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Brands

Brands, New creative

A very drawn-out campaign for Heinz ketchup

New campaign sticks to the recent Kraft Heinz marketing script of doing or creating things that get people talking and sharing.

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Agency, Awards, Brands

Canada’s Marketing Hall of Legends returns with a focus on diversity

Long one of the most respected honours for senior marketers, the process has been updated to ensure more representative nominees and judges.

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Brands, New creative

BCSC wants to make investing discussions less awkward

The campaign by Wasserman uses humour to remind British Columbians there’s no need to feel uncomfortable talking about investing.

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Brands, Diversity

More science proving that diversity in advertising is good for business

Brainwave tracking showed that ads featuring BIPOC talent resonated more strongly with white audiences than non-white viewers.

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Brands, New creative

A cryptic campaign from Echoworx and Grey

The global campaign uses the language of encryption to promote Echoworx’s technology.

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Brands

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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Brands, In-housing

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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Agency, Brands

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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Brands, New creative

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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Brands, New creative

Goldfish Crackers takes kids’ art from the fridge door to the outdoors

The campaign from Zulu Alpha Kilo is part of the brand’s “Feed Imagination” platform, emphasizing its connection to imagination and creativity.

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Brands

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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Brands, New creative

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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Brands, New creative

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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Brands, New creative

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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Brands, New creative

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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Brands, New creative

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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Brands, New creative

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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Brands, Social media

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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Brands, Media

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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Brands

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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