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The Globe and Mail - Marketing

Follow the ad money: Digital shift gathers steam

Thu, 08 Dec 2016 17:41:09 -0500

As digital advertising continues to eclipse its print-based counterpart, strategies evolve too


The maker of Sam Adams is living a craft brewer’s dream come true

Mon, 09 Jan 2017 05:00:00 -0500

Boston Beer Company is in a fight to stand out in a climate where even big brands such as Budweiser are borrowing craft brewers’ marketing techniques


Emotion-laden Loblaw’s ad begins a year likely to be filled with Canadian-pride marketing

Sun, 01 Jan 2017 16:24:24 -0500

It’s a lot more subtle than beavers, Mounties and maple syrup, but a number of marketing campaigns will see a little flag-waving in Canada’s 150th birthday year


Study says people are worried about unreliable information and ‘fake news’

Tue, 21 Feb 2017 05:00:31 -0500

Conspiracy theories and hoaxes have always existed, but with the rise of social media, dubious stories are gaining more traction than ever


Bell Media adopts new tactics in bid to lure Super Bowl viewers

Fri, 03 Feb 2017 10:46:00 -0500

In face of ruling allowing American ads to run during game, CTV hopes to lure viewers with contest awarding cash and other prizes


Super Bowl shows how ad houses are keeping it in the family

Fri, 03 Feb 2017 16:09:59 -0500

As Americans switch on their TV sets for the Super Bowl on Sunday, a break in the pregame show on Fox will feature a bit of Canadian content


Heinz launching ketchup ads inspired by Mad Men agency

Tue, 14 Mar 2017 11:54:34 -0400

The ‘Pass the Heinz’ campaign was created by Don Draper, the main character of AMC’s acclaimed ad agency drama


New Coca-Cola ad campaign praised for diversity and inclusion

Mon, 06 Mar 2017 18:51:47 -0500

The new ad features a brother and sister vying for the attention of a handsome pool boy


Brands of the future: The companies that move Gen Z

Tue, 31 Jan 2017 15:30:07 -0500

Ipsos Canada reveals its annual list of the “Most Influential Brands” in Canada – and explores the next generation


Huggies campaign: When promoting a good cause is good for the bottom line

Wed, 22 Feb 2017 22:00:00 -0500

The ‘No Baby Unhugged’ campaign won the grand prix at the Cassies awards, which honours advertising that has a business impact


Trademark protection lands Etsy seller in trouble with Procter & Gamble

Thu, 05 Jan 2017 17:16:47 -0500

Ryan Ma’s attempt to sell stickers designed to make the container for Apple’s AirPods resemble a package of dental floss resulted in a trademark infringement notice


In the age of 'fake news,' media outlets turn to advertising to tout the importance of journalism

Thu, 23 Feb 2017 17:40:12 -0500

Media outlets are investing more in marketing campaigns, some for the first time in years, in the age of ‘fake news’


Super Bowl ads score eyeballs with political football

Mon, 06 Feb 2017 05:15:24 -0500

Brands that dove headfirst into that conversation generated the most reaction from viewers during Sunday’s big game


Marketers tweak Super Bowl ad strategy in post-‘simsub’ era

Wed, 01 Feb 2017 18:20:19 -0500

With the CRTC ruling out ‘simultaneous substitution’ during the Super Bowl broadcast, advertisers like Labatt no longer have to create ads specifically for the Canadian market


Cineplex amps up the feel-good factor with new animated short

Thu, 15 Dec 2016 17:47:53 -0500

Cineplex's recent foray into emotional advertising shows how bonding with customers can be a great sales pitch


Hockey Canada draws on star power in campaign to attract kids to the sport

Fri, 30 Dec 2016 05:00:00 -0500

Stars including Michael J. Fox and Boston Bruin Patrice Bergeron share what the game has taught them as part of advertising campaign ‘Pass it Forward’


AdChoices program reports higher compliance, but user understanding lags

Wed, 08 Feb 2017 00:01:00 -0500

The AdChoices program offers clearer notice when people’s behaviour is being tracked online for advertising purposes and offers opt-out mechanisms for those ads


Air Miles makes changes to loyalty program in effort to retain customers

Mon, 13 Mar 2017 16:24:54 -0400

Changes set to go into effect April 3 were decided upon based on customer feedback, according to the company


Canada's advertising elite share their picks for the best ads of 2016

Thu, 22 Dec 2016 17:58:08 -0500

Spotify, Frito-Lay and Lockheed Martin are a few of the advertisers that caught the attention of top minds in Canadian advertising this year


A sign of the times: Mazda’s new billboard is watching you

Mon, 13 Feb 2017 16:03:54 -0500

Automaker’s new interactive ad highlights the evolution of ‘out of home’ marketing with a real-time counter


McDonald’s new nut policy draws swift backlash

Fri, 27 Jan 2017 17:29:03 -0500

Company that won kudos for answering customers’ tough questions is silent on reasons for end of nut-free menu


Molson Canadian ad gets second life in light of Trump immigration ban

Wed, 08 Feb 2017 17:36:01 -0500

The Molson commercial, which extols the value of multiculturalism, is more than a year old


Ad agency mergers, big and small, part of larger industry changes

Mon, 19 Dec 2016 10:06:20 -0500

Ad agency network Grey Group – a division of London’s WPP PLC – announced it has acquired Montreal-based ad agency Tank


More griping, less swiping: Retailers feel Air Miles backlash

Thu, 09 Feb 2017 18:23:12 -0500

Air Miles parent company LoyaltyOne Inc.is offering an increased number of promotions with retailers, in an attempt to win back customers


Tchotchkes, tote bags and T-shirts: How marketers are selling Canada 150

Thu, 02 Mar 2017 17:38:30 -0500

To brands from Hudson’s Bay to Roots, the sesquicentennial and it’s appetite for celebratory souvenirs is being seen as a profit-driver


New Year’s resolutions for the advertising industry

Fri, 30 Dec 2016 05:00:00 -0500

From consent to gender pay issues, there are plenty of things that marketers, agencies and media companies can work on in 2017


Google showcases how shorter is sometimes better in digital advertising

Thu, 16 Mar 2017 17:29:15 -0400

Online ads that seem longer than underlying video Web users want to watch could be thing of past as Google showcases new approach


Another sponsorship deal for De Grasse – but not the one you’re thinking of

Mon, 13 Feb 2017 17:09:05 -0500

Beverley De Grasse inks a one-year deal with a food manufacturer, the latest in a trend of sponsors looking to athletes’ moms for a brand lift


Airbnb's CMO reflects on 'marketing that matters'

Thu, 16 Feb 2017 18:05:13 -0500

Firm’s chief marketing officer reflects on ad strategy, expanding travel services and help from ‘influencers’


New advertising ‘pitch watchdog’ looks to police fair marketing competition

Mon, 30 Jan 2017 06:00:00 -0500

In light of what some Canadian agencies describe as bad practices on the part of marketers, the new representative group will draw attention to exploitation and foster discussion around fair dealing