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Q&A: Behind the wheel with Taxi’s Paul Lavoie
May 21st, 2015

Paul Lavoie

Paul Lavoie

Creator. Designer. Entrepreneur. Flag-waver. Mentor. Pioneer. These words just begin to describe Paul Lavoie. Perhaps that’s fitting for a man who has been doing business to the mantra “Doubt the conventional” throughout his more than 30-year advertising career. For Lavoie’s many achievements, not least of which includes building Taxi – the agency he co-founded in 1992 with his partner Jane Hope – into a global powerhouse, Lavoie was recognized with the 2015 ACA Gold Medal Award. It’s an award to honour an individual whose has had a measurable, distinctive impact on the practice of marketing communications in Canada. No doubt Lavoie fits the bill, and you get the feeling from this Q&A that he’s not planning to take his foot off the gas anytime soon.

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Telecaster loosens up closed captioning constraints
May 14th, 2015

By Ron Lund, President and CEO, ACA

Ron Lund

Ron Lund

An unnecessary roadblock to getting commercials to air has been cleared with Telecaster’s announcement that it will no longer require a finalized “closed caption” commercial as part of its clearance process.

It’s been a long road indeed. But this reversal of the ad-clearance committee’s policy, just nine months after it went into effect, is exactly what marketers and their agencies had been seeking.

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How to make sure your research makes the cut
May 4th, 2015

Paul Neuman

Paul Neuman

By Paul Neumann, Partner at Synqrinus

I recently wound up a 90-minute conference call only to be informed that a decision was made to not do the pre-concept research we’d been discussing over the past week. The reason? There was no budget (again) and the client didn’t see the value.

This got me thinking (as many of those kinds of calls do), why is it that marketing research is usually the first to get cut? And why is it often viewed as a “necessary evil,” especially by our agency partners? More importantly, why does this seem to be happening more often, even as Canadian marketers are looking to innovate more?

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Tracking the smartphone’s impact on consumer behavior
April 27th, 2015

By Matthew Chung, Manager, Communications and Content, ACA

comscoremainimage
Smartphone ownership is growing and having a major impact on the consumer purchase funnel as mobile owners turn to their devices for retail activities, research from comScore Canada finds.

For instance, the digital measurement company’s comprehensive study of online trends – “2015 Canada Digital Future in Focus” – revealed that 28% of the country’s 24 million smartphone subscribers have found a store location on a mobile browser, while 18% have made a shopping list on an app.

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10 global advertising production trends to track
April 23rd, 2015

Jillian Gibbs

Jillian Gibbs

By Jillian Gibbs, CEO, Advertising Production Resources

With fragmentation impacting the world of ad production, many marketers are grappling with how to get the most out of their ad spend. Jillian Gibbs, CEO and founder of Advertising Production Resources (APR) hosted a webinar this week (available for download for ACA members only) to help marketers navigate this space. Here are the top 10 global production trends for 2015 she and her team identified.

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