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By ACA Staff Five Ways Marketers Should Use Digital Big Data to Their Advantage It was just this past November at ACA’s Annual Conference that Gian Fulgoni, Founder of comScore’s Media Metrix, announced that his company’s multi-platform online measurement tool was coming to Canada. Marketers would soon have access to seemingly endless amounts of data […]

By Stephan Argent, CEO, The Argedia Group Let’s face it, an agency pitch can be a lot of work. It’s a lot of work for the agencies involved and it’s a time consuming exercise in logistics, exploration and evaluation for marketers, who need to determine the right questions to help find the best agencies for […]

By Bob Reaume Ipsos Reid’s ‘Most Influential Brands in Canada’ ranking was released during this week’s Ad Week events and Canadian’s seem to be quite enamored with technology companies.

By Bob Reaume, ACA As of this week – that’s during the last month of the year if you’re being observant – the complete regulations that advertisers will need to work within to comply and navigate the new anti-spam law are finally known. (Notice I didn’t say ‘the complete picture’, since some interpretation still needs […]

Like water to a vessel, marketers must adapt to today’s many media platforms if they want to succeed. That is, in essence, what Marshall Self, Head of Media Solutions at Google Canada, told his audience at the November 5 annual .

Self highlighted how new technologies – smartphones in particular – have fostered a new generation of consumers, and a new audience by the same token. For him, the most pressing challenge for marketers in this new universe is finding the right target consumers and contributing to their quest for a better life.

Self says that brands don’t sell themselves to consumers anymore. On the contrary, it’s the consumers that do the selling by expressing their support in the many communication platforms they have access to. He suggests marketers maximize their ads’ efficiency by making them more accessible and user-friendly (through the use of Skip Ad buttons, for instance), then let consumers find them and take action as they deem appropriate.

By Susan Charles, ACA Here is an unusual perspective on the future of business: W. Edwards Denning, who was famous for his principles on transforming business effectiveness once said, “It is not necessary to change. Survival is not mandatory!” Another way to think about this is with this often quoted phrase: “innovate or die”! This […]