RBC
Company Info
The Work
RBC personalizes existing brand platform during Super Bowl
Why RBC spotlighted Training Ground grads in Olympics campaign
RBC reveals the “magic” of Apple Watches
RBC shows how it helps newcomers feel at home
In the News
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Canadian Tire, RBC link up on loyalty program after executive shakeup
After a month of shakeups to its executive roster, Canadian Tire last week announced a partnership with Royal Bank of ...
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The rise of women’s sports
This article was previously featured in the Winter 2025 issue of Strategy Magazine under the title, The rise of women’s ...
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Canadian Tire tops ‘most Canadian brand’ poll
Canadian Tire has topped the list of “most Canadian” brands, according to a Harris Poll Canada survey released last week. For ...
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RBC’s Shannon Cole on nurturing next-gen athletes and building brand equity
“RBC Training Ground” has paid dividends, not just for identifying and nurturing athletic talent, but also for building the bank’s ...
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Marketers on the Move: Changes at Conagra Brands Canada, RBC
Conagra appoints senior brand manager Ana Luiza Rangel is starting a new position as senior brand manager of PF Chang’s ...
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Canadian brands outpace U.K. brands for first time: Kantar BrandZ
While RBC was named Canada’s most valuable brand for the sixth year, Kantar’s research has found that more Canadian brands ...
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RBC’s latest campaign highlights story of temporary foreign workers
The creative is the latest iteration of the "New Can Feel Like Home" platform.
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Marketers on the Move: Turo promotes senior marketer
Also, Manulife, RBC, and St. Regis Hotel moves.
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RBC remains Canada’s most valuable brand, but slips in global ranking
Kantar's latest survey also saw Lululemon enter the Top 100 list for the first time.
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RBC expands its loyalty partnership with Metro
The partnership is designed to combine Avion Rewards with Moi for greater savings.
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Despite strong bank loyalty, newcomers are open to brand switching
SRG consumer data reveals CIBC is the top bank of choice for new arrivals.
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What keeps Mary DePaoli up at night?
From C-Suite: the RBC CMO is concerned about maintaining significance amid economic turmoil and a changing workforce.
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Salt XC’s explosive growth driven by RBC, Anheuser-Busch remits
The four-year-old Toronto agency now boasts a headcount of 200 employees.
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RBCxMusic gets interactive to elevate summer concerts
With a game featuring up-and-coming artists, the bank is looking for more unique ways to boost the live music experience.
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In Brief: RBC names new lead for SEO marketing
Plus, Universal Music and Scene+ hire senior talent to work on partnership initiatives.
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RBC to acquire HSBC’s Canadian assets
The bank aims to complement its business with Canadian newcomers and commercial clients with international needs.
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RBC is once again the most valuable Canadian brand
Kantar's latest BrandZ rankings find that CSR initiatives are having an outsized impact on equity.
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How brands can avoid the greenwashing trap
Some companies are showing a genuine desire to make an impact, even if it means being painfully honest about the hurdles.
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RBC, TD and Lululemon among most valuable brands
Once again, the financial institutions and apparel brand landed in Kantar's top 10 lists for their sectors.
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Why golf is experiencing a boom in brand interest
After a two-year hiatus, the RBC Canadian Open is back with a bigger brand lineup than ever before.
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World’s most valuable brands experience 42% growth
In a record-setting year of growth, RBC and TD remain Canada's most valuable brands on Kantar BrandZ's top 100.
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K-shaped recovery and a city exodus: The outlook for 2021
Here are the key trends identified by RBC Economics that business leaders should monitor heading into next year.
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If there’s one thing the pandemic taught brands
...it's that people want brands that beat with heart (not just deals), says Tony Chapman.
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Lululemon stands out on ranking of most-valuable Canadian brands
While RBC and TD once again topped BrandZ's annual ranking, the apparel retailer's value jumped 60% since last year.
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Can advertisers fare without Facebook?
A boycott of the company could prompt change, and industry insiders believe it might convince other media platforms to amp up their attribution game.
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What are people actually spending money on?
Data from RBC suggests furniture and electronics are on a path to recovery, but travel, auto and apparel continue to struggle.
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RBC picks up the pace of ‘Training Ground’
The bank's annual effort to find the next generation of Olympians ramps up ahead of this year's summer games.
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RBC, TD top ranking of most valuable Canadian brands
Lululemon, meanwhile, climbed to number two on the global list of brands with the fastest-growing value released in June.
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The innovation playbook
Editor Jennifer Horn on how slow-moving laggards can set the pace to become a leader in disruption.
