A paper with a media desk.
ÉDITION is a strategy practice that publishes like a paper and buys like a desk. Digital advertising for fashion, furniture and consumer-goods retailers across Canada.
The Strategy Desk
Owns the plan, from budget and mix to calendar and measurement. The desk is Chris Gardner, DMC, a digital marketing consultant who sits on your side of the table and talks in owner's English. Every recommendation goes down in writing, with the arithmetic shown.
The Media Desk
Media buys and performance marketing on the LocaliQ platform. Campaigns get built, launched, tuned and quality-controlled at platform scale. The strategy stays boutique; the buying muscle doesn't have to.
The Insights Desk
Publishes what the Strategy Desk works out. Budget logic, measurement and the retail calendar, printed in public. The articles carry Chris Gardner's byline because that's where the arithmetic happened. Check the work before you book a call.
Three more desks run under this masthead. The Omnichannel Desk, the E-commerce Desk and the Concierge Desk are the beats this paper covers and the lines it sells. Each carries a page of its own. The three desks named above do the work behind them.
ÉDITION is a consulting practice. Retail business intelligence and digital strategy come from Chris Gardner, DMC, a digital marketing consultant. The call, the plan and the reading are that work, and the desk answers to you.
Media buys and performance marketing run on the LocaliQ platform. That's where the buying scale, the tooling and the quality control live. The plan names who owns what, so you always know who to call.
LocaliQ Partner
- 1.Claims before capabilities. Say what it's for, then what it is.
- 2.Weeks, not months. The calendar is the plan.
- 3.Blended numbers. No channel grades its own homework.
- 4.Owner's English. Every report written to be read.
- 5.The video people actually watch. YouTube, CTV and streaming, not the 6 o'clock break.
Two lines appear on every plan. Media spend goes to the platforms and buys the impressions. The work of planning, building and running that media is priced on its own line. Bundling the two hides which one you are actually paying for.
Numbers get agreed in writing before work starts. You sign a plan that already carries them, not an estimate that firms up later. Scope goes in the same document. What the desk manages and what stays with you, settled before launch week.
The Two Lines
You can question either line without reopening the other. That makes the fee arguable on its own terms. Ask whoever else you're talking to for the same split, then compare like for like.
Minimums, Stated Early
Some tactics need a certain weight of spend before they work at all. That minimum belongs in the plan you sign, ahead of the second call. If a tactic can't carry your budget, the plan says so and names one that can.
Reporting Comes With It
The Weekly Read and the monthly reading sit inside the management line. Making sense of your own numbers is part of the work, so both arrive without a separate invoice. If another desk quotes reporting on its own line, ask what the management line was covering.
Three kinds of retailer are better served somewhere else. Naming them here costs less than finding out in week six.
Shopping on Price Alone
Someone will always run your account for less. That's a legitimate choice, and plenty of good operators compete there. But cheap execution buys less thinking, and thinking is the first thing this desk charges for. Decide on fee alone and you should decide against us.
Activity Without a Measure
Channels are easy to switch on. Agreeing what they get judged against is the hard part, and this desk wants that settled before launch. If you'd rather see campaigns live by Friday and sort out the scoreboard later, the questions here will feel like friction.
Margin That Can't Carry It Yet
Paid acquisition comes out of gross margin, and some baskets can't fund it yet. That's a pricing and product problem before it's a media problem. Run the arithmetic first with your own numbers. If it doesn't clear, spending more won't fix it.
ÉDITION serves retailers across Canada and publishes from Ontario, where its desk knows the main streets by name. Distance has never stopped a good plan; neither has a snowstorm.
Now you know the paper. Meet the desk.
Thirty minutes, your numbers, and a point of view you keep either way.