The Really Brief—Week of January 11
Olympian Moir partners with McCormick; promotions at Publicis; new hires at Innocean, and BHLA wins an American travel client.
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lg2 tops Radio-Canada’s Bye Bye 2020
Ads from both the Quebec milk and pork producers, and pet retailer Mondou were viewer favourites.
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How the pandemic helped Labatt’s draftLine unit (quickly) find its place
The brewer’s agency was built to be quick and responsive, ideal not only for a tumultuous 2020, but for the new reality of marketing in the digital age
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Independent agencies dominate Canadian pitches: Listenmore
Excluding global alignment pitches, independent agencies won more than three-quarters of all pitches in 2020.
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Molson’s reminder that hockey is Canadian
New campaign is built on the “Rep our home” platform launched last summer to encourage proud Canadians to drink Canadian beer.
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Trust has taken on greater importance during the pandemic: Most Trusted Brand study
In this new environment, trust is nearly always what settles the battle for consumer spending says annual study conducted by Ipsos for Reader’s Digest.
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Cannes Lions returning as in-person event
The June event will be judged and awarded in person, although it will also feature a “significant” digital component.
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Why Kruger recut ‘Unapologetically Human’ with new soundtracks
Three new versions were created with original music for the South Asian and Chinese markets.
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Jackson-Triggs commits to more diversity and inclusion in new campaign
The Arterra brand is making a number of changes to not only be more inclusive as a brand, but to change the industry itself.
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Much has changed, but the power of real human connection remains
To have value, brands need to provide consumers with something that goes well beyond the transactional, says The Hive’s Rick Shaver.
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Tims admits prior coffee missteps in campaign promoting new dark roast
Campaign features taste tests with Tims patrons who disliked earlier dark roasts, but say the chain “nailed it” with its third attempt.
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A new year’s reminder from FitTrack that health and weight aren’t the same
New global campaign from Toronto agency The Garden urges people to ‘Live your true health.’
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Is it too soon for pandemic jokes?
This is the first of a new regular column that long-time Canadian creative Craig Redmond will be writing for our Monday newsletter.
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Don’t hibernate, ‘hibermake,’ says Lee Valley
The new ad by Christina Yu is part of a larger “Let’s do something” campaign to build the brand with new and younger consumers.
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Dairy Farmers of Canada tackles myths about dairy industry among young consumers
Campaign by John St. raises awareness of the DFC Blue Cow logo, associating it with quality and high standards.
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Roots shows Kawhi Leonard some (g)love
Clothing brand and DDB Canada acted fast, offering the NBA superstar a pair of massively oversized gloves to woo him back to Toronto.
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Torstar, Golf Town partner to acquire ScoreGolf Magazine
The golfing demo is one that is highly sought after by advertisers, says Torstar’s chief client officer Michael Beckerman.
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Tim Hortons re-relaunches its Dark Roast blend
It’s the third iteration of the coffee chain’s Dark Roast product, meeting consumer demand for a “richer and darker” blend.
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Great Scott! They just made a shot-by-shot recreation of a Back to the Future scene
Three Toronto production industry vets (and their friends) found a fun way to keep busy during lockdown.
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The Really Brief — Week of January 4
SkipTheDishes is still Hamm-ing it up; No Frills turns the Haulerverse into a graphic novel; Amanda Jones joins McCann as CSO.
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