Backed by the International Federation of Actors, ACTRA's boycott of brands that work with ICA - Institute of Canadian Agencies-aligned creative shops has expanded, now including multinational brands such as Volkswagen and Johnson & Johnson.
Strategy Online
Book and Periodical Publishing
Toronto, Ontario 11,126 followers
strategy™ uncovers and shares the “bold vision, brand new ideas” of Canada’s national marketing community.
About us
Strategy covers the “bold vision, brand new ideas” of Canada’s national marketing community. By providing daily news and analysis on industry trends, and keeping readers up to speed on Canada’s brands, strategy has become the respected voice of the industry. Our readers (which includes Marketing Magazine’s audience as well) not only gain insight from our coverage, but also from conferences and events, such as the Shopper Marketing Forum, the Marketing Awards, the MIAs and Agency of the Year. The latter is considered the highest honour bestowed to a Canadian agency, and our annual industry ranking in the Creative Report Card serve as the yardstick for success
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http://strategyonline.ca/
External link for Strategy Online
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- Book and Periodical Publishing
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- 51-200 employees
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Updates
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McDonald's Canada has added Wieden + Kennedy to its agency roster, bringing the U.S. creative shop onboard to handle specific initiatives aimed at building the brand's fandom this side of the border while current AOR Cossette continues to deliver on its existing brand-building efforts.
McDonald’s adds Wieden+Kennedy to Canadian agency roster
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Just as Biosteel goes bust, BODYARMOR Sports Nutrition is bringing its original and low-calorie versions into the Canadian sports hydration market. “We have seen incredible growth for our brand in the 10-plus years since our inception and international expansion has been a key topic of discussion since the full acquisition of the brand by The Coca-Cola Company in November of 2021,” says Federico Muyshondt, Bodyarmor’s CEO. “We know that consumers around the world, but more specifically in Canada, are now looking for more functionality in their beverages – they want more out of what they’re consuming.”
Bodyarmor expands north
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The non-alcoholic beer market is growing, and Diageo's Guinness brand is now wading into the category with an activation at Toronto's Yonge-Dundas square – part of a larger campaign that incorporates TV, digital and social elements. According to Nadia Niccoli, head of marketing for Diageo, a second phase of the campaign will land in the next two months and be both "enticing" and social-based.
Guinness makes magic with new non-alc brew
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Northeastern Ontario Tourism has rebranded the region it serves to "The Seven," drawing a page from Toronto's Drake-influenced branding as it positions itself as an "antidote" to the city's hustle and bustle for a new generation of travelers. “Our new brand is all about good vibes, so you’ll see more casual, approachable messaging,” says Trevor Beard, executive director of the tourism authority. “Overall, we want our style to be authentic, real and inviting, just like the people who live here.”
Northeastern Ontario takes on a new moniker
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Intact has evolved the visual presentation of its branding following a competitive review of the insurance category. "Even though consumers enjoyed our ads and understood them and they’ve been working well, we’re always trying to outperform," says Humberto Valencia, VP of marketing for the brand.
Why Intact is expanding its brackets
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Subway has been evolving over the past year with the launch of its Eat Fresh Refresh menu and a new marketing strategy to accompany it. Now, the brand is rebranding its loyalty program and introducing updates that make points easier to accumulate and signing up simpler, all while making the rewards more enticing.
Subway spreads its refresh to loyalty
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Scene+ has added home improvement to its loyalty program's category reach with the introduction of its latest partner, Home Hardware – the latest evolution for what Tracey Pearce, its president, calls a "leading lifestyle program."
Scene+ arrives at Home Hardware
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Edward Jones Canada has moved away from the retirement-centric messaging that is often a staple of the investment and wealth management categories to instead showcase how it can help Canadians realize their ambitions and strike a balance between wealth and wellness.
Edward Jones tries something ‘different’ in first Canadian brand campaign
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Rachel MacAdam (MacQueen) will lead Canadian marketing for SkipTheDishes and joins the global marketing leadership team for Just Eat Takeaway.com in her new capacity as VP of marketing for Skip.
SkipTheDishes hires Rachel MacAdam as VP of marketing
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