Tag: Strategy


What Marketers Need To Know About Smart Speakers

May 29th, 2018 | ACA Team, Association of Canadian Advertisers

This sounds like an opportunity for Canadian marketers. Smart speakers are changing consumer behaviours and forming new habits. And while penetration is relatively low in Canada, judging by trends in the U.S., an ownership boom may be imminent, according to Tom Webster, SVP at Edison Research. Webster presented the findings of The Smart Audio Report […]

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No One Cares About Your Brand’s Value Proposition

June 14th, 2017 | Matthew Chung, Manager, Communications and Content

What’s your brand’s value proposition? According to Alexander Manu, it no longer matters. The value proposition, long held as a key piece of a successful brand’s business model, has vanished, replaced by a new sort of value – value delivery. “It is how, not what,” said Manu, a strategic innovation advisor, author and professor, during […]

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10 Key Questions For A Best Practice Agency Search

February 18th, 2015 | Stephan Argent, CEO, The Argedia Group

This week, the Association of Canadian Advertisers published their new guidebook: Searching For A Marketing Communications Agency Partner: A Guidebook for Marketers on Agency Searches. As its author, I was privileged to have the opportunity to spend many hours talking and debating with the ACA team, marketers and agencies, and gathering various viewpoints, identifying new […]

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When will Canada catch up?

December 17th, 2014 | ACA Team, Association of Canadian Advertisers

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. For years, they have worked with best of breed multicultural agencies—experts in either the Afro-American or Hispanic ethnicities.

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This ain’t your mother’s branded content: the new strategic content marketing engine

July 23rd, 2014 | ACA Team, Association of Canadian Advertisers

By Jennifer Evans, Marketing Futurist Content marketing is an interesting beast on the marketing landscape. On the one hand, branded content is not exactly new – 93% of marketers are using content marketing as a tactic this year, according to Brafton, and for a relatively new discipline that’s a huge adoption number. Marketers will say […]

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Is it any wonder there is so much confusion over marketing technology?

July 15th, 2014 | ACA Team, Association of Canadian Advertisers

By Darren Woolley, Founder, TrinityP3 One of the biggest challenges for marketers is how to embrace technology. As CMOs are seen to be bigger spenders on technology than their equivalent CIOs or CTOs, many marketers are struggling with the best approach to transforming their digital marketing to marketing in a digital age.

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