biosteel

BioSteel goes mass

New spokesperson Connor McDavid helps the “pink juice” connect with health-minded athletes for its first TV spot.

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Time to profit from good

Public’s Paul Estey says don’t be ashamed, social good should be smart business.

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Weekend reading: Antoinette Benoit’s plan for McDonald’s

The new SVP marketing at the QSR talks about accelerating digital, agency relationships and why, even with the success of McCafe, the chain will always be a burger joint at heart.

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Oculus Rift does Hollywood

A full-length virtual reality film is on the way. So what does that mean for brands?

Always

Yet another Grand Prix for Leo Burnett

The agency and P&G can add another big win to their trophy case, picking up top honours at last night’s Epica awards.

creator class

Canon taps the creator community

How does a DSLR maker compete with the smartphone? Ditching ads that fall on “deaf ears,” the brand is taking a back seat by sponsoring content by creators, for creators.

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Amnesty fakes out travellers

To educate consumers on human rights violations in Mexico, the non-profit takes a cue from discount travel sites.

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How Canadians are spending and saving money

Nielsen takes a deeper look into Canadians’ wallets in its Consumer Confidence survey for Q4.

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Age is but a number

Macallan is retraining its drinkers to shop for scotch on taste, not age with a massive taste test and partnership with Harry Rosen.

Cover

Throwback Thursday: strategy in 2013

Last year, branded content was the big buzz, Target ventured North and Dove went viral…again.

The inspired drive

Who’s that in the driver’s seat?

Consumers can get picked up in an Infiniti car by a pro driver as the brand tries to alleviate purchase pressure.

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Infographic: The power of print

More than 80% of consumers said they’ve read a flyer in the last month, and other stats from a new BrandSpark survey.

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Canada Goose boosts its exec ranks

Tanya Golesic joins the luxury coat maker as its chief commercial officer ahead of its international expansion plans.

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Decoding the immigrant woman

From meal prep to career aspirations, Harbinger’s Jennifer Lomax dishes on what makes the multicultural female unique.