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.
Beer / Branding
After 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.
A look at how the Grand Prix winner changed consumer perceptions by being as open to consumers as possible.
The CBC, Loblaws, Stanfield’s and L’Oreal take traditional reality-show engagement to new levels, allowing audiences to control the outcome of content.
Brands use gaming techniques to engage a competitive audience.
PFAFF, WWF and Google offer personalized experiences to woo consumers.