Carey Toane

Contact Carey by sending an email to ctoane@brunico.com

Articles by Carey Toane
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Pitching, yes. Bitching…

When the team at DeGroote School of Business at Hamilton’s McMaster University came up with a feisty slogan to promote the second Canada’s Next Top Ad Exec contest, they didn’t think they’d face opposition from their own students’ union.

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Streetwise banking

Forget Bay Street. When ING Direct launched 10 years ago, its street of choice was the ‘information superhighway.’ In this edition of Brand Diaries, we take a year-in-the-life look at the home-grown flagship of the now-global bank brand. And what a year. Read on to see how a new product, a new online tool, a consumer-generated viral experiment and a 10th-anniversary event all happened in 12 short months.

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CanWest and Sunquest plan a wedding

Armchair wedding planners got misty-eyed last month about possibly the world’s first consumer-planned wedding.

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Canada Post gets a Second Life

You won’t find Maple Grove on any map of Canada, but that didn’t stop Canada Post from setting up shop there last month. Located in the virtual global community of over eight million users known as Second Life, the city saw an average of 800 unique visitors make 15,000 visits a day in the first week.

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Virgin Mobile incents Canada to wait for no-con contracts

Virgin Mobile Canada is ready to make a long-term commitment – almost. The operator plans to expand its current base of 500,000 pre-paid customers by getting into the post-paid business in early 2008, and will double the number of ministores in malls across the country to 150 next year.

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Wal-Mart gets funny for the holidays

After over eight years of ads featuring real customers and sales associates, Mississauga, Ont.-based Wal-Mart Canada is trying something new: TV spots with actors. The holiday ads are the first of a series sporting the tagline: ‘Life can be pricey. Wal-Mart isn’t.’

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Cult brand growing pains

It’s not the kind of press attention they’re used to over at Lululemon Athletica, the Vancouver-based ‘yoga-inspired athletic apparel’ company accustomed to charming the stretch pants off the PR machine. Last month, a shareholder commissioned an independent test of the health claims of the retailer’s VitaSea garments and sent the controversial results to the New York Times.

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Dove soars

Did you hear? Unilever took home two Grand Prix from Cannes this past summer. But Dove is strategy’s overall brand of the year not because of the awards it’s won, but because of the effectiveness of the Campaign for Real Beauty – in both brand-building and elevating Canada’s role in global marketing campaigns. What started as an experiment has become a solid commitment to a new world order in consumer goods marketing, in which big brands take big risks and reap big rewards. What the Cannes Lions did was endorse the effort, and encourage more of it.

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Banking on the richer life

The last Saturday in September, Globe and Mail readers came across a full-page colour ad which declared: ‘This weekend, life’s richer.’ The ad listed a hat-trick of events happening that weekend in Toronto with two things in common: they featured Scotiabank as title sponsor, and they were all unprecedented successes.

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P&G wants your ponytail

Don’t worry, Pantene’s million-inch cutting campaign is for a good cause

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Not your mom’s gum anymore

Not your mom’s gum anymore

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Read this or your boss gets whacked

Read this or your boss gets whacked

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Take a closer look at madness

Take a closer look at madness

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Evolutionary rise

Evolutionary rise

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Formidable fleet

Taxi has always been known for breaking the rules. After all, its motto is ‘doubt the conventional to create the exceptional.’ But what happens when unconventional suddenly becomes the convention? When big and small agencies alike are turning to non-traditional media, how do you maintain an edge?