October 2011
Forum
Getting along with private label
P&G’s Chris Chan reports that when it comes to working with private label, Canadian marketers could learn a thing or two from Europe.
Recall doesn’t just happen. Remember that!
Columnist Rob Linden argues that if you want to improve ROI, your brand’s recall tool must be an integral part of every ad.
Deconstructed
Enterprise’s new way gets mixed reviews
Enterprise Rent-A-Car takes its new values to Canada, but will that get our motors running?
Who
No place like Holts
Alix Box, SVP of sales and marketing, is attempting to duplicate Holt Renfrew’s record sales year with an increased focus on in-store adventure.
Creative
SmartSet hits the small screen
The Canadian retailer launches a rebranding effort featuring its first-ever TV ads.
Rickard’s pre-Movember mo-down
The Molson Coors brand grows a mighty moustache to help raise awareness about prostate cancer.
Brands of the Year
2011 Brands of the Year
From a fighter to furniture to fashion, six brands delivered knockout punches.
Banking on RBC
An animated advisor named Arbie and some carefully targeted corporate philanthropy have given the brand a more recognizable – and more human – face.
Joe keeps it fresh
In just five years, the Loblaw clothing brand has morphed from the grocery aisle to a major stand-alone fashion label.
Cadbury’s success is no secret
Canada’s real-life Willy Wonka is still managing to keep its marketing fresh despite its 100-year history.
Why we heart Ikea
The home furnishing brand has proven itself to be much more than a category – it’s a cultural movement.
GSP: UFC’s Midas brand
Georges St-Pierre has parlayed mixed martial arts fame into wider pop culture celeb brand status.
Vidéotron’s infinite power
From small cable company to 360-degree telecommunications powerhouse, Vidéotron has become
a force to be reckoned with in Quebec
Upfront
Vonk and Kestin go Swimming
Nancy Vonk and Janet Kestin leave Ogilvy to start their own creative leadership training business.
Teehan+Lax takes AR to next level
The Toronto-based agency unveils Touch Vision Interface, which uses smartphone tech to make AR a hands-on experience.
Loblaw dons black tie
The grocery chain launches a new fine food collection under the President’s Choice banner.
Taxi makes a magazine
The agency’s rebrand of Canada’s Walk of Fame includes a makeover of its awards annual.
The Verdict: Skittles scores with Tree Boy
The Wrigley Canada brand’s recent “Free Tree Boy” effort has become the company’s most successful candy promo.
Volkswagen augments OOH reality
The automotive brand celebrates the Canadian launch of the 2012 Beetle with billboards brought to life via AR.
Editorial
Underpants, and other things that made us look
Our October issue unveils the winners of our first annual AToMiC Awards, as well as our Brands of the Year.
Back Page
Getting Brand of the Year isn’t easy
Just how tough is it? Zulu Alpha Kilo provides their take.
AToMiC Awards
AToMiC Awards 2011
Strategy’s inaugural awards celebrate the best achievements across Canada’s media industry, spanning advertising, technology, media creativity and content.
AToMiC Grand Prix
Stanfield’s Guy at Home in his Underwear takes the top honour in our inaugural AToMiC Awards.
AToMiC Collaboration
Tourette Syndrome Foundation of Canada takes gold, while Newfoundland and Labrador Tourism nabs bronze.
AToMiC Idea
James Ready and Worldwide Short Film Festival take gold; Subaru takes bronze.
AToMiC Transmedia
Canadian Tourism Commission takes gold in transmedia, with silver and bronze finishes by H&M, CTV’s SuperBodies and Parks Canada.
AToMiC Brand Integration
Coca-Cola sings its way to gold with “Coca-Cola Covers.” Danone takes silver and Doritos gets bronze.
AToMiC Tech Breakthrough
Corn Pops takes gold with “It’s Popnetic,” while Canadian Blood Services wins silver and History Channel’s Storming Juno gets bronze.
AToMiC Broadcast Engagement
Endgame’s interactive mystery wins gold; Swiss Chalet’s Rotisserie Channel spins its way to bronze.
AToMiC Experiential Engagement
James Ready’s Blank Cap Recall retrieves gold; Mini’s virtual vending machine gets silver; First United’s street sculptures win bronze.
AToMiC Print Engagement
Ikea picks up gold with its Moving Day execution, TVO captures silver with its tiger cage, BC Hydro powers up with a bronze win.
AToMiC Niche Targeting
MasterCard’s digital intern hunt finds five high-calibre interns and a gold AToMiC Award.
AToMiC Digital Engagement
Canadian Tire’s House of Innovation and Skittles’ “Touch the Rainbow” share silver; SunChips takes bronze with its noisy bag campaign.
AToMiC CSR
JWT wins silver with its Brandaid Project, which launches new brands from poor countries.
AToMiC ROI
Workopolis wins bronze with its “National Work From Home Day” effort.
AToMiC Jury
Meet the advisory board and co-chairs who made the AToMiC Awards possible.
