Mindshare
Company Info
Award-Winning Talent 2025
The Work
Rogers gets emotional in its longest-ever Christmas ad
Mazda makes cars for people who “choose to move and be moved”
How brands are rallying around the Edmonton Oilers’ run to the finals
Yoplait wants to make its latest protein offering easy and accessible
In the News
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Buzzworthy spots surrounding this year’s Super Bowl
Hellmann’s reunites stars of a famous romcom Hellmann’s Super Bowl LIX commercial, “When Sally Met Hellmann’s,” is a riff on the ...
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Nutella using Toronto immersive activation to promote holiday recipes
Nutella has launched the pop-up “The Nutella Holiday House” to help customers relax in a holiday wonderland from Dec. 7 ...
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Ferrero Rocher celebrates the finer things in life and holiday hosting
Ferrero Rocher is giving Ontario residents a chance to win a lux premium dining experience at Constantine in Toronto in ...
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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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Dove brings its self-esteem messaging to bath time
Taking inspiration from its parent brand, Dove Kids Care aims to make sure children get positive affirmations from the shelf to the tub.
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Rogers integrates creative and media work with WPP
The company combines the assignment for its brands with Theo, a new dedicated team made up of Taxi, John St. and Mindshare.
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Which shopping habits are here to stay?
Mindshare's survey also shows consumers aren't as eager for major shopping events like back-to-school and Black Friday.
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The places consumers will go post-lockdown
Mindshare's research suggests Canadians will be in no rush to return to malls and sporting events.
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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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Who is in the running for 2019 Media Agency of the Year?
The next shortlist for this year's gala covers shops that were tops in buying and planning.
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Canadian TV networks dive into streaming waters
How Canadian media companies are establishing their streaming brands to compete with Netflix and Amazon.
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Cannes 2019: Two Media Lion wins for Canada
FCB/Six and Initiative win Silver for "Go Back to Africa," while Ogilvy and Mindshare get Bronze for Hellmann's "Real Food Rescue."
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The Agency A List: Mindshare
Eternal upstart maximizes its talent
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2019 SIA Awards: Shiny healthy people
Becel, Michelob and Enercare all tapped into the wellness craze to great effect.
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Up to the Minute: LP/AD gets a new partner
Plus, Chimera becomes PR AOR for K-Swiss and Prospectus expands creative with Neptune Blue acquisition.
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Consumers remain loyal to Canadian retailers: report
New research by Mindshare lands as a number of established retailers retreat from the market.
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Partnerships take Hellmann’s CSR work to the next level
The Unilever brand is learning to tap and collaborate with industry experts and companies to further its cause.
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Canada snags nine Effies
There were no Gold winners, but eight agencies took home other awards from the show recognizing creative effectiveness.
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Up to the Minute: Cundari named chair of CMA
Plus, Weber Shandwick makes ten hires and the EU's General Data Protection Regulation comes into effect.
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Mazda, well-crafted
The automaker is taking a page out of craft beer's book as it celebrates 50 years of fun-fast cars and energetic marketing.
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Combining tech and shopper marketing
How some of this year's SIA winners used filters, bots and loyalty apps to connect with customers.
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CASSIES Bronze: Manulife reveals the mortgage truth
DentsuBos and Mindshare helped the brand "Uncover the Mortgage Truth" and win a medal in the Underdog category.
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2017 Agency of the Year winners
A look at the insights that drove success for this year's top shops.
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Agency of the Year 2017: Insights from the podium
A deeper look at how Lg2, No Fixed Address, Mindshare and Citizen Relations scored Bronze at this year's awards.
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Here are your 2017 Agency of the Year winners
Cossette repeats as Canada's top agency, while Leo Burnett takes Gold in the inaugural Design category.
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Verdict: Air Canada’s social 150 push
The air carrier's head of brand on the strategy behind its most successful social campaign to date.
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Mott’s mixes up the Caesar
A new Clamato product targets at-home bartenders as the brand continues its innovation strategy.
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How Dove is keeping its message fresh
The brand's latest campaign uses real Canadian stories to combat social norms around women's looks.
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Amex opens up the front of the line
The company is giving entertainment perks to non-cardholders to attract new members.
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Walmart celebrates the smart
The retailer commends the mom who plans ahead, plus adds some freshness to its snack ideas.
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Up to the Minute: Tag’s new ECD
Plus: Imedia wins Parks Canada, Ipsos' first CMO and other news you might have missed this week.
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The primetime jungle heats up
In today's PVR and binge-watching world, media experts weigh in on which shows will make the cut this season.
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Walmart’s refresh
The retailer takes an omni-channel approach to promote its upgraded grocery offering.
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Up to the Minute: New board at the Advertising Standards Council
Plus: Cummins acquires a social agency and a slate of new PR wins.
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Canada Dry Mott’s new product love affair
Product innovation tends to fail. So why is the beverage co banking on new product launches? The simple answer: it's working.
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Unilever’s aging hair play
The company deepens its commitment to the category across two mainstream brands, after success with its more premium line.
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Up to the minute: Union Montreal fills up, a Canadian Clio president
The hires, wins and media news that might have flown under your radar this week.
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CASSIES Gold: Hellmann’s stays real
The Unilever brand shed its "junk-in-a-jar" perception with a focus on simple ingredients and real food.
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CASSIES Silver: Heart & Stroke brings home increased donations
The charity shared survivors' stories to highlight the impact donors can make.
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CASSIES Silver: SickKids focuses on the hero within
The hospital foundation stood out from the pack by sharing the strength and resilience of its patients.
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A peek inside Nexxus’ salon strategy
The Unilever brand is building itself a home and bringing its roots to the fore to tap into the demand for super-premium hair care.
