Branding lessons from prize winning Canadian campaigns 2012

Introduction

Each year I update these Crossover Notes, and it's that time again. If you've read this cover note before, you can skip it. If not, it's worth a quick read.

My career started with a seven year sentence in brand management at Procter & Gamble. Then I clambered up the ladder at O&M, becoming President and later Vice Chairman, all of this in Toronto. Then I set up as a consultant.

P&G and O&M were passionate about "lessons learned," and so was I. All the CASSIES cases have great lessons in them, though at the pace we work today these lessons are not necessarily easy to find.

I was thinking about this as I was editing CASSIES 1997, and I had the idea for Crossover Notes. They started as bite-sized footnotes pointing out lessons that "crossed over" from one case to another. Then, as time has gone by, they've evolved to what we have today.

You can use Crossover Notes in two ways. Although they weren't designed as a crash course in advertising (and they don't cover everything), you can read them as a whole. Or you can dip into them selectively, with the headings on the next page helping you choose your topic.