March 2013
Upfront
Dear Banana Republic, it’s not me, it’s you
Bensimon Byrne’s Max Valiquette ends his long-term relationship with the clothier for losing sight of itself.
Canadian Cannes jury members announced
Five women and one man head to Cannes this summer to judge the Film, Cyber, Direct, Promo & Activation, Radio and Design categories.
Brands up the cool factor
Van Houtte, Jacob’s Creek and Lincoln are among the brands attaching themselves to those who are “cool by profession.”
10 signs you’ve been hacked
Strategy presents ways to know that your social media account has been taken over.
On Target
A look at the buzz the retailer has built so far, as it prepares to open its doors in Canada.
Country Style’s sunny rebrand
The QSR updates its image to push its breakfast offering and stand out amidst heavy competition.
Features
Reinventing the drug store
Joe Jackman brings his high-speed retail makeover formula to Rexall.
Design Report
Design Report: The store of the future
What are the conditions that will shape the retail environment? We take a look at the biggest factors, and some retailers that are already addressing them.
Features
Diversifying a white man’s world
How does a lack of diversity in the senior ranks impact strategy, creativity and the bottom line? “It’s a brain drain.”
Royale at 50
The original catvertiser keeps building a strong brand.
Shine or bust: Advice for winning awards
Leo Burnett’s Judy John, Taxi’s Dominique Trudeau and JWT’s Martin Shewchuk offer words of wisdom on how to bring home the hardware.
CASSIES Photos
Photos: The 2013 CASSIES
A selection of pictures from this year’s award show, held at the Ritz-Carlton in Toronto.
Back Page
Back page: social media worth
Bensimon Byrne reflects on the value of Facebook “likes.”
Forum
Procurement: The good, the bad and the ugly
DDB’s Frank Palmer reflects on the impact of procurement on advertising agencies.
More craft please
Emma Hancock of Heroes & Villains on why craft in advertising still matters.
Shopper Innovation Awards
Shopper Innovation Awards: Custom retail
Holt Renfrew, Nestle Purina PetCare and P&G’s Euranuba brand win Gold, Silver and Bronze respectively.
Shopper Innovation Awards: Brand new!
Metro wins Gold, Wendy’s takes Silver and Friskies wins Bronze in the category that recognizes new product launches.
Shopper Innovation Awards: In-store engagement
Keurig brews up a Gold win, while Metro takes Silver and ComQi takes Bronze for effectively engaging customers in stores.
Shopper Innovation Awards: Small budget
Programs for Stride Gum and Becel make big impacts with small budgets, winning Silver and Bronze respectively,
Shopper Innovation Awards: Packaging
It’s what’s on the outside that counts for James Ready, Maison Orphee and Maynards, honoured with Gold, Silver and Bronze in this category.
Shopper Innovation Awards: Partnering
Desjardins partners with the Montreal Auto Show to win Silver and Unilever teams up with Shoppers Drug Mart to take the Bronze.
Shopper Innovation Awards: Path-to-purchase
Doritos gets Jacked for the Gold and Fruite teams up with an animated movie to win Bronze.
Shopper Innovation Awards: CSR
Purina takes Gold for “Paws for the planet,” Loblaw wins Silver for its sustainable seafood initiative and Desjardins wins Bronze for encouraging fiscal responsibility.
Shopper Innovation Awards: Changing behaviour
Changing consumer behaviour is never easy, yet Unilever and PepsiCo manage to do it, winning Silver and Bronze respectively.
Shopper Innovation Awards: Loyalty
James Ready picks up two Golds for building a loyal fan following, while Air Miles wins Bronze for its “Check-in Challenge.”
Shopper Innovation Awards: Out-of-the-box retail
RBC takes the Gold for its new retail format, Walmart wins Silver for its Outdoor Living Centre and Sobeys takes Bronze for its Moodie Foodie app.
Shopper Innovation Awards: Global adaptation
Dove wins Silver for making real women famous, and Bronze for recruiting real hair stories. Depend also picks up Bronze for getting Canadians to try it on.
Shopper Innovation Awards: Integration
Gold honours in this category go to Loblaw for “BBQTown” and MasterCard for “Stylicity,” while Maynards picks up Silver for “Make your Face a Maynards.”
Shopper Innovation Awards: Original idea
McDonald’s picks up Gold for answering consumers’ questions, while Gotstyle and Maynards both take Silver.
Shopper Innovation Awards: Tech breakthrough
McDonald’s takes Gold, Rockland Mall’s virtual fashion experience win Silver and Sobey’s Moodie Foodie app takes Bronze.
Shopper Innovation Awards: Targeting
McDonald’s picks up another Gold, and GoodNites wins Bronze for effectively targeting moms.
Shopper Innovation Awards: Grand Prix
MasterCard picks up the biggest honour of the show for its Stylicity program.
MasterCard’s Stylicity wins Grand Prix at Shopper Innovation Awards
The credit card company and its agency MacLaren McCann pick up the top prize at the inaugural award show. McDonald’s and Tribal DDB also win big, as do James Ready and Leo Burnett.
Shopper Innovation Awards: Judges
Meet the jury, comprised of co-chairs and an executive committee, for the 2013 awards.
Editorial
Editorial: Diversity – not a black and white issue
Strategy executive editor Mary Maddever on the face of diversity in the Canadian marketing industry, and how it impacts everything from hiring policies to store designs.
