Canada Advertising

The Best Personal Brand Is an Authentic One

Marco Pasqua | Posted 09.25.2015 | 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 09.22.2015 | 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 08.19.2015 | 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 07.07.2015 | 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 06.11.2015 | 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 ...

How to Get Your Business Noticed at the Superbowl

Jeff Quipp | Posted 03.30.2015 | Canada Business
Jeff Quipp

With a reported record cost of $4.5 million rate for a 30-second spot in the U.S. and up to $200,000 in Canada, many companies don't have the budget to get their brand into the big game. That doesn't mean businesses won't get creative and try to intercept the spotlight during the mecca of the advertising calendar. Companies can attempt a field goal with the following three points to get noticed.

How Health Canada Failed to Uphold Its Own Pharmaceutical Ad Standards

Barbara Mintzes | Posted 03.28.2015 | Canada Politics
Barbara Mintzes

Although advertising of prescription medicines to the public is generally banned in Canada on public health grounds, shifts in administrative policy have allowed two types of ads since late 2000: "reminder" ads that mention a brand name, but make no health claims; and "help-seeking" ads that mention a condition, but do not state a brand or company name. We have identified six main weaknesses in how Health Canada regulates this advertising.

How To Score a Real-Time Marketing Touchdown

Carlos de Torres | Posted 03.22.2015 | Canada
Carlos de Torres

With the way consumers take in big events like the Super Bowl, real-time marketing should be a consideration for all marketers when it comes to the overall strategy. Traditional advertising undoubtedly plays a role in what consumers will take in, but big events have come to mean eyes on many screens.

This Shift From Christmas Giving to Getting Boxing Day Deals

Carlos de Torres | Posted 02.22.2015 | Canada Business
Carlos de Torres

As the chill sets in the air for the foreseeable future, it's clear that it's that time of year again -- holiday shopping season. With holiday shopping in the rear view, many consumers are likely to have shifted their purchasing attention to finding deals for themselves.

5 Brand Communication Strategies for the Holidays

Nick Cowling | Posted 02.08.2015 | Canada Business
Nick Cowling

Just as the lights, the decorations, and the overall glow of the season offer a breath of fresh air against the dull weather outside. So too do our favourite brands -- if they make an effort to stick out.

Companies Must Act Responsibly When Using the Power of Suggestion

Nick Cowling | Posted 01.19.2015 | Canada Business
Nick Cowling

Since trust plays a big factor in listening to what we're being told, corporations have the responsibility to provide messages that are both accurate and in the best interests of their audiences. Time and time again, however, we see the power of suggestion being used in a misguided and sometimes even destructive way.

How 'Organic' Viral Videos Are Really Created

Jeff Quipp | Posted 01.07.2015 | Canada
Jeff Quipp

A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.

"The Shape We're In": Is the Sun Setting on 'Big Food's' Glory Days?

Bill Bogart | Posted 01.04.2015 | Canada Living
Bill Bogart

Sales of sugary cereals are declining, purchases of soft drinks have been sagging for some time. Of course, much more needs to change but these and other shifts are causing grumbling in the boardrooms of Junk Food Inc.

It's Official: Canadian Businesses Choose Digital Over All Other Ads

Lisa Ostrikoff | Posted 12.05.2014 | Canada Business
Lisa Ostrikoff

It's taken two decades, but the time has finally arrived: Canadian advertisers now spend more on digital than they do on print, radio and television advertising, according to a recent report from IAB Canada.

WATCH: The Challenge Of The Expression Economy

Posted 09.22.2014 | Canada Business

Ron Tite, CEO of The Tite Group has a unique perspective on how technology is changing the marketplace. "One thing that is absolutely critical for ...

Advertising Through Smart Technologies -- How to Be Intelligent Without Being Intrusive

Carlos de Torres | Posted 11.09.2014 | Canada Business
Carlos de Torres

The key to smart and successful marketing is finding the right time and the right experiences to engage. In fact, today's smart technologies can do a lot to reduce information overload -- countering Orwellian fears some might have about machines that know so much about us.

How To Get Millennials To Pay Attention To Your Product

Rob Henderson | Posted 10.28.2014 | Canada
Rob Henderson

To put it simply, cars have changed dramatically over the last century, but marketers are still doing the same old thing: using the 'one colour approach' in an attempt to draw in an audience whose wants and needs differ vastly from their predecessors.

Not For Sale: My Values

Jason Najum | Posted 10.13.2014 | Canada
Jason Najum

I was hot-stepping downtown the other day, headphones pumping, feeling good after a little gym workout. And this stopped me dead in my tracks. ...

Keep Health Warnings Off Junk Food

Michel Kelly-Gagnon | Posted 10.05.2014 | Canada Business
Michel Kelly-Gagnon

The tendency for governments to increasingly regulate the advertising industry, whether in the name of consumer protection or for health concerns, is already on full throttle. After cigarette packs, don't be surprised if sooner or later you see plain bags of chips on the shelves of convenience stores, or plain-packaged chocolate bars. Politicians stand on a steep, slippery slope that could lead to private property and intellectual property violations, and destruction of brands. The economic consequences should be weighted carefully. And such policies backed by solid empirical data, not merely good intentions.

Why We Should Measure Success by Social Good

Joseph Ottorino | Posted 10.01.2014 | Canada Living
Joseph Ottorino

Your brand has an audience you've worked hard to cultivate, but part of that includes those who are the most connected to your company: your employees. They're already working together to achieve your businesses goals and are passionate about the company succeeding. You should look to find ways to give your team a chance to become involved in something bigger.