Resarch daddys attitudes

1. WHO’S YOUR DADDY? 1
NORTH AMERICA’S
MOST COMPREHENSIVE
STUDYON DADS
P R E S E N T S

2. WHO’S YOUR DADDY? 2
WHAT’S WITH
THE MOM
OBSESSION?
GOOGLE: MOTHER’S DAY
FISHER-PRICE
HUGGIES
MILK
RICE KRISPIES
FIAT 500: THE MOTHERHOOD
DOVE: LEGACY
CADILLAC: #PROMISE2ROSE BY SPIKE LEE
KNORR: THE FLAVOUR OF “HOME”
PAMPERS: MOM’S FIRST BIRTHDAY
P&G: THANK YOU, MOM

3. WHO’S YOUR DADDY? 3
IT’S SO YESTERDAY.
WHAT’S WITH
THE MOM
OBSESSION?

4. WHO’S YOUR DADDY? 4
TODAY,
DAD’S TIME SPENT
ON HOUSEHOLD
DUTIES AND
CHILD REARING
IS GOING UP.
MOM’S IS GOING
DOWN.

5. WHO’S YOUR DADDY? 5
WHAT’S WITH
THE MOM
OBSESSION?
TODAY,
DAD’S TIME SPENT
ON HOUSEHOLD
DUTIES AND
CHILD REARING
IS GOING UP.
MOM’S IS GOING
DOWN.
TODAY, 45% OF DADS
ARE THE PRIMARY
GROCERY SHOPPERS.
(80% FOR MILLENNIAL DADS)
Source: BAV Canada, FY 2012; BAV USA FY 2013; Mintel, Marketing to Dads, 2012

6. WHO’S YOUR DADDY? 6
DADS ARE
ACTUALLY
BETTER FOR
BUSINESS.
THE BIG
OPPORTUNITY

7. WHO’S YOUR DADDY? 7
NORTH AMERICA’S
MOST COMPREHENSIVE
STUDYON DADS
P R E S E N T S

8. WHO’S YOUR DADDY? 8
WHO’S
YOUR
DADDY?
BRANDSPARK
Over 8,000 North American
Dads surveyed.
LAB STORE
Y&R’s Worldwide Retail
& Shopper Marketing Network
EXPLORING
Real conversations, with real dads
across North America.
BAV
Y&R’s global brand health study,
one of the biggest in the world.
All things Dad from the world of
pop culture, research and media.
CULTURE, MEDIA
& LITERATURE REVIEW
IS POWERED BY

9. WHO’S YOUR DADDY? 9
DADDITUDES,
BEHAVIOURS
& SPENDING
CREATIVITY,
LEARNING
& PLAY
TRAVEL &
RECREATION
BEAUTY,
GROOMING
& FASHION
HEALTH &
WELLNESS
MEDIA,
TECHNOLOGY,
COMMUNICATION
& INFLUENCE
ELECTRONICS,
APPLIANCES,
& HOUSEHOLD
COOKING,
FOOD &
GROCERY

10. WHO’S YOUR DADDY? 10
SECTION 1 /
WHEN A WOMAN
BECOMES A MOTHER,
SHE BECOMES MORE
FRUGAL AND BUDGET
CONSCIOUS.
THE OPPOSITE OCCURS
WHEN A MAN BECOMES
A FATHER.

11. WHO’S YOUR DADDY? 11
WHEN DADDY WANTS,
DADDY PAYS.
MOMS
DADS
52%
33%
“I try to buy products
that are on sale.”
MOMS
MOMS
MOMS
DADS
DADS
DADS
MEN
MEN
49%
41%
28%
“I agree that the convenience
of one-stop shopping is more
appealing than the lowest
price.”
“I will pay a little more for
a new product if I think it
may be better than what is
currently available.”
“I buy brands that I think are best and
don’t worry much about price.”
32%
20%
13%
15%
17%
Source: BrandSpark International Shopper Study, 2014

12. WHO’S YOUR DADDY? 12
MY WIFE IS A DEAL HUNTER.
IF I NEED SOMETHING FOR
A RECIPE, I JUST GET IT; I’M
NOT WILLING TO NOT MAKE A
RECIPE BECAUSE RED PEPPERS
AREN’T ON SALE.
BARRY, 33

