Opinion

BackPage.NovDec2020

Back Page: FUSE Create puts a positive spin on a year we’d rather forget

The Toronto-based agency invites readers to recite lines bound to make them feel at least a little better about 2020.

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Happy generic holiday

With Christmas coming, Juniper Park\TBWA’s Shipra Chauhan asks why more brands don’t put the same effort into holidays that are meaningful to a multicultural population.

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Why you need to think local during a global pandemic

Michael Ash of The Local Collective explains how connecting to communities can be put to work at a national level.

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Finding your pivot is about asking the right questions

Fiona Stevenson explains how a simple shift in perspective can reframe existential challenges as new opportunities.

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How do you avoid ‘wellness-washing’? Get back to basics

All brands are linked to wellbeing. Felicity’s Amy Laski details why COVID-19 means they can’t take any consumer need for granted.

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Is this the eve of a marketing renaissance?

John Bradley and Carrie Bradley on why now might be the time for marketing to regain its influence in strategic business decisions.

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The terrifying truth of running a small agency in a pandemic

The Idea Suite’s Shelli Baltman on what the last six months have taught her about pivoting and planning to not have a plan.

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How to start conversations few want to have

Ian Barr explains how Camp Jefferson’s suicide prevention work for CAMH can be a roadmap to tackle other tough subjects.

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Is spending out of a slump financially illiterate?

John Bradley and Carrie Bradley explain why one-size-fits-all advice is a bad way for brand stewards to preserve their reputation.

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Employing the employer brand

John Bradley and Carrie Bradley on why looking internally is vital to get a handle on consumer-facing brand health.

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Are car sales a canary in the post-pandemic coal mine?

John Bradley and Carrie Bradley on why the old ways of anticipating demand may be a thing of the past.

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Will a lack of happy accidents hurt innovation?

A chance observation at a burger joint highlights why Bond’s Sean Claessen has concerns about brands finding a path forward.

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Getting back to spending becomes more complicated

Why a new marketing reality means convincing more people that spending your way out of a downturn is the best call.

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The haunting truth about zombie brands

Coca-Cola’s CEO wants to cull growth suckers from its pipeline. But what is the company up against?

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The case for building true organizational diversity

Leo Burnett’s Ben Tarr shares his work-in-progress manifesto on ways to help eliminate disparity.