Retail
…meanwhile, CanTire’s evolution
It’s been a while since Canadian Tire has been known for ‘good’ advertising. But with help from its new Toronto-based AOR, Taxi, that’s all about to change.
Timmy’s TKO
Like Telus, Wendy’s International – owners of iconic Canadian brand Tim Hortons – has moved into the top 10 this year. ‘[They're] obviously trying to be pretty aggressive,’ says retail analyst Wendy Evans of Toronto-based Evans and Company of the ad-spend jump. She says that in light of Tim Hortons’ pending IPO, its spending increase is likely an effort to show value and build buzz behind the brand.
Top 3 ways to save The Bay
When it comes to being authentically Canadian, nary a retailer can rival The Bay. Good news then, that South Carolina businessman Jerry Zucker, who secured a deal to purchase the department store chain at press time, says he will keep it alive. So what will a revived HBC look like? Our pundits point to several international players that Zucker can look to for inspiration.
Brands can play at this mall
A Cathay Pacific airplane landed in B.C.’s Richmond Centre Mall late last month, giving young kids a place to burn some energy. And according to Leslie Matheson, marketing director at Richmond Centre, which has traffic counts of up to 12.5 million each year, the mall is looking to add more branded playgrounds targeting an older kid demo in the near future.
Cooking with Ikea
Ikea is targeting your kitchen. And Cass Hall, who has taken over the marketing manager role, is leading the charge. Hall, previously the Burlington, Ont.-based retailer’s advertising & creative manager, was promoted to the post after former marketing manager Nandini Venkatesh left in December.
Is your target a man’s man? Then reach out to women
It used to be that if you visited your local Canadian Tire store on a Saturday, it’d be filled with men fidgeting with the latest power tools. Maybe the odd guy had a couple of kids in tow, but not many of their wives made the trip.
Sony
Objective
Gateway opens on new-style mag ad
Hungry for innovation in magazine advertising? Then imagine getting your product mentioned in a branded content feature as a must-have ingredient for the perfect dinner party.
Gas to fuel Sears
Remember how, at grandma’s request, you used to pick your holiday gifts from a catalogue? Well, Sears Canada is cleverly evoking those memories in a future episode of Corner Gas.
Getting off the browser
So, you’re getting pretty good at reaching your target online. But so are all your competitors. If only there was a way for you to have a more static presence on consumers’ desktops…
Mr. Retail: Lou Puim, director of marketing, Wal-Mart
All the cool kids shop at…Wal-Mart? It may sound funny now, but don’t doubt Lou Puim’s ability to shift perceptions.
Home Depot: this ain’t the boys’ club anymore – Pat Wilkinson, director of marketing
Getting Mike Holmes’ stamp of approval would be a huge coup for any contractor. Landing him as a spokesperson for a roster of over 3,000 contractors is nothing short of brilliant. Home Depot’s director of marketing Pat Wilkinson has managed to do just that.
The action’s at retail
When the likes of P&G global marketing officer Jim Stengel calls the in-store experience ‘the first moment of truth’ – i.e. when the consumer actually makes a choice – it’s no shock that other marketers would flock to leverage in-store media too.
Signs, signs, everywhere (digital) signs
Clearly, digital signage, both with and without sound, is the vehicle getting the most attention from advertisers right now. There are a number of independent networks up and running and in demand.
Top 3 back-to-school efforts
It’s not only kids that dread back to school. Some agency types do too. Seems the back-to-school fare hardly inspires study. But we’ve managed to unearth a crop – from TV to online to promotional – that are getting good grades.
