Canadian Tire
Company Info
Brands
Ranking 2025
2024 Rank
#92Address:
2180 Yonge St.
Toronto ON, M4S 1B9
Phone: (416) 480-3000
Agency Partners 2025
The Work
Canadian Tire ramps up holiday deals, lengthens Black Friday sale
Canadian Tire reminds viewers it’s a spot for deals
Sport Chek creative celebrates elite and everyday athletes
Canadian Tire dreams of sports glory for female athletes ahead of Paris 2024
In the News
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Susan O’Brien named chief transformation officer in Canadian Tire revamp
Susan O’Brien will be moving into the role of EVP and chief transformation officer at Canadian Tire as part of ...
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The rise of women’s sports
This article was previously featured in the Winter 2025 issue of Strategy Magazine under the title, The rise of women’s ...
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Canadian Tire tops ‘most Canadian brand’ poll
Canadian Tire has topped the list of “most Canadian” brands, according to a Harris Poll Canada survey released last week. For ...
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Marketers on the Move: Reckitt names a Canadian GM
Top Reckitt marketer moves into GM role Neil Parker is starting a new position as general manager for Canada at Reckitt, ...
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Marketers on the Move: Destination Toronto appoints VP, Suntory Global Spirits names senior marketer
Destination Toronto appoints VP of destination development Destination Toronto has appointed Kelly Jackson (pictured above) as vice president of destination development, ...
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New Year’s resolutions 2025: Sport Chek and Mary Brown’s Chicken marketers call for more bravery
As we begin 2025, strategy reached out to marketers to identify seismic changes in 2024, and to give us their ...
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How Sport Chek is enforcing its holiday message with a former NHLer
Sport Chek is tapping the humorous side of former NHL enforcer Kevin Bieksa to put a new twist on the ...
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Marketers on the Move: Mike Bascom is Labatt’s new head of connections
Mike Bascom promoted to head of connections for Labatt Breweries of Canada Mike Bascom has been promoted to Labatt’s head of ...
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People Moves: Lululemon names a creative director
Plus, moves at Canadian Tire and TD.
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Earnings round-up: Tim Hortons, Maple Leaf Foods and CTC
How some of the country's largest retail and CPG brands fared in Q2.
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Canadian Tire claims top local honours in 2024 Leger Reputation survey
Google once again claims the top spot overall.
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Canadian Tire’s scrappy wrapping paper eases Christmas impatience
The retailer's wrapping was designed to tap into nostalgia during the holidays.
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Sport Chek positions itself as a gift-giving destination
The sporting goods retailer, with new agency partner Cartier, is leaning into the holiday season.
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Adrian Fuoco shares secrets
On the eve of his 25th anniversary in advertising, the Pizza Pizza head of marketing lists five (and a half) lessons he's learned along the way.
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2023 Brand of the Year: Decathlon plays well with others
The sporting goods retailer is using value-centric messaging to boost its fortunes.
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Google reveals Search Honours Award Winners
Mindshare and QuickBooks among top agencies and marketers recognized for their 2023 AI-powered Search campaigns.
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Canadian Tire dials back marketing spend
While revenues slumped 4.2% for Q2, the company is seeing strength across its owned brands and continuing to invest in ecomm.
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ACTRA calls for boycott of ‘union-busting brands’
The actors union is targeting Canadian Tire, M&M Food Market, McDonald's, Rogers, Walmart and H&R Block for working with agencies it says are engaged in a lockout.
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Canadian Tire launches paid subscription loyalty program
Triangle Select gives members more bonus opportunities as the company further builds its loyalty and data ecosystem.
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Canadian Tire pledges half of its sponsorship spend to women’s sports
New sponsorships include the WNBA and Project 8 soccer league.
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Canadian Tire boosted ad spend by 12.7% last year
The company's loyalty program also continues to drive sales, with plans to launch a subscription service next month.
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Canadian Tire partners with AI research lab on omnichannel experiences
The retailer is working with the Vector Institute to find ways to differentiate and deepen the customer experience across its banners.
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Canada’s store turns 100
As Canadian Tire has evolved from an auto store to a place where Canadians find everything, so too has its marketing.
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Canadian Tire unveils multi-billion omnichannel investment plan
The retailer plans to spend big on loyalty, owned brands and new retail experiences over the next four years.
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ICYMI: Strategy Magazine’s Marketers of the Year
Mandates for brand leaders at Sobeys, Arterra, BMO, SAAQ and Canadian Tire continue to grow fast and vast.
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Eva Salem broadens Mark’s and Sport Chek’s horizons
The Marketer of the Year is taking lessons from Canadian Tire and opening more doors for its sister banners.
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Most-read of 2021: Agencies
New agency models, new hires and new client relationships were among the most popular stories with readers this year.
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Canadian Tire picks Publicis Canada as its new creative AOR
The shop will work with the retailer across brand, product categories, key seasonal activities and the Triangle Rewards program.
