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The Ethnic Connection: An untapped opportunity for Canadian marketers
July 30th, 2014

by Howard Lichtman, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising

Ethnicity LOGOWhat is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand “the Quebec connection”, and allocated the resources to reaching out to that market, they have not applied the same rationale, resources or process to ethnic consumers. One might easily argue that the greatest growth opportunity is with Canada’s ethnic communities.

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This ain’t your mother’s branded content: the new strategic content marketing engine
July 23rd, 2014

By Jennifer Evans, Marketing Futurist

Jennifer Evans

Jennifer Evans

Content marketing is an interesting beast on the marketing landscape. On the one hand, branded content is not exactly new – 93% of marketers are using content marketing as a tactic this year, according to Brafton, and for a relatively new discipline that’s a huge adoption number. Marketers will say that the new beast is not a new beast: branded content has been around since the time of the Greeks and the patrons of the arts, and after all that’s what the LCBO and Loblaws have been doing for decades.

A debate exists at the heart of the nascent content marketing industry as you read this: the difference between content strategy and content marketing.

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Is it any wonder there is so much confusion over marketing technology?
July 15th, 2014

By Darren Woolley, Founder, TrinityP3

Darren Woolley

Darren Woolley

One of the biggest challenges for marketers is how to embrace technology. As CMOs are seen to be bigger spenders on technology than their equivalent CIOs or CTOs, many marketers are struggling with the best approach to transforming their digital marketing to marketing in a digital age.

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Let’s Talk TV – The future of broadcast advertising
July 7th, 2014

By Bob Reaume, Vice President, Policy & Research, ACA

Canada’s broadcast regulator, the CRTC, is having a really good look right now at how the television system operates in this country with its upcoming hearing, “Let’s Talk TV”. Advertisers have a lot at stake.

That’s why the ACA invited the Canadian Media Director’s Council to join us to file comments on several areas that could possibly affect our future use of the medium. Here are the issues at hand:

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Spending money to save it: Procurement paradox or sound strategy?
June 25th, 2014

By Nick Thakkar, Director, Strategic Sourcing, MDC Partners Inc.

I’ve had the great fortune to work with marketers and procurement practitioners in various capacities. My career started in consulting which gave me an “external” view of some great organizations specific to marketing and procurement and how those functions co-exist. Then I was in the industry, closely coordinating efforts between the two. I was a member of the procurement team but spent most of my time with marketers and “sat” with them. Now I am an in-house consultant supporting great marketing and advertising agencies in creating stronger relationships with marketing procurement professionals, marketers and finance resources at the client level.

In my experience, I’ve seen that investment needs to be seen as a strategy.

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