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

What in the World—Week of October 25

News from around the world that caught our eye and was featured in our Monday newsletter, including a Fisher Price smartphone and Fox launching a weather app.

Brands, New creative

Does a Fido plan work in the woods?

New campaign

The Redmond Review

An unapologetic demand for inclusion—served with a dollop of humour

This spot for the British Stammering Association reminds Craig Redmond of the bravery and wit of Joe Biden.

Brands

How two marketers are turning She2.0 into a platform for women’s health

It began as a passion project, but now its founders are working with brands who want to reach their community of women interested in menopause.

Brands, New creative

Prospera promotes its community ties

It is the B.C. credit union’s first campaign since the 2020 merger with Westminster Savings.

Brands, New creative

If you don’t know your actuator from your elbow, Fountain Tire is your auto shop

New work from FCB shows how Fountain Tire’s Digital Vehicle Report can translate “mechanic-speak.”

Media, Research

Leger buys Ressac to move beyond consumer insight and into media

Ressac adds an array of performance marketing capabilities to one of the top consumer research firms in Canada.

Agency

Why Toronto agency Co-Op rebranded as Labour

The change represents a shift from a freelance-led model to a full-time team collaborating on the work, says president James Loftus.

New creative

Jake’s House band ASD releases EP, video

The EP, Fireflies, features six original songs. A feature-length documentary is planned for 2022.

Brands, New creative

Untitled asks an important question for online therapy service BetterHelp

The evocative new ad by the Toronto production company is built around the important question: What do you want?

Brands, New creative

Jackson-Triggs celebrates the everyday

The “Everyday Legendary” campaign from Bensimon Byrne shows how the wine brand can elevate even ordinary events.

Agency, Diversity

New survey quantifies the pay gap for women and minorities in Canadian advertising

Women just starting out in the industry make 20% less than men, while visible minority staffers make 22% less than white counterparts.

Brands, New creative

Armstrong turns social posts into jingles

The new work from dentsumcgarrybowen is intended to strengthen the brand’s national presence and broaden its appeal among younger consumers.

Brands, New creative

Michelob Ultra hits the roof over NBA Canada partnership

To help mark the new deal, and the NBA’s return to Canada, Anomaly created billboards with basketball hoops on them.

What in the World

What in the World—Week of October 18

News from around the world that caught our eye and was featured in our Monday newsletter, including LeBron’s new business partners, and the Beatles on TikTok

Brands, New creative

Pet Valu targets ‘devoted pet lovers’

The new brand platform from Arrivals + Departures is part of an effort by the retailer to rebalance its marketing between upper and lower-funnel initiatives, said marketing VP Idan Driman.