MEC
Company Info
The Work
Strategy’s Nice List 2018
Could you be Captain Obvious?
MEC charts a path outside
Dare taps into something special
In the News
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BOY 24: Tilley punches above its weight
This Brand of the Year story was originally published in the Fall issue of Strategy Magazine. Check out the winners ...
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View from the C-Suite: How MEC is evolving by revisiting its past
The outdoor brand is leaning on nostalgia to remind shoppers of their favourite gear.
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Outdoor enthusiasts up their game with gear upgrades
After two years of booming cycling and camping sales, MEC and Altitude are seeing consumers return for more than the basics.
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View from the C-Suite: MEC moves forward post-acquisition
CEO Eric Claus discusses how the outdoor retailer is launching new initiatives that build on the strengths of the former cooperative.
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Can private equity save embattled retailers?
From the C-Suite newsletter: Buyers have swept in to save MEC and Frank & Oak. What they do next will be critical to survival.
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MEC to be bought out after filing for creditor protection
The outdoor retailer will transition away from its co-op model after already-existing financial struggles were exacerbated by the pandemic.
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Brands struggling to stand out should focus on emotion
Forrester suggests a better understanding of how brands make customers feel could help stagnant experiences.
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Corner Office Shifts: MEC appoints new CMO
Plus, Montreal jeweller Birks Group eliminates top marketing role, and TextNow looks south for chief growth officer.
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Can advertisers fare without Facebook?
A boycott of the company could prompt change, and industry insiders believe it might convince other media platforms to amp up their attribution game.
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Canada’s most-trusted brands, pre- and post-COVID-19
This year, the Gustavson School of Business conducted two surveys to help trace changes in consumer trust.
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Corner Office Shifts: Hudson’s Bay, Lululemon, Roots and more
A round-up of senior-level executive changes you may have missed.
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Are brands ready for a gender-fluid future?
As gender continues to evolve, strategy looks at who is evolving with it, from targeting to advertising to retail experiences.
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Meet the 2019 Brands of the Year
From StrategyDaily: Dig into features on what makes Loblaw, MEC, Ecobee, Ritual, OVO and Frank And Oak each a BOY.
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2019 Brand of the Year: MEC climbs to new heights
The retailer is modernizing by celebrating diversity, expanding its offerings and upping its experiential game.
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Retail as a community hub
The strategy behind investments Staples, MEC and Indigo have made to create more experiential stores.
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How MEC is building on its experiential history
CMO Anne Donohoe talks about the retailer's past, and future, as a place to chill, run, climb and shop.
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MEC goes experiential with adventure travel arm
The outdoor gear co-op is testing branded travel experiences to create deeper connections with its members.
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All the lonely people
Editor Jennifer Horn examines how brands are making efforts to bring people together.
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Behind MEC’s pledge for greater diversity
The outdoor equipment retailer has "accelerated" efforts to reflect the country's growing diversity in its marketing.
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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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Membership organizations enjoy high levels of trust
The CAA, Mountain Equipment Co-op and Costco continue to dominate the annual Gustavson Brand Trust Index.
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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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MEC tops ‘most reputable’ brand ranking
The outdoor equipment retailer debuts atop the Reputation Institute's annual list, alongside Google.
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Up to the Minute: New clients at FCB/Six, Environics
Plus: Molson Coors sticks with its media partner and more news you may have missed.
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Molson helps NHL enter VR
How the beer co is using its brand and traditional assets to drive interest in a next-gen hockey broadcast on Sportsnet.
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What are Canada’s most trusted brands?
The second annual Gustavson Index reveals the standouts for consumers in various categories.
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NKPR wins business for outdoor retailer MEC
The agency takes on PR duties for the co-op brand as it opens new stores in Canada this year.
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Molson launches historic product line
The beer brand goes as far back as the 1700s in its recipe vault for its latest brew.
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Central Station wins Molson’s Belgian Moon
The Toronto shop is now creative and strategic AOR for the wheat beer brand, newly launched in Canada.
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What’s next for Molson’s rooftop rink?
The beer brand opens the rink up to the public, and prepares to launch a new "#AnythingForHockey" TV spot.
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Maverick Maker of the Year: Etsy goes offline
How real-world experiences have become a cornerstone of the online marketplace's strategy.
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How to hack a pantyliner
Carefree's social contest gets people to spill the beans on how they use the feminine product in innovative ways.
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Check it out: Schick’s inviting hotel
The brand has created a mini hotel to entice millennial women during festivals this summer.
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AToMiC Awards: Participation is king
When a campaign is dependent on people’s involvement, brands better be sure they’re along for the ride. These examples proved hard to resist.
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First speakers announced for Lions Innovation
A new "festival within the festival" and data-focused award bring more tech and digital programming to Cannes.
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CASSIES Grand Prix: Molson Canadian’s passport to success
After some globe-trotting and unique thirst-quenching, the Beer Fridge snags top honours at home.
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Who wins the ad popularity contest?
Two homegrown spots made the cut for this year's most-viewed spots on YouTube.
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MAOY Bronze: MEC’s groundbreaking year
The media agency is building on its Momentum, beefing up analytical tools and ditching the digital department.
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Rickard’s creates a new holiday
With help from Rethink, the beer brand is coming to market with quick-hit digital campaign to promote "Valenpints Day."
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Corona parties on a volcano’s edge
This latest social stunt marks part of an on-going branded content play for the beer brand.
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Molson makes the sacrifice
The brand kicked off its hockey program last night, with a focus on TV, digital and social, and will look to ramp up its activity leading up to and during the Sochi Olympic Winter Games.
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MEC uses consumer motivations to inspire a rebrand
The retailer has redesigned its logo and is positioning itself as the go-to store for outdoor enthusiasts of different active profiles.
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Rickard’s introduces a summer brew
Rickard's Shandy, the third entry in the brand's seasonal lineup, is being promoted by an OOH and digital campaign.
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Emergen-C kicks off ‘Kapow Time’
The Pfizer brand is using an OOH-heavy campaign to reach consumers in specific situations where they might feel they need a boost.
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Molson Canadian goes natural with Wheat
The beer co is aiming to reach a different audience and occasion with the new launch, which hits shelves this week.
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Corona lives it up
The Molson brand has launched a new multi-screen campaign targeting a younger-than-usual audience and encouraging them to live the good life.
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Playtex gets cheeky for new launch
The brand has brought a innuendo-filled campaign to Canada to launch its new Fresh + Sexy wipes.
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Heineken breathes life into OOH
The beer brand has launched a new campaign, which aims to get people interacting with its ads.
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New York Ad Week: Goin’ Mobile
MEC execs talk about the major impact of mobile, and tell advertisers to think of the platform as their first screen at the IAB Mixx conference.
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Rickard’s adds a layer
The Molson Coors brand has launched its first seasonal beer, Rickard's Cardigan, with an OOH and digital campaign.
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Corona celebrates the May long weekend
The beer brand is counting down to the weekend New Year's-style with a Facebook app and offline celebrations in Toronto and Montreal.
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Speed Stick grows one for Movember
The Colgate-Palmolive brand changes its strategy and goes digital for its new campaign.
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Corona sings a summer tune
The Molson Coors brand breaks the city landscape with a beach backdrop and karaoke booth.
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Canada nabs two Media Lions, plus two in Radio
At the second awards gala at Cannes, the country walks away with one Silver for MEC and BBDO, and three Bronze.
