Bev was interviewed for this article about Second-career advisors have an edge.

The role of the board is to advise the Advisor Group on editorial direction by keeping them informed of industry trends and developments. Advisory Board members are experienced, client-facing, in touch with the industry and know what they want to read in their magazine.

Responsibilities of the board
- Attend two meetings per year, in Toronto and via conference call
- If a member of the Advisor team travels to your locale, make some time for us to meet with you
- Be available periodically to provide potential sources and be interviewed for the publication
- Author stories
- The Managing Editor distributes lineups for the coming two issues. Advisory Board members review and provide feedback on the topics chosen and potential sources.

Melissa Shin, Managing Editor, Advisor Group
One Mount Pleasant Road, 7th Floor, Toronto, Ontario M4Y 2Y5
Tel: 416-764-3953, Fax: 416-764-3943
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Bev Moir, an investment advisor with ScotiaMcLeod Inc., describes her experience as a spokesperson for the firm, the benefits to her practice, and how investment advisors can build a presence in the media, including compliance issues. She spoke with Dan Richards of clientinsights.ca at the TMX Broadcast Centre.
ScotiaMcLeod advisor: Benefits of working with the media

About 73% of Canadians in the Scotiabank survey said the recession hadn’t affected retirement plans. The number of Canadians who don’t fully plan to retire has dropped by half to 5% in 2009 from 10% in 2008, it found.

“To achieve their retirement goals, Canadian investors need to ensure they have a balanced portfolio,” said Beverley Moir, ScotiaMcLeod senior wealth advisor. “Many investors are sitting on the sidelines in cash, bonds or GICs, however the current historic low interest rates will not provide the growth needed for many to reach their set retirement goals.”

Bev Moir spoke about the survey on Toronto radio 680 news.

From the Insurance Journal by Red Bolton

Financial planners across Canada are eagerly awaiting the Jan. 1, 2009 launch of the new tax-free savings accounts (TFSA).

“We’re anticipating quite a rush, quite a demand to open in January,” says Bev Moir, a senior wealth advisor with Scotia McLeod. Ms. Moir has already made the necessary arrangements with a number of her clients so they can step into TFSAs come the first day of the New Year.

The positive interest Ms. Moir has received from clients about the new TFSAs is partly a result of her promotion of the new scheme. She wrote an article on the topic which she sent out to her clients and posted on her website. She has also been speaking exhaustively with her client base, explaining the opportunities available.

Read the full article (pdf-290kb)

• CP24 Tuesday May 20th at 2:45 p.m. on “Spring Cleaning” your financial affairs
• June 3rd “Elder Care: What You Should Know” with Audrey Miller, MSW, RSW, CCRL – details & invitation (pdf)

Savvy financial advice for using a tax refund:

• pay down non-deductible debt
• contribute to your RRSP or your child’s RESP
• hold the money for investment in new TFSA (2009)
• invest in yourself by improving your fitness or your mind!

From Marketing Magazine November 26, 2007
By Chris Powell

This year, it seemed you couldn’t go to the movies, watch a hockey game, take in an all-night art exhibition, note the winner of a prestigious literary award, or even run a marathon without encountering Scotiabank.

That’s because of what John Doig, Scotiabank’s senior vice-president of marketing, sales and service, describes as a “heavy sponsorship program” for the financial services company. The key, he says, has been forging alliances with cultural events and programs that enrich Canadians’ lives beyond just their bank account.

Call it high-interest marketing.

Cynthia Fleming, the Toronto-based executive VP of Carat Canada, Scotiabank’s media agency, says that because Scotiabank spends considerably less on traditional advertising than its rivals in the banking category (it spent $21.1 million on measured media advertising in 2006 according to Nielsen Media Research, roughly half the amount spent by Royal Bank Financial Group and TD Canada Trust) it needs to be imaginative in its marketing approach. “Awareness is important in terms of consideration,” she says. “So if you’re going to be a consideration for a consumer, you have to work very hard-particularly when your resources are less than that of the competition.” Sponsorship programs, she says, ensure a high level of engagement with consumers.

This year saw Scotiabank expand a diverse sponsorship roster that already included the Scotiabank Tor-onto Waterfront Marathon (which drew 12,500 participants for its eighth edition in September), the Scotiabank Giller Prize (in its third year) and the second annual Nuit Blanche dusk-to-dawn art event in Toronto.

New additions included title sponsorship of Hockey Night in Canada’s pre-game show, rechristened Scotiabank Hockey Tonight. The deal includes regular commercial placement and pre- sentation of the “Scotiabank Power Stat”-a statistic that announcers feel was a key to the game-in the third period of both games of HNIC’s Saturday doubleheader.

Scotiabank also joined both the NHL and the NHL Players’ Association (NHLPA) in a partnership, making it the official bank of the two organizations in Canada and expanding on existing partnerships with the Calgary Flames, Edmonton Oilers and Ottawa Senators, whose arena is known as Scotiabank Place.

More unusual, perhaps, is the bank’s relationship with Cineplex movie theatres. As part of that deal, Scotiabank launched the “Scene” rewards card and key Cineplex movie venues in Vancouver, Calgary, Edmonton, Toronto and Montreal were renamed Scotiabank Theatres. The Scene card enables cardholders to earn points on purchases that can then be redeemed for free movies and concession stand discounts at the theatres. Scene card enrolment is “wildly over plan” says Doig, and the program has brought the bank into contact with younger Canadians. “It’s a space where we’re talking to a different demographic and one, quite frankly, that over the years we’ve not necessarily talked to,” he says.

Scotiabank is capitalizing on its presence in movie theatres by running spots created specifically for film crowds. “We’re obviously going to do the TV spots,” Doig says, “but you focus on the fact that we have a captive audience inside of Cineplex. Those are paying customers that came in to watch a movie [so] it has to be clever and fresh. You’re not just one of the commercials, you’re part of the entertainment.”

Earlier this month, Scotiabank introduced a new video podcast called Second Opinion-a complement to its existing The Money Clip and Find the Money audio podcasts. Hosted by Fred Ketchen, director of equity trading at ScotiaMcLeod and Bev Moir, senior investment executive, the podcast educates investors and demonstrates how getting a second opinion can potentially bolster their portfolio. As with other programs, the podcasts are built around Scotiabank’s “You’re richer than you think” positioning.

Fleming, who is privy to other financial services work done around the world by Carat, believes Scotiabank is among the leaders when it comes to differentiating its brand. “In terms of their category, they’re more innovative than most,” she says. “You have to have great visionaries in order to execute on those sorts of things.”