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Articles by Staff

How digging deeper into differentiation builds a stronger brand

Combining research and storytelling can create a powerful, memorable connection.

Harry Rosen

Luxury retailers approach uncertainty with a level head

Holt’s and Harry Rosen aren’t ready to call it a recession just yet. Here’s how they’re hoping for the best while preparing for the worst.


Meet the 2023 AToMiC Awards co-chairs

Courage’s Dhaval Bhatt and Sephora Canada’s Allison Litzinger will lead a jury recognizing status quo-changing work.


SodaStream promises a refreshing new approach

The brand’s new positioning factors in elevated consumer expectations and environmental concerns.


Cineplex is digging itself out from the pandemic ashes

The entertainment brand is trying to bounce back as consumers return to cinematic and live experiences.


Cannabis retail: Shrinkage ahead

Why an industry that added 1,300 stores in the course of a year is ripe for consolidation.


Craft breweries deploy new tactics as inflation squeezes profits

Forced to absorb rising prices across all inputs, companies get creative to survive the challenging market.


CoCo carves out a new RTD category with coconut vodka and rum

Being first to market comes with its own set of challenges.

Cannabis 2.0

Cannabis marketing: It’s all about the gatekeeper

In the second of a three-part series, strategy looks at approaches that can build brand awareness in the category.

Medicinal Cannabis In A Plastic Bag And In A Cigarette - Alternative Medicine

Cannabis in Canada: Then and now

In part one of our three-part series, strategy explores how both new and established players are finding their footing in a competitive landscape.


McDonald’s new Impact Team is helping it ‘feed and foster’

The cross-functional team is taking an “act first, talk later” approach to commitments that go beyond marketing.


What’s behind the dairy category’s flavour frenzy

From frozen treats to alternative options, novelty, inclusion and health benefits are driving innovation.


Marketers think they write good briefs. Agencies disagree

Mark Ritson explains how a lack of strategy and too many objectives can make briefs confusing.


Brand Doctors: Lessons from the Air Canada crisis

From the C-Suite newsletter: How do you protect your brand while in a state of chaos?


Rewirements: Andrea Hunt makes space to reimagine her next chapter

How the former Arterra Wines CMO is reassessing the values that drive her career.