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Craig Redmond

The Redmond Review

A raconteur’s ode to a storied industry

For his final column of 2022, The Message’s natural-born storyteller Craig Redmond celebrates the industry ritual of passing down stories from generation to generation.

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The Redmond Review

Brands fill the Italy-sized World Cup hole

Though the Azzurri failed to qualify for the world’s biggest soccer tournament, some brands figured out how to make Limoncello out of those sour lemons, says Craig Redmond.

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The Redmond Review

These lottery ads didn’t need to be lucky to be good

Craig Redmond has detected a new trend in lottery advertising—more earnest and heartfelt messaging that evokes the randomness of the game of life.

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The Redmond Review

How to deflate a bombastic strategic oracle

Some of the Qatar World Cup creative reminded Craig Redmond of an early-career stunt that could have been fireable, but ended in hysterics.

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The Redmond Review

This year, German grocer Penny is giving hope for Christmas

Craig Redmond is a fan of Christmas, but not so much of Christmas advertising. Except for Penny, which has gotten it right two years in a row.

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The Redmond Review

Before the festive deluge of earnestness and emotion, a few random giggles

Britain’s advertising Super Bowl—aka, Christmas—is about to get underway. And while he’s no Scrooge, Craig Redmond isn’t ready for it yet.

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The Redmond Review

That’s Swedish for good tourism marketing

Much of what Craig Redmond knows of Sweden he learned from watching hockey. But he’s convinced the national tourism marketer has done a great job capturing the country’s “gallant soul.”

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The Redmond Review

A ‘Beautiful’ reminder of how ugly adland’s thirst for data can be

Social media has caused many marketers—and their agencies—to become addicted to consumer data. But at what cost, asks Craig Redmond.

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The Redmond Review

Maybe advertising actually can save lives

After 25 years of selling soup, pushing pop and touting telecoms, Craig Redmond is making the move into pharma and health marketing.

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The Redmond Review

Whether they’re real or fake, there’s a certain animal magnetism for advertisers

Despite personal experience proving the adage about “never work with babies or animals,” Craig Redmond found a few new examples of clever critter-based commercial creativity.

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The Redmond Review

An homage to a tiny nation with outsized ad chops

Craig Redmond has long been drawn to New Zealand, a country with more sheep than people that produces some of the best PSA creative in the world.

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The Redmond Review

Has crypto revived the dot-com era’s wonderful world of wacky ads?

It may be that few understand the crypto craze, but ad agencies are having fun stirring up curiosity and stoking the “FOMO fires,” says Craig Redmond.

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The Redmond Review

Got Milk gets real, and there’s no going back

Like other brands before it, the California Milk Board has taken its advertising past the point of no return.

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The Redmond Review

Some Sly sportsbook advertising from the U.K.

The arrival of single-game wagering in Canada has produced a wave of banal advertising, but Craig Redmond is inspired by some work out of the UK

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The Redmond Review

Michael Hill provides a diamond in the rough

In the midst of a dry spell for noteworthy creative, Craig Redmond was stopped in his tracks when he saw this short film for the retail jewelry brand.

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The Redmond Review

Don’t sleep on these witty mattress ads

Most mattress advertising is god-awful, says Craig Redmond, but Droga5’s new “Junk Sleep” ads for Mattress Firm are a somnambulist’s dream.

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The Redmond Review

A plea for more funny ads and fewer ‘meaningful’ manifestos

A purpose-free but hysterical new ad for Twix got Craig Redmond thinking about the industry’s obsession with attaching purpose to everything.

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The Redmond Review

A father’s tribute to his daughter and all women athletes

New creative for the Women’s Euro 2022 tournament reminds Craig Redmond of his own daughter’s passion for sport

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The Redmond Review

A lament for the land of the increasingly unfree

The Supreme Court decision on Roe v. Wade is just the latest example of the U.S. moving backwards in depressing, scream-inducing ways, says Craig Redmond.

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Brands

It’s OK to love the advertising and hate the product

No matter how good the new advertising is, Craig Redmond won’t be buying Liquid Death anytime soon.

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