Upfront
Freshii taps entrepreneurs
The health food eatery’s CEO Matthew Corrin talks about the launch of “Fresh Startups,” a program that mentors and funds tech companies to help create new products for use in its stores.
Human coupons take over the PROMO! Awards
Ikea and Leo Burnett take home Best of Show and two Golds for its store-opening campaign, as the agency collects 17 awards in total.
Brands we’d like to pair
From Lululemon and Blackberry to PepsiCo and Fashion Week, here are some brand partnerships that seem like matches made in heaven.
Dempster’s targets DIY guys
The Canada Bread brand’s campaign steers away from moms to take aim at millennial males with a spoof on home-reno shows.
PR shops step into the creative game
PR agencies are coming up with ads and producing the content, bleeding into what was once the domain of creative agencies.
Features
Calling all anthems
Anthems are big right now. Check out the latest executions from Canadian Tire, the Strategic Milk Alliance and Okanagan Spring Brewery.
Forum
Marketing lessons from the Bedouins
Tony Chapman on the need for adaptability when it comes to reinventing marketing.
Brand building in a multi-screen world
Lynne Clarke argues that success in the future will rely on understanding how to interact with consumers and on which screens to best do it.
Features
Wine borrows from beer’s badge-branding recipe
Vino makers like Constellation Brands and Peller Estates Winery are moving away from talking about terroir and tannins, looking to build a stronger emotional connection with a wider audience in the same vein as beer brands.
Brands of the Year: More trending topics
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Best brand extension: Magnum’s decadent pop-up store
When Magnum ice cream opened the doors of its pop-up store in Toronto this past summer, it was dessert pandemonium.
Best brand expansion: Simons brings chic design out west
The Quebec fashion retailer is taking on tough compettion and expanding to other provinces with its clever store designs.
Brand partner of the year: Bell Media turns sponsors into TV stars
With successful partnerships around The Amazing Race Canada and the MuchMusic Video Awards, as well as plenty of branded content with MTV, Bell is taking sponsorships by storm.
Instant Brand of the Year: Ikea Monkey’s sudden fame
It wouldn’t be a “best of the year” roundup without mention of this fuzzy, fashionable primate. But did Ikea miss out on a marketing opportunity?
Best comeback brand: Calgary’s recovery
In the wake of this summer’s flood, tourism to the city didn’t just survive, it thrived, thanks to a fast-acting marketing plan, some cheeky taglines and an ultra-likeable mayor.
Out of this world brand of the year: Chris Hadfield’s astronomical take off
The Canadian astronaut captured hearts (and millions of YouTube views) with a social strategy that sparked a global love affair with outer space.
Brands of the Year
Brands of the Year: Great Scotts
Even before they became known as the Property Brothers, Drew and Jonathan Scott were carefully crafting their brand, and now they’re using their fame to build a mini-media empire that includes a production company, a new radio show and an upcoming product line.
Brands of the Year: Iögo’s heroic entrance
Built from the ground up in barely 18 months, the yogurt brand helped save a 40-year-old Canadian company from losing it all.
Brands of the Year: Samsung builds up its street cred
The consumer electronics and appliances manufacturer has transformed itself into a lifestyle brand that’s become the talk of the town.
Brands of the Year: McDonald’s reconnection play
The legacy brand revamps its image through digital, premium foods and a new look.
Brands of the Year: DavidsTea brews up growth
The Montreal-based café and retailer is bringing tea to the masses with a fashion-forward and community-focused business philosophy.
2013 Brands of the Year revealed
DavidsTea, McDonald’s, Samsung, Iogo and Drew and Jonathan Scott (the Property Brothers) get top honours this year, while Chris Hadfield and the City of Calgary are among the other buzz-worthy brands.
Editorial
Editorial: Adapting your way to the top
Managing editor Emily Wexler on how this year’s crop of Brands of the Year reached the top by being open to change, despite the risk.
Back Page
Back page: The creation of a brand
One Advertising reveals what really goes into the birth of a brand.
