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


Back page: The Marketers’ Anthem

Open created an anthem for the people who create brand anthems – the marketers.



Mid-season TV check-up

With new programs hitting screens, new regulations set to hit cable bundles and specialty audiences to attract (and keep), here’s the lowdown on all the latest from TV land.

Yonge and Dundas Tower

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.

Modern-day gentlemen

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.

Flying car

Future technology…today

A look at how the advertising industry is channeling ideas of the future such as flying cars, teleportation and invisibility.

survey cropped

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

Scotia NHL Watermelon Screen

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

The team from Tribal Worldwide with strategy's managing editor Emily Wexler and publisher Mary Maddever.

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.

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