Canada Advertising

Your Business Needs To Always Be Branding

Brian Scudamore | Posted 10.07.2016 | Canada Business
Brian Scudamore

One thing is clear from this year's presidential race: Donald Trump has built an incredibly recognizable brand. He's stamped his name on so many things -- from buildings around the world to steaks for sale at The Sharper Image -- that some American voters associate him with wealth and success.

The Evolution Of Beer Advertising

Ryan Tessier | Posted 10.04.2016 | Canada Business
Ryan Tessier

Beer producers have often been on the forefront of marketing trends, finding edgy new ways of capturing the attention of drinkers and making sure their brand loyalty is strong. Even in the early days of advertising, beer brands were the ones responsible for pushing the envelope and finding new ways of engaging consumers.

3 Easy Steps To Build Diverse (Read: Normalized) Teams

Alyssa Altman | Posted 08.30.2016 | Canada Business
Alyssa Altman

Creating diverse teams, at all levels of the organization, is necessary to do our best work. It allows us to be nimble, creates an environment for cutting-edge thinking and reflects the customers, clients and communities we serve. We've been talking about this for far too long, it's time to take ownership and it can start with these three easy steps.

Ad Watchdog Nixed Anti-Abortion Flyer, Climate-Change Billboards

CP | The Canadian Press | Posted 04.13.2016 | Canada Business

Canada's advertising watchdog says it upheld 242 complaints against 50 ads last year.

The Blurred Line Between Advertorial And Editorial

Stephen Murdoch | Posted 04.07.2016 | Canada Business
Stephen Murdoch

There used be a great divide between the advertising and editorial departments of media outlets; they operated in separate silos and never the twain shall meet. But those days are gone. At the end of the day, the media is a business -- and it's a tough business. Revenues are drying up, falling year after year. It makes good business sense to leverage earned media opportunities with a paid advertising buy.

CBC Must Abandon Ads And Find New Sources Of Funding

Barry Kiefl | Posted 02.10.2016 | Canada Business
Barry Kiefl

CBC has boasted that 50 per cent of the cost of its TV services is paid for by advertising revenue. No more. In the year ending August 2015, CBC English TV ad revenue fell off a cliff and was barely $100 million, well under 20 per cent of TV revenues. Funding from taxpayers is now four times greater than ad revenues.

The Media Isn't To Blame For The Ruthlessness Of Eating Disorders

Marci Warhaft-Nadler | Posted 02.03.2016 | Canada Living
Marci Warhaft-Nadler

Eating disorders don't care if you're male or female, under 10 years old or over 50 years old. They'll destroy anyone who's ripe for the picking. When I speak at school or to parents about body image, the issue of media manipulation always comes up and for good reason. We are definitely influenced by what we see and hear in our magazines and TV screens, but does the media CAUSE eating disorders? I say no.

It's Time We Cut Ourselves Some Slack In The Workplace

Andrew Rennie | Posted 01.07.2016 | Canada Business
Andrew Rennie

We're conditioned to act like we don't need sleep or weekends, only fleeting validation for that campaign that just hit market and a swig from the company whiskey bottle. I had never much subscribed to the notion of Toronto's permeating anxiety, however, until I returned from a much-needed trip over this past holiday break.

Using Soft Metrics To Evaluate Ongoing Performance

Jeff Quipp | Posted 12.18.2015 | Canada Business
Jeff Quipp

In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric li...

5 Digital Advertising Predictions For 2016

Vitaly Pecherskiy | Posted 12.15.2015 | Canada Business
Vitaly Pecherskiy

The world of online advertising is complex and ever-changing, but it's also exciting and filled with promise. As innovation in advertising technology continues to evolve, old-hat tactics, such as direct response marketing, are quickly becoming obsolete. Here's a list of digital marketing predictions set to reshape the online advertising landscape in 2016.

Where Fashion Meets Sports Sponsorship

Matthew Klar | Posted 12.04.2015 | Canada Business
Matthew Klar

The line between celebrity and athletes has grown increasingly blurry over the past number of years. It is common to see athletes on late night TV or attending the latest Hollywood award shows. This environment -- typically reserved for actors and actresses -- has given athletes the opportunity to showcase their fashion sense off the field of play.

How This Classic Soup Company Is Revitalizing Its Brand

Tiffany Leigh | Posted 12.02.2015 | Canada Business
Tiffany Leigh

It seems that you can teach an old dog new tricks. Even in its golden years, Campbell's brand is still young at heart. They know the market and consumer landscape is changing, so they're addressing these issues and concerns head on.

