The Promise of Content Personalization: Best Practices and Cautionary Tales

July 7th, 2020 | Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail

Let’s start with the bad news. According to a survey by McKinsey & Co., very few businesses are satisfied with their marketing efforts around personalization, which involves applying data and artificial intelligence on individual users to deliver them relevant offers and information.

The good news is that there’s lots of room for improvement, and therefore plenty of opportunity.

Read More

Member Alert: Improving Content on Social Media Platforms

July 2nd, 2020 | ACA Team, Association of Canadian Advertisers

July 3, 2020: Recently a number of brands have taken steps to temporarily boycott social media platforms with the aim to spur these companies to take action against hate speech on said platforms. ACA too is concerned with the proliferation of harmful and illegal content on social media platforms. As such, we urge all platforms […]

Read More

Meet the New “Never Normal” Consumer

July 2nd, 2020 | ACA Team, Association of Canadian Advertisers

Consumers attitudes, behaviours and purchasing habits are changing—and many will remain post-pandemic. We have entered a new customer engagement era that has been permanently impacted by…

For members only:

Register Now

Read More

How To Lead With Certainty In Uncertain Times

June 23rd, 2020 | Penelope Fridman, President, L’Institut Idée and Mathieu Ouellet, Founding Partner, Tulipe

It’s a challenge to define the core DNA of your brand, let alone do it during a pandemic or extreme social unrest. In the current market environment, a spotlight is shining in dark places, making customers more aware of a company’s values and how it’s interfacing with the world around it. COVID-19 and the fight for civil rights have magnified and amplified the need for businesses to have a purpose beyond just the financial. Now, consumers are making purchase decisions based on your core DNA – what you stand for and how you behave.

Given this, it is necessary to both understand and respond to the evolving marketplace as well as to ensure that your organization has a clearly stated raison d’être to meet the demands of changing customer mindsets. But how?

Read More

Better Sponsorship Outcomes Through Better Category Management

June 22nd, 2020 | ACA Team, Association of Canadian Advertisers

Sponsorship delivers a powerful way for brands to connect with consumers through passion points (arts, sports, culture, cause, music) in ways that create emotional resonance and imagery transfer.

For most brands, sponsorship represents the second largest marcom investment by spend (media being first). Sponsorship often accounts for between 10% and as much as 30% of the total marcom budget. In many organizations, the sponsorship spend is largely uncontrolled and lacks process. A change in how you manage your sponsorships will be particularly important coming out of the COVID-19 crisis.

Led by Ian Malcolm, President and CEO at Lumency, this webinar will focus on process and tools for better sponsorship investment management…

For members only:

Presentation slides

Video recording

Read More