Fundamental goofiness

Westerners have a self-deprecating sense of humor to their advertising, says JWT’s Peter Barron. See page 19.

Throw the book away

Scali’s Darrel Shee says the difference in the West is a tendency to be less formalized and less formula-ized. See page 22.

New views

The pioneer spirit is alive and well in Alberta, says Hayhurst’s Alan R. Wiggan. ‘You have to break the rules to survive.’ See page 20.