MBiz

Issue 1

Manitoba Chamber of Commerce

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EVOLUTIONARY IDEAS OF CREATIVE CURVE by Rick Groom COELEMENT STAYS AHEAD MB BIZ Photos courtesy of Coelement When partners Simon Burgess and Adam Duguay wanted to take their advertising and media production agency to a new level, they decided a new name was in order as well. T 20 MBiz June 2012 "As we say on our home page, a business at its core is a relationship," Burgess says. "And like all healthy relationships, a business needs to grow, evolve and adapt to its environment." The name Coelement reflects important elements in their business — content, community, collaboration and connection. It also reflects how modes of communication have changed since Burgess launched the Exchange District imes change, and smart companies change with them. That's why Elemental Motion Media has been reborn as Coelement. agency in 2005. At the time, Facebook was relatively new and the iPhone was still a lab experiment. "People searched for and absorbed information and content in a totally different way than they do now," says Duguay, who joined the firm in 2006. Burgess says Coelement has to try to predict where things are going next. "You've got to keep moving forward, as this constant change isn't going to slow down," he says. "We saw the changes that were taking place and made a conscious effort to keep up with them, both for the benefit of our clients and our future." As creative director, Burgess works with clients to develop video and ad concepts, while production director Duguay is in charge of executing creative strategies. Both partners have backgrounds in television. Burgess was a senior producer for broadcast and new media at CAPITAL

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