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The Globe and Mail - Marketing

Manulife tries thriller factor in ads to woo mortgage business

Thu, 13 Apr 2017 18:15:53 -0400

Commercials with distinct Matrix or Inception feel to them reflect ‘Netflix-era’ strategy to win over younger clients in a tough market


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’


Did Reitmans benefit from Meghan Markle’s royal romance?

Mon, 17 Apr 2017 18:29:11 -0400

Canadian retailing company parts ways with actress Meghan Markle, potentially losing an incredibly valuable spokesperson


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


I am Canadian, too: Inside Moosehead’s cross-country push

Fri, 24 Mar 2017 19:05:57 -0400

Moosehead is stuck in the middle; too big to cash in on the craft craze, too small to take on the giants. Susan Krashinsky Robertson reports from Saint John on the East Coast brewer’s to sell a story that dates back to Confederation – and expand nationally


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


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


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


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’


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


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


Marijuana industry faces challenge in gaining Canadians’ trust, survey finds

Wed, 29 Mar 2017 05:00:00 -0400

Sector received lowest rating from consumers, below pipelines, pharmaceutical companies and social media platforms


Banff Centre for Arts and Creativity turns ads into art form by going weird

Sat, 08 Apr 2017 12:43:49 -0400

In its most expensive marketing campaign in years, the centre is attempting to build national awareness of its role as a hub for arts and creativity


After YouTube backlash, Google identifies extreme content that advertisers can avoid

Mon, 03 Apr 2017 17:46:16 -0400

Google applies system to find inappropriate videos for advertisers to avoid as companies suspend or reduce promotional content


Burger King’s Whopper ad backfires, leading to prank Wikipedia edits

Thu, 13 Apr 2017 09:59:01 -0400

The hamburger chain unveiled a 15-second ad Wednesday designed to trigger Google Home devices into reciting the definition of a Whopper


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


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


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


Consumer trust in social-media ‘influencers’ drops

Wed, 19 Apr 2017 06:00:00 -0400

Bloggers are seeing the biggest drop in viewer confidence, ranking lower than traditional advertising, according to a new survey


Retailers look to build brand loyalty with experiential travel

Thu, 30 Mar 2017 15:49:49 -0400

Volvo joins Tablet to create a new getaway, the latest in a string of partnerships looking to create branded experiences


Google News head Richard Gingras on advertising in the digital sphere

Thu, 27 Apr 2017 17:11:41 -0400

With the help of Accelerated Mobile Pages, Gingras wants to help publishers develop content for mobile devices


Marijuana marketing: Alcohol industry calls for restrictions

Thu, 06 Apr 2017 17:27:09 -0400

As the federal government prepares to introduce legislation legalizing recreational marijuana, highly regulated industries want similar advertising standards imposed


Adidas apologizes for ‘you survived the Boston Marathon’ email

Wed, 19 Apr 2017 13:29:51 -0400

On social media, customers quickly reminded the company about the real survivors of the 2013 Boston Marathon bombing


In conversation with Irwin Gotlieb, an ad buyer in a Google world

Fri, 21 Apr 2017 17:06:37 -0400

A conversation with the chairman of GroupM, the world’s largest media buying and planning firm


Fast-food chain Carl’s Jr. seems to get the message that it’s time for mature advertising

Thu, 30 Mar 2017 18:48:29 -0400

A new ad shows Carl Hardee Sr. returning to the offices of the company he turned over to his son who is no longer in charge, sending the message that the chain is growing up


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


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


Audi tries out Cineplex ads that move you – literally

Wed, 12 Apr 2017 17:41:06 -0400

The auto maker is the first advertiser in Canada to embed special effects into its commercial at Cineplex Inc.’s “4DX” auditorium, which opened at its Yonge-Dundas theatre in Toronto in November


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


TD walks back tax exemption request to ad agencies, following pressure

Wed, 05 Apr 2017 16:55:54 -0400

Ad industry raises red flag amid growing trend of marketers imposing increasingly onerous demands on firms pitching for their business