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The Canadian advantage
Sure, the budgets may be smaller, but marketers working on the Canadian side of multinationals Unilever, PepsiCo and Volkswagen say they relish the challenge to do more with less, which means more freedom to take risks.
May 31, 2013
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Canada’s emerging indies
AgenciesThere’s been a flurry of start-ups, as well as some merger and acquisition action lately. Here’s a run-down of some of the new kids on the block.
May 31, 2013
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Beer’s biggest fan
Beer / BrandingAfter years of decline, the (beer) world is watching as Debra Kavchak-Taylor cheers on the category with new products that go head-to-head with wine and sangrias – and messaging that focuses on taste rather than lifestyle – in the hopes that consumers will come back to Molson Coors.
May 30, 2013
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AToMiC Awards: Trends in marketing
AwardsCelebrating Canada’s best media innovation, technology and content mash-ups.
Extreme Group lands Atlantic Lottery account
Agencies / NewsThe agency has begun working on the organization’s Scratch, Draw, Sports, Destination and e-Gaming lines of business.
Valentine exchanges exercise for poutine
Digital / QSR / QuebecThe Quebec-based QSR has launched a campaign for its new app, which rewards users with free poutine when they walk and burn off enough calories.
Pizza Hut introduces five new flavours
Food+BeverageThe Yum! Brands QSR is introducing flavours like cheesy beef poutine and smokey maple bacon with a TV-heavy campaign featuring a tough hockey granny.
DentsuBos wins Staples Canada
Industry MovesThe win comes following a North American review for creative, media and PR.
Canada ranks eighth in entries for Cannes
AwardsCanadian agencies entered a total of 1,106 cases for the festival, moving up two spots from last year’s tally of entries from countries around the world.
Muskoka Brewery wants to know your summer vice
BeerThe company has launched an Instagram contest for its seasonal brew, Summer Weiss, and has partnered with The Weather Network.
Tourisme Montreal captures the moment
Quebec / Travel+TourismThe tourism board is targeting groups, including families and the LGBT community, with five niche campaigns and a website with user-generated content.
Teehan + Lax shortlisted for Cannes Innovation Lion
Awards / InnovationThe Toronto agency gets a nomination in the inaugural category, which honours innovation that brings creativity to life, for its Google Street View Hyperlapse experiment.
Post-advertising: brands need to be more interesting
Branding / CreativeIn this month’s editorial, strategy executive editor Mary Maddever reflects on engaging, rather than interrupting, in today’s marketing landscape.
The next generation of consumer involvement
ExperientialThe hottest trends in ad creativity right now are all about getting consumers involved. But does it work? Is it smart? And what if it all goes off the rails?
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