October 2014
Upfront
Somebody get Superwoman a cocktail
Marketelle’s Jessie Sternthal implores you to stop using busy as a stand-in for successful, fulfilled and happy.
Two Best of Show prizes awarded at PROMO!
Check out who picked up the top honours at last night’s award show, honouring the best in brand activation.
Deconstructed
So you went viral, now what?
It’s every marketer’s dream, but what do you do after your brand’s video is everywhere?
Features
Brands swipe right
Does tapping into Tinder get you admirers or will consumers spurn your advances?
Upfront
Embracing the Cheerios effect
Inspired by the need for connection, the brand – for the first time – is rolling out a masterbrand campaign for all seven lines of those floaty little Os.
Agencies down for the cause
Corporations have increased their donations by almost 600%. Is it any wonder agencies are getting in on the action?
Brands of the Year: Also Trending
Athlete of the year: P.K. Subban’s winning plays
Sit tight, our Brands of the Year will soon be revealed! In the meantime, check out these other buzz-worthy contenders.
Forum
The real science of advertising
Despite popular opinion, it’s not just data and measurement, says Heroes & Villains’ Emma Hancock.
Upfront
Boo-worthy brand opps
Not a candy brand? No problem! Here are a few ways to get in on the Halloween spirit.
Brands of the Year: Also Trending
Also trending: Fashion retailers up their game
Sit tight, our Brands of the Year will soon be revealed! In the meantime, check out these other buzz-worthy contenders.
Also trending: Absolut and Netflix get in with Canadians
Sit tight, our Brands of the Year will soon be revealed! In the meantime, check out these other buzz-worthy contenders.
Forum
Tangible lessons from startups
Call B.S. when it’s warranted, and let your instincts trump data, says David Grisim.
Features
Weekend reading: Aeroplan grows up
As it celebrates its 30th birthday, here’s how the brand learned to spread its own wings.
Brands of the Year
Overall Brand of the Year: Crowning Tim Hortons
There’s no stopping this beloved Canadian icon. From product and tech innovation to going viral, here’s how to secure the top spot on the Brands of the Year list.
Brands of the Year: Beyond the Rack gets into closets
How the e-tailer found rapid growth and secured itself a key place in the e-comm landscape in just five short years.
Brands of the Year: TD gets close for comfort
The bank has added a personal touch to an impersonal category to be seen as a challenger brand.
Brands of the Year: WestJet reaches new heights
Fasten your seat belts and prepare to read how the airline landed a spot among the country’s top brands.
Brands of the Year: Herschel’s cool factor takes it global
The Vancouver-based brand has the backpack and accessories market in the bag.
Publisher's Note
What’s behind the Canadian sweep?
From our October issue, publisher Mary Maddever gets patriotic and tackles the push to use global creative.
Brands of the Year
Brands of the Year
Here’s how our winners secured their places on this year’s list.
Back Page
Back page: The rise of hipster-tising
Saatchi & Saatchi shows us how these hip folks have influenced the biz.
Editorial
The viral icing on the brand cake
But first you have to bake it, editor Emily Wexler tells brands in our October issue.
PROMO! Awards
Photo gallery: PROMO! Awards 2014
Catch up on all the excitement from this year’s show.
