Editorial

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Serving a higher purpose

Editor Emily Wexler on what the next generation of purpose-driven marketing should look like.

Upfront

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Putting OneMeth on the map

OneMethod gives a unique look at its clothing line thanks to Google Street View.

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Sports Experts’ new direction

The retailer has launched a new platform to build more of an emotional connection with Quebec consumers.

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Best Buy’s holiday point of view

The retailer takes a new approach this year with an ad that doesn’t show any products.

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OLG goes beyond games

With its new platform, the corporation wants to remind people where the money goes.

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On trend in 2016

From the sharing economy to age-agnostic marketing, here are a few predictions for the year ahead.

Forum

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Saying no to spec: the aftermath

Zulu Alpha Kilo’s Zak Mroueh on what happened after his agency’s now-infamous “no spec work” video.

Back Page

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Back page: Top 2016 media prediction

J. Walter Thompson’s final big prediction for the new year is a hairy one.

Features

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Teach me to drink

Beverage brands are getting consumers to sip from the fountain of knowledge.

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How to turn 195, the Alexander Keith’s way

For the last two centuries, the Labatt-owned beer brand has been reflecting Maritime values back to its fanatical drinkers.

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The 2015 Marketer Survey

From shrinking departments to shifting budgets, here’s what the industry had to say in our annual poll.

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Mid-season TV checkup

From the return of the X-Files to a new Seth MacFarlane comedy, see what’s in store for 2016.

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Agency survival strategies

How three Canadian shops are parlaying a U.S. client strategy into growth at home.

Marketers of the Year

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Marketer of the Year: The Doolan effect

A purpose-driven approach by General Mills’ director of marketing has brought new relevance to some of the country’s oldest brands.

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Marketers of the Year: Getting Interac users back in the black

Andrea Danovitch is transforming the brand from familiar face to financial liberator.

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Marketers of the Year: Modernizing milk

Agropur’s Caroline Losson is on a mission to make Natrel more than just a milk brand.

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Marketers of the Year: Bottling beer success

Kyle Norrington is giving each Labatt brand a unique personality to set them apart, even within their own family.

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Marketers of the Year: Queen of the creampuffs

Denise Darroch is now leading a loyal fandom for U by Kotex, after her risk-taking moves paid off.

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Marketers of the Year: Bringing Samsung to life

Mark Childs has strengthened the brand by focusing on the experience and benefits of tech.

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2015 Marketers of the Year

Check out the six winners who nabbed top honours this year.

Publisher's Note

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2016: less shiny?

Publisher Mary Maddever asked some industry folks to weigh in with predictions for the year ahead.

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