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Hello & Welcome.


We Are Pleased to Welcome You to The Metrick System Based in Toronto and Los Angeles we serve clients in three areas of specialization: Advertising, Digital and Video Production. Founded at the height of the 1991 recession, we have developed a system of marketing that combines the art of traditional and digital advertising with the science of media. We believe that advertising is not an art form, it is a sales tool. Making your tools different, creative and memorable is what builds your brand and is what we do best.


Contents About the Design 5 Contact Us 8 The Metrick System 11 Why Our Customers Thrive 12 The Metrick System Team 15 Our System 18 MET Talks 21


About the Design Located on the highest plain in Toronto, The Metrick System specializes in producing creative advertising for companies throughout North America. The studio was designed to contain the work requirements for the staff as well as the production requirements for shooting film and sound studios for recording. Working with an open concept desk environment, the offices are reminiscent of back lot Hollywood with 3 areas that require either visual or sound separation. The president’s office, recording studio and the kitchen are all housed in vintage Airstream trailers. Each trailer has been refitted to ensure maximum use of the space. Ceiling heights inside the trailer presented an additional challenge. 1� thick LED light panels provide illumination inside the trailers and sprinklers are recessed in the light panel. Additionally, moving these trailers up to the second floor had to be orchestrated with a team that could lift a 25’ trailer inside a building.


The President’s Office

The Kitchen Trailer

1956 was the last year Airstream offered the Safari from its Jackson Ohio plant. Its main distinguishing feature is a dinette. Common lore is that the California plant didn't produce this layout because in the west everyone ate outdoors on picnic tables, in the east the bugs chased folks inside.

A total of 1100 Bambi trailers were manufactured by The Airstream Trailer company which was started in 1932. The Bambi is one of the most popular of all Airstreams, owing to its diminutive size and unique shape. Few of the 1960’s Bambi’s exist today.

1956 Safari 25’, manufactured in Ohio by the Airstream Trailer Company.


1962 Bambi 16', Manufactured in Ohio by the Airstream Trailer Company.

The Recording Trailer

1967 Travelux Princess 25’, manufactured in Ontario by the Caravel Coach Company. The 25’ Princess Travelux, was conceived by the Caravel Coach Company in Toronto, who began operation in 1966. Manufacturing commenced the next year based on the U.S. Avion model trailer. All trailers were completely assembled in Ontario.

The business was successful until the late 70’s when financial problems overtook the operation and the company ceased operations. It was subsequently started again in the town of Bradford some years later.


Contact Us By Telephone We try to make it easy to reach us by phone. Unfortunately the manufacturer added two features: the ignore button and call display. Both interfere with us speaking with you directly. We have a rule that we must call you back within 24 hours unless you say it’s urgent, then we take it more seriously. A few of us are lucky enough to be on the company leash, so when our voicemail kicks in, hit 3 and your call will be transferred to our cell phones.

Directory: 416 781-0151 press 2

Accounting: 416 781-0151 ext.53

Account Director: 416 781-0151 ext.50

Joke of the Month: 416 781-0151 ext.70

Creative Director: 416 781-0151 ext.51

PLEASE Hire Us: 416 781-0151 ext.51




Like everyone on the planet, we are usually on our computers throughout the day. It stands to reason that email would be the best medium to reach us; likely we are on Facebook, maybe tweeting, but only for business so we may not answer immediately… email is not instant messaging, though we do respond to items marked “Urgent” pretty quickly.

Forget it. We have one but no one remembers where it is. If you want to try, dial 416 781-8455; if it beeps we’ll likely hear it.


By mail CANADA 100 Miranda Avenue, 2nd Floor Toronto, Ontario, M6B 3W7 USA 11601 Wilshire Boulevard, Suite 500 Los Angeles, CA, 90025



The Metrick System We’re a full-service integrated advertising and digital agency with deep roots in traditional media, digital web development and social media. Number of Years in Business: 20 Number of Staff: 15 Size of Capitalized Billings: 2009: $3.5 million 2010: $5.2 million 2011: $6.1 million


Why Our Customers Thrive Our clients continue to grow and thrive in a time of great turmoil within the marketing industry. One reason is our refusal to cling to old marketing models. Another is that we at The Metrick System are students of today’s rapidly changing media. The only way to make our clients part of the great conversation is to be up to date on where that conversation is happening. For instance:

Social Media

Winning Strategies

It’s not enough to embrace social media: you have to understand it, learn from it, and above all, keep up with its changing nuances. That’s the basis of our growing preoccupation with building Social Media campaigns, implementing proprietary page management tools, utilizing promotional tools for contesting, coupons, and creating opportunities for experiential marketing.