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Driving awareness, literally
Tim Hortons' latest campaign started as a stunt, shifted into a focus group and acted as a sampling session before finally becoming a TV spot.
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Judy John named Direct Lion jury president
The Leo Burnett CCO is the first Canadian female creative to lead a jury at the international creativity award show in Cannes.
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Overall Brand of the Year: Crowning Tim Hortons
There's no stopping this beloved Canadian icon. From product and tech innovation to going viral, here's how to secure the top spot on the Brands of the Year list.
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Wearables go beyond the fitness category
On what lies ahead for the tech and why brands don't need to create their own hardware to get in on the game.
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Depend shows off its wares
The leakage protection brand is lending support to younger users of its products.
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WPP agencies launch Ford-specific shop
Y&R, Mindshare and Wunderman join forces to create Blue Hive, which will handle all the carmaker's marcom, following similar moves around the globe.
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Walmart turns 20
The brand's Canadian operation celebrates two decades of rocking the retail boat.
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Mott’s solves snack stress
Targeting moms looking for healthy options, the brand plans to follow up its current in-store campaign with a back-to-school push.
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Cause + Action Awards: Dove hangs self-esteem issues out to dry
With its dramatization of stats via 3D billboards, the brand's work to encourage self-confidence secured its win.
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Lowe Roche wins at the Ogilvy Awards
The Toronto shop picked up three wins in New York, including Gold for its O.B. "Personal Apology" campaign.
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Shopper Innovation Awards: Magnum brings pleasure to Toronto
The Unilever ice cream brand creates a very popular pop-up store in the city, winning a Gold and a Silver this year.
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Shopper Innovation Awards: American Express looks local
The credit card company wins a Silver and a Bronze for encouraging consumers to "shop small" in Toronto.
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Axe grows up
The Unilever brand is launching a "Pose for Peace" campaign to empower its socially-conscious target demo.
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SickKids brings cinema audience to their feet
SickKids hopes this video of five-year-old "real life hero" Antonio getting a surprise standing ovation will encourage viewers to have a "share of heart" as part of its expanded fundraising campaign.
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Walmart’s moms ring in the holidays
The retailer is taking an omni-channel approach to its holiday push, continuing its promotional work around moms and a major focus on its recently upgraded e-commerce site.
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Brand partner of the year: Bell Media turns sponsors into TV stars
With successful partnerships around The Amazing Race Canada and the MuchMusic Video Awards, as well as plenty of branded content with MTV, Bell is taking sponsorships by storm.
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American Express proposes an alternative
The credit card co has launched its largest Canadian campaign in recent years, promoting its AeroPlanPlus cards as CIBC and TD divide their Aeroplan members.
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Moms’ moods inspire Walmart
From the emotional to the ultra-organized, the retailer showcases multiple mom personas in its new back-to-school campaign.
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Canada in Cannes: How to win in 2014
The Canadian judges from this year's festival on what they observed, and how agencies can create more work that gets noticed.
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Fall TV: Primetime battlegrounds 2013
With the battle lines drawn, an expert panel predicts the winners and losers for the upcoming season.
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Hellmann’s: 100 years of keeping it real
How the brand has stayed true to its positioning through a century of change.
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Walmart brings Smiley out of retirement
The retailer's mascot quietly returns to support a month-long price roll-back promotion by JWT.
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Dove sheds light on self-esteem issues
The beauty care brand erected two 3D billboards in Toronto, with another in Montreal next week, to kick off its latest multi-platform campaign.
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Youth Report: Kotex adds forum to its Real Talk platform
As an extension of its "Generation Know" campaign, U by Kotex provides a place where young women can ask important questions.
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Shopper Innovation Awards: Global adaptation
Dove wins Silver for making real women famous, and Bronze for recruiting real hair stories. Depend also picks up Bronze for getting Canadians to try it on.
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Hawaiian Punch launches new format in Canada
Canada Dry Mott's is bringing new flavours and a different bottle size of the tween- and teen-targeted drink to Canada this year.
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Heart and Stroke Foundation works with time
The organization has launched a new campaign that urges Canadian baby boomers to take action and "Make Health Last."
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Becel spreads the love
The Unilever brand is targeting moms with a TV and digital campaign that urges them to take care of themselves.
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Knorr kicks off “What’s for Dinner?”
The Unilever brand's biggest shopper marketing push to date, supported by digital and social media, helps answer the age-old question.
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LG debuts an emotionally-driven campaign
The North American campaign for the LG Optimus G encourages people to break out of their cellphone's cell.
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Old school innovation
Not all attention-grabbing, clutter-busting ‘firsts’ involve tech.
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Dove Canada spotlights role models
The personal care brand has broadcasted a live-streamed event, hosted by Mandy Moore, to encourage positive role models for Canadian girls.
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Restructuring daytime TV in a post-Oprah world
With the talk show queen out of the running, a new slate of hosts vie to take her place, but is it the right strategy for the networks?
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A whole new world for Walmart
With new CMO Emma Fox on board, the retailer is boldly going where it has never gone before, putting a focus on moms, taking private label up a notch and entering the social media era.
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Walmart searches for Mom of the Year
The retail giant makes its first foray onto Facebook and introduces a new program celebrating Canadian mothers.
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Agency of the Year ate our redesign
Executive editor Mary Maddever provides a glimpse behind the scenes of AOY and Strategy's redesign.
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Media Agency of the Year 2011
MediaCom leads the pack in this year's quest for MAOY Gold, while Cossette Media's Terry Horton and Media Experts' Mark Sherman are named Media Directors of the Year.
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MAOY Bronze: Mindshare dives into digital bridging
Mindshare's work for brands like HSBC, Hellmann's and Ford results in a Bronze win.
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The Heart and Stroke Foundation gets real
The charity advises Canadians of the early onset of heart disease with a bold new campaign.
