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Destination Toronto bets on ‘Never Have I Ever’ strategy to rally local tourism
The $4.2 million campaign, which includes the launch of the My Toronto pass, aims to get locals and drive-in visitors to try things that have been in their backyard this whole time.
No Fixed Address names Mark Carpenter as president
The longtime exec takes over the agency’s Canadian operations as Jordan Doucette heads to a CCO role at FCB West.
A brand lesson from our growing obsession with A/Cs
Global warming will create sudden, unpredictable and even counter-productive changes in consumer behaviour.
What really happens when brands stop advertising
John Bradley and Carrie Bradley explain why a study on the impact of cutting ads can’t be applied equally to all brands.
Kellogg’s is on a mission to grow the entire breakfast category
A new masterbrand platform aims to ensure pandemic interest in cereal sticks around as people return to their morning routines.
Facing the inevitability of climate change
The IPCC report made it clear that scorching heat waves and wildfires are here to stay. Are brands ready for the changes they will usher in?
Liberals, NDP release pre-election ads
Justin Trudeau asks Canadians to continue to create change, while the NDP touts its track record on fighting the PM for more pandemic support.
IKEA’s assembly instructions show how to make old things new again
In an extension of its “One Little Thing” campaign, the home furnishings retailer shows consumers how to upcycle some of its popular products.
Wuxly brings brand values to life with Indigenous partners
From the C-Suite newsletter: The animal-free, Canadian-made outerwear brand works with Indigenous businesses on manufacturing.
S4 Capital merges MediaMonks and MightyHive
The merger brings together nearly 6,000 people under a single brand and P&L as part of S4′s plan to create “disruptive change.”
How SickKids changed its approach to promote a lottery
The non-profit brought the campaign more in line with its “VS.” platform and “gave people permission” to be excited for prizes.
What Kraft Heinz and Subway are doing right with their Food Banks partnerships
The companies offer important lessons to other brands that are struggling to connect their support to other brand initiatives.
Why haven’t Canadian brands pulled back on the Olympics?
As sponsors distance themselves from the Games in Japan, local advertisers have kept the focus on cheering on the athletes themselves.
Air Canada sets an enthusiastic post-pandemic tone
The airline is using the Olympics to launch an optimistic campaign all about moving forward and seizing the moment.
Kraft Heinz takes two approaches to cheering on Olympians
The company’s first efforts tied to the Games attempted to find athletes who have similar connections to fans as its brands do.