13. WHO’S YOUR DADDY? 13
SECTION 2 /
INNOVATION
MATTERS TO DAD.
HE WANTS TO BE FIRST

14. WHO’S YOUR DADDY? 14
DADS LIKE TO BE FIRST.
MOMS
DADS
MEN
64%
“When shopping, I actively look for
products that are new and different.”
48%
51%
“Among my friends and
family, I want to be first
to try new products.”
“I like trying new products.”
“I regularly look for
innovation in food and
beverage products.”
“I consider myself an
early adopter.”
MOMS
DADS
MEN
31%
59%
41%
MOMS
DADS
MEN
39%
55%
37%
MOMS
DADS
MEN
39%
56%
37%
MOMS
DADS
MEN
30%
40%
29%
Source: BrandSpark International Shopper Study, 2014

15. WHO’S YOUR DADDY? 15
DADS MARRY BRANDS.
35%
MOMS
MOMS
DADS
DADS
48%
“I consider myself loyal to
brand-name products.”
29%
45%55%
44%
of dads think that no-name
products are made by the same
companies as the big labels.
“I believe innovation
comes from the brands.”
of moms think they’re all
made at the same place.
Source: BrandSpark International Shopper Study, 2014

16. WHO’S YOUR DADDY? 16
ONCE A BRAND HAS CAPTURED
DAD’S HEART, HIS LOYALTY
& BEHAVIOURAL COMMITMENT
TO THAT BRAND DOUBLES.
Source: BAV Canada, FY 2012; BAV USA FY 2013

17. WHO’S YOUR DADDY? 17
“I BUY MOSTLY NAME BRAND. I BUY
ALMOST NO GENERIC STUFF. I’M NOT
OPPOSED TO IT, BUT I’VE DONE SOME
COMPARISON AND I’VE HAD SOME BAD
EXPERIENCES WITH TASTE. SO YOU GO
BACK TO YOUR BRAND, NEVER TURN
FROM THE BRAND NAME AGAIN.”
MIKE , 42

18. WHO’S YOUR DADDY? 18
SECTION 3 /
THE WAY TO DAD’S WALLET
IS THROUGH HIS DEVICE

19. WHO’S YOUR DADDY? 19
WHAT’S THE FIRST THING
DAD TOUCHES IN THE MORNING?
“My smart phone is the
first thing I touch when
I wake up in the morning
and the last thing I use
before I go to bed.”
“There is something
exciting about checking
my smartphone. There is
always the possibility that
I will find something new.”
“I use my smartphone
everywhere, even in
the restroom.”
“I like seeing daily posts
from the brands I have
liked on Facebook.”
“But I usually quickly
unlike brands I have
liked on Facebook.”
Source: BrandSpark International Shopper Study, 2014

20. WHO’S YOUR DADDY? 20
DADDY SEES, DADDY DOES.
“I have taken action on a mobile offer.”
7/10
81%
WANT MOBILE
ALERTS (BUT
ONLY IF THEY
OPT-IN)
OF DADS WOULD
FIND LOCATION-BASED
MOBILE OFFERS USEFUL
MOTHERS WITH
SMARTPHONES &
KIDS UNDER 18 IN
THE HOUSEHOLD
FATHERS WITH
SMARTPHONES &
KIDS UNDER 18 IN
THE HOUSEHOLD
RESPONDENTS
WITHOUT KIDS IN
THE HOUSEHOLD
46%
31%
58%
Source: Yahoo Digital Dads Study

21. WHO’S YOUR DADDY? 21
DAD ISN’T A SUCKER.
DAD SAYS:
– I believe many online consumer
reviews are not authentic.
– I trust consumer reviews more
if backed by an independent
research company.
DAD TRUSTS (MORE THAN
MEN AND MOMS):
– Retailer in-store recommendations
– Online retailer suggestions
– Specialty websites
– Manufacturers’ recommendations
Source: BrandSpark International Shopper Study, 2014

22. WHO’S YOUR DADDY? 22
DADS TRUST WORD OF
MOUTH FROM FAMILY
AND FRIENDS FAR LESS
THAN MOMS

23. WHO’S YOUR DADDY? 23
DILFS &
THE RISE
OF SEXY
DADDY
#DADURDAY
IT’S NOT CALLED
BABYSITTING
ANYMORE
DEATH
TO DOPEY
DADDY

24. WHO’S YOUR DADDY? 24
DILFS &
THE RISE
OF SEXY
DADDY

25. WHO’S YOUR DADDY? 25
WHEN A MAN BECOMES A
FATHER, BEING PHYSICALLY
FIT AND KEEPING UP WITH
HIS APPEARANCE BECOME
MORE IMPORTANT TO HIM.
THE OPPOSITE IS
TRUE FOR WOMEN.

