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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 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 TD Bank, a Canadian financial services provider, demonstrated its commitment to a small-business owner customer base who felt that the bank didn't care, by sharing ad space and promoting its small business customers.

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.

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 details how Interac, a non-profit interbank network, increased transactions during the holiday period in the Canadian market.

Case Study

This case study details how Breathe Right, a brand of nasal strips, used a mobile app to drive growth in Alberta, Canada.
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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.


This case study describes how WestJet, a Canadian airline, utilised social media to increase brand engagement.

Research Paper

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


This case study details how Apple Inc., a US technology company, sold its iPhone 6 in the North American market by focusing on its camera.


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.


This brief article rounds up some statistics on forecasts and predictions for 2016.
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  1. 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.

  2. 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.

  3. Article

    This case study describes how the fast food restaurant chain A&W repositioned its menu with a focus on better ingredients to attract younger Canadian consumers.

  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.

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