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The launch of the State of the Pitch survey in Canada aims at improving pitch processes through agency insights. Join the conversation about enhancing the pitching landscape and contributing to meaningful change.

More than five years into our media transformation, it was right time we began to look at the things we’ve learned, the gains we’ve made and the challenges we’ve faced. With this article, we wanted to share our key takeaways from the past five years.

This sounds like an opportunity for Canadian marketers. Smart speakers are changing consumer behaviours and forming new habits. And while penetration is relatively low in Canada, judging by trends in the U.S., an ownership boom may be imminent, according to Tom Webster, SVP at Edison Research. Webster presented the findings of The Smart Audio Report […]

What’s your brand’s value proposition? According to Alexander Manu, it no longer matters.

The value proposition, long held as a key piece of a successful brand’s business model, has vanished, replaced by a new sort of value – value delivery.

“It is how, not what,” said Manu, a strategic innovation advisor, author and professor, during the Strategy Ad-Tech Conference in Toronto last month. “Nobody cares about Uber’s value proposition. It is about value delivery. How do I get to that destination? It places the “how” in the centre and everything else revolves around it.”

This week, the Association of Canadian Advertisers published their new guidebook: Searching For A Marketing Communications Agency Partner: A Guidebook for Marketers on Agency Searches. As its author, I was privileged to have the opportunity to spend many hours talking and debating with the ACA team, marketers and agencies, and gathering various viewpoints, identifying new […]

By Howard Lichtman, Partner, Ethnicity Multicultural Marketing & Advertising In the United States, driven by market forces and a desire for increased revenue, American corporations have embraced multicultural marketing with a passion. For years, they have worked with best of breed multicultural agencies—experts in either the Afro-American or Hispanic ethnicities.