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The Innovation Roadmap
L'Oreal, Telus and RBC's investment strategies offer lessons on how to lay the groundwork for innovation.
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2019 Brand of the Year: OVO started from the bottom…
Now October's Very Own is creating hype at a level Canadian brands rarely see.
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How the CMA and RBC plan to tackle talent challenges
The association has partnered with the bank to launch a program geared at connecting employers and recent marketing graduates.
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RBC launches AI-powered budgeting tool
Nomi Budgets is the latest service aimed at helping users more confidently manage their finances.
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Consumer satisfaction with banks’ financial advice dips
J.D. Power finds that the Big Five could be missing an opportunity to reach clients on digital platforms.
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RBC launches new accelerator program
RBC Reach aims to expedite the growth of startups, as well as the process behind partnering with the bank.
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RBC and WestJet to launch new loyalty program
Ampli is the latest entrant into the already active coalition loyalty program space.
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Banks benefit from online investments
J.D. Power's latest ranking shows more Canadians turn to digital, but it doesn't always deliver on customer satisfaction.
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Borealis AI to expand to Vancouver
The new location of RBC's artificial intelligence research lab will focus on computer vision and image recognition.
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RBC opens API developer portal
Why the bank thinks making code available to third parties will help facilitate innovative partnerships and integration.
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RBC adds to its AI knowledge
The bank continues to build the capabilities of its Borealis lab with the addition of new researchers.
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RBC expands Borealis AI to Montreal
The machine learning research lab opens a third location to take advantage of a hotbed of talent.
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2017 Strategy Awards: RBC’s patriotic pledge
The brand encouraged youth across Canada to make an impact in their communities.
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Who are Canada’s most trusted service brands?
BrandSpark's annual rankings also reveal who Canadians keep top-of-mind when it comes to retail and e-commerce.
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What sets RBC’s UX design apart?
Expert analysis helps to explain why not all banking apps are created equal.
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Preparing for brands that talk
With voice assistants, brands are figuring out how to insert themselves into a new kind of conversation and the high-stakes method of search.
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If brands were people…
We surveyed consumers about which brands are the best companions for certain social activities.
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RBC’s new AI assistant moves money for you
Through machine learning, the bank wants Nomi to provide hands-off service and spending insights.
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RBC launches two new iOS payment options
Customers can now ask Siri to pay their bills for them and use iMessage to send e-Transfers.
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Mobile banking satisfaction on the rise
RBC and Scotiabank have the highest-rated offerings, according to J.D. Power.
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RBC launches new innovation lab
The bank's Global Asset Management division get its own dedicated team to explore its unique tech and data needs.
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What makes a brand valuable?
RBC, TD, Tim Hortons and Lululemon all saw their brand value climb in BrandZ's annual report.
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Android Pay launches in Canada
Which banks are on board and what features should you expect from Google's mobile wallet?
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True patriot branding
As July 1 approaches, here's how brands are taking part in Canada's 150th birthday celebrations.
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RBC launches transfers through Siri
Why becoming the first major bank to allow voice-controlled e-transfers may be more of a brand play than answering consumer demand.
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Brand Finance reveals this year’s most valuable brands
The big banks and telcos still dominate the top 10 of the annual ranking.
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Big banks invest in AI development
RBC and Scotiabank have partnered with a new initiative to keep talent close to home.
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Low-cost retailers see brand boost in weak economy
RBC topped Brand Finance’s list, with five banks in the top 10.
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BrandZ unveils its top 100 list
Disruption and innovation are leading brand value, both in and outside of the tech category.
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How the banks are branching out
Why Canada's established players are capitalizing on the startup space to innovate.
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How RBC brought its millennial series to life
Canada's biggest bank went for entertainment over the hard sell with V Morgan is Dead.
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RBC’s Olympian search
The bank teams up with CBC and the Canadian Olympic Committee for a new digital and broadcast program.
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RBC’s retirement reality
The bank uses a reality TV-inspired webisode to target the Boomer crowd.
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Employees in ads: what could go wrong?
Here's what brands should consider before giving their staff the spotlight.
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RBC looks for change
A new CSR initiative with Free the Children aims to help young Canadians bring their world-changing ideas to life.
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Brands get red-carpet ready
How sponsors from McDonald's to RBC to the Dairy Farmers are making their presence known at TIFF.
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TD’s growing interest
From JohnnyCash machines to grumpy old men to heartfelt thank-yous, how TD Canada Trust has banked on comfort for 160 years.
