Canadian Magazine Industry News
30 March 2010,     TORONTO
Totem celebrates rebranding with launch party
Totem, formerly known as Redwood Communications, celebrated its new name and identity recently in Toronto.

Eric Schneider, Totem president & CEO, Isabelle Marcoux, Transcontinental Inc. vice chair of the board and vice president, corporate development, Phillip Crawley  	Publisher & CEO The Globe and Mail Joseph Barbieri  	SVP Marketing & Business Development, Totem
Eric Schneider, Totem president & CEO, Isabelle Marcoux, Transcontinental Inc. vice chair of the Board and vice president, corporate development, Phillip Crawley, The Globe and Mail publisher and CEO, Joseph Barbieri Totem SVP marketing and business development

At the launch, president and CEO Eric Schneider said the company renamed simply because it had to. Redwood was purchased by Transcontinental in the fall of 2008 and as part of the deal it had 18 months to change the name, because former owner Omnicom still had rights to it.

The renaming process gave the company an opportunity to think about what the company had become, said Schneider and pick a name that represented its growth. “It gave us the unbelievable opportunity to contemporize the business,” he said. “It has allowed us to create brand revenue and opportunities for the future. We are no longer just creating publications, but brand stories.”

Totem will remain at its downtown Toronto location, said Schneider. The company creates custom publications and websites for clients including Procter & Gamble, The Home Depot and CAA.

For more on the design behind the new Totem logo, visit our sister site

— Val Maloney
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