Our creative team offers a combined 80 years of producing innovative, impossible to ignore creative strategies for hundreds of clients, including a few Fortune 500 firms. For decades we’ve practiced the truism that a key insight, a great idea and the right tone will out-leverage any opponent regardless of their budget or market position.




The Metrick System Team LAURENCE METRICK

Adrienn Balla

Born in Toronto and educated at the University of Western Ontario in London and l’Université de la Sorbonne in Paris, France, Laurence founded The Metrick System in 1991. Numerous award winner for innovative creative nationally and internationally, he has been honoured by the Retail Advertising Club of Chicago, the Billi Awards, Applied Arts Magazine, Retail Council of Canada, the Frankies, the Radio Impact Awards, the Web Awards, the Hollywood Radio and Television Society Awards, the New York Radio and Television Awards, and the London International Advertising Awards.

Adrienn holds a BA in Economics, as well as an MBA from the joint international program between the Weatherhead School of Management in Cleveland, Ohio and the IMC in Budapest, Hungary. Having lived and worked in Hungary, Mexico and Brazil, Adrienn boasts an international flair for business and a unique ability to mispronounce words.

Principal & Creative Director

Vice-President & Account Director • 416 781-0151 ext.50 • 416 781-0151 ext.51




Mike has worked for the Canucks, the Leafs and Raptors and most recently at Facebook, which makes him the perfect guy to head this division. Mike’s recent success in the social space with top Canadian brands at Facebook, combined with his traditional broadcast advertising background, allows him to advise on social strategy and develop comprehensive programs that shape brand perception, and drive business results.

One of the giants of Canadian marketing and production, Rick has owned and operated three internationally acclaimed firms, Streetnoise Productions from 1977 to 1987, the Air Company from 1987 to 1997 and Pirate Radio and Television from 1997 to 2006. He is one of the leading creative and directorial talents in the world, winning dozens of international awards for work at the IBA’s, Clios, London International Awards, Mercury Awards, Marketing Awards and Cannes Festival.

Vice-President, Social Media & Sports Marketing • 416 781-0151 ext.54

Director / Strategist


MIKE TENNANT Writer / Strategist

Award-winning copywriter Mike Tennant literally wrote the book on 21st Century marketing. As co-author of the best-selling book The Age of Persuasion: How Marketing Ate Our Culture, Tennant’s intuitive creative skills and social insights have won him recognition at the Clio Awards, New York Festivals, Mobius Awards, Radio Mercury Awards, and London International Advertising Awards. As Co-Creator / Co-Writer and Producer of CBC Radio’s hugely popular series THE AGE OF PERSUASION, Tennant built an international audience of more than a half million weekly listeners.


Our System AUDIENCE THEORY Audience Theory determines what motivates your targets, where they live, how they find you and what they care about.

POSSibilities discovery What should happen here? How should it be? What would be the most satisfying outcome?

storytelling technology The age-足old practice of storytelling is one of the most effective tools to share ideas, which is where you must go to make abstract concepts meaningful, inspire imagination and motivate action.

production & distribution

Production turns your story into spectacular, memorable creative. Distribution determines which media we use to reach your target audience. Whether it is traditional, social or digital media, we rank each and select the ones that will motivate your audience to respond.


Project Management & Customer Liason For some clients we have regular weekly or bi-weekly meetings, for others we manage the entire account without supervision and are responsible for a full marketing plan after an annual budget has been set.

Quality Assurance Nothing leaves our agency for approval without being checked by the Creative Director and Account Manager. We seek your approval when needed, if we make a mistake, we are responsible.

Delivery All of your work will be completed on-time and on-budget.



You’re Invited Every quarter we invite a luminary from the world of Literature, Film, Television and Music to treat us to an evening of insight and creativity. Join us for a light supper and presentation from an artist who will inspire, inform and motivate you. For more information on our next presentation contact us at:


Thank You for visiting.

100 Miranda Avenue, 2nd Floor Toronto, ON M6B 3W7 T. 416 781 0151 F. 416 781 8455

The Metrick System: Agency Introduction