Our Toronto team was recently treated to a special visit from Moses Znaimer as part of our Firm’s Bold Thinking Speaker Series. Co-founder and former Head of Citytv, the President of ZoomerMedia Limited, a group of Canadian media properties that target the 45-plus generation, is also the visionary behind such stations as MuchMusic and MusiquePlus.
Through a lively question and answer session led by the Toronto office’s Julia Johnston, Vice-President and Corporate Communications Practice Leader, Mr. Znaimer shared his thoughts on how to transform the media landscape through bold thinking. His inspiring talk included such anecdotes as his famous interview with feminist Gloria Steinem, during which they conversed while ironing and doing other household chores.
Mr. Znaimer spoke at length about ZoomerMedia and its unique approach to communicating with older Canadians in a way that celebrates their life experience rather than trying to make them feel younger. He discussed the disconnect between advertisers and zoomers, as the former target their efforts on youth while failing to acknowledge that the real wealth in this country is held by those aged 45 and older. Observing that no-one seemed to be adequately responding to the vitality and purchasing power of these consumers, Mr. Znaimer added that “the best way to do something different is to do it yourself."
“There is no better example of how bold thinking can lead to an active, independent and purposeful life than Moses Znaimer himself,” said Catherine Cano, Managing Partner of NATIONAL’s Toronto office. “He changed the face of television, but that wasn’t enough to quench his creative thirst. Now he is changing the face of aging.”