Editorial
Serving a higher purpose
Editor Emily Wexler on what the next generation of purpose-driven marketing should look like.
Upfront
Putting OneMeth on the map
OneMethod gives a unique look at its clothing line thanks to Google Street View.
Sports Experts’ new direction
The retailer has launched a new platform to build more of an emotional connection with Quebec consumers.
Best Buy’s holiday point of view
The retailer takes a new approach this year with an ad that doesn’t show any products.
OLG goes beyond games
With its new platform, the corporation wants to remind people where the money goes.
On trend in 2016
From the sharing economy to age-agnostic marketing, here are a few predictions for the year ahead.
Forum
Saying no to spec: the aftermath
Zulu Alpha Kilo’s Zak Mroueh on what happened after his agency’s now-infamous “no spec work” video.
Back Page
Back page: Top 2016 media prediction
J. Walter Thompson’s final big prediction for the new year is a hairy one.
Features
Teach me to drink
Beverage brands are getting consumers to sip from the fountain of knowledge.
How to turn 195, the Alexander Keith’s way
For the last two centuries, the Labatt-owned beer brand has been reflecting Maritime values back to its fanatical drinkers.
The 2015 Marketer Survey
From shrinking departments to shifting budgets, here’s what the industry had to say in our annual poll.
Mid-season TV checkup
From the return of the X-Files to a new Seth MacFarlane comedy, see what’s in store for 2016.
Agency survival strategies
How three Canadian shops are parlaying a U.S. client strategy into growth at home.
Marketers of the Year
Marketer of the Year: The Doolan effect
A purpose-driven approach by General Mills’ director of marketing has brought new relevance to some of the country’s oldest brands.
Marketers of the Year: Getting Interac users back in the black
Andrea Danovitch is transforming the brand from familiar face to financial liberator.
Marketers of the Year: Modernizing milk
Agropur’s Caroline Losson is on a mission to make Natrel more than just a milk brand.
Marketers of the Year: Bottling beer success
Kyle Norrington is giving each Labatt brand a unique personality to set them apart, even within their own family.
Marketers of the Year: Queen of the creampuffs
Denise Darroch is now leading a loyal fandom for U by Kotex, after her risk-taking moves paid off.
Marketers of the Year: Bringing Samsung to life
Mark Childs has strengthened the brand by focusing on the experience and benefits of tech.
2015 Marketers of the Year
Check out the six winners who nabbed top honours this year.
Publisher's Note
2016: less shiny?
Publisher Mary Maddever asked some industry folks to weigh in with predictions for the year ahead.
