Top 3 New Year predictions

Don't you just love ringing in a new year? There's all that tingling anticipation about future possibilities, not to mention those so-called resolutions. For Canadian marketers, similar feelings likely crop up about the brands they live and breathe. With that in mind, we asked industry folk to gaze into their crystal balls and tell us what lies ahead in '06.

Don’t you just love ringing in a new year? There’s all that tingling anticipation about future possibilities, not to mention those so-called resolutions. For Canadian marketers, similar feelings likely crop up about the brands they live and breathe. With that in mind, we asked industry folk to gaze into their crystal balls and tell us what lies ahead in ’06.

What should Canadian Tire do?

Unless the client has a deep-seated urge to implode one of the more iconic brands in Canada, it should look, feel, taste and smell like Canadian Tire. On the other hand, if they have an unshakeable belief in creative’s ability to incite brand reincarnation, they [should realize they] could come back as an ant. [Image from catalogue shown.]

Richard Hadden, president/CD, Cossette Communication-Marketing, Vancouver

Which brands will shine?

Shoppers Drug Mart, for its high visibility with expanded locations, compelling Shoppers Optimum loyalty program, and expanded retail offering – including consumer staples. And WestJet will continue to trailblaze and differentiate with a high-value, friendly customer experience in the airline industry. [Scene from 'Cellphone,' a WestJet ad created by Taxi.]

Patricia McQuillan, president, Brand Matters, Toronto

What will be your biggest issue?

The ability to connect with the hearts and minds of Canadians will be the biggest issue facing marketers. Since consumers are constantly receiving numerous messages, it’s essential for brands to differentiate themselves across all categories and all messages that are competing for consumer mindshare. [Scene from 'Zamboni,' MasterCard's latest Canadian spot, by New York's McCann Erickson.]

Tammy Scott, VP, Canada Brand Building, MasterCard International, Toronto