Brand of the Year
2019 Brand of the Year: Loblaw zeroes in on shoppers
How Canada’s largest retailer is building its entire business and portfolio of brands around the customer.
2019 Brand of the Year: Ritual scales and shifts gears
How the company is investing in its future by building products that go beyond the meal ordering app.
2019 Brand of the Year: MEC climbs to new heights
The retailer is modernizing by celebrating diversity, expanding its offerings and upping its experiential game.
2019 Brand of the Year: OVO started from the bottom…
Now October’s Very Own is creating hype at a level Canadian brands rarely see.
2019 Brand of the Year: Frank And Oak goes greener
The Montreal-based brand has planted seeds of sustainability as a way to grow in a competitive retail landscape.
Awards
2019 Strategy Awards: Content flows from data stream
How Black & Abroad, Sport Chek and Radio-Canada tapped into the power of data to change perceptions and drive purchases.
2019 Strategy Awards: What’s old is new again
Brands build on long-running platforms by adding a twist, plus tips on how to win with niche audiences.
2019 Strategy Awards: Next level cause-vertising
Non-profits and brands take their gloves off in campaigns that call out the uninformed, ignorant and disengaged.
2019 Strategy Awards: Fake-outs bring brands to new heights
How brands are using reverse psychology and creating fictional products to boost attention and sales.
2019 Strategy Awards: Content that sparks movements
The issues around toxic masculinity and youth oppression are tackled in powerful films from Right to Play and White Ribbon.
2019 Strategy Awards: Campaigns find strength in numbers
SickKids and Fondation Emergence rally Canadians to come together in the name of kids health and social prosperity.
2019 Strategy Awards: Brand strategies that changed the game
Turnaround strategies that helped change consumer perceptions of No Frills, Motrin and the Terry Fox Foundation.
2019 Strategy Awards: Pot brands speak up in OOH campaigns
Tweed and Dosist created platforms that educated Canadians on the benefits of weed prior to its date with lawmakers.
Features
The Next Big Thing in artificial intelligence
New ways brands are using AI to find efficiencies, launch products and get closer to customers.
The Next Big Thing in research
As the field begins to see more traction, players in neuromarketing look to automate their tech.
The Next Big Thing in measurement
How legacy research companies are sparking a rebirth of audience measurement.
The Innovation Roadmap
L’Oreal, Telus and RBC’s investment strategies offer lessons on how to lay the groundwork for innovation.
Publisher's Note
On shopper ethics, data, insights and mapping the road ahead
Mary Maddever on the challenges to focus on in 2020 and beyond.
Upfronts
Catching up with Judy John
The global CCO fills strategy in on how she’s navigating new waters over at Edelman.
- Tim Hortons to bring Loop containers to restaurants
- DoorDash tries to get its place in Canada’s ‘flavourhoods’
- Introducing strategy’s Diversity and Inclusion advisory board
- Unilever ‘heavily’ increasing investment in ‘effective’ marketing
- Milestones gets a hand from Ryan Reynolds to boost happy hour
