Editorial: What’s in a demographic?
Savvy marketers are waking up to the fact that more people could be buying their products.
VW makes a movie
The car company enlists its agency Red Urban to create a half-hour documentary to air on Bravo and Discovery Channel.
Marketing trends: what’s hot and not
Shorter videos and native advertising are deemed in, as hashtags and prankvertising are considered to be on their way out.
BrandAid comes home to Canada
Ad agencies help Haitian artisans to brand and market products now sold at Hudson’s Bay.
Urbanites by the numbers
The urban-dwelling demographic can present a significant opportunity for marketers, as well as some challenges. Here are some facts about this group.
Luxury brands’ content play
Great content on digital platforms linking to an e-commerce offering is becoming a necessity in the high-end fashion retail market
Less pick-up, more ROI
Heroes & Villains’ Emma Hancock makes the case for Canadian-made creative.
We need a value play
Jay Chaney on the need to look at brand relationships with consumers and connect with them in a new manner, and to find different ways to monetize that relationship.
Back page: The Marketers’ Anthem
Open created an anthem for the people who create brand anthems – the marketers.
Specialty TV’s survival plan
As the future of specialty channels remains uncertain due to a move towards a pick-and-pay model, several channels have recently been rebranded.
Sunni’s shining career
As the media maven prepares to begin a new chapter, we look back at how she reshaped the industry.
Guys are redefining what it means to be a man, meaning brands in traditionally female-dominated spaces, like fashion, beauty and cooking, will need to play catch-up.
Trending in 2014
We ask a few pundits to weigh in on the biggest marketing trends they expect to see in the next year.
State of the marketing nation
Branded content and earned media are on the rise, while Facebook saw a decrease in brand participation, strategy‘s annual survey finds.
Marketers of the Year
The 2013 Marketers of the Year revealed
This year’s top marketers include overall winner Duncan Hannay of Scotiabank, Kraft’s Kristi Murl, Livia Zufferli of Target, Ubisoft’s Lucile Bousquet and AutoTrader’s Ian MacDonald.
Marketers of the Year: Duncan Hannay takes ‘richness’ to the next level
As this year’s overall winner, the SVP and head of Canadian marketing at Scotiabank evolves its well-known tagline and further boosts sponsorships in a stellar year for the bank.
Marketers of the Year: Kristi Murl changes things up at Kraft
The company’s youngest marketing director rejuvenated the tired beverage mix category with quirky campaigns for Mio that entertain the elusive millennial male.
Marketers of the Year: Livia Zufferli’s juggling act
In a fierce retail landscape, Target’s VP marketing is showing love to Canadians to gain share of heart and wallet.
Marketers of the Year: Lucile Bousquet shows her game face
Ubisoft’s director of marketing looks local to create campaigns that stir rivalry and immerse players in real-world competition.
Marketers of the Year: Ian MacDonald puts AutoTrader’s digital foot forward
Using creativity and analytics, the director of marketing tackled sensitive PR issues, navigated a thorny path to online and built a rich customer review platform.
Agency of the Year
Photos: Agency of the Year 2013
A look at this year’s recipients of the Media, Digital and Agency of the Year awards, revealed at an industry event Nov. 5.