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During one of the coldest months of the year, Campbell’s Canada’s pop-up restaurant in downtown Toronto is serving as an open invitation for passersby to connect over a hot bowl of soup. Called “The Cantina by Campbell’s,” the restaurant on 501 Queen St. W. offers four styles of complimentary soups designed by chef Matt Dean […]

This week marks my first conference in 2016. It’s the first in what is bound to be another year full of conferences, workshops, symposiums and the like. There are weeks I’ll be flying through multiple cities and countries to hit up the big ones. I admit, it can get exhausting.

On Sunday evening, millions of Canadians will be gathered around their TVs to watch the Carolina Panthers and Denver Broncos compete in the Super Bowl. This special live event delivers the biggest audience on TV in Canada, offering Canadian advertisers a prime opportunity to reach Canadians with advertising relevant to them.

Advertisers are obsessed with measurement – and for good reason: you can’t improve what you can’t count. For a long time, media measurement was relatively simple: how many people did my ad reach, and how many ads did those people see? This became the basis of the gross rating point (GRP), which became the currency […]

There are a lot of benefits to having a trendy celebrity or trending piece of music in your ad – attracting new customers, improving brand recall and ultimately, driving more sales. Not to mention you get to brag to your friends later that you rubbed shoulders with an Oscar or Grammy winner. But not all […]

Paid media can generate two things: awareness and action (in this case, permission). Here’s an overview of when to focus paid on permission and when to focus on awareness. 1. There are a couple of fundamental rules marketers often forget to take into consideration in their communications: For a significant percentage of your audience (as […]