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Opinionnation

Opinionnation

On the need to be better at marketing the marketing profession

Gino Cantalini has some questions: Why is marketing so misunderstood? Why do marketers get grouped with injury lawyers? Why don’t parents want their kids to be marketers?

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Opinionnation

How brands can respond to Canadians’ rising sense of disempowerment

With so many Canadians feeling they lack control of their life, marketers should find ways to give them more control of their brand experiences, says Crop’s Alain Giguère

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Opinionnation

Why are ad land’s middle managers hurting so much?

The pandemic amplified existing flaws in our talent management systems, says Mo Dezyanian. Now is the time to reinvest in management skills training, and perhaps reconsider who we promote and why.

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Opinionnation

A creative director and frustrated hockey fan on how to sell Be-Leaf

Aside from fixing the team on the ice, Maple Leaf Sports & Entertainment needs to fix its marketing message for next season if it wants fans to believe in the Leafs again, says Agency59’s Brian Howlett.

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Opinionnation

Let’s not ruin a potentially great thing

Amazon’s new “virtual product placements” may open up significant opportunities for brands, says David Pullara. But it will come with significant risks for great content.

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Opinionnation

In this business, it’s not always just business

Rogers’ shocking decision to move its account and close down Theo seems like a stark reminder of just how valuable personal relationships can be.

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Opinionnation

Great stories don’t come from an algorithm

Great advertising is about real storytelling that is emotional and creates sticky memories, says Target’s Noel O’Dea. And it doesn’t come from a content factory.

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Opinionnation

What to do with your news advertising when the news is bad

When brands support high-quality journalism with rigorous standards and integrity, it’s good for the brands, media and society itself. Kevin Keane explains how it can be done.

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Opinionnation

Lessons from the Coinbase creative kerfuffle

The Twitter tiff was good melodrama for the ad world, says Ron Tite. But it was really about two important requirements for productive relationships: Respect and rewards.

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Opinionnation

In defence of true marketing influencers

Influencer marketing was in the news for all the wrong reasons again this month, thanks to an ill-conceived drunken flight to Mexico. But those weren’t real influencers on that plane, says Eric Blais.

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Opinionnation

Quebec’s anti-racism ad campaign backfires

Meant to combat racism, the ads upset Quebec’s Anglophones and might be unwittingly reinforcing racial stereotypes, says Éric Blais.

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Opinionnation

From twin beds to the sofa bed

Air Canada’s English speaking CEO is a reminder of how many Canadian brands don’t think of French Canada as a priority market, says Eric Blais

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Opinionnation

The Liberals also won the advertising campaign

It’s hard to identify cause in effect in political advertising, but Eric Blais thinks these two ads could have had a big impact on the race.

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Opinionnation

How brand choices become radically hopeful acts for young consumers

Shopping has become a political act, and Gen Z customers are increasingly making themselves heard by how they spend their dollars

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Opinionnation

It’s time to rethink retail for the ‘roaring 20s’

The shift to digital commerce means that brands should think of brick-and-mortar retail as a giant playground for consumers to interact with their product, says Fuse Create’s Aleena Mazhar.

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Opinionnation

An art collector’s take on advertising with purpose

With all great advertising—just like with great art—craft is only important when in service to delivering a message.

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Opinionnation

How to build a brand with purpose while avoiding ‘purpose washing’

Wahn Yoon and Chris Dacyshyn of Bleublancrouge got together to explain purpose driven marketing. Yoon describes what it is not, and Chris Dacyshyn describes what it is

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Opinionnation

Who owns your customers?

The early days of social marketing provided important lessons for today’s brand leaders looking to reach their customers on Amazon, says David Pullara

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Opinionnation

Is your brand ready to rock in the Roaring Twenties?

Jared Stein is looking forward to the next season of Bridgerton, but like a lot of people, he’s also ready for some real-life experiences. Brands should take note.

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Opinionnation

I’m virtually exhausted

Stephen Brown’s contractors have reminded him how much he misses his office, and his team.

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