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Key reading


The Consumerology Report: Canadian Economic Update

Bensimon Byrne research on Canadian attitudes towards the economy. Major trends in the report include major concerns over rising costs and stagnant incomes and how this is affecting consumption habits.

Doing business in Quebec requires a sensitive touch

Listing the cultural considerations for brands seeking to cut through in Francophone Canada.
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International Ad Forecast

Predicted advertising expenditure across 12 key markets, including Canada, for the next two years.


The CASSIES aim to recognize, reward and improve the business effectiveness of advertising in Canada.

Latest case studies

Ontario Women's Directorate: #WhoWillYouHelp

This case study describes the women's charity Ontario Women's Directorate's campaign to develop and broadcast an action plan to stop sexual violence by talking to the bystander.

Lexus: The Personal SUV that Goes Beyond Utility

This case study describes how the car manufacturer Lexus challenged expectations of what an SUV could be to launch its new NX product to a non-traditional SUV target audience.

The Glenlivet: Squadron 70

This case study describes the Scottish whisky, Glenlivet, and a campaign in Canada to recognise and reward the loyalty of their Canadian enthusiasts, the Guardians, with a special whisky just for them.

2015 Subaru Outback: Equipped for life's authentic adventures

This case study explores how the Subaru Outback differentiated itself from its SUV competitors in Canada by positioning itself as "authentic" – in comparison to "faux" – when it came to adventures.

Latest articles

Adstats: International Ad Forecast

This brief article rounds up the international forecasts for 2016.

Adstats: This Year, Next Year

This brief article rounds up some statistics on forecasts and predictions for 2016.

Warc International Ad Forecast 2015/16

This article presents the predicted advertising expenditure across 12 key markets for 2015 and 2016.

Global Ad Trends 2015

This report summarises the data stored in Warc's Adspend Database, which tracks advertising expenditure for eight media in 90 individual markets back to 1980.

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Monique Dolbin


Monique Dolbin
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Nicola Tillin
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Asia Pacific

Ed Pank
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