UNICEF’s out of the box strategy
Have you heard of “unboxing?” The children’s charity is tapping into the YouTube trend to promote the Survival Kits it sends to those in need.
Barbie inspires altruism
The Mattel brand wants girls to “wish it forward” with its first Canadian-specific CSR initiative bowing this holiday season.
Don’t oversimplify millenials
Microsoft’s Alyson Gausby has news for you: that coveted Gen Y demo? It doesn’t really exist. At least not the way you think.
UBC delves into branded content
To promote its graduate MBA program, the university is taking a back seat, letting its past students’ success stories shine.
What’s your device personality?
Mobile phones aren’t just for keeping in touch anymore. Phones are becoming caretaker-like devices, helping us manage our day to day, and other findings from Microsoft’s latest screen research.
Why agencies should embrace their ‘feminine’ side
Marketel’s Jessie Sternthal says go ahead, let your emotion out.
SapientNitro boosts exec ranks
Andrew Kirby joins the agency as VP client services.
Little supplement on the big stage
As Natural Calm hits the mass market, the brand ditched the “low-budget” and “hokey” spots in favour of a content deep dive.
Get into bed with Alan Thicke
It’s yours if you want it: the actor is donating his bunk to ReStore in a new campaign from JWT.
Kraft adds another shop to its roster
Though the CPG hasn’t done much masterbrand work in Canada in the past, following an agency shuffle in the U.S., it adds Mcgarrybowen to its roster to lead company-wide marcom.
Tragically Hip, vintage 1992
The iconic Canadian band is launching a wine alongside Niagara-based Stoney Ridge to promote its re-released album.
Ask not her age, but the age of her children
Mom’s the word. Harbinger’s Jennifer Lomax delves into why you should reframe your target definition.
ConAgra appoints new VP general manager
The food co has done away with the president role, naming Ian Roberts to lead the company in a bid to grow internationally.