Competition to represent McDonald's begins

Correspondence from 1978 between Terry O'Malley and Gary Reinblatt, Assistant Vice-President, McDonald's Restaurants of Canada Ltd. regarding McDonald's account.

Competition to represent McDonald's begins

Correspondence from 1978 between Terry O'Malley and Gary Reinblatt, Assistant Vice-President, McDonald's Restaurants of Canada Ltd. regarding McDonald's account.

1978 pitch outline to McDonald's Restaurants

Outline of the 1978 pitch by Vickers & Benson to McDonald's Restaurants.

1979 thank you from McDonald's

Peter Miller responds to Terry O'Malley and the Vickers & Benson team on the "thank you McDonald's" ad which appeared in the Globe & Mail the day after the presentation to the company.

Over Hill and Dale

And through creek and bog as well.

Globe & Mail clipping announces V&B's new client

This Januayr 19, 1979 clipping from the Globe & Mail announced the successful outcome of the pitch made for the McDonald's Restaurants Ltd. account.

Terry Fox Marathon of Hope 1980

In 1980, Terry Fox had to temporarily postpone his Marathon of Hope trek across Canada. Cancer had returned and Terry Fox was undergoing treatment. A huge wave of support existed for his goal to raise awareness and funds in support of cancer research. McDonald's took up the cause and the Terry Fox Run became an annual tradition with their corporate support.

1983 Gallagher commercial stills

Still from the 1983 commercial featuring Gallagher, a father and son sharing lunch and a love of food from McDonald's.

Nutrition Campaign

McDonald's wished to promote the nutritional value of its menu items.

1985 Marketing Award

In 1985 Vickers & Benson was awarded a certificate of excellence for the "First Order" marketing campaign for McDonald's Restaurants.

Red Book III 1985

Highlights from the creative rationale presented to McDonald's by Vickers & Benson in 1985. By this time, Vickers & Benson had successfully marketed products for McDonald's Restaurants for six years.

I'm Ronald too.

I'm Ronald too! An ad placed by Vickers & Benson celebrating 10 years of successful partnering with McDonald's Restaurants.

1969-70 Hockey Team

1969-71 Brock Generals Hockey team. Members from left to right - Back row: Tom Kearney (Trainer), Al Kellogg (Coach), John Hull, Craig Morrison, Gregg Law, Frank Mucci, Dale Andreas, Eric Stevens, Serge Girrard, John Clarey, Wayne Kenyon, Reg Egilsson, Dusty Papke, Randy Oiling (Manager). Front row: Ron Powel, Barry Hopkins, Bruce Wormald, Miller Hicks, Fred Carter, Mike Nicholson, Dick Overholt, Chris Shott. Missing: John O'Brien, Barry Elliot.

1978 - 79 Men's Coxed Four

From left to right. Top: Pierre Nadeau, Dave Blanchard, Tony Biernacki (Coach), Kevin McLaughlin, Mike McDonald. Bottom: Andy Ness.

Habitat selection of three rodents in a frequently burned boreal environment : productivity and habitat diversity

How does fire affect the plant and animal community of the boreal forest? This study attempted to examine the changes in plant composition and productivity, and small mammal demography brought about by fire in the northern boreal environment at Chick Lake, N.W.T. (65053fN, 128°14,W). Two 5*6 ha plots measuring 375m x 150m were selected for study during the summers of 1973 and 197^. One had been unburned for 120 years, the other was part of a fire which burned in the spring of 1969. Grids of 15m x 15m were established in each plot and meter square quadrats taken at each of the 250 grid intersections in order to determine plant composition and density. Aerial primary production was assessed by clipping and drying 80 samples of terminal new production for each species under investigation. Small mammal populations were sampled by placing a Sherman live trap at each grid intersection for ten days in every month. The two plots were similar in plant species composition which suggested that most regrowth in the burned area was from rootstocks which survived the fire. The plant data were submitted to a cluster analysis that revealed nine separate species associations, six of which occured in the burned area and eight of which occured in the control. These were subsequently treated as habitats for purposes of comparison with small mammal distributions. The burned area showed a greater productivity in flowers and fruits although total productivity in the control area was higher due to a large contribution from the non-vascular component. Maximum aerial productivity as dry wieght was measured at 157.1 g/m and 207.8 g/m for the burn and control respectively. Microtus pennsylvanicus and Clethrionomys rutilus were the two most common small mammals encountered; Microtus xanthognathus, Synaptomys borealis, and Phenacomys intermedius also occured in the area. Populations of M. pennsylvanicus and C. rutilus were high during the summer of 1973; however, M. pennsylvanicus was rare on the control but abundant on the burn, while C. rutilus was rare on the burn but abundant in the control. During the summer of 197^ populations declined, with the result that few voles of any species were caught in the burn while equal numbers of the two species were caught in the control. During the summer of 1973 M. pennsylvanicus showed a positive association to the most productive habitat type in the burn which was avoided by C. rutilus. In the control £• rutilus showed a similar positive association to the most productive habitat type which was avoided by M. pennsylvanicus. In all cases for the high population year of 1973# the two species never overlapped in habitat preference. When populations declined in 197^f "both species showed a strong association for the most productive habitat in the control. This would suggest that during a high population year, an abundant species can exclude competitors from a chosen habitat, but that this dominance decreases as population levels decrease. It is possible that M. pennsylvanicus is a more efficient competitor in a recently burned environment, while C. rutilus assumes this role once non-vascular regrowth becomes extensive.