Scents and marketability
Why marketers are following consumers’ noses in order to be remembered.
Leon’s is making a wearable for your couch
The retailer is introducing devices on furniture that measure “Together Time.”
Giving an old brand a Boost
The nutritional drink repositioned its brand by targeting the active boomer.
U by Kotex makes a movie
The popular Carmilla web series will be made into a feature film next year.
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.
The UX shift
Consumers are defining brands through every interaction. Designing experiences that cater to their needs is more important than ever.
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.
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.
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.
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.
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.
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.
Who picked up wins at the 2016 Strategy Awards?
Leo Burnett and the Ontario Women’s Directorate helped themselves to the inaugural Grand Prix.
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
AOY Gold: Cossette’s startup strategy
The agency returns to the AOY podium for the first time in more than two decades.
AOY Silver: Leo Burnett plays the numbers game
Building out its analytics department has become a linchpin in the agency’s future-proofing strategy.
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.
DAOY Gold: FCB bets on transparency
An end to closed-door meetings helped energize the team and build camaraderie.
DAOY Silver: Rethink, small and mighty
The independent agency found new ways to win the battle for consumer attention.
DAOY Bronze: Taxi’s past is prologue
As it approaches a leadership transition, the agency stays true to its roots.
MAOY Gold: PHD’s winning strategy
Rather than bending on prices, the agency has distinguished itself with planning.
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.
MAOY Bronze: Starcom’s year of disruption
The agency focused on data and embraced digital to win new clients.
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.
PRAOY Silver: Citizen’s own-the-newsfeed M.O.
The agency changed its strategy to focus on analytics and hone in on target audiences.
PRAOY Bronze: Influencers find true North
Services devoted to content creation, ideation and now influencers pushed North Strategic onto the podium.