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RBC’s fairy tale sending
The bank makes itself the hero in the magical land of e-transfers.
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RBC, TD among the most valuable global brands
Tim Hortons gained the most ground on the world stage among Canadian companies in the annual BrandZ report.
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Are loyalty programs the fifth P of marketing?
A new report shows just how important programs have become, and which brands are doing it right.
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Shopper Marketing Forum: five takeaways from day two
Insights on how to target "Gen Edge" and Canada's growing immigrant population, from day two of the event.
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Social-savvy banks prove size doesn’t matter
Smaller players like Vancity are taking top spots in social media rankings because of their high engagement levels.
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Mary De Paoli heads to RBC
The Sun Life Financial CMO is moving on to RBC in a new role at the bank.
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Adrian Capobianco named Proximity president
Picking up the digital veteran is in line with the agency's data-first approach.
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Match Marketing acquires Magnet Engagement Group
The deal is the latest in Match's aggressive expansion plan over the past few years.
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BBDO Canada has a new chief strategic officer
Jeff McCrory will take on his new role after two years of leading integrated business for RBC at the agency.
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Privacy is dead. Long live mobile
Part two of JWT's Trend Report finds Canadians are waiting for brands to catch up to mobile realities and privacy woes.
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Googling 2015
Want to stay ahead of the creative game this year? Google's Mike Halminen lays out where the industry is going.
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Grip names managing director
John Miller has been promoted as the agency looks to continue its growth and attract new business.
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Weekend reading: JWT’s nod to the past, eyes to the future
On the eve of two major anniversaries, the agency looks ahead to a new strategic direction.
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Holiday shopping, by the numbers
A picture of the habits of a Canadian holiday shopper in 2014.
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Proximity wins new business
The agency picks up the Queen's School of Business account and extra work for Mercedes-Benz and RBC.
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Brands of the Year: TD gets close for comfort
The bank has added a personal touch to an impersonal category to be seen as a challenger brand.
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Tangerine shows who’s boss in digital
What makes a bank brand digitally excellent? A new Ipsos study reveals who is doing what right.
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25 years of Next Big Things
Hey, it's our birthday! Check out marketing and advertising highlights from the past quarter century.
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Going bigger with activations: TIFF’s repeat sponsors
L'Oreal, Bell and RBC are among the long-time festival sponsors that are upping their involvement with digital and interactive activations at street-level.
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Debit’s mobile evolution
Brush up on the latest mobile payment tech and how it's bringing us closer to a cashless society.
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Low awareness for WorldPride sponsors: study
Only 17% of the population could name a sponsor for this year's celebration in Toronto, with TD coming out on top.
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Sharon MacLeod named a Catalyst champion
The Unilever VP nabbed the honour for her work with Dove and the brand's Women's Interactive Network.
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RBC parodies film trailers
The first-time homebuyer campaign promotes a fictional movie.
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ING Direct forms an alliance
To attract new clients, the bank launched a campaign that leverages RBC's recent decision to shut down Ally Financial accounts.
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Shopper Innovation Awards: Out-of-the-box retail
RBC takes the Gold for its new retail format, Walmart wins Silver for its Outdoor Living Centre and Sobeys takes Bronze for its Moodie Foodie app.
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RBC promotes grassroots hockey
The financial institution has launched a TV campaign that aims to cement its status as a supporter of Canada's official winter sport.
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Stops, starts and changes; Rona eyes smaller stores
Grand & Toy unfolds a Boomerang Box; Canadian fashion retailers finally join the e-commerce game; and Loblaw makes deep cuts as it struggles to shore up its bottom line.
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Banks want to be where the customers are
Financial institutions are increasingly taking a page from traditional retailers in how they communicate to consumers at the storefront level.
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RBC says it’s time to care
The bank has launched its third annual Blue Water Project campaign, targeting Canadians for the first time with the brand's mascot, Arbie.
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Shaw appoints Jim Little as CMO
The former chief brand and communications officer at RBC takes on the role effective April 26.
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Banking on RBC
An animated advisor named Arbie and some carefully targeted corporate philanthropy have given the brand a more recognizable – and more human – face.
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Uncle Marv
RBC is like a stand-in rich Hollywood uncle.
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TIFF adds 18 sponsors
The festival brings its total number of sponsors to 68, with 50 returning this year including Bell, RBC and BlackBerry.
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RBC likes original thinking in film
RBC likes original thinking in film
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The Olympic Torch burns all across Canada
The Olympic Torch burns all across Canada
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Rangoli
RBC - Rangoli
