Toronto, ON, Canada
Trent is one of the partners at Toronto based advertising and experiential agency The Hive, where he manages the Canadian operations. After 18 years in the advertising business, as an account person and strategic planner at agencies such as FCB, Saatchi and Saatchi, Lowe Roche and Grip Limited he has worked in almost every category and on some of the biggest brands in Canada including Labatt, Molson, Coca-Cola, Kraft, Nestle, Bell, Rogers and Roots.
In an era where it’s easier to be ignored than noticed, Trent pushes his clients to develop marketing programs and communications around things people actually care about. The Hive calls it Invent What’s Right and for youth focussed brands that what’s right has increasingly focussed on music. For Jack Daniel’s, The Hive manages a 30-state concert tour across the USA called Studio No.7 that creates intimate, authentic and indie music experiences for its drinkers. For Rogers Wireless, The Hive helped launch a mobile ticketing application called Wireless Box Office for all Live Nation Shows, and partnering with MTV/MUCH they have stage proprietary music events for Rogers customers only. For Coca-Cola, The Hive set up a partnership with Apple to give a free iTunes download with every 591ml bottle of Coke. And finally, for SAB Miller, the Hive runs a global promotion that flies in 200 winners from around the world to experience a 3-city tour on a private jet for the Miller Music Tour.
Simply put, brands crave unique content and bands are increasingly providing it in person, on the phone and across social media.