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Taxi declines to participate in Canadian Tire RFP
After 16 years of working together, the retailer and the shop are forging new separate paths.
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In Brief: BICOM wins Volkswagen account
Plus, SportChek sales surge back for Canadian Tire and Camden continues to expand.
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Canadian Tire tops list of most reputable companies
Shoppers Drug Mart ranked second on Leger's annual ranking, while Amazon and Walmart took big hits.
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Canadian Tire to shutter National Sports banner
The news comes as the retailer's non-sports divisions report gains in comparable sales and triple-digit ecommerce growth.
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The 2021 AToMiC Awards co-chairs announced
Canadian Tire's Eva Salem and NFA's Jordan Doucette will lead the jury to award work created during the most challenging of years.
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Roundtable Pt. 2: Leading amid uncertainty
Our panel of industry experts talks about communication and testing, testing, testing!
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Rehearsing for a future you can’t predict
Brand and agency leaders discuss scenario planning amid continued uncertainty in part one of our final roundtable for 2020.
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Canadian Tire names chief brand and customer officer
Susan O'Brien's promotion follows a mixed quarter, with the sales impact of COVID-19 coming with a 400% growth in ecommerce.
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Strategy’s Most Read of 2019: C-Suite
From Canadian Tire's brand win to P&G's cost-cutting strategy, these are the stories that reached corner offices this year.
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Canadian Tire to buy Party City’s Canadian assets
The retailer adds the party store's 65 locations and product portfolio to further diversify its seasonal selection.
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Retail’s identity crisis
It's time for brands to be bolder and faster on many fronts.
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How Canadian Tire became Canada’s most admired brand
SVP Susan O'Brien reveals the strategy that saw the retailer top Leger's annual survey.
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Canadian Tire tops Google as most admired company
Leger's annual survey saw the retailer move from number three into the number one position this year.
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Canadian Tire crowdsources content
The user-generated content play banks on the brand taking a back seat.
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Canadian Tire expands click-and-collect options
The retailer is testing automated ways for customers to pick up online orders in store.
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MEC, Canadian Tire most reputable brands for CSR
The retailers were among ten brands that exceeded on "citizenship, workplace and governance," according to a global survey.
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Canadian Tire enters premium pet category
U.S.-based retailer Petco will have its private label brands on the retailer's shelves.
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Real world meets social content
Bridging the digital world with physical platforms is the driver behind long-running branded content strategies.
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Canadian Tire set to acquire Helly Hansen
The deal will increase the retailer's brand assortment across many of its core businesses.
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Canadian Tire to launch new rewards program
The retailer hopes the flexibility of earning points at multiple stores will help Triangle Rewards appeal to a wider demographic.
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SickKids and Cossette take CASSIES Grand Prix
The awards celebrated the industry's most creative results-driven work at a Toronto gala Wednesday night.
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CASSIES Gold: Canadian Tire’s tested idea
For four years, Taxi helped the retailer show its products could help real people equip themselves for life in Canada.
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Quick Fire: Getting Olympic-sized value
Canadian Tire's Eva Salem on the unique challenges and perks of a five-ringed campaign.
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Tim Hortons named most authentic Canadian brand
Cohn & Wolfe adds Canadian consumers to its global 200-brand study for the first time.
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Which causes remain key to Canadians?
New Ipsos data suggests shoppers are keeping an eye on charitable deeds throughout their relationship with a brand.
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If brands were people…
We surveyed consumers about which brands are the best companions for certain social activities.
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Your last minute look back on Canada 150
From redesigned cash to stunts full of cheese, here are a few final additions to this year's roster of celebratory campaigns.
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Canadian Tire pops up in crowded decor space
The retailer puts experiential weight behind its Canvas line to show products in context.
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Behind Canadian Tire’s (old) viral spot
The brand is the latest to benefit from its inclusive messaging, months after its Olympic platform initially launched.
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Canadian Tire replaces CEO with a familiar face
After two years, Stephen Wetmore returns to the leadership of the company, taking over for Michael Medline.
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Loyalty cards: where’s the love?
Year-over-year, Canadians consider loyalty cards less trustworthy and less personalized, according to a new report.
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Check it out: Canadian Tire takes customers to school
The retailer pushes its MasterCard rewards with a new spot focused on math basics.
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Brands reach out to Fort McMurray
How some of the country's biggest names (and some local agencies) are helping wildfire relief efforts.
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Why Canadian Tire is giving print another go
The retailer brings back a physical catalogue to woo new customers and step up its omnichannel approach.
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Who are Canada’s most trusted retailers?
From department stores to grocery, BrandSpark's research reveals those that inspire trust.
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Canadian Tire takes its tools on tour
The retailer takes its Maximum product line across the country to get it in the hands of professionals.
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The top brand stories of 2015
We examine the news and trends that shaped 2015 by looking back at our most-read stories of the year.
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MasterCard bets on data
New tech from the payment co aims to give merchants better insights and improve loyalty programs.
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Canadian Tire’s content-heavy Christmas
The retailer zeros in on its active family target with a new influencer partnership.
