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ABOUT US Canopy is a branding agency that turns ideas into ownable moments. We do this through strategic planning, creative, and digital expertise that creates immediate and ongoing consumer engagement.

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Canopy sparks creativity with “How To Start a Fire”.

New York, NY, June 11, 2012: “In the world of creativity, if you’re not starting a fire, then what’s the point?” asserts Canopy Brand Group’s new blog, “HOW TO START A FIRE,” at Launched in February 2012, “HOW TO START A FIRE” celebrates “the most revolutionary and thought-provoking ideas we’re seeing in the world today,” as well as showcasing Canopy Brand Group’s compelling “Dream Projects.” The blog is already garnering industry accolades, having just been named number three in HOW magazine’s Top 10 Design Websites for June.

“Our agency mantra, ‘Ideas without Borders,’ led us to the blog concept,” said Marc Sampogna, Canopy Brand Group founder and managing director. “We want to ignite and applaud great creativity, showcasing our opinions on the world of creativity as well as our own provocative ideas.”

Canopy’s team posts a compelling creative concept every day. This might be a great idea they’ve found, whether in advertising, social media, art, architecture, packaging, or any discipline where creativity is displayed. Recent posts have included “The World’s First Invisible Ad,” “Shoelace Art” and a “Chalkboard Pedestrian Tunnel.” Or it might be a Canopy “Dream Project.” Starting with an agency drawing, a random brand is paired with a completely unrelated category, challenging the team to create a new product or service.

Most recently the brand drawn was Viking and the category, Smartphones. Canopy’s creative team came up with Viking Range’s Sous-Chef, a smartphone for chefs designed to be the “new toy in the kitchen.” Exclusive apps for the chef of the house would include a learning device that allow cooks to follow recipes hands-free, an app for shopping lists, kitchen tips and recipe ideas. The Sous-Chef also comes with a magnetic dock for speakers and microphone that can attach to kitchen appliances, as well as a voice-activated assistant in the “Ask Pierre” app. Take a look at the Viking Sous-Chef “dream” design.

Previously Canopy mused, “If Volkswagen made office supplies, what would they make? Here’s their answer:

Next to the blog title, a brand mark with bright red and orange quotation marks surrounded by a flame signifies igniting creativity. An index of blog topics is found under “Where’s the Fire,” everything from advertising to packaging to social media, all Canopy services. A listing of creative resources is listed under “Fuel to the Fire.”

“’HOW TO START A FIRE’ has been a fun and challenging endeavor,” concluded Marc Sampogna. “Hopefully we’re inspiring others as we’re getting creative inspiration ourselves.”

Canopy Brand Group is a marketing and creative firm dedicated to the principle of consumer-driven branding, design and digital solutions. Canopy strives to turn ideas into “ownable moments” for client brands to create immediate and ongoing consumer engagement. Nestled in New York City, Canopy is a cross-channel agency, rich with big brand experience and an entrepreneurial spirit. Marc Sampogna founded the agency in 2008. Frank Sampogna, Marc’s father, recently joined Canopy as chairman, building upon a distinguished career leading prominent advertising agencies and accounts. For more information, visit

For further information, contact Linda Heaney, 914-834-1918,


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