26. WHO’S YOUR DADDY? 26
DADS
1. Loyalty
2. Family
3. Success
4. Responsibility
5. Wisdom
6. Sexuality
7. Courtesy
8. Honesty
9. Happiness
10. Confidence
VALUE
Passion
Family
Sexuality
Purpose
Confidence
DADS
31
2
6
28
10
MEN
49
16
20
40
21
MEN
1. Loyalty
2. Success
3. Responsibility
4. Justice
5. Courtesy
6. Equality
7. Authenticity
8. Honesty
9. Happiness
10. Wisdom
STRONGER VALUES FOR DADS (BY RANK)TOP 10 VALUES
VALUES
Source: Iconoculture, 2015

27. WHO’S YOUR DADDY? 27
VALUES
DADS
1. Loyalty
2. FAMILY
3. Success
4. Responsibility
5. Wisdom
6. SEXUALITY
7. Courtesy
8. Honesty
9. Happiness
10. CONFIDENCE
VALUE
PASSION
Family
SEXUALITY
Purpose
Confidence
DADS
31
2
6
28
10
MEN
49
16
20
40
21
MEN
1. Loyalty
2. Success
3. Responsibility
4. Justice
5. Courtesy
6. Equality
7. Authenticity
8. Honesty
9. Happiness
10. Wisdom
STRONGER VALUES FOR DADS (BY RANK)TOP 10 VALUES

28. WHO’S YOUR DADDY? 28
“YOU NO LONGER JUST REPRESENT
YOURSELF, YOU REPRESENT YOUR FAMILY –
YOU ARE THE HEAD OF YOUR FAMILY, AND
AS SUCH THE IMPRESSIONS YOU MAKE
UPON OTHERS REFLECT ON THOSE
UNDER YOUR CARE.” THE ART OF MANLINESS

29. WHO’S YOUR DADDY? 29
DAD’S SO VAIN.
“I regularly look for innovation
in personal care/beauty products.”
“I am skeptical of
all-in-one products.”
MOMS
DADS
MEN
33%
46%
39%
“The lowest cost
beauty products
are not effective.
MOMS
DADS
MEN
18%
36%
24%
“I consider myself
to be somewhat of
an authority or expert
when it comes to
personal care and
beauty products.”
MOMS
WOMEN
DADS
MEN
24%
27%
38%
25%
MOMS
WOMEN
DADS
MEN
45%
51%
54%
35%
Source: BrandSpark International Shopper Study, 2014

30. WHO’S YOUR DADDY? 30Source: Instagram, 2015

31. WHO’S YOUR DADDY? 31
“I USED TO GET MORE
ATTENTION BEFORE I WAS
A DAD. YOU SORT OF FALL
INTO THE WOODWORK
WHEN YOU’RE A DAD.”
BEN, 36

32. WHO’S YOUR DADDY? 32
NOT HOT FOR DADS:DEALS
MOMS
DADS
MEN
37%
59%
49%
“Going to the checkout with
many coupons and/or flyers
for price matching makes
you look cheap.”
MOMS
DADS
70%
43%
“I feel proud when I get
great value for my money.”
Source: BrandSpark International Shopper Study, 2014

33. WHO’S YOUR DADDY? 33
#DADURDAY
IT’S NOT CALLED
BABYSITTING
ANYMORE

34. WHO’S YOUR DADDY? 34
PLAYTIME MEANS
BUSINESS.
49%
of Millennial dads are
mainly responsible for
planning dates and other
activities with their kids
outside the home.
Dad sees himself as the provider
of family entertainment, and is
more likely to be the primary
spender in this sector for both
time and money.
Source: Mintel, Marketing to Dads, 2102

35. WHO’S YOUR DADDY? 35
“AXTON AND I HAVE GREAT QUALITY TIME.
MY WIFE DOES HER THING, AND WE HAVE
OUR BOYS’ DAY AROUND TOWN. MUSEUMS,
RESTAURANTS, JAZZ IN WASHINGTON
SQUARE PARK. IT’S ‘DADURDAY.’ I LOVE IT.”
OMAR, 37

