Buzzworthy 2012

McDonalds

Bravest campaign of the year: McDonald’s

The fast-food chain parlayed vulnerability into global exposure.

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Best brand use of celebrity athletes: Dove & Sport Chek

These macho men were the perfect match for each brand.

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Sequel of the year: BMW

Cundari’s thrilling campaign for the new M5 topped its predecessor.

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Pop-culture tie-in of the year: Heart and Stroke

The non-profit’s bold zombie campaign got everyone talking about CPR.

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Breakout social media site of the year: Pinterest

The image-sharing website took the Internet by storm in 2012.

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Buzzworthy in 2012

Which campaigns, pop-culture tie-ins and celebrity spokespeople made big splashes this year?

Editorial

Last year’s winner Mary de Paoli from Sun Life  (right) with strategy publisher Mary Maddever.

Editorial: Finding the sweet spot

Strategy‘s executive editor Mary Maddever on why mass advertising still matters.

Upfront

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Simons brings fluid retail design to Edmonton

The Quebec-based fashion retailer makes its mark on the West Edmonton Mall with suspended change rooms and social media photo booths.

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Campbell crowdsources

The CPG company partners with Mofilm to bring its first crowdsourced TV spot to Canadian screens.

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Red Bull’s playgrounds

The energy drink company creates an app that helps users scout local sports and entertainment spots across Canada.

unilever

Unilever gets groomed

The company enlists A-list stylists to introduce new products at a Toronto event.

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Brands replace hockey…with hockey

With the NHL lockout still in effect, sponsors like Kraft, Molson and Sport Check are finding alternatives to teaming up with the pros.

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Vino’s strange bedfellows

Wine brands are going beyond the traditional food pairings, associating themselves with everything from chips to neck ties.

Forum

SAMSUNG CSC

2013: The year of the family app

Andrew Barrett on how apps of the future should bring people together.

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Step up your experience game

Aldo Cundari on the Age of the Consumer and the new ROI – return on involvement.

Features

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Roundtable: What happened to advertising?

Our experts say whether the focus on niche executions means brands are losing mass audiences.

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Ikea and Reitmans tone down the funny

What happens when brands known for their comedic approach get serious? We ask industry pundits to weigh in on these changes of direction.

Marketer Survey

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Marketer Survey 2012

A year’s worth of insights gleaned straight from Canada’s top marketers.

Marketers of the Year

Creative

Marketers of the Year 2012

Mary De Paoli and Sun Life take the top prize, plus winners from P&G, Sport Chek, Shoppers Drug Mart and L’Oréal Canada.

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Marketers of the Year: There’s something about Mary De Paoli

As this year’s overall winner, Sun Life’s CMO brings soul to insurance.

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Marketers of the Year: David Grisim’s golden year

The leader behind P&G’s biggest multi-brand campaign for the Olympics tackles diversity and inclusion.

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Marketers of the Year: Marie-Josée Lamothe’s digital domination

L’Oréal’s CMO conquers the beauty market with a content-driven, digital-first approach to marketing.

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Marketers of the Year: Sandra Sanderson keeps Shoppers fabulous

The SVP marketing celebrates the pharma-retailer’s half-century birthday with a streamlined approach.

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Marketers of the Year: Duncan Fulton retells Sport Chek’s story

Forzani’s chief marketer takes the brand to a digital frontier.

Agency of the Year

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Agency of the Year photo gallery

Pictures from our annual awards ceremony celebrating the best in advertising and media.

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