Category Brands


Don’t Short-change Your Brand: The Case For a Return to Brand-building

January 28th, 2020 | laurabaehr, VP Marketing, thinktv

There were many prominent themes in the marketing industry in 2019 – data privacy, AI, and social responsibility among them – but the concept set to have the biggest impact on marketing plans and creative choices in 2020 is the return to brand-building (and the shift away from short-termism).

Advertising effectiveness experts Les Binet and Peter Field were the first to introduce the now ubiquitous “60/40 rule”: To be effective, a brand should spend roughly 60% of its media budget on long-term, brand-building activities, and 40% on more targeted sales activations.* Their research also led them to the following conclusion: Short-termism is undermining advertising effectiveness. As the incidence of short-term campaigns has increased, advertising campaign effectiveness has steadily fallen…

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When Multicultural Meets Mainstream

November 6th, 2019 | jessicayareden, Digital Marketing Manager, ACA

There are over 300,000 new immigrants coming to Canada each year. By the year 2036, Canada’s multicultural consumers will represent 34% of the population while some urban centers across the country will reach over 80%. There is no question that the face of Canada is undergoing rapid and profound change, and marketers need to adapt to this change now.

That was the picture that Bobby Sahni, President & Co-founder of Ethnicity Matters, painted the morning of ACA’s Executive Forum, “Marketing to the New Mainstream”, which took place in Toronto last month.

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How To Build A Brand Consumers Will Love

October 21st, 2019 | ACA Team,

What do brands like Ferrari, Apple and Starbucks have in common? Consumers don’t just love their products—they love their brands.

At a recent ACA webinar, Graham Robertson, author of Beloved Brands, explored the concept of building a brand idea and how it helps brands truly connect with consumers.

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How To Put Canadian Brands Back Among The Most Influential

April 20th, 2018 | ACA Team,

This is the part two in a recap of the Ipsos Most Influential presentation. Our previous post covered the ingredients that make an influential brand, as well as how Samsung rebuilt its brand. How can Canadian brands gain more influence with Canadian consumers? That was the central question tackled by three leading brand builders during […]

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The Magical Mix That Makes These Brands So Influential

April 5th, 2018 | ACA Team,

This is the first of a two-part recap of the Ipsos Most Influential Brands presentation. Next week we’ll cover the unique challenges, and advantages of building brands in Canada, and how Google and Facebook are managing the responsibility that comes with influence. Being leading edge, trustworthy and engaging, having presence and being a good corporate […]

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Infographic: The Top 5 Marketing Challenges for 2018 (and what you should do about them)

March 29th, 2018 | ACA Team,

Worried about digital transparency? Unsure about the customer data you’re using? Wondering if you’re delivering the best customer experience? You’re not alone. Not by a long shot. The online advertising best practice, data and insights company WARC asked 600 agency and brand side professionals about their biggest challenges for 2018. Their answers were distilled into […]

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