Building stronger connections: finding opportunity in change
For 55 Rush capturing a consumer’s heart comes down to solving their problems
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Auto Trader gets nostalgic to broaden its appeal
To get a more gender-balanced audience, the site refreshed its branding and took a more emotional approach to car buying.
The masks of an Asian Canadian in advertising
Carson Kwok explains how different cultural understandings lead to an exhausting standard for Asian talent to meet.
Interac makes secure spending more aspirational
The financial brand’s new platform turns being debt-free into a message that can give people the confidence to pursue their passions in uncertain times.
Up to the Minute: The French Shop hires new ECD
Plus, the GDC teams up with seven agencies on a BIPOC scholarship program and the ICA adds to its training resources.
Canopy Growth acquires Ace Valley
The company hopes to extend the brand’s success with young consumers in Ontario to other markets and new product categories.
IKEA links a healthy planet to the homestead
The retailer continues to encourage little eco-friendly acts with a big collective impact as part of its planet-first ethos.
Becel brings its Kind Hearts Fund program to stores
Given that the CSR program is tied to purchase, a clear and concise approach was an important strategic choice.
Clorox helps the on-the-go consumer clean up
From Shopper Marketing Report: The brand tries to extend its trust outside the home with its biggest launch in recent history.
Unilever names LPi Group its shopper and in-store AOR
The independent’s “biggest win” in its 30-year history comes alongside a series of new executive appointments.
How Heinz is pushing its portmanteau sauces in-store
The company’s success creating top-of-funnel demand online helps compliment trial and repeat efforts for LTOs.
Advertising jury revealed for 2021 Marketing Awards
As the final deadline approaches, meet the 20 experts who will help determine this year’s top creative work.
Mint hires new strategy leader amid larger shift
Kelly Deuster joins one year into the Toronto indie’s pivot towards a more holistic creative offering.
Scotties is trying to unleash more puppy love
Kruger’s tissue brand goes beyond function to foster more of an emotional link with its new mascot.
As ecomm booms, Shopify doubles in brand value
But the ecommerce giant is still far from breaking Brand Finance’s top ten list of most valuable Canadian brands.
