Christopher Lombardo
WestJet shows appreciation for one of its own
The airline spotlights how it has worked with Make-A-Wish, enforcing the role of “care” in its brand positioning.
Using data as an aide for tone deafness
A CMO Council survey reveals how marketers can use “dark” data to think about customers as humans, not targets.
Addison makes first awareness push through branded content
A Quebec electronics retailer’s first marketing effort is a web series showing the hijinks of staff in its stores.
OMVIC takes car buyers to school
The consumer protection board is hoping to help consumers see issues before they buy in an 80s sitcom-themed campaign.
CREA sings a song about regret
The association’s latest effort to get Canadians to work with a realtor focuses on some more realistic consequences.
Belairdirect gets customers out of scary situations
The insurance company addresses the lack of control its customers feel without its usual knight pitchman.
Gaby lands in Calgary Co-op
Gabriella’s Kitchen brand extends its reach as demand for “better for you” frozen entrees heats up.
Weston revamps Country Harvest
New bolder packaging aims to help the brand stand out on shelf by highlighting healthy heart ingredients.
What’s driving today’s shopper profiles?
WGSN says consumer impatience, decreasing human engagement and a new green ethos are shaping the retail landscape.
Flow brings AR to the grocery aisle
The Canadian water brand has partnered with MemoMi to install its mirrors in stores as part of a sampling program.
Challenges remain for brands transitioning from CSR to purpose-led
In Canada, the trend remains predominant among startups and smaller businesses.
Moneris taps the passion of entrepreneurs
The payment provider changes its creative focus in its first video spot to better connect with small business owners.
HSBC surprises clients with global knowledge
The bank aims to show how an international network can have benefits here at home for Canadians.
Saxx comes out of left field
The brand’s “Ballpark” campaign utilizes reviews of what makes its underwear unique to stand out from the pack.
Belgian Moon gets experiential in a shipping container
The Molson Coors brand will set up a mobile brewery in a unique cultural hub in Toronto.
