Strategy Staff

Contact Strategy by sending an email to fquadri@brunico.com

Articles by Strategy Staff
News

High Liner revamp

Nova Scotia-based National Sea Products, the principal source of fish products in Canadian food stores, is about to launch a major marketing campaign to regain share of the $200 million-plus that Canadians spend annually on frozen entrees.National Sea entered the frozen…

News

Hockey card promo

National Sea’s renewed push behind its High Liner brands will get a major boost this fall with its biggest consumer and trade promotion.The program involves a sponsorship with the National Hockey League and a direct tie-in with the 100th anniversary of…

News

New name

Pepsi has had a name change. The No. 2 soft drink maker has changed its name to Pepsi-Cola Canada Beverages to ‘celebrate Pepsi’s transformation into an integrated organization responsible for everything from manufacturing and distribution to marketing and sales,’ the company…

News

Bi-way to shift its focus

Bolstered by the acquisition of 30 new stores from the failed Bargain Harold’s chain, discount retailer Bi-way Stores is preparing for a shift in its marketing focus.Larry Latowsky, senior vice-president of marketing for Bi-way, says the store chain’s marketing mix will…

News

Milk board keeps at it

The ontario Milk Marketing Board wants young adults to Keep At It.The line has been added to the board’s successful advertising theme of Milk for Energy and 15 Essential Nutrients for its new campaign.Nicholas Price-Owen, advertising manager for the board, says…

News

Launch plans perking

Forget the Olympics. If it is tough, tactical, down-to-the-wire competition that interests you, tune in to the cappuccino wars.Since early May, Nestle Canada and Kraft General Foods, both of Toronto, have been engaged in a hard-fought battle to be first out…

News

Carole J. Salomon

Senior Vice-President, Marketing,Purolator CourierCarole Salomon entered the marketing world in 1968 as a marketing analyst for Canadian Industries.In 1971, Salomon moved to Montreal Trust, where she spent four years in marketing research and two years as marketing manager on pension funds.In

News

Suppliers of out-of-home products

The following list of out-of-home media suppliers was compiled from responses to a questionnaire faxed to approximately two dozen companies that sell outdoor, in-store, transit, airport and elevator advertising. Each was asked to list its media products and name major clients…

News

Soo stations to close doors

Two am radio stations in recession-battered Sault Ste. Marie, Ont. are closing down Aug. 30.The stations are CFYN, owned by Telemedia Communications Ontario, and Pelmorex Broadcasting’s CKCY.Pierre Morrissette, president of Toronto-based Pelmorex, says because the shutdown is some weeks hence there…

News

Zap go our measurement efforts

A while back, I put forth the notion that with the advent of the 200-channel universe, television is going to look less like television and more like an electronic magazine rack, stocked with a vast array of specialized titles for every…

News

Wasserman: No entrenched practices

Great advertising arrives unannounced, heritage adds nothing. A sparkling idea is an upstart, plucked seemingly from nowhere. No wonder there is a relentless search for the new, an obsession with the different.If there is a West Coast advertising mystique, it comes…

News

Check out the targetted coupon

In direct mail, the rifle is replacing the shotgun.It is no longer enough to point and shoot, marketers have to aim.Same thing with coupons.It is no longer enough to dish them out left and right and hope they end up in…

News

West buys a soft sell

In the last few years, there has been a lot of talk about standardization of advertising in the Canadian market based on the contention that differences between East and West are more a mattter of degree than direction.The focus, according to…

News

`Break the rules’

The west has an attitude, no doubt about it.We‘re lean, we’re clean, and to ensure no rodents cross Alberta’s borders from the East, we have a Rat Patrol (no kidding.) It has been operating for decades and Alberta is officially rat-free.We

News

The new vision of the Inner Child

I first noticed it when, in deepest blue-worsted Toronto, I began wearing a bright orange Mickey Mouse silk tie.It struck me again the day I bought a bicycle.By the time I found myself sitting, along with every other baby boomer, through…