evidence.
Heidi's Recent Posts
On Collaboration: Part Two
In On Collaboration: Part One, I introduced some personal perspectives on the concept of Collaboration. And while I noted the infancy of our academic understanding of the concept, I mentioned my … more
On Collaboration: Part One
Collaboration. It may be the word of the year, or the word of the decade. Harvard Business Review devoted an entire issue to it last year. The concept has piqued my interest and so … more
Canadian Social Values: Dominant Themes in Canadian Culture
As Robin Whalen noted in her introduction to this series, it’s true that the more we can understand the deep-seated values that drive us as humans and consumers, the better chance we will ever … more
The Inflection Point Upon Us
I, like many of you readers, work for a communication agency. Formerly known as an advertising agency. I was ruminating recently about the mountainous inflection point I felt we were in the midst of … more
Why Marketing Can Be, by Definition, Authentic
I was recently in a room with some industry folk whereby I stated that marketing is not some manipulative discipline designed to aggressively and unethically sell people things they don’t need. … more