Word Is…

...The bleeding continues over at Padulo Integrated, despite the upbeat mood of toothy CEO Rick Padulo, who claims he's no longer feeling "lower than whale shit" over his agency's future prospects, as he says he was a few months ago. Nonetheless,...

…The bleeding continues over at Padulo Integrated, despite the upbeat mood of toothy CEO Rick Padulo, who claims he’s no longer feeling "lower than whale shit" over his agency’s future prospects, as he says he was a few months ago. Nonetheless, expect an announcement any day now about the departure of John Boniface, promoted to prez just last fall, who’s leaving to become VP and managing director of Harrod & Mirlin/FCB. Boniface doesn’t deny his decision to move was precipitated by Padulo’s failure to hang on to the $50-million CIBC account, which shifted to Publicis Canada this month after seven years at Padulo. The agency, Boniface says, is undergoing dramatic change and it now must decide "what it intends to be in the marketplace."

…The Toronto Dominion-Canada Trust account review appears to be less than formal, with participating agencies not even having received a written brief. The widespread perception that former Canada Trust agency Harrod & Mirlin/FCB is the "teacher’s pet" has a few folks in the industry claiming to be seeing a little "deja Bell".

RBC, TD and Lululemon among most valuable brands

Once again, the financial institutions and apparel brand landed in Kantar's top 10 lists for their sectors.

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In the recently released 2022 edition of the Kantar BrandZ Top 100 Most Valuable Global Brands survey, several Canadian companies landed in the top rankings, namely in the financial institutions and apparel categories.

Two Canadian brands made an appearance in the survey’s global banks rankings: RBC holds second position (57th overall), while TD ranks eighth (72nd overall), with brand values worth US$39.5 billion (up 43% from last year) and US$29.7 billion (up 47%), respectively. TD was among the fastest risers in the overall Top 100 survey, climbing 18 positions.

Lululemon takes fourth place as the most valuable apparel brand, behind Nike, Zara and Adidas. The Canadian athletic-wear company is valued at US$20.4 billion.

“Our 2022 rankings demonstrate both the resilience of our Canadian banking brands and their ability to create brand value by connecting with consumers to outperform other brands on the world stage,” said Scott Megginson, president of Kantar Canada in a release. “They are leaders among brands in the global financial services sector and the number one position is coming within reach for RBC.

“It is also encouraging to see how Lululemon has continued to build brand value as people return to work,” adds Megginson. “Its reputation for innovation, quality and reliability allows them to command a premium in the market.”

Overall, Apple has landed in the #1 position and is projected to become the first trillion-dollar brand. It’s brand value sits at US$947.1 billion, and is commended in the survey for its ongoing diversification strategy across its hardware, software and services portfolio. Apple moved up from second position in 2021.

Google has taken the second top spot, up one from the previous year, increasing its brand value by 79% to US$819.6 billion. In third place, Amazon dropped down two spots from last year’s #1 position, and this year its brand value equates to US$705.6 billion.

In 2022, more than three quarters of brand value originated from U.S. companies, with media and entertainment, business solutions and technology providers and retail categories contributing to over half the total value of the Top 100.

According to Kantar, sector leaders emerged from a variety of industries, with technology and luxury brands growing the fastest – 46% for consumer technology and 45% for luxury. Automotive growth grew by 34%, and banks by 30%, compared to other sectors such as apparel at 20% and personal care by 17%.

Combined, the value of the world’s Top 100 most valuable brands has increased by 23% to US$8.7 trillion in the last year. Set for release in October 2022, Kantar will rank Canada’s top 40 most valuable brands, along with reports and insights for its market.

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