Canadian marketing, consumers & brands


Warc News, 13 August 2014
TORONTO: Canadians are among the world's travellers who are most relaxed about their vacation experiences, being significantly less attached to their mobile devices than many other nationalities new research has, the online accommodation site, surveyed 2,495 people across 28 countries and found that just over one quarter (27%) of Canadians were unwilling to relinquish their tablet or smartphone wh.

Warc News, 11 August 2014
TORONTO: After encountering resistance to its presence in the US market, Chinese smartphone vendor Huawei is taking steps to expand north of the border to Canada. Huawei currently has less than 1% of the Canadian market after maintaining a "relatively low profile" in the words of Scott Bradley, Huawei Canada's vp for corporate and government affairs, but the company now sees new opportunities in the country.

Mark Lovell, Market Leader, Quarter 3, 2014

This article discusses some of the key considerations for companies seeking to operate in Quebec, Canada, including the importance of language.

Cortney Henseler, Andrew Consky and Maureen Dawson, ESOMAR, Digital Dimensions, June 2014

This paper reports on research in North America by AOL, the media company, into how consumers access online content via computers, tablets and smartphones.

Olga Churkina-Voigt and Nick Drew, ESOMAR, Digital Dimensions, June 2014

This paper examines the impact of technology on memory, including how smartphones have changed consumer behaviour and how this might affect the ability to remember information, including brand messaging.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign in Canada by beer brand Budweiser, which created hockey 'red lights' to increase its association with the sport and sales.

Cannes Creative Lions, Creative Effectiveness Lions, 2014

This case study describes a campaign by the Heart & Stroke Foundation of Canada, a charitable organisation, which sought to increase awareness of the diseases amongst baby boomers.

Effie Worldwide, Bronze, North America Effies 2014

This case study explains an emotional campaign by OREO, the cookie brand, which built on a child's openness and curiosity to connect with a range of target groups in the US and Canada.

Warc News, 26 May 2014
TORONTO: A majority of consumers are more interested in receiving an efficient customer service experience as opposed to a personalised one, a new survey has found.IntelliResponse, a supplier of virtual agent technology, polled 1,000 US online consum.


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