Get a demo Do I subscribe? News sign-up

Canada

Canada is a major advertising market, and is in the top 20 markets worldwide. It has a well established marketing industry, including the annual CASSIES effectiveness awards. Investment in digital channels in Canada is relatively high compared with other markets, and has already overtaken investment in TV advertising.

Key Reading

Important papers from across the Warc database

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

Case Study

This case study shows how Huggies, the baby diapers brand, increased awareness and sales by developing 'hugging programs' across Canadian Hospitals.

Case Study

This case study shows how Kotex, a feminine care brand, increased market share and sales in Canada by breaking down female stereotypes in a social media campaign.

Case Study

This case study describes how Johnsonville Sausage, a Wisconsin-based meat processing company, leveraged its small town background and its authenticity to win over Canadian sausage lovers.

Case Study

This case study describes how Special K Canada, a Kellogg's brand, had faced 10 quarters of losses as the idea of dieting fell from grace; taking a new approach, the brand invoked feminism and ownership, returning to growth as a result.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

Case Study

This case study describes how Ontario Women's Directorate, a Canadian government agency, found that through a lack of understanding of what constituted sexual harassment, witnesses often did not know what they were seeing; this campaign drove understanding and willingness to intervene.
View all case studies on this topic

Article

This short report summarises the results for Canada from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Research Paper

Multi-item rating scales are the accepted solution for achieving reliable and valid measures in the social sciences.

Article

This brief article rounds up the international forecasts for 2016.

Research Paper

This study investigates whether it is the case that representativity is undermined if personal computer, tablet and smartphone respondents differ in socio-demographic characteristics and display different survey completion rates.

Article

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

Article

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

Article

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.
View all articles on this topic
  1. Article

    This case study describes how Skittles, a confectionery brand, created a successful holiday campaign in Canada through a pop up store.

  2. Article

    This case study describes how US deodorant brand Old Spice connected with its target audience by creating a live-streaming, live-action, user-controlled video game.

  3. Article

    This case study describes how tourist body Destination Canada used data, consumer-driven sequencing and addressable content targeting to attract European travellers to Canada as a holiday destination.

  4. Article

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

  5. Article

    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.

  6. Article

    This paper shares findings from a study into online shopping behaviour, and argues that online retailers need to adapt their approaches and metrics to meet consumer needs.

View everything on this topic

Want to find out more? Contact us