Jonathan Paul

Contact Jonathan by sending an email to

Articles by Jonathan Paul

The next kid thing


From participatory cross-platform TV to junior franchisation, our experts predict four upcoming trends for little ones.

Generation tech demands digi-retail

Retail / Youth

From social networking to augmented reality, kids have an unprecedented level of digital know-how, and they’re demanding the same of retailers.

Amour wants viewers to go all the way


A campaign by Dare Vancouver offers to fulfill people’s typically doomed fantasies.

Rolling Rock keeps it simple


The beer brand’s first Canadian campaign, developed by Red Urban in Toronto, champions uncomplicated bar behaviour.

Oasis tricks out its juice boxes


The Quebec-based A. Lassonde brand is using augmented reality to turn its Tetra Pak cartons into controllers for an online game.

Brita’s first ethnic program turned red into green

Shopper Marketing

The Clorox brand leveraged Chinese New Year with a Year of the Dragon pitcher program.

Stops, starts & changes: Puma lands at Future Shop

Shopper Marketing

In this edition we look at a stop from Rona, starts from J.Crew and Tim Hortons and changes from Mountain Equipment Co-op and Future Shop.

Oasis techs out its juice boxes

Shopper Marketing

Working with Tetra Pak Canada and Augmented CPG, Oasis has created an augmented reality experience that turns its juice boxes into game controllers.

Shopper marketing’s future as seen through Twitter

Shopper Marketing

To get a sense of what resonated with the audience of strategy‘s Shopper Marketing Forum, we curated some of the best tweets over the two-day event.

Cheil hires a dozen

Hires / Industry Moves

The agency has made additions to its creative, client services, production/studio and digital teams.