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The Indie List: ‘Grow or die’ but with integrity

Why Giants & Gentleman’s philosophy is right for the times

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Edelman adds senior talent in Canada for global creative hub

Andrew Simon gets promoted to lead a global client for the agency, which has also brought on Krystle Mullin, Manas Abrol and Anthony Chelvanathan as ECDs.

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Royal Ontario Museum picks BHLA as masterbrand AOR

In a one-year assignment, the agency has been tasked with promoting the museum as an international attraction.

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Indigo wants to help Canadians feel good, even with its ads

The retailer is taking a low-pressure approach to weaving its growing wellness assortment into customers’ everyday efforts at betterment.

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2020 MOY: Behind Nina Patel’s creative marcom

How the Kraft Heinz marketer is steering the company’s portfolio of brands to grow in Canada.

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Robin Hood shows you don’t need a family to bake

The flour brand is trying to keep up pandemic momentum by focusing on people still figuring things out on their own.

Strategy

CMOs’ low-risk strategies may stymie growth in 2021

A Gartner survey also finds marketers may be too ambitious in trying to reinvent the digital strategies that worked last year.

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Why we may have hit ‘peak purpose’

For companies like Scotiabank and Loblaw, it’s no longer good enough to simply express corporate values.

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Will that be cash, credit or pay later?

From the C-Suite newsletter: Pay-later options are helping drive conversion, higher average purchases and premium upgrades.

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BMO creates 281 pieces of content to be relevant to millennials

The bank is trying to make rewards more clear for younger Canadians, which means zeroing in on their passion points.

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PepsiCo joins forces with Beyond Meat

With their new joint venture, the companies will work together to create and promote plant-based snacks and beverages.

2020 MOY Susan Irving

2020 MOY: No mess too big for Susan Irving

To survive the pandemic, Kruger’s CMO turned CPG tropes on their head.

Ford

Why Ford relaunched its loyalty program

The automaker is less interested on data and more focused on incentivizing owners to stay in its ecosystem for their automotive needs.

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2020 MOY: Rob Daintree stays the course

When WestJet went premium, it didn’t lose its personality. How the marketer is maintaining its approachable brand even amidst the crisis.

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Golin commits to Toronto by promoting key leader

New managing director Lindsay Peterson has been tasked with building the profile of what used to be a “lowkey” office.