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DAOY Gold: DDB/Tribal Worldwide takes Gold for the team
The agency's collaborative approach has helped it nab the digital Gold this year.
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MAOY Gold: Touché!’s walk-on win
The agency had a banner year, increasing revenue, bringing on new clients and now winning Gold.
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AOY Bronze: Taxi bounces back
Losing a big account didn't stop this agency, as it continued to bring on new clients and produce stand-out work.
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Canadian Tire launches m-wallet
The iconic retailer enables in-store payment via an app, adding a gamification element to shopping.
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Why the dad demo is unignorable
Believe it or not, dad can be better for your bottom line than mom. Hunter Straker's Sheri Pearson taps into insights from a recent study, with tips to win his buck.
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Canadian Tire navigates a reinvention
The team at Jackman Reinvents takes a deep dive into the strategy behind the retailer's new Edmonton showcase store.
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Is your brand trusted?
A new study picks out the beer, car and retail brands, among others, that consumers trust most.
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Canadian Tire goes big with digital
The retailer is hoping to hook younger customers with its new interactive "showcase" store.
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Canadians bring home some Effies
Leo Burnett's #LikeAGirl, plus work by DDB and Taxi were among the most effective ads in North America.
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Mykolyn’s new ride
On the eve of his retirement from the ad biz, long-time Taxi creative leader Steve Mykolyn talks about his achievements, the thrill of doing good and being the dumbest guy in the room.
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Canadian Tire opens new digital innovation lab
The Kitchener-Waterloo lab is part of what the retailer says is its ongoing digital transformation.
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Are loyalty programs the fifth P of marketing?
A new report shows just how important programs have become, and which brands are doing it right.
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How to win at shopper marketing
As we move into the hyper-digital age, having simple and relevant programs is critical, argues editor Emily Wexler.
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Shopper Innovation Awards Grand Prix: Canadian Tire tests the limits
The famous Ice Truck takes the top prize, winning Canadians over by putting its battery through the ultimate test.
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Shopper Innovation Awards: Canadian Tire gets tested for life in Canada
To reassert itself as the retailer with the best products suited for life here, it aimed to really prove its merchandise was up to the task.
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The next big things in retail
As omni-channel becomes the name of the game, and the lines between physical and digital blur, here are some trends to watch.
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Woods Canada looks for trailblazers
The outdoor equipment co's new social push is all around finding its next brand ambassadors by offering them a dream job.
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Cause + Action: Canadian Tire levels the hockey playing field
Through "The Big Play," the retailer's Jumpstart program ensures disadvantaged kids can play hockey.
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Cause + Actions Awards 2015
Bell rides away with the top prize in this year's awards that celebrate the best cause campaigns in the country.
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Taxi continues promotion spree
The agency promotes seven into senior positions, including Jack Dayan to VP, head of strategy in the Vancouver office.
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Getting to real human truth
After going through 158 case studies, CASSIES convenor John Bradley weighs in on some key learnings.
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And the CASSIES Grand Prix goes to…
Molson and Rethink stole the show with the Beer Fridge campaign, while Leo Burnett and Ogilvy took home the most Golds.
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CASSIES Gold: Canadian Tire breaks records from a cold start
The retailer brought a new meaning to winter in Canada with its "Ice Truck," while driving car battery sales.
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CASSIES Silver: Canadian Tire celebrates unsung heroes
Aiming to connect athletes to people, Jonathan Toews and a cast of "everyday heroes" took centre stage in "Team Photo."
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CASSIES Bronze: Canadian Tire takes its Canadianness to digital
The retailer reinvented its catalogue online, featuring real people's stories and their passions.
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Shopper Innovation Awards contenders revealed
Check out who made the shortlist for the year's most innovative shopper marketing and retail campaigns.
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Can you define Canadians?
CASSIES jury member and Weber Shandwick president Greg Power checks out why tapping into our collective experience creates value for brands.
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Google is most influential brand
The tech giant leads the pack, while Tim Hortons ranks high in corporate citizenship and Facebook falls short on trust.
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Did Target understand the Canadian market?
The retailer's problem was not just a lack of products, it was not using those products to differentiate itself, experts say.
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Taxi bolsters senior ranks
The WPP agency is hoping to kick the year off right, promoting six men into leadership roles.
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The passion of the marketer
Editor Emily Wexler on the characteristic driving marketers to excel at their jobs.
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2014 Marketers of the Year
Here's the skinny on what made these folks rise to the top of our list.
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Giving charities more than the CSR scraps
Marketers need to form real partnerships with charities, says Taslim Somani, VP at Toronto shop Stephen Thomas.
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Last chance: Help crown our Marketer of the Year
Vote for candidates from Canadian Tire, MLSE, Kraft, Dempster's and Aritzia by midnight tonight.
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Taxi and Canadian Tire nab top B!G honours
From particularly Canadian executions to a driving playground for movie-goers, check out this year's B!G winners.
