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Why delight is not enough

Microsoft’s Alyson Gausby on why brands need to help consumers broaden their horizons, but maintain boundaries.

Welcome

McDonald’s goes local

For its new national campaign, the brand is showcasing the faces behind the arches.

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Back page: Finding the viral unicorn

Every brand wants it, but how do you snag one? Leo Burnett shares its secrets.

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Branded music content rises

Rise Branded Entertainment brings Universal Music Canada’s artists and resources together in a new full-service agency.

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Energizer hopes innovation will keep going and going

For its new EcoAdvanced campaign, the brand is bringing kids’ dream toys to life, hoping to spark an interest in STEM fields.

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Check it out: Ikea charges you up

The furniture retailer is ridding the world of cables, one charger at a time.

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Cundari boosts account team

Five new hires and six promotions boost the agency’s capabilities in response to new and growing business.

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Sid Lee wins Club Med business

The agency will take on creative direction for the resort brand’s experiential project with Cirque du Soleil.

Made by Querine Ottens

Converse puts its sneakers on the street

Forget scuff-free shoes – Converse’s latest campaign features worn-in sneakers that reflect their wearers’ personalities.

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Cannes looks to break the glass ceiling

The Glass Lion award will honour work that challenges gender stereotypes in advertising messages.

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Don’t boil the ocean with mobile

Starting small with mobile marketing for retail can still have a big impact, says Pound & Grain’s Sandy Fleischer.

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John St. hires three, with more to come

The agency hires JP Gravina and Simon Craig from BBDO, as well as Tom St. John to the growing digital team.

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Up to the minute: New agencies for L’Oreal, new work from P&G

Check out the news you might have missed this week.