Buzzworthy 2012
Bravest campaign of the year: McDonald’s
The fast-food chain parlayed vulnerability into global exposure.
Best brand use of celebrity athletes: Dove & Sport Chek
These macho men were the perfect match for each brand.
Sequel of the year: BMW
Cundari’s thrilling campaign for the new M5 topped its predecessor.
Pop-culture tie-in of the year: Heart and Stroke
The non-profit’s bold zombie campaign got everyone talking about CPR.
Breakout social media site of the year: Pinterest
The image-sharing website took the Internet by storm in 2012.
Buzzworthy in 2012
Which campaigns, pop-culture tie-ins and celebrity spokespeople made big splashes this year?
Editorial
Editorial: Finding the sweet spot
Strategy‘s executive editor Mary Maddever on why mass advertising still matters.
Upfront
Simons brings fluid retail design to Edmonton
The Quebec-based fashion retailer makes its mark on the West Edmonton Mall with suspended change rooms and social media photo booths.
Campbell crowdsources
The CPG company partners with Mofilm to bring its first crowdsourced TV spot to Canadian screens.
Red Bull’s playgrounds
The energy drink company creates an app that helps users scout local sports and entertainment spots across Canada.
Unilever gets groomed
The company enlists A-list stylists to introduce new products at a Toronto event.
Brands replace hockey…with hockey
With the NHL lockout still in effect, sponsors like Kraft, Molson and Sport Check are finding alternatives to teaming up with the pros.
Vino’s strange bedfellows
Wine brands are going beyond the traditional food pairings, associating themselves with everything from chips to neck ties.
Forum
2013: The year of the family app
Andrew Barrett on how apps of the future should bring people together.
Step up your experience game
Aldo Cundari on the Age of the Consumer and the new ROI – return on involvement.
Features
Roundtable: What happened to advertising?
Our experts say whether the focus on niche executions means brands are losing mass audiences.
Ikea and Reitmans tone down the funny
What happens when brands known for their comedic approach get serious? We ask industry pundits to weigh in on these changes of direction.
Marketer Survey
Marketer Survey 2012
A year’s worth of insights gleaned straight from Canada’s top marketers.
Marketers of the Year
Marketers of the Year 2012
Mary De Paoli and Sun Life take the top prize, plus winners from P&G, Sport Chek, Shoppers Drug Mart and L’Oréal Canada.
Marketers of the Year: There’s something about Mary De Paoli
As this year’s overall winner, Sun Life’s CMO brings soul to insurance.
Marketers of the Year: David Grisim’s golden year
The leader behind P&G’s biggest multi-brand campaign for the Olympics tackles diversity and inclusion.
Marketers of the Year: Marie-Josée Lamothe’s digital domination
L’Oréal’s CMO conquers the beauty market with a content-driven, digital-first approach to marketing.
Marketers of the Year: Sandra Sanderson keeps Shoppers fabulous
The SVP marketing celebrates the pharma-retailer’s half-century birthday with a streamlined approach.
Marketers of the Year: Duncan Fulton retells Sport Chek’s story
Forzani’s chief marketer takes the brand to a digital frontier.
Agency of the Year
Agency of the Year photo gallery
Pictures from our annual awards ceremony celebrating the best in advertising and media.
- Tim Hortons to bring Loop containers to restaurants
- DoorDash tries to get its place in Canada’s ‘flavourhoods’
- Introducing strategy’s Diversity and Inclusion advisory board
- Unilever ‘heavily’ increasing investment in ‘effective’ marketing
- Milestones gets a hand from Ryan Reynolds to boost happy hour
