Content Driver

Five ways to diversify your creative to stand out in the new digital normal

Learnings from a Facebook study quantify the ROI of brands’ test-and-learn approach

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Unilever tries to put a dent in Heinz’s ketchup supremacy

Sir Kensington’s is bringing its premium positioning to Canada, but entering an established category is an uphill battle.

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BC Dairy goes bold to help people be proud about milk

An avant-garde creative approach aims to empower young people who are hesitant to publicly embrace the foods they love.

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MadeGood launches first brand platform to ‘un-wreck the future’

Kids brainstorm ideas about how to solve food insecurity, which the healthy snack brand hopes will help it stand out as it grows.

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No Fixed Address names Mark Carpenter as president

The longtime exec takes over the agency’s Canadian operations as Jordan Doucette heads to a CCO role at FCB West.

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Young Canadians very eager to work in creative fields

A survey reveals the vast majority of people under 30 are interested in creative roles, but feel they lack business knowledge.

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View from the C-Suite: Mondelez leans into a new vision of work

Canadian president Martin Parent says the pandemic confirmed the need to foster a culture that prioritizes flexibility.

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A brand lesson from our growing obsession with A/Cs

Global warming will create sudden, unpredictable and even counter-productive changes in consumer behaviour.

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Corner Office Shifts: HBC splits leadership structure

Plus, Canada’s longest-serving bank CEO retires and MAV Beauty names former Revlon CMO as top exec.

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Stephanie Small promoted to give Black Taxi full-time focus

What started as an internal DEI initiative has been restructured as its own division, offering consulting and advertising services to clients.

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How mental health factors into cannabis use

New Vivintel data reveals the channels, formats and demographics of a growing use case.

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Qtrade consolidates its assignment with King Ursa

The Toronto-based agency will handle creative and media as the digital investment platform increases its digital spending.

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H&M to launch peer-to-peer garment selling platform

The Canada-first site is both part of the retailer’s sustainability goals and an effort to take on reselling platforms.

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Zeno Group opens a healthcare practice in Canada

The communications agency has brought on Daniella McCrorie and Fiona Buchanan to lead the division.

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McLovin’ takes a stand for Mike’s Hard seltzers

Christopher Mintz-Plasse is helping the O.G. hard lemonade tackle a tough category.