February/March 2014
Upfront
Koodo’s El Tabador to get sitcom treatment
The animated pitchman is part of a proposed half-hour family sitcom, pursuing his celebrity lifestyle in a mansion with an entourage.
Niche sporting spaces
If standing out amid a sea of Olympic or NHL sponsors seems daunting, consider these sporting alternatives.
Apps to cozy up with
From coupon reinvention to making reposting pics easy, experts play brand matchmaker with apps you definitely need to know about.
Features
Lost and found spaces
The good, the bad and the legality of guerrilla ad placements.
Pigott’s brand new path
In our exit interview with JWT’s Tony Pigott, he reflects on his career, the challenges facing the industry and his plans for the charity BrandAid.
Sharon MacLeod’s career evolution
As she heads to the U.S., Unilever’s Sharon MacLeod talks about her new role, and how the industry has shifted in the past 15 years.
Re-learning the craft
In part three of strategy’s Future Proofing series, the ADC’s Ignacio Oreamuno looks at the need to embrace education.
The insecure future of ads
To kick off strategy’s Future-Proofing series, R/GA’s Nick Law on the real impact Big Data is having on advertising, and what to do about it.
The need to unlearn
In part four of strategy’s Future-Proofing series, TBWA\Hakuhodo’s Dean Sciole says we need to erase what we already know.
The scramble for relevance
In part four of strategy’s Future-Proofing series, FGL Sports’ Duncan Fulton looks at the need to consolidate data and content.
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You’re fired
In part six of strategy’s Future-Proofing series, Rick Boyko says firing yourself is the best thing you can do to fight complacency.
Future-proofing
Guest editor Steve Mykolyn enlists industry heavy-weights to reveal their thoughts on how to keep up, and stay relevant, in today’s quick-changing world.
A different kind of resume
Droga5′s Ted Royer and Leo Burnett’s Judy John share what made some new hires stand out from the pack.
Preparing for battle
Training grounds such as Hyper Island, Swim and the Berlin School are aiming to equip advertisers with a crystal ball to deal with tomorrow’s needs today.
The CASSIES
CASSIES Bronze: Del Monte re-establishes its quality credentials
The packaged goods food brand taps “Garden Quality” for success south of the border thanks to agency Juniper Park.
CASSIES Bronze: HSF targets apathetic boomers
The Heart and Stroke Foundation’s “Make Health Last” campaign shows seniors how their last 10 years could be different.
CASSIES Bronze: Subaru BRZ heats up
Subaru uses a campaign that shows the BRZ melting everything in its path to entice new potential drivers of the sports car.
CASSIES Bronze: Lake of Bays expands its footprint
The brewing company rebrands to branch out from its Muskoka roots.
CASSIES Bronze: Jackson-Triggs has a wine for that
To take on a new crop of competitors, the wine brand refreshes its image with a campaign about relatable moments.
CASSIES Bronze: Telus makes a TV play
The telco introduces “Danny the installer” to get more consumers on board with Optik TV.
CASSIES Bronze: Corona’s high life
The beer brand walks away from teh beach to encourage its millenial target to “Live Mas Fina.”
CASSIES Bronze: Saving Joe Boxer
The men’s underwear brand changes its image to save itself from extinction in its largest retailer, Hudson’s Bay.
CASSIES Bronze: Dove mans up
The skincare brand taps former NHLers to appeal to “real men.”
CASSIES Bronze: Knorr answers the eternal question
The Unilever brand addresses “What’s for dinner?” by providing everyday meal ideas.
CASSIES Bronze: Boston Pizza’s epic Pizzaburger launch
The restaurant chain enlists historical figures to launch a one-of-a-kind offering.
CASSIES Bronze: Canadian Tire gets fresh with air filters
A campaign for Fram Fresh Breeze in-cabin filters gets consumers thinking about a topic that isn’t usually top of mind.
CASSIES Bronze: Sport Chek celebrates Mother’s Day
The sports retailer salutes the moms of athletes around the holiday, resulting in the best sales results for that time of year for the chain.
CASSIES Bronze: Ikea beats its Moving Day record
The furniture retailer extends its program in Quebec by delivering moving supplies right to consumers’ doors.
CASSIES Bronze: Subaru rallies families
The car co repositions its Forester SUV by appealing to its target’s sporty side.
CASSIES Bronze: Scotiabank takes fans to the movies
The bank surprised customers with a free movie-going experience and captured it on camera to increase membership to its Scene program.
CASSIES Bronze: Mountain Dew keeps the momentum going
The PepsiCo brand asked fans to choose which flavour survives to stir up interest, and increase share.
CASSIES Silver: Chocolate milk gets a makeover in Quebec
The Fédération des producteurs de lait du Québec positions the beverage as post-workout fuel to increase sales for the past five years.
