Articles Tagged ‘Philippe Garneau’

shutterstock_416005288

Searching for Joe Canada

As the country celebrates its 150th birthday, marketers are planning a patriotic outpouring in the rush to define what it means to be Canadian in 2017.

WisersWeb

Have we reached peak ‘authenticity’?

Some brands tackle pretentiousness with a different vision of everyone’s favourite buzzword.

Dominican1

Inside WestJet’s fight for the skies

In two decades, the airliner went from being a challenger brand to one that upstarts want to challenge.

puppyswap2

The old bait and switch

Can a deceptive cause campaign shock offenders into changing their ways, or will it just alienate them further?

June 2012 cover

Throwback Thursday: strategy in 2012

Which QSR giant launched a transparency push that has since won it some serious hardware?

Storm_Drain_photo (1)

Lost and found spaces

The good, the bad and the legality of guerrilla ad placements.

greatness1

Iconic Olympic ads

Check out 10 podium-worthy spots from Games past.

MURAL_010

The next generation of consumer involvement

The 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?

img1

Cause marketing to the extreme

The desire to break through the clutter has many charities aiming for a major emotional response. Strategy examines the risks and rewards of marketing messages that teeter on the fringes.

REI121005MA

Ikea and Reitmans tone down the funny

What happens when brands known for their comedic approach get serious? We ask industry pundits to weigh in on these changes of direction.