Focus and context are the new art and copy

Our Next Big Thing issue points the way to the future of advertising and marketing.



Shifting focus for back to school

Retailers like Best Buy, Staples and Walmart are targeting students head-on.


The odd couples

We take a look at three unusual brand partnerships and why they worked.

Canadian Cancer Societ stunt

Stunts with legs

Strategy takes a look back at two summer stunts that reaped impressive returns.


Coast Capital likes social

The brand’s first Facebook contest, developed by Rethink, let Canadians pick their own prizes.


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Arby’s gets political

Homestyle fries and curly fries face off in an election-themed campaign.


Ikea tugs at the hearth-strings

The first effort by newly minted AOR Leo Burnett turns the focus to improving home life.



Mucho Burrito bows spicy ad

The QSR’s first Canadian ad campaign doesn’t shy away from controversy.

Exit Interview

THPenner Picture

An exit interview with Tim Penner

Strategy met with Procter & Gamble’s Canadian president on the eve of his retirement to review his three decades in the biz.



The obsolete in reverse

Columnist Will Novosedlik speculates on the future of marketing.

CDN oil

Capitalism with a Capital C

Columnist Tony Chapman argues that it’s time for Canada to create a sustainable new economy.

Back Page


Not-so-big ideas

Radar DDB presents 11 next big things that never really lived up to the hype.

B!G Awards


B!G Awards 2011

Taxi, Sid Lee and BBDO prove that thinking beyond the ad formula pays off.


Gold B!G Award: Taxi and Canadian Tire bring it home

The brand’s House of Innovation took Gold in this year’s B!G Awards. Find out why.


Silver B!G Award: Sid Lee Architecture floats to success with Bota Bota

A floating spa in the old port of Montreal earns Silver in this year’s B!G Awards.


Bronze B!G Award: BBDO & Shaw drive togetherness

Shaw Cablesystems G.P.’s new brand identity and charitable effort takes Bronze in this year’s B!G Awards.


B!G Awards: The process

Find out how we determine the winners for our annual B!G Awards.


B!G Awards: The Jury

Meet the marketers and agency personnel who helped decide this year’s winners.

Next Big Thing


Next Big Thing

From talking to your TV to paying with your phone, Strategy unveils what everyone is (or should be) talking about.


Next Big Thing: Adapting a digital experience

Forget about four walls and a bit of signage, the latest brand experiences are pieces of digital, adaptable art.


Next Big Thing: The NU world of TV advertising

Microsoft Advertising is about to change television as we know it. So what does this mean for our industry?


Next Big Thing: Phoning it in

R.I.P. QR codes. The next evolution in mobile marketing and commerce is almost here


Next Big Thing: Virtual bounty

The best things in life (and now from brands) are free, as consumers get rewarded for social WOM, or just for being their game-playing, entertainment-loving selves.


Stayfree 2

Taking the content lead: Mighty morphin’ media agencies

People’s media habits have been drastically altered, forcing media agencies to evolve. Meeting an increasingly convergent world head-on requires operational and structural change.

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