Tribute
Nabob and the coffee kerfuffle
How the 120-year-old brand managed to maintain its challenger status.
Upfront
There’s a taco for that
Old El Paso’s campaign serves up a taco for every occasion.
Gen Z, by the numbers
Sorry, millennials. Marketers are already looking to the next generation.
Taking adulting seriously
How digital brands are connecting with millennials by taking the fear out of growing up.
NABS’ inside baseball campaign
The organization introduces a new outlet for creatives.
Molson’s cross-country mission
The beer brand puts Canadians’ reputation for generosity to the test.
Creative
Yours, mine and ours
Why traditional brands, from clothing to cars, are playing nice with the sharing economy.
Forum
The bots cometh
Innocean’s Scott Suthren tells us how to get along in our bot-filled future.
Back Page
Back page: A note from procurement
Edelman Canada receives a letter from advertising’s loneliest outpost solving the agency compensation conundrum.
Features
Culture shock
L’Oreal, Mondelez and FGL sports are trying to infuse new thinking with a jolt of hands-on learning.
The new Sears wish book
COO Becky Penrice discusses how the 64-year-old retailer is finding its foothold for the future with Initium, Pinball and its iconic catalogue roots.
Publisher's Note
I like Canada’s odds in Cannes
Publisher Mary Maddever looks ahead to the Lions and the work that could stand out.
AToMiC Awards
AToMiC Awards: Shifting perceptions
Brands from Uber to the Liberal Party of Canada saw the need for change, and repositioned to connect with new audiences in fresh ways.
AToMiC Awards: Know thy audience
From newly-minted executives to festival-loving dog owners, these brands found their targets in clever ways.
AToMiC Awards: Designing a guitar book
Rethink creates a notebook to store inspiration.
AToMiC Awards: Disrupted expectations
Ikea and the Foundation Fighting Blindness messed with media to win the audience’s attention.
AToMiC Awards: Made you look
Through creative use of their environments, these OOH campaigns won eyeballs and hijacked mobile reach.
AToMiC Awards: Grand gestures
In an era of big data and micro-targeting, there’s still room for bold stunts and big ideas.
AToMiC Awards: Crossing platforms
TV shows looked to other media – and the real world – to extend their fan bases, while brands deepened their role in TV.
AToMiC Awards: Cinematic ads with an emotional hook
Cineplex and CIBC brought moviegoers (and online viewers) to tears with their long-form branded content videos.
AToMiC Awards: In the moment
These cause campaigns demanded immediate action, and provided instant gratification to donors.
AToMiC Awards: Getting personal on social
Converse, Smarties and the Canadian Safe School Network personalized their messages to get them shared.
AToMiC Awards: 2016 jury
Meet the judges who chose the winning cases.
2016 AToMiC Awards winners revealed
Check out the disruptors, creators and shifters whose ideas took off.