CASSIES Silver: SpongeTowels soaks up sales growth
Thanks to a campaign starring the “Sponge Pockets” characters, the brand has seen major growth in the last six and a half years.
CASSIES Silver: Home Depot is ‘beau’ in Quebec
The home improvement retailer faced tough compettion in the province and increased share thanks to a made-for-Quebec tagline and campaign.
CASSIES Silver: Carly’s Café gives autism a voice
The website to promote Carly Fleischmann’s book and raise awareness for the cause put viewers in the shoes of those living with autism.
CASSIES Silver: Quebec City reconsiders the bus
The Quebec City Public Transit Network increased ridership with a campaign that highlighted the benefits of taking the bus.
CASSIES Silver: Rouge FM transforms itself
The Quebec radio station modernized its image to reverse loss of share.
CASSIES Silver: Toronto Jewish Film Festival flips perception
The fest highlights the “jewishness” of films to appeal to a younger crowd.
CASSIES Silver: Heart and Stroke’s zombies save lives
The foundation trains a record number of people in CPR thanks by tapping into the trendy interest in the “undead.”
CASSIES Gold: Koodo’s branding keeps on winning
Thanks to quirky campaigns and memorable characters, the brand has seem consistent growth since its launch.
CASSIES Gold: Mio gets through to millennials
The Kraft water enhancer targets young men with off-the-wall humour.
Creative Report Card
Creative Report Card: Advertisers full list
McDonald’s, Kokanee and Ikea were the top three most awarded brands in Canada. Check out who else came out on top.
The CASSIES
CASSIES Gold: Kokanee makes a movie
The beer brand’s The Movie Out Here picks up yet another accolade for helping to turn sales around in the West.
CASSIES Gold: McDonald’s disarms its detractors
The innovative program that answers consumers’ questions continues its winning streak by improving food quality perceptions.
CASSIES Gold: Videotron pranks its technicians
The telecomm company puts the focus on service and proves its technicians are up for any challenge to sign up a slew of new customers.
CASSIES Gold: TSFC takes over Twitter
The Tourette Syndrome Foundation used social media feeds to shed light on its cause.
CASSIES Gold: Earls brings lobster to the masses
The restaurant’s lobster promotion took the intimidation factor out of eating the dish to result in its most successful event of its kind to date.
CASSIES Gold: Iögo’s big debut
The yogurt brand, created to save its parent company, had a strong launch thanks to an eye-catching design and campaign.
CASSIES Gold: Budweiser puts on the Red Lights
The beer brand celebrated NHL goals with an innovative product that brought the excitment into consumers’ homes.
CASSIES Grand Prix: Missing Children Society’s next-gen milk carton
By getting permission to use people’s social networks, the organization was able to get the word out about missing kids.
Creative Report Card
Creative Report Card: Agencies full list
Did your agency make the cut this year? Strategy lists Canada’s top shops.
Creative Report Card: Creative directors full list
Judy John, Lisa Greenberg and Patrick Scissons land in the top three. Find out who else placed where on the list.
Creative Report Card: Art directors full list
For a complete listing of Canada’s award-winning ADs in the 2014 Creative Report Card, read on.
The CASSIES
CASSIES: 2014 Judges
Meet the judging panel for this year’s awards.
Forum
Meeting education expectations
Ken Wong asks: Can universities keep up with the demands of today’s skill set?
Creative Report Card
The 2014 Creative Report Card
Strategy unveils its rankings of big winners at international, national and regional advertising award shows. DDB tops the agency list, while McDonald’s is the top advertisers.
Creative Report Card: Top brands’ higher learning
Top marketers from this year’s most awarded advertisers share their future-proofing initiatives.
Creative Report Card: DDB’s gold-star performances
A fly-on-the-wall look at what goes on behind the production curtains of some of the agency’s winning campaigns
Creative Report Card: Movers and shakers
Who were the big jumpers on the list this year? Who won Best in Show? A look at some standout agencies and work from the 2014 Report Card.
Creative Report Card: Odd jobs and creative outlets
This year’s top CDs, including BBDO’s Peter Ignazi (pictured) share stories of past employment, secret talents and side projects.
Creative Report Card: Copywriters full list
Who are the country’s top wordsmiths? Find out who won the most awards for their persuasive text.
Creative Report Card: Head of the class
This year’s most awarded creatives share what they’ve learned since school, plus their future-proofing strategies.
Creative Report Card: Most likely to succeed
A deeper look at some of the top art directors and copywriters in this year’s rankings.
Creative Report Card: Methodology
Breaking down how the rankings are determined.
The CASSIES
The 2014 CASSIES
Grey Canada and the Missing Children’s Society take top honours at the Canadian show that celebrates creative effectiveness.
Forum
Surf’s Up
Will Novosedlik on how to ride the tide of continual industry change.
Back Page
Back page: The first known instance of future-proofing
Illustrator Gary Clement takes us back in time.
