The status quo isn’t good enough anymore.
That’s what we’re hearing from Canada’s marketing leaders, and from the top agencies they partner with to win back consumers’ shifting focus.
Core competency is table stakes, and the marketing programs that are making a real impact for brands require next level skills in terms of creativity, strategic insights, connection planning and craft.
The agencies who are rising to that challenge on this year’s A-List – a collection of shops that have proven their creativity and innovation strength on the awards circuit – point to a sense of impatience that fuels their growth and shapes culture: a drive to do more, to do better, to change the playing field.
It starts by getting a deeper understanding of consumers – who they are and what motivates them – using all available tools to dig deeper and uncover new and better insights. (And when those tools don’t exist, they build them.)
The change afoot demonstrates how advertising continues to evolve, and for the better. Forget about blasting brand messages out into the ether. Now it’s about having a meaningful impact on the world and a positive impact on society. It’s about taking more responsibility for your messaging.
So, read on, and see how the country’s top agencies are responding to how the market is changing – and anticipating what brands will need to do next to stay relevant and top of mind.
The 2023 A-Listers:
Zulu Alpha Kilo: Reinvention shapes this global indie
Agnostic: Layering on a journalistic lens
Daughter: Designing with purpose
Zerotrillion: Crafting cultural connections
Havas: Harnessing the power of meaningful media
Arrivals + Departures: Bold moves bolster offering and drive scale
Mint: Culture-mining to underpin brand relevance
Berners Bowie Lee: Stepping outside the advertising bubble
Initiative: Marketing for good
