Mary Dickie

Contact Mary by sending an email to mdickie@brunico.com

Articles by Mary Dickie
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Oreo: Twist, lick and dunk

How did Oreo become the best-selling cookie of the 20th century? An unbeatable marriage of chocolate and vanilla, plus some clever marketing and a little thing called ‘the ritual.’ As the iconic sandwich cookie marks its 60th year in Canada, we look back at its history.

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Reinventing the music biz: Universal Music Canada’s Randy Lennox

Universal Music Canada is testing every conceivable new market model to stay on top of a tumultuous industry – experimenting with subscription-based and

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The (real) best work of the year

Heaven knows there’s no shortage of awards in the Canadian marketing and advertising industry. But for a marketer, most of them are externally focused, agency-centric and limited to campaign categories. Strategy wanted to find out what marketers thought their best work was – when left to their own devices – and what qualities they’re looking to reward.

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The greener machine

Earlier this year, in a development that would have been unthinkable a few years ago, Toyota Motor Corporation topped General Motors in first-quarter sales, making it the world’s largest automaker. Though Toyota’s supremacy may not last – GM rebounded in the third quarter – it marked a major milestone for the Japanese upstart, ending seven decades of domination by the U.S. giant.

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M&M does downtown

M&M Meat Shops has been selling frozen packaged meals in suburban malls for 25 years. But now the Kitchener, Ont.-based specialty food chain, which has more than 400 stores across the country, is testing a new concept – not just another line of seafood skewers or stewed beef, but a different kind of retail experience altogether.

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Moments of perfection

Selling luxury cars is a delicate business in a climate of environmental consciousness. High-end customers want more powerful, comfortable and reliable vehicles with all the latest bells and whistles, and they don’t want to feel guilty about it. But what if you could give them all of that and make them feel warm and fuzzy to boot?

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HMV backs the Boss

HMV backs the Boss

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Big ideas. Big impact. It’s the return of the B!G awards!

Big ideas. Big impact. It’s the return of the B!G awards!

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Gold – Sid Lee

Sid Lee’s Grand impression:
Last year’s B!G winner makes it two for two by adding a seductive tour to the MGM Grand website

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Silver – Cundari

Cundari’s internal drive for BMW

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Bronze – Cossette

Cossette and SDM watch boomers’ health

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HR’s Catch 22: ‘A lot more doing and a lot less learning’

Emerging channels. Diverse disciplines. Complicated programs.The roles of agencies and marketers are more challenging than ever, and a shortage of skilled professionals is looming. And as everyone tries to do more with less, training has fallen off the map. Is enough being done to attract, educate and hang on to talent? Strategy pulled together a roundtable of experts, moderated by executive editor Mary Maddever, to find out.

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Canada’s marketing icons in the making

A year ago, we asked a blue-chip panel of industry leaders to tell us who they thought should be on strategy’s list of future marketing icons – the people with the kind of leadership skills, innovative ideas and drive that will help them stand out from the crowd and transform the industry.

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Warren Spires

Warren Spires entered the marketing arena on the CPG side in 1990, as consumer promotions supervisor for P&G in Spain, and later moved to Toronto, where he switched to the agency side to work at Generator Ideaworks and BBDO as an account director for clients like Pepsi and Bell. In 2005 he joined the non-profit organization Right to Play (righttoplay.ca) – which uses sports to improve health, build life skills and foster peace in countries affected by war, poverty and disease – when it expanded into Canada.

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Ian MacKellar

Ian MacKellar began his career in 1991, and worked as a copywriter or creative director on accounts like Bell Mobility, Ikea and Panasonic at Cossette and Geoffrey Roche and Partners before joining BBDO nine years ago. There, he’s developed clever and successful efforts for FedEx (the award-winning ‘Chameleon’), Campbell’s (the ‘I Hate’ ads) and Chrysler. But his work for Pepsi is what really stands out – particularly the award-winning Diet Pepsi ‘Forever Young’ campaign, which featured thirtysomethings longing for their youth, then realizing that drinking Diet Pepsi is all they really need to do to recapture it.