David Brown, Author at

When it comes to briefs, marketers and agencies are on different planets: study

New study from the BetterBriefs project concludes that as much as one-third of marketing budgets could be wasted because of badly written briefs.

Brands, New creative

New insurance brand Beneva launches first ad campaign

Creative from lg2 is built around the idea that the big new insurance company will still put people first.

The Really Brief

The Really Brief—Week of October 12

Tim Hortons gets Lynn Crawford’s stamp of approval; Klick Health unveils mural for The Shoebox Project; Old Style Pilsner helps students; and executive changes at King Ursa and Edelman.

Agency

Blue Ant Plus gains some influence with new partnership

New deal with The Influence Agency combines branded content and influencer expertise to deliver more “sophisticated” solutions for brands

Agency

New holding company launches with $150 million in funding and a goal to grow fast

Meet The People launches with Match Retail and Public Label, and plans to grow quickly to 2,000 people.

The Message

Vodcast #6: Why Nissan made a $280,000 NFT, and Howie’s curious campaign for Staples

Episode #6 of our vodcast is live now, thanks to our colleagues at Blue Ant Plus.

Brands, New creative

Connor McDavid sells cars as easily as he scores goals

New campaign from Round brings some playful humour to Go Auto’s “Let’s Go” platform.

Brands

Scotiabank launches new platform to make hockey more diverse and inclusive

The bank will spend $2 million over the next year in support of grassroots efforts to make hockey more welcoming to underrepresented groups.

Brands, New creative

Via calls it a comeback in new campaign

After 18 months of little to no leisure travel, Via Rail wants Canadians to return to the rails.

Brands, New creative

FCB uses spoken word to introduce Home Depot’s new skilled trades training

New CSR program will see Home Depot donate $1 million to help 100 homeless youth through education and skills training.

New creative

The making of Crumbles: nabs’ singing and dancing mental health messenger

Cossette creatives Greer and Ellerton provide a shot-by-shot breakdown of ‘This job can break you if you let it’

Brands

Activia moves beyond gut health to celebrate women with guts

Developed by lg2, “It Starts Inside” tells a more metaphorical and emotional story about having guts.

New creative

A singing cracker shines a light on the serious problem of ad industry burnout

With “This job can break you if you let it,” nabs and Cossette deliver a catchy F-You to unsympathetic ad bosses.

Brands, New creative

Co-operators rolls out first rebrand in four decades

Huge was asked to come up with a bold campaign that would communicate the total overhaul of Co-operators to become a full-service financial services company.

What in the World

What in the World—Week of October 4

News from around the world that caught our eye and was featured in our Monday newsletter.

Brands, New creative

Air Miles brings the ‘gravy’ for new campaign

The “It’s all gravy” platform from Broken Heart Love Affair shows how enhancements to the program give members new benefits.

Brands, New creative

Nissan is selling a $280,000 NFT. Oh, and it comes with a supercar

The campaign from Juniper Park\TBWA addresses the automaker’s ambition to connect itself to innovation in all forms.

Brands, New creative

YouTube spotlights creators and community in made-for-Canada campaign

Creative by Mosaic shows how 16 Canadian creators have thrived thanks to YouTube.

Brands, New creative

Howie Mandel has questions for Staples

New ads use Mandel and Pierre-Yves Lord to personify the voice of consumer curiosity—asking questions that Staples can help answer.

Brands, New creative

Rice Krispies is keeping it simple

Campaign from Leo Burnett presents simplicity as the starting point for endless playful possibilities.