Editorial

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No risk, no reward

Editor Emily Wexler welcomes new readers to strategy with a lesson in how Canadian brands can win on the world stage.

Upfront

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CIBC’s strategy to stand out

The financial co has refreshed its branding after hearing that consumers see all banks as alike.

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Nike and Adidas go local

A look at the brands’ down-to-earth running initiatives that skip dialing up the adrenaline.

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OOH goes high-tech

Check out these innovative outdoor campaigns, made possible thanks to technology.

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Mobile use by the numbers

More men than moms shop online, while the major social apps aren’t growing with millennials.

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Telus gets satisfaction

The telco player and its value brand, Koodo, are both focusing on customer satisfaction, but in different ways.

Forum

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Forget big ideas

Innocean’s Scott Suthren on flipping advertising on its head and taking a bottom-up approach.

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Rethinking the agency model

You can’t gain trust by playing jump ball, says DDB’s Frank Palmer.

Back Page

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Back page: Wearable wisdom

Because we just can’t get enough of Steve Mykolyn…

Features

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Mykolyn’s new ride

On the eve of his retirement from the ad biz, long-time Taxi creative leader Steve Mykolyn talks about his achievements, the thrill of doing good and being the dumbest guy in the room.

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Gamification is everywhere

How brands are tapping into consumers’ desire to keep on winning.

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Risky business

Which brands are proving that a calculated risk can reap big rewards?

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Grolsch’s creative connections

Don’t let this European beer’s 400 years fool you. It’s stayed fresh, thanks to collaborations with contemporary artists and forward-thinking partners, like Vice.

Publisher's Note

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Advertising gets no respect

Anyone who still sees marketing as just an expense is not following the plot, says publisher Mary Maddever.

AToMiC Awards

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Ubisoft and SickKids win big at the AToMiC Awards

The brands and their agencies Publicis and JWT took home top honours at last night’s award show.

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AToMiC Awards: Getting in on the action

Brands are upping the ante on immersive experiences, putting consumers in the driver’s seat and bringing their brands to life.

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AToMiC Awards: Shock and awe

Surprising and delighting consumers is child’s play. check out the brands that have taken the surprise factor to the next level.

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AToMiC Awards: Documenting life in another’s shoes

Brands are using fly-on-the-wall techniques to galvanize people to give back.

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AToMiC Awards: Old brands, new tricks

You can’t teach an old dog new tricks, but brands looking to reach a younger audience are proving this analogy doesn’t always apply.

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AToMiC Awards: Power to the people

CSR is today’s norm. but helping consumers enact social change takes it up a notch.

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AToMiC Awards: Participation is king

When a campaign is dependent on people’s involvement, brands better be sure they’re along for the ride. These examples proved hard to resist.

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2015 AToMiC jury

Read up on our panel of experts who selected this year’s winners.

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