36. WHO’S YOUR DADDY? 36
DAD CAVES FOR THE KIDS
“I’M USUALLY REALLY GOOD WITH SHOPPING FOR
MYSELF OR MY FAMILY, I’LL BE IN AND OUT. UNTIL
I SEE SOMETHING FOR MAC…THEN I COMPLETELY
CAVE. I JUST CAN’T HELP IT. I’M LITERALLY PUTTY
IN HER HANDS, EVEN IF SHE’S NOT WITH ME.”
PATRICK, 36

37. WHO’S YOUR DADDY? 37
SOME THINGS I CAN’T SACRIFICE,
LIKE LEGO. I HAVE TO BUY BRAND
NAME LEGO BECAUSE THAT’S WHAT
I GREW UP WITH AND THAT’S WHAT
I WANT FOR MY KIDS.
MILAN, 37
#TBT: DADS ARE NOSTALGIC

38. WHO’S YOUR DADDY? 38
DEATH
TO DOPEY
DAD

39. WHO’S YOUR DADDY? 39
“WE ARE THE KIND OF DADS WHO, WHEN WE TAKE OUR KIDS OUT
TO THE PARK OR THE VILLAGE SQUARE, BRISTLE WHEN FUSSED
OVER BY OLDER LADIES WHO COO, ‘WHAT A GREAT DAD YOU ARE!’
WE ARE NOT GREAT DADS. WE ARE JUST DOING WHAT WE ALWAYS
DO: PARENTING. I MEAN, YES, WE ARE GREAT, BUT ALL DADS
SHOULD BE LIKE US, SO WE SHOULDN’T BE VIEWED AS GREAT.”
SLATE.COM

40. WHO’S YOUR DADDY? 40
“LOUIS C.K., I THINK,
HAS BECOME A HERO
FOR DADS. HE’LL TAKE IT
INTO ADULT LANGUAGE
PRETTY QUICKLY,
BUT HE SAYS SOME
REALLY FUNNY,
INSIGHTFUL STUFF.”
JOSH STEIN

41. WHO’S YOUR DADDY? 41
“DADS AREN’T JUST PORTRAYED AS DUMMIES,
THEY’RE CONSTANTLY PORTRAYED AS GOOFY AND
NOT SERIOUS. DON’T GET ME WRONG,
I KNOW THAT MOST DADS HAVE A PRETTY GOOD
SENSE OF HUMOUR, BUT IT’S HARD TO BE TAKEN
SERIOUSLY WHEN EVERYTHING JUST REINFORCES
THAT LACK OF SERIOUSNESS OR SINCERITY.”
JAKE, 26

42. WHO’S YOUR DADDY? 42
“It’s nice to see more realistic dad
portrayals in advertising. It doesn’t
have to be funny or cool, just more
realistic, and more realistic to this
generation because there are a lot
more dads who want to be involved.”
Rob, 30
“I think it’s important to not only
feature these different types of
families, or just people in general,
but to let their personalities show
through. I know most of them are
actors, but it just makes it so much
more relatable.” Jay, 30
DAD WANTS US TO GET REAL.

43. WHO’S YOUR DADDY? 43
SHOPS MORE
SPENDS MORE
LOVES BRANDS
MARRIES BRANDS
THIS IS
YOUR
DADDY

44. WHO’S YOUR DADDY? 44
GOOD DADS ARE
GOOD BUSINESS

45. WHO’S YOUR DADDY? 45
Base: BAV USA 2014FY; Dads (Males With Children); Desire: Worth More, Differentiation, Esteem, Top Preference
Base: BAV USA 2014FY; Males Without Children; Desire: Worth More, Differentiation, Esteem, Top Preference
TOP 20
MOST
DESIRED
BRANDS:
US
DADS
1. Apple
2. UnderArmour
3. Nike
4. Netflix
5. iPad
6. Lexus
7. Lego
8. Levi`s
9. Kobalt
10. Harley-Davidson
11. Sony
12. Disney
13. Caesars
14. Cheerios
15. Hallmark
16. Jeep
17. Rubbermaid
18. Lowe`s
19. Coca-Cola
20. Samsung
1. Bose
2. Microsoft Windows
3. Harley-Davidson
4. Sony
5. Disney
6. Microsoft
7. Apple
8. Nike
9. Under Armour
10. BMW
11. Pioneer
12. LG
13. Nat Geo Wild
14. Apple Retail Store
15. Sharpie
16. Toyota
17. Intel
18. Cabelas
19. Mercedes-Benz
20. Doritos
MALES WITHOUT KIDS

