--Digital agency puts its results-driven process to test for iconic fashion event --

Toronto, ON.  FUSE Marketing Group (www.fusemg.com) -- the Toronto-based, privately held brand activation agency that offers a full range of marketing, digital, social, promotion, direct and experiential services -- is pleased to announce that it has been named digital and mass advertising agency of record for Fashion Cares 25, with the objective of selling out the upcoming  September 9^th , 2012 gala fundraising event.  The decision comes on the heels of a challenge issued in March by the agency to clients and the advertising industry to present an assignment that would test the FUSE strategic process, which supports the agency’s new positioning statement Reimagine Results.  As part of the assignment, FUSE will track and publish the progress of their process and solutions and the results produced.

“Our challenge -- to prove ourselves -- generated a wealth of interest from both clients and prospects alike,” says Stephen Brown, president, FUSE Marketing Group.  “This is Fashion Cares’ twenty-fifth anniversary and it presents an ideal opportunity for us to strut our stuff, sell out the show and drive donations online and through social media.  FUSE cares to make Fashion Cares 25 its biggest success ever and, in the process, prove to the industry that results matter,” he explained.  

“We are delighted FUSE has accepted our challenge,” says Michael King, chair, Fashion Cares 25.  “Their hybrid knowledge of smart marketing, inspiring creative and innovative social media and digital planning convinced us that our “Night of Glitter and Light” will outshine all previous Fashion Cares events and give us insight into how we can build on that success in the future,” Mr. King concluded.

Results-driven strategy to deliver better returns

FUSE will utilize a two-phase, fully integrated creative campaign with the focus on digital and print media, as well as social media.  The first phase will be to drive ticket sales through late May and June in hopes of an early sellout of the event.  The second phase will be to mobilize the community to drive donations online and through social media to broaden the financial impact beyond those who attend the event. 

FUSE has had a long-standing history with Fashion Cares and president, Stephen Brown, has acted as an event chair in the past making a good fit between agency and the fundraiser.  The agency is providing its services pro bono.

 
An icon begets an icon

Fashion Cares is an iconic fundraising event that has continually pushed the creative and event boundaries in Canada.  It generates awareness and much needed funding for the AIDS Committee of Toronto -- ACT (www.actoronto.org) -- and this year will present Elton John and Friends in a glittering show at the Sony Centre for the Performing Arts, a different venue and event than in the past.

This year’s theme, “A Night of Glitter and Light” was developed by artistic director Philip Ing and the team -- who will work with noted Canadian fashion photographer, Chris Nicholls (http://www.chrisnichollsphotography.com/), to bring the theme to life.  FUSE will take these creative elements and turn them into, what is promised to be, an award winning, results-driven marketing, advertising and digital campaign.

Fashion Cares 25

Held at the Sony Centre for the Performing Arts, the September event will present a dazzlingly theatrical evening of entertainment, fashion, and philanthropy and will feature an intimate dinner, a retrospective of the past 25 years of Fashion Cares, and a spectacular live show with performances by Sir Elton John and other high profile, international musicians. The AIDS Committee of Toronto (ACT) and Elton John AIDS Foundation (EJAF) will serve as beneficiaries of the event.

About FUSE Marketing Group

FUSE Marketing Group (www.fusemg.com) is a creative brand activation agency. Passionate about delivering strategic, innovative and effective marketing solutions, FUSE is a marketing services company with a proven track record as a valued partner to a roster of leading Canadian clients.  Working in a climate of true collaboration and creativity, these partnerships drive sales, build brands and grow businesses.  To learn more about FUSE Marketing Group, visit www.fusemg.com or on Twitter @fusemg

For additional information or to arrange an interview with a FUSE spokesperson, please contact Susan Willemsen or Shelby Monita Lee at The Siren Group Inc.  Tel: (416) 461-5270.

 Fax: (416) 778-9047.  E-mail: info@thesirengroup.com, www.thesirengroup.com or on Twitter @thesirengroup