Editorial

Editorial: The age of cynicism

From strategy‘s May issue, editor Emily Wexler on CSR authenticity, critical observation and which spot brought her to tears.

Unclench, show solidarity & celebrate the good

From strategy‘s latest issue, publisher Mary Maddever on guilt and why good cause campaigns don’t deserve to be dissed.

Upfront

The new do-good lexicon

Is it time to ditch “cause marketing” from your vocabulary?

Strategy is 25: It’s cover contest time

To celebrate our Silver Jubilee, we’re asking agencies to ponder what’s in store for the next 25 years for the industry.

dianes

Dianes Lingerie paints a womanly portrait

Each woman’s body is a beautiful fingerprint, says this new brand campaign by 123W.

Canadian apps to track

Check out these hot new platforms with features like 3D, sensor-activated avatars and product searching based on photos.

Deconstructed

Battle strategies for besieged brands

Pundits weigh in on how cos should respond to highly organized attacks, such as Greenpeace’s recent work against P&G.

Cause + Action

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McDonald’s takes top Cause + Action honours

With work by Cossette, the QSR is the overall winner of this year’s awards celebrating brands’ great cause marketing campaigns.

Cause + Action overall winner: McDonald’s home is where the heart is

Find out what made the QSR’s cause campaign rise to the top.

Cause + Action Awards: Valin suits up to stir social change

The Quebec clothier shows how a low-cost campaign can have a high impact.

Cause + Action Awards: Telus critters find love

The telco inspired Canadians to support WWF-Canada with plush pandas and Twitter-powered vending machines.

Cause + Action Awards: Cashmere celebrates 10 years of cause couture

The tissue brand secured a spot among the winners with its efforts for the Canadian Breast Cancer Foundation.

Cause + Action Awards: Dove hangs self-esteem issues out to dry

With its dramatization of stats via 3D billboards, the brand’s work to encourage self-confidence secured its win.

Cause + Action Awards Jury

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

Forum

Just cause: the power and need of shared value

HSF’s Geoff Craig says now is the time to build partnerships with charities that have a genuine influence.

Exploring uncomfortable thoughts to find insights

Should we ban advertising products that harm people? Marc Stoiber says discussing ideas like this can keep the industry fresh.

Back Page

Back page: Award-winning cause marketing

The idea is the simple part, according to this month’s design from Grey Canada.

Features

Show them the money… being used for good

P&G and 7Up get creative with purchase-driven donations.

CanadianTire-Anthem-8[1]

Investing in trust

Want to be considered a trustworthy brand? Set aside one-off cause programs for long-term commitments that show the difference your company is making.

Tim Hortons celebrates half a century

Will quietly reflecting Canadians’ values be enough to stave off growing competition and resonate with a changing demographic?

Photos

Shopper Marketing Forum and Innovation Awards 2014

Check out strategy‘s photo gallery for highlights from the two-day event in Toronto.

Co-chair Judy Davey, EVP activation, ZenithOptimedia, addresses the audience

BCON Expo 2014

Did you miss the branded content conference? Our photo gallery will make you feel like you were part of the action (sort of).

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