46. WHO’S YOUR DADDY? 46
TOP 20
MOST
DESIRED
BRANDS:
CANADA
DADS
1. Disney
2. Samsung Galaxy
3. iPad
4. Apple
5. Netflix
6. MEC (Mountain Equipment Co-Op)
7. LEGO
8. Doritos
9. Dyson
10. Harley-Davidson
11. Android by Google
12. adidas (shoes)
13. Subway (restaurant)
14. iPhone
15. Rolex
16. Audi
17. Ferrari
18. John Deere
19. Mercedes-Benz
20. Costco
1. Dyson
2. Canada
3. MEC (Mountain Equipment Co-Op)
4. Tesla
5. Samsung Galaxy
6. iPad
7. Ferrari
8. Audi
9. Doritos
10. Cirque Du Soleil
11. Porsche
12. Apple
13. Subway (restaurant)
14. Netflix
15. adidas (shoes)
16. Harley-Davidson
17. Lexus
18. Biodôme de Montréal
19. Smart Car
20. Toms (shoes)
MALES WITHOUT KIDS
Base: BAV Canada 2014FY; Dads (Males With Children) ; Desire: Worth More, Differentiation, Esteem, Top Preference
Base: BAV Canada 2014FY; Males Without Children; Desire: Worth More, Differentiation, Esteem, Top Preference

47. WHO’S YOUR DADDY? 47
BRANDS
WORTH
THE
BIGGEST
BUCKS IN
THE U.S.
DADS
Abercrombie & Fitch
adidas
American Standard
Ashley Furniture
Baker’s
Battlefield (video game)
Bellagio
Busch Gardens
Caesars
Calvin Klein
Campbell’s
Carrier
Cartier
Celebrity Cruises
Cheerios
Chevrolet
Christian Dior
Claiborne
Converse
Coors Banquet
Crate & Barrel
Crayola
Crest
Deer Park
Dodge
Dreft
Florida’s Natural
Froot Loops
Giorgio Armani
Gucci
H&M
Hallmark
HBOgo
Hebrew National
Heineken
Hyatt House
Iams
Jeep
Jenn-Air
Jo-Ann
Johnnie Walker
Kashi
Kenneth Cole
Killian’s Irish Red
Kindle Fire
Kinect for Xbox 360
Kobalt
Lowe’s
Mead
Morton Salt
Mucinex
Naked Juice
Netflix
Neutrogena
Nintendo
Oberto
Pandora
Papa John’s
Poland Spring
Ralph Lauren
PS4
Samsonite
Samuel Adams
SanDisk
Sirius XM
Snuggle
Six Flags
Stonyfield Farm
Symantec
Top-Flite
Toshiba
Total Cereal
Tropicana
Verizon
Volkswagen
Waldorf Astoria Hotels
Whole Foods
Woolite
Xbox 360
ZeroWater
BOTH MALES WITHOUT KIDS
3M
A-1
AAA
Apple
Band-Aid
Behr
Ben & Jerry’s
Benjamin Moore
Betty Crocker
Boar’s Head
Bose
Bounty
Butterball
Carhartt
Cirque du Soleil
Clorox
Coca-Cola
Colgate
Craftsman
Dairy Queen
DeWalt
Domino Sugar
Doritos
Dove Chocolate
Dr. Scholl’s
Duracell
Edy’s
Energizer
Ghirardelli
Gillette
Harley-Davidson
Heinz
Hellmann’s
Johnsonville
Keebler
Kellogg’s
Absolut
Act II
Andersen Windows
Aunt Jemima
Baskin-Robbins
Bausch & Lomb
Beats by Dr. Dre
BMW
Hugo Boss
Cadbury
Cadillac
Calloway
Canon
Charmin
Chick-fil-A
Cool Whip
Corning
Cuisinart
Dawn
Del Monte
Disney
Dole
Duncan Hines
Eagle Brand
Edible Arrangements
Eggo
Entenmann’s
Febreze
Ferrero Rocher
Frigidaire
Garmin
Gerber
Glad
Godiva
Goldfish
Goodyear
Kleenex
Kohler
Kraft
Lego
Levi’s
Lexus
Lindt
Michelin
Microsoft Office
Minute Maid
New Balance
Newmans
NFL
Nike
Nikon
Oral-B
Pam
Pepperidge Farm
Philadelphia Cream Cheese
Pirelli
Post-It
Red Lobster
Rolex
Sharpie
Sherwin Williams
Smucker’s
Snickers
Stanley
The North Face
Tide
Timberland
Tyson Foods
Under Armour
Victoria’s Secret
Welch’s
GORE-TEX
Häagen-Dazs
Hanes
Hefty
Hershey’s
Hungry Jack’s
Jif
Jimmy Dean
Johnson & Johnson
Kenmore
Keurig
KFC
KitchenAid
Lay’s
La-Z-Boy
Lea & Perrins
LG
Listerine
Lysol
M&M’s
Marie Callender’s
Mercedes-Benz
Microsoft
Milano
Miracle Gro
Miracle Whip
Moen
Mr. Clean
Nabisco
Ore-Ida
Oreo
Orville Redenbacher’s
Outback Steakhouse
Panera Bread
Pella Windows
Pepsi
Pfister
Ping
Pioneer
Pixar
Planters
Pringles
Progresso
Pyrex
Reese’s
Ritz Crackers
Rubbermaid
Samsung
Sara Lee
Saran Wrap
Sargento
Skippy
Sony
Stolichnaya
Stouffer’s
Sub-Zero
Sun Chips
The Cheesecake Factory
Thomas’ English Muffins
Toyota
Tupperware
Tylenol
Vicks
Whirlpool
Wilson
Windex
Source: BAV, USA, 2015

