Opinion

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How to harness the pratfall effect

Manning Gottlieb OMD’s Richard Shotton uses behavioural psychology to show that the perfect brand strategy is to be imperfect.

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Comparing notes & thriving on chaos

Editor Jennifer Horn on how the dissolving borders between digital and physical retail is making some brands stronger.

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Making a ripple

Editor Jennifer Horn on how the inaugural Design AOY category will help raise the bar and boost Canada’s design reputation.

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Business suffers when women flee (editorial)

Female talent is being bullied out of advertising and the industry is worse for it.

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Six tips on how to be a semi-decent agency partner

Identifying a shared belief between a brand and its biggest believers is key, according to Rethink’s Aaron Starkman.

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Are you Insta-worthy? (column)

PepsiCo’s Nancy Rooney on why social currency is a critical part of your brand’s value equation.

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How to avoid being a crappy client (column)

Canopy Growth CMO David Bigioni on being a better leader for your agency partners.

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Agency, disrupt thyself! (column)

Consultant Sarah Ivey weighs in from Ad Week in NYC on why digital-first just isn’t cutting it anymore.

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When marketing diversity, think impact (column)

Public’s Steve Steck on checking our biases and what marketers need to be doing better.

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Start thinking about your screen-less presence (column)

Mitch Joel gives brands the questions they should be asking in a voice-centred market.

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Are celebrity gift lounges worth it? (column)

With TIFF drawing celebrities and sponsors to the spotlight, Dina Vieira points to pitfalls in one popular strategy.

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Five things I’d tell my younger marketer self (column)

PepsiCo’s Nancy Rooney passes on lessons taught by hindsight to millennial marketers.

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Ad-focused budgets threaten engagement: column

Cameron Wykes says spending won’t save brands that don’t adjust to the new realities of customer engagement.

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Taking spending to the streets pays off: column

Napier Simpson’s experiment shows shareability can drive results, even with smaller budgets.

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Making TV mass again

Managing editor Jennifer Horn on fall TV’s nostalgic wave.