C-Suite

Planning-Research

Using data as an aide for tone deafness

A CMO Council survey reveals how marketers can use “dark” data to think about customers as humans, not targets.

Frank&Oak

Three trends shaping DTC strategies

From community building to social impact, Trend Hunter’s head of research explores the forces driving DTC success.

MaryTurner-main2

View from the C-Suite: What’s driving Designer Brands’ transformation

President Mary Turner discusses the formerly named DSW company’s ambitious expansion plans that include nail salons in stores.

Executives-Research-Planning

Business leaders failing to upskill their teams on digital

New research from PwC builds a case for skills training – as opposed to hiring – to succeed on digital initiatives.

TenTree

Challenges remain for brands transitioning from CSR to purpose-led

In Canada, the trend remains predominant among startups and smaller businesses.

Canadian Tire TFLIC still_2

Canadian Tire crowdsources content

The user-generated content play banks on the brand taking a back seat.

Braden-Herschel

View from the C-Suite: Herschel outgrows its ‘hipster’ roots

Braden Hoeppner explains how the Vancouver-based backpack and accessories brand is speaking to culturally savvy travellers.

Shiseido2

Inside Shiseido’s rapid growth in Canada

The Japanese brand will establish a permanent presence at the AGO as part of its D2C approach.

Diversity-marketing

The future of ethnic marketing is bicultural

Sonny Wong, president of Hamazaki Wong Marketing Group, explains the nuances around a growing consumer segment.

Earning Curve

Interac tunes into audio content

How the debit-payment brand used podcasting to map the shift into B2B marketing.

Ian Adler2

View from the C-Suite: PepsiCo embraces wellness trends

One year into his role as CMO of PepsiCo Foods Canada, Ian Adler talks about driving growth in the snack business.

Corner Office

Corner Office Shifts: Canon Canada, Lift & Co.

A round-up of senior-level executive changes you may have missed.

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How to speak to Boomer audiences

A report by Brainsights delves into how marketers can address the many stereotypes that persist about the 55-plus segment.

Sampler-main2

Digital sampling on the rise

Toronto’s Sampler recently closed a $3 million investment round following reports of Amazon’s interest in the space.

Corona

Eco-watch: Brands tackle sustainable packaging

Pigeon Brands’ Elyse Boulet discusses how major players are applying innovative solutions to the packaging conundrum.