Editorial
Post-advertising: brands need to be more interesting
In this month’s editorial, strategy executive editor Mary Maddever reflects on engaging, rather than interrupting, in today’s marketing landscape.
Upfront
In the aisles with The Beer Store’s Andrea Randolph
The VP of retail talks about new test features, including touch-screen displays and beer fridges, meant to create a more inviting shopping environment.
Are you talkin’ to me?
Apps like MiiScan and Shazam are connecting ads to phones through sound, and the technology is slowing starting to pick up in Canada.
Exploring ethical sourcing
In light of the April tragedy in Bangladesh, where a factory that produced clothes for Joe Fresh collapsed, a few industry insiders weigh in on whether it’s time companies make ethical sourcing a bigger brand priority.
Spotting Canadians At Cannes
A guide to finding Canucks during the festival.
Sizzling (and fizzling) trends
One-stop meal shopping, radio, hyper-speed and donuts are hot while square corners, Facebook, QR codes and cupcakes are not.
Forum
Why the need for creativity has never been greater
Taxi’s global CCO Frazer Jelleyman on storytelling in the modern age.
Canada’s got (innovation) talent
Campbell’s Mark Childs looks to Canada’s Young Marketers as proof of where the industry is going in terms of innovative thinking.
Back Page
Back page: Great work takes good ears
Swim’s Nancy Vonk and Janet Kestin illustrate what clients and agencies really hear when they talk to each other.
Features
Beer’s biggest fan
After years of decline, the (beer) world is watching as Debra Kavchak-Taylor cheers on the category with new products that go head-to-head with wine and sangrias – and messaging that focuses on taste rather than lifestyle – in the hopes that consumers will come back to Molson Coors.
The next generation of consumer involvement
The hottest trends in ad creativity right now are all about getting consumers involved. But does it work? Is it smart? And what if it all goes off the rails?
Canada’s emerging indies
There’s been a flurry of start-ups, as well as some merger and acquisition action lately. Here’s a run-down of some of the new kids on the block.
Getting back to its Roots
Canadian clothing company Roots turns 40 this year, and we map out its journey to icon status.
The Canadian advantage
Sure, the budgets may be smaller, but marketers working on the Canadian side of multinationals Unilever, PepsiCo and Volkswagen say they relish the challenge to do more with less, which means more freedom to take risks.
Canada’s top ad ideas: curated
A few of Canada’s top marketing and ad execs pick their favourite work of the year ahead of this year’s Cannes Festival of Creativity.
AToMiC Awards
AToMiC Awards: McDonald’s sets the benchmark for transparency
A look at how the Grand Prix winner changed consumer perceptions by being as open to consumers as possible.
AToMiC Awards: Perfect timing
Kraft Dinner, Ikea and Taxi Montreal take advantage of newsworthy events and important dates on the calendar to grab attention at the right time.
AToMiC Awards: Causes use tech to add intimacy
Savvy brands and cause organizations are putting consumers in the shoes of those they’re trying to help by using tech in innovative ways.
AToMiC Awards: Games go beyond the virtual playground
Brands use gaming techniques to engage a competitive audience.
AToMiC Awards: Getting up close and (very) personal
PFAFF, WWF and Google offer personalized experiences to woo consumers.
AToMiC Awards: Brands join the band
Sony and P&G go beyond sponsorships to stand-out content collaborations with bands.
AToMiC Awards: Social media comes to life
Canadian Tire and Molson bridge the gap between the physical and digital worlds.
AToMiC Awards: Brands occupy vacant spaces
Toronto agency Leo Burnett has a knack for found media, claiming and reinventing ad space.
AToMiC Awards: Trends in marketing
Celebrating Canada’s best media innovation, technology and content mash-ups.
AToMiC Awards: Car brands tune up test drives
Audi and Volkswagen offer virtual driving experiences to drive consumers to their showrooms.
