Branding
MOY 2019: David Bigioni begins on a high note
How one of our Marketers of the Year got consumers in a new category to say “Hi” to Tweed, not weed.
MOY 2019: Sharon MacLeod builds bridges to the next generation of men
How our first Marketer of the Year is applying “Real Beauty” lessons to the Dove Men+Care line.
Marketing in the Age of Anxiety
How a bevy of brands are jumping on the wellness trend to help people chill out and live their best lives.
Casper plants roots in Canada
The burgeoning brand just opened its second bricks-and-mortar store here, with a Canadian HQ coming soon.
We The North: Building a basketball brand with bounce
Almost 25 years since its original logo was unveiled, the Toronto Raptors are a part of the fabric of the North.
Crave rebrands to reflect move into premium content
Bell Media’s SVOD service gets a new look, supported with a mass campaign, to signal its evolution into a premium offering.
Metro Toronto Convention Centre plays on city’s multi-faceted offering
The facility looks to leverage Toronto’s many dimensions in a bid to attract the interest of North American event planners.
Slashing through cultural trends
How Juniper Park\TBWA’s work with Simplii utilized a content and strategy unit that separates fads from marketing gold.
Digital AOY Gold: Rethink and the cultural zeitgeist
The 19-year-old has hit pay dirt by putting people before profits.
The New Establishment: Budweiser’s Telis Carayannakis takes centre stage
The senior brand manager for Budweiser at Labatt Breweries of Canada helped transform the Molson Amphitheatre into the Budweiser Stage.
The New Establishment: Aidan Shankman brings Tim’s to life in the grocery aisle
Tim Hortons’ 27-year-old senior manager of marketing operations was key to bringing the QSR brand to the grocery space.
Betadine tackles sore throats by gargling
The antiseptic brand is promoting two new products by focusing on catching cold and flu symptoms early.
Conagra Canada promotes protein-based snacks
How the company entered gas and convenience for the first time to sell Slim Jim, Duke’s and Bigs.
Why brands are creating arts-driven experiences
Consultancy MassivArt’s CEO explains why more marketers (in Toronto especially) are activating their brands through art.
Brewing up emotion still king for ex-Tim’s CMO
Telling moving brand stories is as relevant today as it was in the ’90s, say Upstream’s Bill Moir and Paul Wales.
