Women

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Brigitte Mittlehammer

Brigitte Mittlehammer, president, TAM-TAMTBWA, Montreal

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Cathy Whelan Molloy

Cathy Whelan Molloy, VP, brand marketing and merchandising, The TDL Group (operators of Tim Hortons), Oakville

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Christine Ross

Christine Ross, founder, Spider Marketing Solutions, Toronto

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Nicole Dube

Nicole Dubé, marketing director, la Fédération des producteurs de lait du Québec, Longueuil, Que.

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Elspeth Lynn & Lorraine Tao

Elspeth Lynn and Lorraine Tao, partners/co-CDs, Zig, Toronto

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We’re not all the same

I have this girlfriend who’s a month older than me. We grew up together, spent countless hours hanging out as tweens, during high school and into our early 20s. We had similar upbringings. So, both being educated women in our mid-thirties, you’d assume we’d have the same lives right?

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Sunni Boot

Sunni Boot, president/CEO, ZenithOptimedia, Toronto

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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.

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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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Danger can lie in attacking stereotypes

Much has been written about Dove’s ‘Campaign for Real Beauty,’ and not surprisingly, since it has raised what I think is one of the biggest issues behind the ongoing decline of marketing in driving top- and bottom-line sales: the fact that the consumer now recognizes and rejects the stereotypes upon which modern-day advertising almost totally relies.

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howdoesthiscampaignmeasureup.ca

It’s hard to stand out in the cluttered diet category, but Slim-Fast Optima has managed to do so. The Toronto-based Unilever brand launched a campaign in mid-June, featuring cheeky URLs to drive traffic to the Slim-Fast Web site. Within the first three weeks traffic had increased by 263%.

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Canada’s new fashion leader: the plus-sized woman

Top retailers are marketing to the larger woman like never before, and no wonder: sales are growing at three times the overall rate

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Relationships can be deadly

Last year’s TV spots for Calgary-based HomeFront were deemed too graphic for viewing by the Television Bureau of Canada. Now the non-profit is giving advertising a second shot with some dramatic new print ads.

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Little plastic bottles of loyalty

Hotel amenities have always had their special charm for the forgetful traveller. Now many hotels are setting about consciously delighting their guests with branded bathroom products.

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‘A no-brainer for advertisers’

New shopping magazines tap emerging ‘acquisition mind-set’ to create a new vehicle for marketers