Articles Tagged ‘dove’

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No risk, no reward

Editor Emily Wexler welcomes new readers to strategy with a lesson in how Canadian brands can win on the world stage.

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Advertising gets no respect

Anyone who still sees marketing as just an expense is not following the plot, says publisher Mary Maddever.

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Shopper Innovation Awards: Dove brings women out of the shadows

In collaboration with Jean Coutu, the brand’s “Camera Shy” campaign in Quebec encouraged women to develop a positive self-perception.

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But what if I DON’T hate myself?

Marketelle’s Jessie Sternthal on why self-loathing insights are getting old (and kind of dangerous).

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Dove’s tough choices

The brand’s marketing manager on the insights behind its latest campaign, which confronts women about their self-esteem.

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Unilever’s aging hair play

The company deepens its commitment to the category across two mainstream brands, after success with its more premium line.

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Canada takes eight spots on Warc 100 list

The Ontario government’s “Quit the Denial” campaign was among the Canadian creative to stand out for its effectiveness.

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Getting to real human truth

After going through 158 case studies, CASSIES convenor John Bradley weighs in on some key learnings.

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Shopper Innovation Awards contenders revealed

Check out who made the shortlist for the year’s most innovative shopper marketing and retail campaigns.

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Weekend reading: Axe bromances the older gent

How Unilever ditched the bikini babes, toned down the scent and matured its messaging to reach a demo that’s growing up.

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Submissions for 2015 Cause + Action awards now open

Calling all do-gooders! Did you work on a brand campaign that made the world a better place? Enter now.

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Who wins the ad popularity contest?

Two homegrown spots made the cut for this year’s most-viewed spots on YouTube.

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Giving charities more than the CSR scraps

Marketers need to form real partnerships with charities, says Taslim Somani, VP at Toronto shop Stephen Thomas.

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Throwback Thursday: strategy in 2013

Last year, branded content was the big buzz, Target ventured North and Dove went viral…again.

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Throwback Thursday: strategy in 2007

For our 25th anniversary, we’re travelling through time. In ’07 catvertising popped up and Canada won big in Cannes.