Why It Is Risky Business Creating (Bad) Videos In-House

Lisa Ostrikoff | Posted 11.20.2015 | Canada Business
Lisa Ostrikoff

If your videos are bad, it's very hard for your business to be perceived as professional. Bad quality video is actually proven to negatively affect brand perception.

How To Compete For The Scarcest Resource: Attention

Joseph Donia | Posted 11.09.2015 | Canada Business
Joseph Donia

We're awash in content. Blog posts, infographics, whitepapers, webinars. The list goes on. Investment in content marketing is a double-edged sword; more players, more content, and higher budgets mean more noise and less effectiveness. We're all competing for a scarce resource - attention.

It's Time To Get Serious About Ad Blocking

Joseph Donia | Posted 10.28.2015 | Canada Business
Joseph Donia

The reason ad blocking has been met with so much fervor, is that it challenges the very basis upon which much of the internet is run and financed. The public accesses content for free, in exchange for seeing ads that produce income for the creators of such content. The ethical dilemma has been framed as the following: does the public have a right to both consume the content, and block ads?

The Best Personal Brand Is an Authentic One

Marco Pasqua | Posted 09.25.2016 | Canada Business
Marco Pasqua

Branding is such a powerful tool. Every year across North America, companies spend billions of dollars in advertising to ensure their products are seen by the masses. The reality is, you don't need to spend a ton of money to put yourself out there. In fact, each and every one of us is already the head of a major brand -- our own.

A Reality Check for Sexuality Shaming

Jordan Sterling | Posted 09.22.2016 | Canada Living
Jordan Sterling

It's unfair to assume that the ad is suggesting that a public listing of your bedpost roster is necessary for safe sexual health. That's not the case. All it seems to imply is that you should simply be real about sexuality in this modern age -- you're probably not Christopher Columbus landing upon virgin banks.

The 5 Most Marketable Athletes Coming Out of the 2015 Pan Am Games

Matthew Klar | Posted 08.19.2016 | Canada Business
Matthew Klar

While the Pan Am Games do not offer the same marketing value for competing athletes as the Olympics do, the added attention provided a great platform for athletes to showcase their abilities and introduce themselves to the Canadian public. It also provided brands with a chance to scout athletes that could potentially be used in endorsement deals leading up to next summer's Olympics in Rio de Janeiro.

Brands Should Support LGBT Rights

Joseph Donia | Posted 07.05.2016 | Canada Business
Joseph Donia

As the SCOTUS decision permeates business and marketing discussions, there have been a few arguments against brands publicly supporting equal marriage and LGBT rights. And not always the kinds of truthiness inspired arguments you might expect, but rather, reasoned (if ill-informed) arguments based on a few common assumptions. I'd like to address those here.

Make Data Your Friend by Using it Properly

Joseph Donia | Posted 06.11.2016 | Canada Business
Joseph Donia

Without careful attention to some of the ways data can be misused, we run the risk of acting on those insights with potentially damaging outcomes. Identifying mistakes individuals and organizations make when dealing with data is important not just to data analysts and decision makers, but to the public too.

Social Media's Disposable Content Has Value

Joseph Donia | Posted 06.16.2015 | Canada Business
Joseph Donia

For some time now, marketers have been talking about the importance of brands being authentic on social media. Social media is evolving. The trend toward disposable content, perhaps, isn't a trend toward the disposable, but a trend toward the authentic and real. Just as in real life, people prefer to interact with others who show vulnerability and authenticity.

Marketing Pioneers' New Rules for Engagement

Nikolas Badminton | Posted 06.01.2015 | Canada Business
Nikolas Badminton

It's challenging being a marketer in 2015. You need to balance new platforms, the changing structures of teams and creative freelance resources, and consumers that demand more from your products and services now more than ever before.

It's Time for a Big Data Code of Ethics

Joseph Donia | Posted 05.25.2015 | Canada Business
Joseph Donia

At present, there is no one governing body that oversees data usage by marketers and media platforms. There are codes of ethics put out by the Canadian and American Marketing Associations, as well as individual ethical codes drafted by marketing research associations among others, but who is accountable to them?

What Story Is Your Business Telling?

Lisa Ostrikoff | Posted 05.05.2015 | Canada Business
Lisa Ostrikoff

The story of your business is a starting point that should never be underestimated. It needs to be an engaging tale to get your message across -- one ...

What Would You Like To See Women Recognized For?

Beverley Golden | Posted 04.28.2015 | Canada
Beverley Golden

As a writer, I rarely know exactly where my next article will come from. Writing primarily when inspired to, new pieces are a culmination of things I ...