Free to Disagree

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.

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.

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?

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.”

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. 

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

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.

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.

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.

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.

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.

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

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.

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

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

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?