Branding

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Hotels get personal

Quirky boutique hotels are popping up across the country as travellers tire of Holiday Inn-style sameness

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The YWCA, not the YMCA

Talk about a challenge. Your roots date back to the buggy whip. But few have a clue as to what your organization actually does. The YWCA is hoping to change all that with a new on-air branding campaign designed to get to the heart of what Canada’s oldest – since 1893 – and largest women’s organization is all about.

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Freedom 55 goes to Africa

Financial planning is about putting yourself in a position to realize your dreams throughout your life, not just when you retire. This was the message Toronto agency Bright Red Communications was charged with delivering for London, Ont.-based Freedom 55 Financial.

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Reaching new Canadians

Multicultural experts offer their best practice advice to niche marketers

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Maple Leaf Foods is…too careful?

Food is presently under intense consumer scrutiny, with fears of disease and consciousness about health at an all-time high. These are serious topics but, with its customary irreverence, Toronto agency Zig is using humour to bring home Maple Leaf Foods’ message about quality.

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Vim keeps it simple

Zig’s new ads for Unilever’s Vim thick bleach are so universal in appeal that the client has decided to use them in Europe as well. The key to that coup was simplicity of message coupled with a compelling product.

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Enriching the event

When it comes to arts sponsorship all the world’s a stage, but there’s also the lobby to consider

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Beer brands cherry pick partners with high PR volume

Sponsored events can boost the brand image, even for people who aren’t there

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Leveraging 101

You’ve got the deal, now run with it

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Saving Canadian beer

Wounded by a fourfold increase in imports, Canada’s beer giants are fighting to recover their reputation for quality – but some say it’s already too late

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Carriers strive for identity as cell market matures

While the blackout of 2003 may do little to convince the holdouts to go wireless, there’s no doubt the mobile phone category will continue to make significant gains. According to the Ottawa-based Canadian Wireless Telecommunications Association (CWTA), there are currently over 12 million wireless subscribers in Canada, with about one million signing up annually since 2000. By the end of next year, the CWTA predicts that more than half of all Canadians will be wireless subscribers. As a result there is a battle among the wireless-carrier marketers to maintain existing subscribers and attract new ones. Most of the players have revamped campaigns to better resonate with their youthful targets, while messages across the board range from touting price to phone capabilities to the coolness of the handset itself.

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Red meets dog

Sprint leashes Fido and throws wireless into the mix

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Hot Property

Emerging trends for reaching youth

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Sea-Doo spot taps into dads’ guilt

‘If I were Sea-Doo, I’d sell ‘em to ladies’

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Typical bank approach – ‘we care’

Creative guys have a difficult mandate on this one