Editorial
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
CIBC’s strategy to stand out
The financial co has refreshed its branding after hearing that consumers see all banks as alike.
Nike and Adidas go local
A look at the brands’ down-to-earth running initiatives that skip dialing up the adrenaline.
OOH goes high-tech
Check out these innovative outdoor campaigns, made possible thanks to technology.
Mobile use by the numbers
More men than moms shop online, while the major social apps aren’t growing with millennials.
Telus gets satisfaction
The telco player and its value brand, Koodo, are both focusing on customer satisfaction, but in different ways.
Forum
Forget big ideas
Innocean’s Scott Suthren on flipping advertising on its head and taking a bottom-up approach.
Rethinking the agency model
You can’t gain trust by playing jump ball, says DDB’s Frank Palmer.
Back Page
Back page: Wearable wisdom
Because we just can’t get enough of Steve Mykolyn…
Features
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.
Gamification is everywhere
How brands are tapping into consumers’ desire to keep on winning.
Risky business
Which brands are proving that a calculated risk can reap big rewards?
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
Advertising gets no respect
Anyone who still sees marketing as just an expense is not following the plot, says publisher Mary Maddever.
AToMiC Awards
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.
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.
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.
AToMiC Awards: Documenting life in another’s shoes
Brands are using fly-on-the-wall techniques to galvanize people to give back.
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.
AToMiC Awards: Power to the people
CSR is today’s norm. but helping consumers enact social change takes it up a notch.
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.
2015 AToMiC jury
Read up on our panel of experts who selected this year’s winners.
