Resources

Learn more about the most valuable Canadian brands, with insights on how to shape your brand future.

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.

Explore this System 1 research analyzing over 4,000 ads from 56 brands, revealing insights from £3.3 billion in TV ad spend. Introducing the Creative Consistency Score (CCS), uncover how consistency affects creative quality, brand impact, and business results.

Essential insights on how Live Radio continues to be a dominant force in the marketing landscape, and exploration of the pivotal role that Broadcast Radio plays in the marketing funnel, highlighting its effectiveness across various stages of the consumer journey.

French-speaking Canadians have a close relationship with television. They watch more TV and spend less time on streaming services compared to the average Canadian.

GARM and Ad Net Zero (June 2024)
The objective of the framework was to enable advertisers and their collaborators to comprehensively grasp and proactively mitigate the carbon footprint of their media strategies.

Discover the latest insights and trends shaping the global market landscape in the Kantar BrandZ Top 100 Most Valuable Global Brands report.

R3’s Global Agency Family Tree offers an overview of the global marketing agency landscape, encompassing prominent holding firms, advisory firms, and autonomous agencies.

The Greenprint USA comprises innovative efficacy investigations conducted by System1 in collaboration with behavioral science advisor and writer Richard Shotton, aiding brands in effectively tackling the environmental emergency.

Mastering the language, vernacular, and acronyms is half the battle to understanding.
This updated version of Lumency Sponsorship Glossary is a helpful reference for those new to sponsorship.

R3’s Marketing Procurement Trends 2024

The latest edition of the ThinkTV's Power of TV report provides an in-depth analysis of TV usage and its unmatched effectiveness. Discover why consumers find TV ads to be the most memorable, trustworthy, and influential, and how TV boosts digital sales ROI by 19%.

ThinkTV's latest Ad Nation research reveals a fascinating insight: Marketers are anything but normal. Their media consumption patterns diverge significantly from those of the average Canadian, shaping widespread misconceptions about media habits.

This document, written by Colin Lewis, outlines seven challenges for retail media in 2024. It presents ideas with nuance to help shed some light on Retail Media that are meant to be both thought provoking and help the reader stay ahead of the curve.

Ad Standards (2023)

These guidelines illustrate best practices for influencer marketing disclosure.

WFA’s Creating a global culture of Marketing Effectiveness (North American Report) The Canada/US results of the WFA’s Creating a Global Culture of Marketing Effectiveness report are now available to you. Based on a survey of over 300 marketers (and with inputs from 21 national advertiser associations, including the ACA), the report is the best place […]

Rogers Sports & Media Full Stream Ahead Report ’23 The Full Stream 2023 report dives into the latest streaming behaviours of Canadians – a truly complex audience. You can watch the stream here or download the report and read about the top trends; The state of streaming in Canada The various profiles of Canadian video […]

WFA’s Sustainable Marketing 2030 (North American Report) The results of the WFA’s Sustainable Marketing 2030 survey are now available to you. The North American Report contains critical information on setting the sustainability context, progress on the sustainability journey, sustainability performance across marketing levers, and more.  

Sustainable Marketing 2030: A Sustainable Growth Framework for Marketing The key to sustainable marketing lies in advocating for and adopting circular principles in every aspect of the discipline. Based on the findings of this study, the circular marketing growth framework is designed to reimagine marketing’s role within the business and in society, to help make […]

Leadership plays a critical role in navigating the current economic landscape, which is marked by unprecedented challenges.

Ritson’s Recession Playbook 9 steps marketers should take to survive the dark times ahead. Download the Report

Ebiquity Canada has just released its 2023 media inflation report. Continued upward pressures are noted on key media.

Canadians and Inflation: The current inflation cycle will hurt the most vulnerable Canadians the most. And not just because of economic disadvantage. Psychological factors play a part as well.

The WFA has just concluded data collection for media cost inflation forecasts.

These results document media cost inflation/deflation trends for 2022 (Forecasts) and 2023 (Forecasts).

This document represents the Media Rating Council’s (MRC’s) effort to set standards for data quality and attribution of outcomes (Outcomes referred to generally throughout this document) to ad exposure and engagement as part of its ongoing effort to develop standards for media and advertising measurement.

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This joint WFA and MediaSense study examining global media talent was launched in May 2022 on the back of the Media2025 research which revealed how 56% of brands felt that a skills shortage was holding the industry back.

Ebiquity Canada has just released our mid-year #inflation update. Continued upward pressures are noted on key media.

We have just concluded data collection for WFA’s media cost inflation report.

These results document media cost inflation/deflation trends for 2021 (Actuals), 2022 (Forecasts) and in the case of US TV, 2023 (Forecasts).

For several years, Forde & Semple Mediaworks has conducted an inflation survey across the top media agencies in Canada to provide an industry forecast view of media inflation for the upcoming year. This effort, along with our industry-leading media auditing service, is geared to helping advertisers to understand how their media activity is impacted by evolving changes in the media marketplace.

(2021)

This annual study measures and ranks the level of influence of today’s brands in Canada and the world.

(2020)

This annual study measures and ranks the level of influence of today’s brands in Canada and the world.

(2021)

This toolkit is a series of 6 reports focused on specific strategy and planning components marketers can use to successfully navigate the 2022 year.

(August 2020)

This advisory provides insight and analysis of the complaints Ad Standards received about advertising related to the COVID-19 pandemic.

Key Questions to Ask Suppliers and Vendors (2020)

This two-page reference document developed by the Media Rating Council outlines ten questions advertisers should ask their suppliers and vendors to maximize brand safety.

Ad Standards (2020)

Ad Standards releases a report compiling case summaries of consumer complaints about advertising that were recently upheld by Standards Councils (Councils) in 2019.

Executive Summary (May 2020)

This landmark study from UK advertising association, ISBA, provides an end-to-end view of the programmatic supply chain.

(2019)

This annual study measures and ranks the level of influence of today’s brands in Canada and the world.

The Canadian Sponsorship Landscape Study (CSLS) provides the most comprehensive information on the scope, scale and trends of Canada’s sponsorship industry, including industry size, spending by sector, activation trends, evaluation practices, strategic priorities and future outlook.

White Ops & ANA (2019)

White Ops and the ANA have teamed up to create the Bot Baseline Report, a study of the prevalence of sophisticated invalid traffic (SIVT) at some of the world’s biggest brands.

(2017)

The Brand Purpose Report analyses trends in brand purpose strategy, including tips for more effective purpose and lessons from the winners of the Brand Purpose category of the 2017 WARC Awards.

comScore (2018)

comScore provides a snapshot of the changing digital media landscape around the world here at home.

Report (2017)

This report by World Federation of Advertisers isolates the economic and social contribution of advertising and highlights its ability to drive economic growth.

A Definitive Source For The Media Marketplace (2017)

CMDC’s 2016/17 Media Digest is a one-stop shop for media information.

Learn more about the most valuable Canadian brands, with insights on how to shape your brand future.

The Marketer's Toolkit identifies five trends that will disrupt existing global marketing practices and offers insights to help turn these disruptive areas into opportunities for growth.