{"id":5651,"date":"2021-02-11T12:32:00","date_gmt":"2021-02-11T17:32:00","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=5651"},"modified":"2021-07-29T21:04:11","modified_gmt":"2021-07-30T01:04:11","slug":"canadas-most-influential-brands-pc-optimum-enters-top-10","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2021\/canadas-most-influential-brands-pc-optimum-enters-top-10\/","title":{"rendered":"Canada\u2019s Most Influential Brands : PC Optimum enters top 10"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-1-crop.png\" alt=\"Top 10 Most Influential Brands in Canada\" width=\"393\" height=\"223\" class=\"alignleft size-full wp-image-5662\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-1-crop.png 393w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-1-crop-300x170.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-1-crop-308x175.png 308w\" sizes=\"(max-width: 393px) 100vw, 393px\" \/>PC Optimum has landed a top-10 spot in The Most Influential Brands study for the first time. The Loblaw\u2019s loyalty program is the only Canadian brand in the top 10. <\/p>\n<p>\u201cIt is very difficult for local brands to obtain and retain a top 10 ranking, and so when we do see a Canadian brand in the top 10, it is really special,\u201d said Steve Levy, COO at Ipsos, at a virtual event on February 2<sup>nd<\/sup>. <\/p>\n<p>Levy said a series of \u201csincere and caring\u201d emails to members from Galen Weston during the pandemic helped strengthen trust in the brand. PC Optimum is also more than a rewards program and is tied to health and wellness, he added.<\/p>\n<p>Now in its tenth year, The Most Influential Brands study is conducted by the Association of Canadian Advertisers (ACA) and Ipsos, in partnership with Publicis and the Globe Media Group. It evaluates 100 brands on five dimensions: trustworthiness, presence, being leading edge, corporate citizenship and engagement. This year, a sixth dimension was added to reflect the help and caring brands showed during COVID.<\/p>\n<p>The study was conducted in thirteen global markets and polled 27,800 people, including 6,000 Canadians. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-2.png\" alt=\"Canada\u2019s Most Influential Brands: #1 \u2013 Google, #2 \u2013 Amazon, #3 \u2013 YouTube, #4 \u2013 Apple, #5 \u2013 Facebook, #6 \u2013 Netflix, #7 \u2013 Visa, #8 \u2013 Microsoft, #9 \u2013 Walmart, #10 - PC Optimum\" width=\"402\" height=\"231\" class=\"alignnone size-full wp-image-5653\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-2.png 402w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-2-300x172.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-2-305x175.png 305w\" sizes=\"(max-width: 402px) 100vw, 402px\" \/><\/p>\n<p>The top brands in Canada are:<\/p>\n<p>#1 &#8211; Google (-)<br \/>\n#2 &#8211; Amazon (-)<br \/>\n#3 &#8211; YouTube (+3)<br \/>\n#4 &#8211; Apple (+1)<br \/>\n#5 &#8211; Facebook (-3)<br \/>\n#6 &#8211; Netflix (+1)<br \/>\n#7 &#8211; Visa (+3)<br \/>\n#8 &#8211; Microsoft (-4)<br \/>\n#9 &#8211; Walmart (-)<br \/>\n#10 &#8211; PC Optimum (+2)<\/p>\n<p>The event also featured a panel discussion of leading marketers, moderated by Andrew Bruce, CEO of Publicis Groupe Canada. <\/p>\n<p>Shannon Hosford, Chief Marketing Officer at Maple Leaf Sports &amp; Entertainment (MLSE), talked about how the events of the past year changed how MLSE reaches out and touches its fan base. <\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-3-crop2.png\" alt=\"Panel of marketing leaders, featuring: Shannon Hosford, Chief Marketing Officer, MLSE, Eva Salem, VP Marketing, Canadian Tire, Joel Scales, Senior VP Marketing, Jamieson Wellness, Lisa Mack, Head of Marketing Communications, Mobility Brands, TELUS\" width=\"358\" height=\"225\" class=\"alignleft size-full wp-image-5666\" srcset=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-3-crop2.png 358w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-3-crop2-300x189.png 300w, https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2021\/02\/MIB-3-crop2-278x175.png 278w\" sizes=\"(max-width: 358px) 100vw, 358px\" \/>\u201c[What\u2019s changed] is that we have to step out, adapt and be bold as a brand with issues outside of sports and entertainment\u2014one being the pandemic and number two social justice,\u201d she said. For example, when the Raptors went into the NBA bubble in Florida, they arrived in buses wrapped with the words, \u201cBlack Lives Matter.\u201d  <\/p>\n<p>\u201cBeing authentic and being a part of conversations is very different for us [and we\u2019re] stepping out of our comfort zone, but it has deepened the connection with fans,\u201d said Hosford.  <\/p>\n<p>The pandemic gave TELUS an opportunity to re-evaluate what the brand stands for, said Lisa Mack, Head of Marketing Communications, Mobility Brands, which jumped 28 spots in this year\u2019s Most Influential Brands study, from #71 to #43.<\/p>\n<p>TELUS has been driven by social purpose from the beginning and its brand promise, \u201cthe future is friendly,\u201d has been used for the past 20 years. \u201cWe\u2019re taking a more active stance,\u201d said Mack. \u201cWe\u2019re inviting Canadians to join us in contributing to communities and the betterment of communities. And so, we\u2019re evolving our brand promise to, \u2018let\u2019s make the future friendly.\u2019\u201d<\/p>\n<p>Eva Salem, Vice President of Marketing at Canadian Tire, said, as a nearly 100-year-old retailer with a largely brick-and-mortar business model, \u201cWe had to change everything.\u201d That included everything from suspending the paper flyer, to building more e-commerce capabilities, to obliterating internal siloes.\u201d <\/p>\n<p>\u201cThe one thing that stayed consistent was our understanding of the role that we play in the community and in this country,\u201d said Salem. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>PC Optimum has landed a top-10 spot in The Most Influential Brands study for the first time. The Loblaw\u2019s loyalty program is the only Canadian brand in the top 10. <\/p>\n<p>\u201cIt is very difficult for local brands to obtain and retain a top 10 ranking, and so when we do see a Canadian brand in the top 10, it is really special,\u201d said Steve Levy, COO at Ipsos, at a virtual event on February 2<sup>nd<\/sup>. <\/p>\n<p>Levy said a series of \u201csincere and caring\u201d emails to members from Galen Weston during the pandemic helped strengthen trust in the brand. PC Optimum is also more than a rewards program and is tied to health and wellness, he added.<\/p>\n<p>Now in its tenth year, The Most Influential Brands study is conducted by the Association of Canadian Advertisers (ACA) and Ipsos, in partnership with Publicis and the Globe Media Group. It evaluates 100 brands on five dimensions: trustworthiness, presence, being leading edge, corporate citizenship and engagement. This year, a sixth dimension was added to reflect the help and caring brands showed during COVID.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[144],"tags":[849],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Canada\u2019s Most Influential Brands : PC Optimum enters top 10 | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"2020\u2019s Most Influential Brands event covered what determines a brand\u2019s influence and featured a panel of marketing leaders in Canada.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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