June 2012
Upfront
Sid Lee’s Innovation Studio
The agency will launch a new multi-disciplinary approach to creative problem-solving this summer based on its Boot Camp model.
Editorial
Ads that earn their keep
Just in time for Cannes, strategy‘s executive editor Mary Maddever looks at world-class innovation and how marketing trends are changing the way businesses operate.
Upfront
Carly’s Café highlights autistic experience
An online documentary by Toronto-based John St. helps bring awareness to people with autism.
New Pepsi taste challenge brings tech to its Coke rivalry
The iconic grassroots campaign is back for the summer with high-tech and social features.
The next beer-volution
Using insights from heads at Molson and Labatt, strategy presents its predictions for what will hit the cooler next.
New spaces: agencies tear down creative barriers
JWT, Grey Canada, Draftfcb and sister co. Rivet have all traded their old-style offices for new homes that provide open-concept workspaces.
Forum
The brief is dead? Long live the brief
Mark Childs of Campbell Canada on the importance of a great brief, and how to create one.
Loving the haters
Justin Kingsley of Sid Lee PR on why you should let the brand haters hate.
Features
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.
How to win international business
Sid Lee, Bleublancrouge, Juniper Park and Capital C give their do’s and don’ts for winning clients outside of Canada’s borders.
AtoMiC Tech: the new ad creative superstar
From Volkswagen’s AR to History Channel’s interactive documentary, the future of technology is now. Here are some best-in-class examples from the past year.
Mobile to the rescue
A panel of experts from Cossette, Best Buy, Virgin Mobile and Tribal DDB weigh-in on how mobile can solve new advertising dilemmas.
Made you laugh
We asked a couple of industry insiders, known for their funny bones, to weigh in on a few of the funniest commercials of the past year.
From consumers to fans: the new brand relationship
Creating conversations and experiences that win fans is the new Holy Grail, and R&D and PR is part of the reward.
Samsung finds its heart
The electronics giant may be in two-thirds of Canadian households, but it’s not top of mind for consumers. Now it has a plan to go from a brand we simply buy to a brand we must have.
Canada’s creative contenders
What should bring come the Cannes hardware this year? Strategy reached out to Canada’s top creative and media stars to shed light on the best work of the year.
Back Page
Back Page: The year of the app
Dominique Trudeau, ECD at Taxi Montréal, gives us a sneak peek of what we can expect to see on smartphones in the south of France this summer.
