Canadian marketing, consumers & brands


Claire Coady, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Unilever created 'All Things Hair', a YouTube channel for the UK and Canada, in an innovative always-on partnership between Unilever haircare brands, Google and beauty video bloggers.

Jay Chiat Strategic Excellence Awards, Silver, 2014

This case study explains how Ikea, the furniture store, educated people in Winnipeg, Canada about its format whilst promoting a new store opening.

Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Toronto Football Club (TFC) used the signing of an English football star to drive interest in the team.

MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how US-based insurance company State Farm used a native mobile advertising program to remind its auto insurance consumers of the company promise to get them back on the road when in need of repairs.

MMA Smarties, Silver, MMA Smarties, 2014

This case study describes how long-established topical pain reliever, Bengay, connected with active millennials in the US, and positioned the brand as "Champion of Movement" to drive purchase and loyalty.

MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how Red Roof Inn, the economy hotel chain, used mobile search technology to match stranded US air travellers with nearby available accommodation, outsmarting its bigger-budget rivals.

Warc News, 23 September 2014
TORONTO: Sport Chek, the Canadian sporting goods retailer, is actively seeking to address the "value chain chaos" which could potentially result from making effective use of digital marketing. Duncan Fulton, svp/communications and corporate affairs at Canadian Tire Corp – the owner of Sport Chek – discussed this theme at a recent conference. "Most of Canada's companies are not properly equipped to be making decisions on digital, because we don't understand the implications," he said.

Warc News, 22 September 2014
TORONTO: Drawing on in-depth customer insights helped the Royal Bank of Canada (RBC) ensure its mobile wallet service truly met the needs of users, rather than being led solely by the latest technology. Having launched RBC Wallet in January, the firm has already accrued various learnings which should stand it in good stead as competition in the category grows, not least thanks to the introduction of Apple Pay.

Warc News, 19 September 2014
TORONTO: Jones New York, the fashion brand, is aiming to serve women who are now "expected to do it all" – a goal reflecting its decades of experience in meeting evolving customer needs. Carrie Kirkman, the president of Jones Apparel Group Canada – a subsidiary of the iconic Jones Group – discussed this subject at a recent conference. "Women have changed the world.


CASE STUDY The Most Cars in One Place

Selling cars online with the CASSIES Grand Prix winner


How Canada's charities went mobile

An analysis of how tech influenced giving


Canadian cases analysis

What do effective campaigns have in common?



Find out more about Canada's ad effectiveness awards