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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 […]

Baby boomer consumers may still have most of the food purchasing power in Canada, but millennials are changing the way we shop for food, cook and eat it. That was the overarching theme of an ACA webinar delivered by Jo-Ann McArthur, president and chief strategist of Nourish Food Marketing, earlier this month. “[Millennials] are behaving […]

How will brands talk to consumers in the future? It’s a question long asked by marketing and agency heads and few can ever be certain of the answer. But at a recent ACA webinar, Paul Neto, VP of Digital and Media at Kantar Millward Brown posited a theory: in the future, companies will talk to […]

Operational skill once conferred competitive advantage; now it’s table stakes. The new source of advantage is customer centricity: deeply understanding your customers’ needs and fulfilling them better than anyone else. At ACA’s October 4 Executive Forum, Mario Simon, CEO of Kantar Vermeer, shared fresh research into customer centricity, revealing that today’s fast-growing brands turn troves […]

State-of-the-art behavioural science proves that uncovering, evolving and maintaining distinctive brand assets are one of the very best ways to grow brands. Our brains are attracted to patterns, want to conserve energy, and are wired to hunt and gather. The new savannas are the shopping aisles, digital world, and e-commerce marketplaces. The winning brands are […]

ACA course instructor Richard Musson is an experienced marketer with a solid track record of building brands in developing markets while at Anheuser-Busch InBev. ACA spoke with Musson to better understand the factors marketers need to consider when building a brand. ACA: How would you define the term “brand leadership” today? Has it changed with […]