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What in the World—Week of September 25

Lego believes play is a superpower; Google tweaked ad auctions to meet revenue targets; and other news from around the world featured in our Monday newsletter.

Brands, New creative

Timberland is helping Nova Scotians recover from Tropical Storm Fiona

Working with King Ursa, the company enlisted artists to create works from some of the thousands of trees felled by tropical storm Fiona last year.

Agency

Five factors making (or breaking) an agency pitch

The industry has evolved almost beyond recognition in recent years, but the key to success for ad agencies hasn’t changed much since the 1960s. It is still about pitching and winning, says The Go! Network’s Russell Oakley.

Brands, New creative

iÖGO is making other snack food jealous

Developed by The Hive, the new brand platform launches with a cupcake and jello singing about why iÖGO makes a better snack food.

Agency

Does adland overlook the value of experience?

When senior talent leave an agency, they are typically replaced. But in times of economic malaise, some agencies are choosing not to fill senior vacancies to cut costs.

Creative in Brief

Whitten & Lublin shows ’em who’s boss

A new One Twenty Three West campaign focuses on a bad boss who lost a legal fight with the employment law firm.

Brands, New creative

Pacific Blue Cross’s ‘Ode to Women’

New campaign from Wasserman celebrates the launch of an insurance plan including family planning benefits.

Agency

Jam3 takes final step in merger with Media.Monks

With Jam3 execs leading the new Experience.Monk capability within the agency, the Jam3 name will be retired for good.

Brands, New creative

IKEA’s back-to-school campaign is a vibe

The back-to-school campaign from Pigeon Brands reflects the Gen Z target’s focus on personalization and individuality.

Agency

IPG Mediabrands merges Kinesso, Reprise and Matterkind

Matt Ramella named Canadian CEO of the new Kinesso, formed as part of network’s transition to a simplified model under one P&L

Brands, New creative

Definity shows how it’s ‘In it For Good’

The new umbrella brand campaign from Mackie Biernacki presents the company as committed to Canadians and their communities, while also serving as an employee recruitment/retention tool.

Brands, New creative

Samuel L Jackson vents his anger in Warburtons spot

The ad was created by Joyful & Triumphant and Freud Communications.

Brands, New creative

With Guinness 0, Diageo offers a new way to enjoy ‘communion’

Following a successful rollout in the U.S. and Europe last year, the new zero-alcohol beer is bringing its “magic” to Canada.

Brands, New creative

Ontario delivers a colourful invitation for fall tourists

The new campaign for Destination Ontario by Broken Heart Love Affair showcases just some of the many colourful experiences available to tourists in autumn.

Agency

McKim.Sherpa rebrands as The Show and Tell Agency

The McKim agency brand—nearly as old as Canada itself—is being retired for good.

Account wins, Brands

Havas wins Shell’s media account, deal sparks backlash as Red Havas loses client

Climate campaigners had called on agencies to drop out of the media review, saying PR and advertising firms are aiding oil companies in delaying climate action.