Upfront

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Scents and marketability

Why marketers are following consumers’ noses in order to be remembered.

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Leon’s is making a wearable for your couch

The retailer is introducing devices on furniture that measure “Together Time.”

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Giving an old brand a Boost

The nutritional drink repositioned its brand by targeting the active boomer.

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U by Kotex makes a movie

The popular Carmilla web series will be made into a feature film next year.

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The year in Canadian advertising

We compiled strategy’s most-read stories from the past 12 months to see what created the most industry buzz.

Features

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The UX shift

Consumers are defining brands through every interaction. Designing experiences that cater to their needs is more important than ever.

Strategy Awards

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Strategy Awards 2016 shortlists: Part One

Leading up to the gala on Nov. 8, we’re rolling out all the contenders. Today, we feature the Turnaround Strategy category.

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Strategy Awards 2016 shortlists: Part Two

We’re rolling out all the contenders leading up to the gala on Nov. 8. Today, we feature the Connection Strategy category.

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Strategy Awards 2016 shortlists: Part Three

We’re rolling out all the contenders leading up to the gala on Nov. 8. Today, we feature the Cause/Public Service category.

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Strategy Awards 2016 shortlists: Part Four

We’re rolling out all the contenders leading up to the gala on Nov. 8. Today, we feature the Evolution Strategy category.

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Strategy Awards 2016 shortlists: Part Five

We’re rolling out all the contenders leading up to tomorrow’s gala. Today, we feature the Launch and Niche Strategy categories.

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Strategy Awards 2016 shortlists: Part Six

We’re rolling out all the contenders leading up tonight’s gala. Today, we feature the final Challenger Strategy category.

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Who picked up wins at the 2016 Strategy Awards?

Leo Burnett and the Ontario Women’s Directorate helped themselves to the inaugural Grand Prix.

Publisher's Note

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What’s propelling Canada’s top agencies?

This year’s Agency of the Year winners beefed up on strategy, data and content.

Agency of the Year

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AOY Gold: Cossette’s startup strategy

The agency returns to the AOY podium for the first time in more than two decades.

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AOY Silver: Leo Burnett plays the numbers game

Building out its analytics department has become a linchpin in the agency’s future-proofing strategy.

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AOY Bronze: John St. ignites its digital offering

The agency has added an in-house production studio and is in the process of integrating its digital unit across its departments.

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DAOY Gold: FCB bets on transparency

An end to closed-door meetings helped energize the team and build camaraderie.

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DAOY Silver: Rethink, small and mighty

The independent agency found new ways to win the battle for consumer attention.

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DAOY Bronze: Taxi’s past is prologue

As it approaches a leadership transition, the agency stays true to its roots.

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MAOY Gold: PHD’s winning strategy

Rather than bending on prices, the agency has distinguished itself with planning.

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MAOY Silver: OMD plans for content

The launch of its Alternator division gave the agency a new content play that’s integrated into media plans.

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MAOY Bronze: Starcom’s year of disruption

The agency focused on data and embraced digital to win new clients.

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PRAOY Gold: Media Profile puts storytelling at the heart of PR

The agency beefed up its in-house content creation to reach the top of the PR podium.

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PRAOY Silver: Citizen’s own-the-newsfeed M.O.

The agency changed its strategy to focus on analytics and hone in on target audiences.

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PRAOY Bronze: Influencers find true North

Services devoted to content creation, ideation and now influencers pushed North Strategic onto the podium.

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