May 2018 » Magazine Issue » strategy

Editorial

0pener

Comparing notes & thriving on chaos

Editor Jennifer Horn on how the dissolving borders between digital and physical retail is making some brands stronger.

Forum

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Build a trust strategy

TracyLocke’s Jason Dubroy on why marketers should re-evaluate how data is being gathered and used.

Features

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Real world meets social content

Bridging the digital world with physical platforms is the driver behind long-running branded content strategies.

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Mazda, well-crafted

The automaker is taking a page out of craft beer’s book as it celebrates 50 years of fun-fast cars and energetic marketing.

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The new speed (and paths) of retail

How mass brands are going direct and digital in an effort to win consumers first and fast.

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Embracing the starting position

How Huggies connected with new moms and took home an SIA Grand Prix.

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Going direct to donors

An SIA Grand Prix is the latest accolade to be given to SickKids’ groundbreaking “VS” platform.

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Packaging and partnerships that break through

How brands used refreshed design and ambitious stunts to stand out at this year’s Shopper Innovation Awards.

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Out-of-the-box targeting tactics

How a diverse doc and tracking pollen levels helped these brands reach the right crowd, in the right place, at the right time.

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Taking a hands-on approach

How interactive executions helped brands drive trial and smash stigma.

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The recipe for reinvention

When faced with dwindling interest, tweaking a product, perception or positioning can have big results.

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Rethinking retail engagement

How going outside the box helped brands get the most out of new store concepts, different platforms and small budgets.

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Combining tech and shopper marketing

How some of this year’s SIA winners used filters, bots and loyalty apps to connect with customers.

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Cause marketing gets tangible

Selling things as a fundraiser is not exactly novel, so there needs to be a twist to draw attention to causes.

In-Store Experience and Design Award

Best Buy morphs into your tech curator

How this year’s Retail Innovator of the Year is reworking bricks-and-mortar to beat ecommerce competitors.

Upfronts

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Nestle goes big for Minis

The confectionery company uses some visual tricks to make little chocolates seem larger than life.

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The man behind the billboard

Prolific designer Jeremy Kramer on the duty of advertisers and the role their work plays in public spaces.

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Harry Rosen updates its look

The retailer evolves alongside menswear trends with its first TV ads and a campaign supporting a made-to-measure brand.

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