Editorial

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Community-led and nimble: the new corporate social relationship

Strategy‘s executive editor Mary Maddever looks at unrealistic expectations and limitless opportunities in the new CSR landscape.

Upfront

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ING’s explosive branding

A brand revamp by new AOR John St. positions the financial institution as a modern alternative to the big five banks.

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Unilever strives for sustainability

The CPG co has changed its entire business model in order to meet the objectives set forth in its Sustainable Living Plan.

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As seen on reality TV

From the team at The Hive to DDB Canada’s Frank Palmer, Canadian ad men are taking the small screen by storm.

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H&M’s eco-friendly couture

The retailer is expanding its sustainable Conscious Collection into a haute couture line, with promotion focused on in-store displays and PR.

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Art for good

A Montreal children’s hospital gets a revamp from Cirque du Soleil and Moment Factory, while Infiniti creates an art car to raise funds for One Drop.

Cause + Action

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Cause + Action 2012

Indigo tops the list of brands that made a seriously positive impact in this year’s awards. Read on to hear about all the winners.

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Overall winner: Indigo brings the love to school libraries

A revamp of the retailer’s Adopt a School program results in increased donations and awareness, with a 1,033% return on its marketing investment.

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Cashmere adds pink to its compassionate fashion statement

The Kruger Products brand uses coloured bathroom tissue to ramp up awareness of its support for the Canadian Breast Cancer Foundation.

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Tetley Tea puts renewal in action

A new CSR program offers grant funding to individual Canadians whose grassroots efforts renew others in their communities.

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Telus gives where it lives

The telco’s “TV for Good” and “Phones for Good” campaigns trigger a $100 donation to a local community cause for every new customer.

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TD really is the green bank

From tree-planting events to a bank branch that creates more energy than it uses, the financial institution is making good on its commitment to the environment.

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Cause + Action judging panel

Meet the advertising and marketing executives who helped decide the winners of this year’s Cause + Action awards.

Next Media Stars

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Next Media Stars

Who are the best and brightest young minds at Canada’s media agencies? Read on to meet this year’s first batch of up-and-comers.

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Next Media Stars: Bailey Wilson recruits parents to share the joy with Johnson’s

UM’s manager of broadcast investments used social media to connect with families, generating content that will be integrated into a cross-platform campaign.

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Next Media Stars: Laura Ritchie brings Evian to life in Toronto and Montreal

The MPG planner helped boost consumer awareness levels with “Live Young,” which just wrapped its second phase.

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Next Media Stars: Devyn Perry makes TD front page news on Family Day

The Starcom strategy supervisor worked with the Toronto Star to put together a customized ad campaign linked to editorial.

Forum

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Cause marketing: showing results over showing off

Aldo Cundari argues that agencies can do more than just promote themselves and a worthy cause; they can actually be part of the solution.

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Storytelling in an age of fools

JWT’s Tony Pigott reflects on The Skoll World Forum on Social Entrepreneurship, and the role advertising can play in changing the world.

Back Page

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Back Page: CSR in the social media age

Gaëtan Namouric, partner and ECD at Bleublancrouge, asks whether social media networks are holding brands to unrealistically high standards.

Features

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Going glam at 75

Through decades of often-turbulent times, Air Canada has built an iconic Canadian brand. Now it’s attempting to bring a bit of glamour back to the skies.

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Sparking urban movements

Experts in the fields of CSR, cause campaigns and social movements weigh in on how brands can align with the growing trend of urban renewal.

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CAN Fund wants Gold for Gold

BBDO and the Canadian Athletes Now (CAN) Fund are soliciting unwanted jewellery to raise money and awareness for Olympic-bound athletes.

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Mitsubishi offers electric car therapy

A new online campaign by John St. is helping potential electric car buyers overcome their fears.

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Drawing the line on sexual violence

A bilingual campaign by Public Inc. aims to spark debate over what is and isn’t considered sexual violence.

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