The Message - A new voice for a new age of Canadian marketing

The Really Brief — Week of March 30

Jack Daniels’ new COVID ad; Toronto agency Juliet is paying it forward to local businesses; and DidTheyHelp.com is tracking companies’ response to the crisis.

COVID-19, Media

If brands really believe in having purpose, they should support local media

Not advertising around the news might make sense in the short term, but letting local news crumble harms everyone.

COVID-19

#2Weeks digital campaign created to change thinking about self-isolation

A group of friends from Toronto’s ad community came up with the idea to get people to make the best of their time at home.

Quarantine Diaries

Quarantine Diaries—Volume 5

Your best (and worst) working from home habits, funniest ads and your go-to entertainment choices.

Agency

WPP announces cost-cutting measures in response to COVID crisis

The holding company will cut executive salaries by 20% for three months, and implements a hiring freeze.

Consumer trends, COVID-19

Advertising ‘recession’ likely, but V-shaped recovery expected: WARC

Consumers are increasingly purchasing online during the crisis, and it has the potential to become established behaviour.

COVID-19

United Nations asks for creative assistance

The open brief is asking for help from creatives, influencers, brands and media owners to help tackle key communications challenges.

Agency

Trigger leaders Hardwicke and Blevins buy out Calgary agency

Managing director Geoff Hardwicke and CD Todd Blevins will assume ownership of the 12-person shop.

Brands, New creative

Greenpeace and Rethink have new name suggestions for Asbestos

Original campaign had to be refocused on the fly from outdoor to digital, as social distancing meant fewer people on the streets.

Agency

Arrivals + Departures creates scholarship fund to honour Noela Costa

Former group account director is remembered for her dedication and positivity, remaining calm and thoughtful no matter what.

Brands

Tim Hortons ad shows coffee and donut deliveries to the COVID front lines

“It’s a small gesture to say thank you to those making a big impact,” the coffee chain says on social media.

COVID-19

Associations step up to provide help during COVID crisis

CMDC and ICA introducing new member hubs, while The Canadian Agency Network says members will offer some free services to brands in need.

Awards, Brands

Petition urges global awards shows to reject COVID-related ads

‘It’s not the Super Bowl, or a new holiday,’ says the introduction on CannesWeNot.com.

The Really Brief

The Really Brief — Week of March 23

Canada Goose will start making medical gowns and scrubs; Aviation Gin and MaxTV Media want to help bars and restaurants; and Metro donates $1 million to help with food insecurity.