Critical Mass created a social test drive – an interactive video experience simulating the feeling of driving the BMW 8 Series with a soundtrack composed from actual vehicle sounds. Instagram and Instagram story hacks let users exert control over the sound and lighting effects around the car as they tap through.

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The Agency A List: Critical Mass

Focused on the customer

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Conagra launches online recipe hub

The CPG company is answering consumer demand for meal inspiration with recipes utilizing all of its food brands.

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BBDO, Rethink win Gold at The One Show

Seven Canadian agencies were among the Pencil winners at this year’s awards show.

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AutoTrader launches two spots with new agency

Doug&Partners led a new campaign for the auto classifieds site, which also maintains a relationship with agency Co-Op.

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Up to the Minute: Three staff join Bleublancrouge

Plus, Fuse Live continues to grow and Montreal shop CanspanBMG wins ‘tween’ lifestyle brand Iscream.

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Sobeys, IGA, M&M get into delivery

The retailers announce plans for proprietary and Instacart-partnered grocery delivery services.

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Breast Cancer Society of Canada reaches out to multicultural communities

The non-profit is bringing underrepresented audiences into its fundraising efforts.

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Sleeman celebrates craftiness

The beer company has unveiled new creative and a revised brand positioning ahead of the suds-heavy summer season.

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Tech in Action: 7-Eleven tries to catch ‘em all

The convenience store is using AR to promote the release of Detective Pikachu and send fans to its loyalty app.

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What marketers need to know after Google I/O

The tech giant’s annual conference highlighted wider uses for AI and plans to crack down on cookies.

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Forecasting a plan for artificial intelligence

Weather data has become vital to the AI equation. Pelmorex CEO Sam Sebastian shows marketers how to build their smarts.

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How to future-proof your performance marketing

Why effectively driving a consumer action online is going to mean having a less rigid approach.

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Max Valiquette joins Diamond as chief strategy officer

The first to hold the position, Valiquette has been tasked with leading and elevating a growing department.

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Edgewell to buy Harry’s for $1.4 billion

The owner of Schick and Wilkinson Sword adds the DTC shaving brand to its portfolio as competition continues to heat up.

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Sid Lee, Giant Ant, Gentilhomme among Gold winners at ADC

A total of 11 Canadian agencies took home a prize at this week’s show.