The Really Brief — Week of July 6
A new brand video for Valley of Mother of God gin; Circle K partners with Fire & Flower; Arterra Wines offering “minimony” packages.
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This year’s Cashmere Collection is designed to have mask appeal
The long-running fashion show has become fundamentally connected to the Cashmere brand, says Kruger CMO Susan Irving.
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Malls must focus less on shopping and more on experience: Deloitte
Study says downward trend in mall traffic will be accelerated by pandemic, necessitating fundamental change to malls in the future.
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Publicis Groupe makes a move to improve diversity and inclusion
Stephanie McRae is charged with improving inclusion across its eight business units and 2,000 employees.
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Facebook’s Nick Clegg makes the case against the #StopHateForProfit boycott
Facebook’s VP global affairs and communications says it can also be a platform for positive content, particularly during the pandemic.
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Aegis Brands unveils its first retail cannabis location
Midtown Toronto store is the first of seven Hemisphere Cannabis Co. locations planned for Ontario in 2020.
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The Humanise Collective’s WTF moment
The goal of the B2B campaign for the agency collective was to say what’s really on the mind of so many business leaders today.
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WFA plans to transform procurement by driving growth, not just cutting agency fees
The detailed report is meant to outline how procurement can avoid a “race to the bottom,” and do more than just cut costs and reduce fees.
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‘Tech angst’ opens the door to more human-led brand connections: study
New marketing models should empower humans, not target customers, says one of the study’s principals.
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Home Hardware faces backlash over ‘All Lives Matter’ sign
Retailer says it has communicated with its 1,000+ dealers on the “important conversations about systemic racism.”
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Facebook not doing enough to protect civil rights: audit
Auditor say the hands-off approach to comments by U.S. president Donald Trump caused “considerable alarm.”
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CMA joins call for Facebook to address the spread of hate content and misinformation
Association of Canadian Advertisers calls for social platforms to do more and provides guidance for members concerned about the problem.
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Lots of brands, little differentiation causing ‘decision fatigue’ for cannabis users
Study finds consumers are still purchasing product largely on the basis of price rather than brand name.
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Can you guess a URL from among the nearly 2 billion? Pizza Pops is inviting you to try
The contest is part of the brand’s “Weird good” positioning.
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Hyundai presents the lighter side of working from home (or your SUV)
Creative had to present the “full of life” brand positioning, while still reflecting the reality of the pandemic.
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Canadian ad spend has fallen by more than 50% during the pandemic: SMI report
Digital bounced back first in May, although spend levels were still 41.2% lower than the same period in 2019.
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Chris Williams leaves Association of Canadian Advertisers
Williams has been a leading voice calling for improvements to digital media since joining ACA in 2016.
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Okanagan Springs promises to take drinkers away from the everyday
While the actors are socially distant, the spots were actually shot in 2019.
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Hard hit ADCC holding an ‘All-Nighter’ to stay alive
Two iconic Canadian TV ads get a rewrite for the campaign to save Advertising & Design Club of Canada.
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In honour of Canada Day: An anthemic celebration of frontline workers
It started as a thank you to frontline workers, but #CanadaTogether became a celebration of a nation.
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