Editorial
The future of creativity
With the Cannes Lions International Festival of Creativity looming on the calendar, the June 2011 issue of strategy takes a look at where we are and where we’re headed.
Upfront
Telus critters want your vote
The mobility company is giving Canadians their say in selecting a spokescritter for the brand’s back-to-school campaign.
So you think your fingers can dance?
A new Yellow Pages campaign puts a fresh spin on “Let your Fingers do the Walking.”
QR codes go mainstream
The codes are being used everywhere from ads for Global TV Vancouver to fundraising efforts for the Children’s Miracle Network.
Yellow Tail goes 360 to get toasted
The Australian wine brand is encouraging Canadians to say ‘Goodbye Fridays!’ with a contest to win the day off for a year.
Liquid Nutrition’s smooth(ie) expansion
The Montreal-based company is using celebrity endorsements and a whole slew of digital channels to reach health-conscious Canadians.
It’s Do or Die time for Windows
Microsoft Windows Canada sends PC users on a reality TV-inspired international adventure.
Fido has answers
A new campaign from the mobile service provider emphasizes the value of getting a live customer service rep on the phone.
Why so proud, Canada?
From Tim Horton’s to Rona, big brands have been showing their true patriot love in advertising lately.
Creative
Molson goes green by seeing red
The beer co unveils its commitment to positively impact the environment in Canadian communities.
Roots keeps it real for Canada Day
For the first time, the brand is using Facebook to lead a campaign and featuring everyday Canadians.
Who
Locale’s artful kickoff
Aldo Group’s Douglas Bensadoun puts his best foot forward with a new store concept that brings local artists into the retail environment.
Deconstructed
Lifestyle wars: Canadian Tire vs. Loblaw
The retail giants go head-to-head with new efforts focused on everyday living.
Biz
Roundtable: The power of creativity
Strategy gathered a panel of seasoned industry veterans to discuss the state of creativity in Canada – from engraining it into office culture to its effect on the bottom line.
Next Media Stars
The airport aficionado: Jennifer Sawula, strategy supervisor, MediaVest
Next Media Star contender Jennifer Sawula helped Capital One stand out at the airport.
The budget extender: Fatima Hyder, manager, invention, Mindshare
Next Media Star contender Fatima Hyder knows how to get more bang for a client’s buck.
The target terminator: Jen Donaldson, account planner, Time + Space Media
Next Media Star contender Jen Donaldson helped the Canada Games beat all targets.
The webmaster: Steven Kim, digital strategist, Starcom
Next Media Star contender Steven Kim was game for the challenge of launching two new Pokémon games for Nintendo DS.
The king of cross-platform content: Sam Galanis, supervisor, connection strategy, UM Canada
Next Media Star contender Sam Galanis got teens singing with Coca-Cola Covers.
Next Media Stars
Check out who made the shortlist and what they’ve been up to, as we unveil the second batch of Next Media Star contenders.
Forum
Thinking or sinking in the sea of sameness
Tony Chapman and Ken Wong discuss how creativity should be regarded as an asset, a real tool and resource that is entrenched and deployed across more areas of the business.
Learning and leading creativity
Geoff Craig, former Unilever exec and Extreme Group’s new agency president, examines the importance of creative leadership within the marketing department and how to cultivate it.
Back Page
Creativity is a powerful tool
Y&R offers a handy tool to help cover your tracks at Cannes.
