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In an increasingly competitive business environment, knowing where your customers are online is more important than ever, but that can be tough in a dynamic, fast-changing  — some might say chaotic — digital landscape. At a recent ACA Webinar, comScore’s Darrick Li provided ACA members with some help via a comprehensive review of Canadian consumer behaviour data in […]

This is the part two in a recap of the Ipsos Most Influential presentation. Our previous post covered the ingredients that make an influential brand, as well as how Samsung rebuilt its brand. How can Canadian brands gain more influence with Canadian consumers? That was the central question tackled by three leading brand builders during […]

This is the first of a two-part recap of the Ipsos Most Influential Brands presentation. Next week we’ll cover the unique challenges, and advantages of building brands in Canada, and how Google and Facebook are managing the responsibility that comes with influence. Being leading edge, trustworthy and engaging, having presence and being a good corporate […]

As the industry prepares to turn the page on another year marked by massive changes, ACA is asking the experts to predict the trends they think will disrupt 2017. First in the series was Stephan Argent of Argedia Group, with his forecast for agency search management. Next up is Veronica Holmes, identifying top digital trends […]

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.

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.