48. WHO’S YOUR DADDY? 48
BRANDS
WORTH
THE
BIGGEST
BUCKS IN
CANADA
DADS
Victoria’s Secret
Volkswagen
Uniprix
Canon
Whirlpool
Maple Leaf
(frozen foods)
Energizer
Doritos
Nikon
MEC
(Mountain Equipment Co-Op)
Netflix
Johnnie Walker
Mazda
Pirelli
Under Armour
Subway
Sheraton
Playstation 3
The Bay
Hampton Inn
Safeway
Keurig
Aveeno
Emirates
Cora
Kellogg’s
DHL
Honda
Petro Canada
Procter & Gamble
Grey Goose
Cirque du Soleil
Nissan
Astro
Coca-Cola
Jose Cuervo
Hyatt
BOTH MALES WITHOUT KIDS
Natrel
Dyson
Giorgio Armani
iPad
Tropicana
Apple
Canada
DeWalt
Disney
KitchenAid
Harley-Davidson
Birks
Kleenex
Columbia
John Deere
The Keg
adidas
Samsung Galaxy
Cartier
Rolex
Four Seasons
Hotels
Philadelphia
(Cream Cheese)
Maytag
Ducati
Konica Minolta
Levi’s
Toyota
Intel
GoPro
iPhone
Charmin
Duracell
Indian
Motorcycles
Samsung
Coleman
Sony
Stella Artois
Bailey’s
Lindt
Caterpillar
Godiva
Grolsch
Heinz
Fairmont
Campbell’s
Chanel
LEGO
Crown Royal
BMW Motorcycles
Michelin
Oka (Cheese)
Louis Vuitton
Mini Babybel
Gillette
Gucci
Xerox
Aldo
Microsoft
V8
Minute Maid
Stanley Cup
Kenmore
Ritz Carlton
Android by Google
Robax
Kraft
Cracker Barrel
Weston Bakeries

49. WHO’S YOUR DADDY? 49
CAN YOUR BRAND
BE WORTH MORE
TO DAD?

50. WHO’S YOUR DADDY? 50
FOR MORE INFORMATION
CONTACT:
ALEX HUGHES
GLOBAL CMO, Y&R
ALEX.HUGHES@YR.COM STUDY AUTHOR
KASI BRUNO
SVP, STRATEGIC PLANNING DIRECTOR,
Y&R TORONTO
COPY&CONTENT EDITOR
KATE MOORE
DESIGN
PEARCE CACALDA