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Collaboration is the New Competition
September 8th, 2014

By Brett Colbert, Chief Procurement Officer, MDC Partners

Brett Colbert

Brett Colbert

During my years as procurement professional, I have been asked the same question time and time again – how do you work so well with marketers?

Sure, the relationship between procurement and marketing has gotten better over the years. But, let’s put our emotions on the table and show all our cards, because it’s time for us to take our relationship to the next level to work and live happily together, rather than merely among each other. We need to truly understand how marketing and procurement can more effectively align to deliver quicker and better results through collaboration.

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New National Commercial Agreement Ratified by All Parties
August 26th, 2014

By ACA Staff

We are pleased to announce that the new National Commercial Agreement (NCA) reached between ACTRA and ACA/ICA has now been ratified by all parties, takes force immediately, and runs until expiry on June 30, 2017. We believe that the changes in this new agreement offer many improvements for advertisers. Here are the highlights:

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Six content types any brand can turn into native advertising
August 25th, 2014

By Dale Lovell, Content and Publishing Direct, Adyoulike

Dale Lovell

Dale Lovell

Most brands, even if they are not already creating content themselves, will be surprised about how much content they actually already have at their disposal. Take another look at your organization’s resources and you’ll be surprised at what content you already have – content that can easily be transformed into native ready content by an experienced content marketer.

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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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