Account Action

Molson Canada has chosen TAXI Advertising & Design of Toronto and Montreal to handle the brewery's 'Take Care' responsible-use campaign. The first work from the new agency is expected mid-May. The business was previously with MacLaren McCann and Marketel/McCann-Erickson. DoubleClick...

Molson Canada has chosen TAXI Advertising & Design of Toronto and Montreal to handle the brewery’s ‘Take Care’ responsible-use campaign. The first work from the new agency is expected mid-May. The business was previously with MacLaren McCann and Marketel/McCann-Erickson.

DoubleClick Canada has named The Crichton Kim-Kirkland Company of Toronto as agency for all its print and online creative.

SamtheRecordMan.com has picked three shops to handle its account: Riddoch Communications (creative), The Thom Group (media buying), and Maverick Public Relations (PR).

Decoma International, a Toronto-based designer and manufacturer of bumpers, body panels and trims for the automotive industry, has hired Toronto-based Wolf Group as its first advertising and PR agency of record.

Home Depot of Toronto has named Cossette Communication-Marketing as its agency of record for the province of Quebec. The account will be handled by the agency’s Montreal office – Home Depot plans to open its first store in Quebec in the third quarter of this year.

Polaroid Canada has named BenchMark Porter Novelli its PR agency of record. Working with Porter Novelli New York, the Toronto agency will provide Polaroid with strategic counsel and ongoing media relations to support promotional activities, advertising initiatives and Web site development across North America.

From Karen Howe’s dining table: Creativity, COVID and Cannes

ICYMI, The Township's founder gathers the best of the best campaigns and trends so far.

Cannes Base Camp

By Karen Howe

I’m attending Cannes from the glory of my dining room table. There’s not a palm tree in sight, yet inspiration and intel are present in abundance.

Cannes Lions is a global cultural pulse check. The social course correction in the wake of the murder of George Floyd and BLM has delivered far greater diversity in the judging panels as well as the work. And we are all better for it.

I’m proud to say that creativity defeated COVID, which speaks to its power. Great work and big ideas flourished, despite unimaginable odds.

The work from the past two years spans a vast emotional range. From the profundity of Dove’s “Courage is Beautiful” to the hyper exuberance of Burberry’s “Festive,” they are opposite ends of the spectrum, but each answered a need in us.

Take note, the ascendency of gaming cannot be understated. Smart brands have embraced the channel. It makes sense, because gamers participate to meet others around the world, not just to play. And they represent a huge and powerful community. That’s why QSR Wendy’s gamified their iconic gal in RPG’s Feast of Legends.

Burger King sponsored the unknown Stevenage Football Club, transforming the team into online heroes and vaulting BK into the fray at the same time. Once again, the brand embedded itself in culture.

The birth of gaming tourism arrived when Xbox snuggled up to travel guides and created a brilliant baby: a travel guide for gaming worlds. It, too, embedded itself in culture.

From the standpoint of social good, Reporter Without Borders showed how it worked with Mindcraft for its “Uncensored Library” to bypass press censorship, with Minecraft providing a loophole to a space where young people could be educated. It provided youth with a powerful tool to fight oppression: truth.

COVID changed us in unexpected ways. We learned how to pay attention again and there was a notable lack of 30-second commercials. Instead, longer format content thrived. Apple’s WFH was seven minutes long. Entertainment reigned king, so we find ourselves returning to our advertising roots.

Seeing competitive brands form partnerships was one of this year’s other great surprises. The brilliantly simple “Beer Cap Project” by Aguila to reduce binge-drinking saw the brand reach out to competitive beers to join in. Aguila put incentivizing (keyword: free) reminders to drink water, eat food and get home safely on its bottle caps from all sorts of fast food chains, ride-share co’s and H2O brands.

On a personal level, I’m so proud of Canada again this year. Given that it was two years of work from all over the world being judged, even making the Cannes shortlist was an accomplishment. Canada is herding in the Lions in tremendous numbers – and it’s not even over. Fingers are crossed.

KAREN-HOWE-PIC-higher-rez-300x263Karen Howe is a Canadian Cannes Advisory Board Member and founder of The Township Group