Financial & Insurance

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Outstanding new campaigns

Size matters

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Raising interest: Rick White, Scotiabank

It’s one thing to advertise friendly, helpful service. Meticulously taking steps to ensure follow-through on this ubiquitous marketing promise, though, is another matter entirely.

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Information-based success: Capital One’s Clinton Braganza

‘Hands in my pocket, hands in my pocket, hands in my pocket.’ Go ahead, sing along. You know you want to.

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Burning up the headlines

‘Burn Rate,’ the latest campaign from Toronto-based investment firm Mackenzie Investments, scored major media attention, landing coverage by almost 100 news outlets across Canada as of press time. Quite the feat for the typically staid financial category.

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The friendly mugger

This isn’t your average hold-up.

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Insurance shopping isn’t fun

Quite frankly, buying car insurance isn’t fun. So, belairdirect isn’t going to pretend it is.

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The contenders

David Brimson, national manager, PR and advertising, Toyota Canada

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HSBC: groundbreaker or cliche?

Everybody looks at things differently, and this global branding campaign – and its Canadian adaptation – from HSBC are no different.

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Brilliant! breast cancer tie-ins

Seems like everybody’s thinking pink these days. Especially marketers, hoping to leverage the latest cause du jour to their advantage. We found two clever breast cancer tie-ins that clearly have some staying power.

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Marketing can be this comfortable

‘We think we have the nicest girls in banking,’ boasted the Toronto-Dominion Bank in print ads that featured its prettiest tellers and appeared around its centennial in 1955.

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Timeline

1855

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Retail-driven, customer-focused

Strategy sat down with Dominic Mercuri, SVP /CMO, and Chris Armstrong, former TD CMO, now vice chair, sales and marketing, TD Waterhouse USA – soon to be TD Ameritrade – to find out where the bank’s headed.

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Think plaid

By all accounts, merging the respective identities and assets of gargantuan Toronto-Dominion Bank and mighty Canada Trust in 1999 was one of the greatest Canadian marketing challenges of all time.

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Top 4 RSP campaigns

It was a struggle to find four outstanding RSP campaigns. Words that came up to describe this year’s pool? ‘Meagre,’ ‘false’ and ‘irrelevant,’ to name a few. Below are the shining stars that not only engaged consumers with relevance, but believability too. And one that didn’t.

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AGF spots oughta be in pictures

AGF is a big Canadian film fest sponsor, and has done spots to air before each screening at the Toronto International Film Festival for the last five years. Like the films they open for, the spots TBWAToronto has produced earned rave reviews and awards galore, including at Cannes.