September 2012
Upfront
No mid-life crisis for Shoppers
The drug store chain celebrates its 50th with the company’s largest media buy and contest ever.
Back to the Future prophesy
We look at which ad-related predictions from the 1989 film have come true.
Pitching the downtown life
Condo marketing gets uber-creative with cooking classes, design workshops, massages and more.
An advertising free-for-wall
Marketing went off the wall this summer, with installations that left people with what they truly desire: free stuff.
Aldo’s big 4-0
The Canadian shoe retailer celebrates an anniversary with a birthday bash in Montreal.
Features
Best Buy Canada’s bold plan to stay #1
Angela Scardillo, VP marketing, says the Canadian arm of the electronics retailer has a plan to fend off increasingly heavy online competition and stay ahead of the curve.
The hard sell
Can the CFL ensure its biggest game ever lives up to the hype amid Toronto’s crowded pro sports market?
Shopper marketing techs up
From geo-targeting to augmented reality shopping apps, brands and retailers get digital.
Advertising grows up with the boomer generation
As boomers start to retire, marketers will have to change their storytelling tune. Strategy went to the experts to learn what they’re looking for.
Next Big Thing
Next Big Things
From the app-ification of brands to adopting new technology to developing new partners, we look at what’s new and next in the marketing landscape.
Forum
Could the role of navigator be the next agency revolution?
Ken Wong on the changing nature of media-agency-client relations.
Store wars: the next front
John Bradley analyzes the shifting retail-manufacturer relationship when it comes to shopper-focused innovation.
Back Page
Back page: There’s more to fall TV than meets the eye
ZenithOptimedia gives us a “remote” breakdown of the fall TV schedule.
Next Big Thing
Next Big Things: New partners for a new reality
It’s a brave new digital world for brands, and they are increasingly looking to new partners for ideas and creative executions to navigate this new frontier.
Next Big Things: The new branded content
Brands like Nike, Subaru and Molson are building audiences – and their own media channels – through apps and games.
Next Big Things: Tech to watch
Keep your eye on this emerging technology, from Google glasses to 3D printing to TV apps that revitalize old-school hip-hop.
Next Big Things: Brand storytelling gets (seriously) tech-ified
Holograms, mind-reading and personalized ads are moving from sci-fi to real world. Here’s what’s happening in these spaces now.
Next Big Things: Unique experiences
When it comes to content, brands are now making sure programs are more 360° and intricately – physically – tied to the brand.
Features
MTS pulls teens into an online love story
Manitoba Telecom Services wants teens to fall in love with its phone services through a Facebook video that pulls in content from users’ feeds.
GSP cross-promo changes the game
Sid Lee enlists UFC champ Georges St-Pierre to help relaunch the videogame Sleeping Dogs.
Editorial
Killer apps: ads’ tech tipping point?
Strategy executive editor Mary Maddever on the app-ification of brands, and a new shopper-focused award show.
B!G Awards
The B!G Awards
See what came out on top in strategy‘s annual awards that celebrate agency work beyond advertising.
B!G Gold: Sid Lee Architecture sets up shop for Red Bull Amsterdam
The Montreal-based agency wins the top prize for transforming the headquarters of Red Bull’s Amsterdam office.
B!G Silver: MacLaren McCann finds a social intern for MasterCard
The agency wins second place for creating a new recruiting method for the credit card co.
B!G Bronze: Cundari’s BMW art auction takes flight
The Toronto-based agency gets artistic with the luxury car co to claim the third-place prize.
B!G Awards: Judges & Methodology
Check out the judging panel and methodology behind this year’s B!G Awards.
Next Big Thing
Infographic: What consumers want now + next
A guide to how consumers are using tech (and how much), what they’re ready for next and the role they’re willing to let brands play in their lives.
