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Free to Disagree

Free to Disagree

Big Grocers’ image problem

Ottawa is asking hard questions about rising food prices, and even if they want to blame others, Canada’s “Big Grocers” better come up with some answers.

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Free to Disagree

Have LCBO and SAQ become too good?

The provincial alcohol sellers have written a textbook case in retail excellence, but are they acing the social responsibility test? Perhaps it’s time to take a page from the Swedish playbook.

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Free to Disagree

What comes after Z? A more nuanced understanding of people

What if the letter ‘Z,’ as the last letter of the alphabet, is sending us a signal that we should stop lumping people together based on their birthdate?

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Free to Disagree

Leaders start with why, but wise marketers start with who

Some brands have succeeded with purpose led work, but Éric Blais prefers the Peter Drucker maxim: “There is only one valid definition of business purpose: to create a customer.”

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Free to Disagree

The rise of account planners pushed ‘suits’ into the background. It’s time to bring them back

In another era, account executives were much more than just process and delivery experts, says Éric Blais. They were like management consultants helping to drive the creative business. 

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Free to Disagree

The quest for disruption, and the danger of The Abilene Paradox

Lots of brands say they want to be game-changers, but stability and continuity are at the core of who they are, says Éric Blais

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Free to Disagree

The CBC needs a gold medal in Paris

At a time when powerful voices want the CBC to be defunded, the Summer Olympics are an opportunity for the public broadcaster to demonstrate its true value to Canada.

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Free to Disagree

Ozempic proves Canada must update DTC drug advertising rules

When people learn about a drug through popular media, Canada’s rigid DTC advertising no longer makes sense and must change with the times, says Éric Blais.

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Free to Disagree

The problem with double Nintendos

A recent Columbia campaign about goats—or was it G.O.A.T.s?—left some Quebeckers bemused, and reminded Éric Blais about the challenges of English marketing in French Quebec.

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Free to Disagree

Don’t ban fossil fuel advertising—be better at promoting electric instead

There are those who believe we should ban ads for fossil fuels to save the planet. Eric Blais thinks we’ll have more luck if we encourage electric vehicle sales instead.

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Free to Disagree

Earned media is good, but ads are the missing piece in agencies’ self-promotional puzzle

When agencies create ads to build their own brand, they get to show their true capabilities, free from obstacles like excessive creative testing and overly cautious clients.

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Free to Disagree

When brands get serious, nothing should be left to chance

Advertising addressing public health issues needs very careful consideration of unintended consequences for all audiences, says Eric Blais

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Free to Disagree

I used to be worried about ageism…

Asking ChatGPT for some help with a column about ageism in advertising got Éric Blais thinking about the need to step up our game or become obsolete, no matter our age.

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Free to Disagree

When brands take a stand… and a risk

Bernbach said ‘A principle isn’t a principle until it costs you something.’ But what about when a principled stand evokes an angry mob, asks Éric Blais

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Free to Disagree

The trouble with funnel vision

The industry’s fixation on data, targeting and the sales funnel overlooks the real, long-lasting power of mass advertising, says Éric Blais.

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Free to Disagree

Some possible reasons for the ‘stratospheric’ increase in agency pitches

Does it stem from clients’ urge to escape the post-pandemic doldrums, clients simply seeking a “situationship,” or eager search consultants looking to help them build back better?

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