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Who Gives a Hoot About Brand Loyalty?
March 24th, 2015

By Tony Altilia, Partner, Maxim Partners Inc.

Tony Altilia

Tony Altilia

Brand loyalty is dying and, some would argue, on its last breath.

The fundamental reason CMOs and their legions of marketers exist is to create brand loyalty, but this in and of itself is becoming an irrelevant and dated concept.

Increasingly, especially in Canada, it appears marketers are becoming devoid of brand zealots, who define and passionately champion and protect their brands.

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The Evolution of Cross-Screen Usage
March 17th, 2015

By Alyson Gausby, Consumer Insights Lead, Microsoft

Alyson Gausby

Alyson Gausby

Canadians are consuming more media than ever before. Although the weather as of late has made me wonder if I’m single-handedly driving up our national average with my Netflix binging, turns out that’s not the case. Canadians not only have more opportunities to consume content through the ever-expanding number of connected devices at their disposal, but they’re also no longer using their devices in isolation – nearly all Canadians engage in some form of multi-screening activity.

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Super Bowl’s Super-mercials
March 10th, 2015

By Bob Reaume, Vice-President, Policy and Research, ACA

Bob Reaume

Bob Reaume

What kind of crazy Alternate Advertising Universe just hit us?

In one weird decision, the CRTC are out to make broadcasters and cable companies jump through hoops so that… wait for it…so that the people can see American TV commercials. On TV. During a TV show. I mean, as far as I can tell I think that’s what we are talking about.

Apparently, the CRTC got actual protests from actual viewers complaining that they don’t see enough commercials broadcast during the Super Bowl telecast. I can tell you, and with some authority, that this is not usually the case.

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The Promise of Programmatic TV in Canada
March 3rd, 2015

By Grant Le Riche Managing Director, TubeMogul Canada

Grant Le Riche

Grant Le Riche

Canadian TV debuted on September 6th, 1952, when CBC launched CBFT in Montreal and CBLT in Toronto. Some of the first advertisers were Ford, Campbell’s Soup, Westinghouse and Imperial Tobacco. Less than 10 years later, census data showed that 82.5% of Canadian households had TVs – more than had flush toilets. Even in 1996, 76% of Canadians lived in houses that could receive cable, the highest penetration in the world.

To say that Canadians love TV is an understatement. But in September 2014, IAB Canada reported that for the first time ever, Canadian brands were poised to spend more on digital advertising than on TV. Why?

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10 Key Questions For A Best Practice Agency Search
February 18th, 2015

By Stephan Argent, Founder & CEO, The Argedia Group

Stephan Argent

Stephan Argent

This week, the Association of Canadian Advertisers published their new guidebook: Searching For A Marketing Communications Agency Partner: A Guidebook for Marketers on Agency Searches.

As its author, I was privileged to have the opportunity to spend many hours talking and debating with the ACA team, marketers and agencies, and gathering various viewpoints, identifying new challenges, and wrestling with new issues spurned by today’s complex communications ecosystem.

Whatever kind of agency you may be searching for, whatever your challenges, whatever stage of the process you may be at, I’ve come up with ten questions worth considering – preferably before you start – to use as a framework for a best practice search and help you find the best agency for your specific needs.

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