Retail

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Is your target a man’s man? Then reach out to women

It used to be that if you visited your local Canadian Tire store on a Saturday, it’d be filled with men fidgeting with the latest power tools. Maybe the odd guy had a couple of kids in tow, but not many of their wives made the trip.

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Sony

Objective

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Gateway opens on new-style mag ad

Hungry for innovation in magazine advertising? Then imagine getting your product mentioned in a branded content feature as a must-have ingredient for the perfect dinner party.

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Gas to fuel Sears

Remember how, at grandma’s request, you used to pick your holiday gifts from a catalogue? Well, Sears Canada is cleverly evoking those memories in a future episode of Corner Gas.

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Getting off the browser

So, you’re getting pretty good at reaching your target online. But so are all your competitors. If only there was a way for you to have a more static presence on consumers’ desktops…

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Mr. Retail: Lou Puim, director of marketing, Wal-Mart

All the cool kids shop at…Wal-Mart? It may sound funny now, but don’t doubt Lou Puim’s ability to shift perceptions.

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Home Depot: this ain’t the boys’ club anymore – Pat Wilkinson, director of marketing

Getting Mike Holmes’ stamp of approval would be a huge coup for any contractor. Landing him as a spokesperson for a roster of over 3,000 contractors is nothing short of brilliant. Home Depot’s director of marketing Pat Wilkinson has managed to do just that.

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The action’s at retail

When the likes of P&G global marketing officer Jim Stengel calls the in-store experience ‘the first moment of truth’ – i.e. when the consumer actually makes a choice – it’s no shock that other marketers would flock to leverage in-store media too.

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Signs, signs, everywhere (digital) signs

Clearly, digital signage, both with and without sound, is the vehicle getting the most attention from advertisers right now. There are a number of independent networks up and running and in demand.

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Top 3 back-to-school efforts

It’s not only kids that dread back to school. Some agency types do too. Seems the back-to-school fare hardly inspires study. But we’ve managed to unearth a crop – from TV to online to promotional – that are getting good grades.

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Outstanding new campaigns

Just do it big

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Risky business

Leslie Root isn’t afraid to ruffle a few feathers.

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The communicator

From crisis control to landing coverage in every major Quebec news outlet twice in five months, St-Hubert’s director of marketing Jean-Claude Hardy is a master communicator.

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The ultimate personal shopper

Your local grocery store is about to get a lot more high tech – and CPG marketers, as well as participating retailers, will reap the rewards.

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Profile: Rogers

As the country’s second largest ad spender, with an account estimated to be as much as $86 million, Rogers Communications has been rather quiet lately. The search for an AOR, from which current agency MacLaren McCann withdrew, is likely why.