Editorial
Community-led and nimble: the new corporate social relationship
Strategy‘s executive editor Mary Maddever looks at unrealistic expectations and limitless opportunities in the new CSR landscape.
Upfront
ING’s explosive branding
A brand revamp by new AOR John St. positions the financial institution as a modern alternative to the big five banks.
Unilever strives for sustainability
The CPG co has changed its entire business model in order to meet the objectives set forth in its Sustainable Living Plan.
As seen on reality TV
From the team at The Hive to DDB Canada’s Frank Palmer, Canadian ad men are taking the small screen by storm.
H&M’s eco-friendly couture
The retailer is expanding its sustainable Conscious Collection into a haute couture line, with promotion focused on in-store displays and PR.
Art for good
A Montreal children’s hospital gets a revamp from Cirque du Soleil and Moment Factory, while Infiniti creates an art car to raise funds for One Drop.
Cause + Action
Cause + Action 2012
Indigo tops the list of brands that made a seriously positive impact in this year’s awards. Read on to hear about all the winners.
Overall winner: Indigo brings the love to school libraries
A revamp of the retailer’s Adopt a School program results in increased donations and awareness, with a 1,033% return on its marketing investment.
Cashmere adds pink to its compassionate fashion statement
The Kruger Products brand uses coloured bathroom tissue to ramp up awareness of its support for the Canadian Breast Cancer Foundation.
Tetley Tea puts renewal in action
A new CSR program offers grant funding to individual Canadians whose grassroots efforts renew others in their communities.
Telus gives where it lives
The telco’s “TV for Good” and “Phones for Good” campaigns trigger a $100 donation to a local community cause for every new customer.
TD really is the green bank
From tree-planting events to a bank branch that creates more energy than it uses, the financial institution is making good on its commitment to the environment.
Cause + Action judging panel
Meet the advertising and marketing executives who helped decide the winners of this year’s Cause + Action awards.
Next Media Stars
Next Media Stars
Who are the best and brightest young minds at Canada’s media agencies? Read on to meet this year’s first batch of up-and-comers.
Next Media Stars: Bailey Wilson recruits parents to share the joy with Johnson’s
UM’s manager of broadcast investments used social media to connect with families, generating content that will be integrated into a cross-platform campaign.
Next Media Stars: Laura Ritchie brings Evian to life in Toronto and Montreal
The MPG planner helped boost consumer awareness levels with “Live Young,” which just wrapped its second phase.
Next Media Stars: Devyn Perry makes TD front page news on Family Day
The Starcom strategy supervisor worked with the Toronto Star to put together a customized ad campaign linked to editorial.
Forum
Cause marketing: showing results over showing off
Aldo Cundari argues that agencies can do more than just promote themselves and a worthy cause; they can actually be part of the solution.
Storytelling in an age of fools
JWT’s Tony Pigott reflects on The Skoll World Forum on Social Entrepreneurship, and the role advertising can play in changing the world.
Back Page
Back Page: CSR in the social media age
Gaëtan Namouric, partner and ECD at Bleublancrouge, asks whether social media networks are holding brands to unrealistically high standards.
Features
Going glam at 75
Through decades of often-turbulent times, Air Canada has built an iconic Canadian brand. Now it’s attempting to bring a bit of glamour back to the skies.
Sparking urban movements
Experts in the fields of CSR, cause campaigns and social movements weigh in on how brands can align with the growing trend of urban renewal.
CAN Fund wants Gold for Gold
BBDO and the Canadian Athletes Now (CAN) Fund are soliciting unwanted jewellery to raise money and awareness for Olympic-bound athletes.
Mitsubishi offers electric car therapy
A new online campaign by John St. is helping potential electric car buyers overcome their fears.
Drawing the line on sexual violence
A bilingual campaign by Public Inc. aims to spark debate over what is and isn’t considered sexual violence.
