C-Suite

Marriott

The drive towards experience-based travel

Marriott and Airbnb expand their programs in a bid to capture travellers hungry for something more.

Burger King

From Cannes: Burger King’s CMO and the hacker mindset

Fernando Machado explains how the brand is able to take on everything from movie theatre regulations to airport fare.

npl_Grouping (1)

Nestle Waters names new Canadian president

Adam Graves takes over leadership from the retiring Debbie Moore.

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Marketing’s lost opportunity

Why do marketers continue to chase after millennials when seniors increasingly hold more disposable income?

Ian MacDonald

Co-Op hires marketer to spearhead CMO consultancy

Ian MacDonald joins the Toronto agency to help large and small clients fine-tune their marketing plans.

FastFacts2

Fast Facts: CMOs embrace their roles as growth-drivers

More marketers are beginning to look beyond their brand storytelling mandates, but many still lack confidence in certain areas.

HomEquity

How HomEquity uses digital to convert seniors

Those 55-and-up may learn about the bank on TV, but the web has become their go-to connection point with the brand.

Kraft-SickKids

The Verdict: CSR propels Kraft’s connected message

How Kraft Peanut Butter challenged allergy barriers with a social campaign that went viral.

Dove

Dove aims to spark paternity leave movement

Dove Men+Care takes steps to address male caregiving with new global initiative ahead of Father’s Day.

Starbucks2

Notes on Starbucks’ sensitivity training program

An expert weighs in on the coffee chain’s effort to implement unconscious bias training, and what it must do next.

Executives

CMO autonomy leads to better C-Suite relationships

Despite growing expectations on marketers, a survey shows some feel their roles are misunderstood by CEOs and CFOs.

groceries

How and what ethnic consumers shop

Nielsen research suggests Canada’s booming ethnic segments purchase and shop differently than average consumers.

Keurig2

Keurig ramps up sustainability efforts

The company has promised to make all of its pods recyclable by the end of 2018, a vision that requires more consumer education.

Campari2

The final piece of Campari’s route-to-market strategy

By opening an office in Montreal, the spirits company is taking greater control of its marketing and distribution in Canada.

Colas Henkes

Porsche Canada reaches for a new demographic

With the hiring of Colas Henkes as director of marketing, the company looks to reach younger, female and ethnic segments.