Resilience: A Critical Team-Performance Standard for Client-Agency Marketing Teams

January 21st, 2021 | Kathryn Fitzwilliam, Principal, Aprais Canada

Even though there is reason for optimism with a vaccine on the horizon, these next few months may prove even more challenging for marketing and agency teams. Pandemic fatigue is the new catch phrase. So now more than ever, managing in a time of crisis is a “make or break” requirement.

During the current crisis, businesses have worked faster and better than they dreamed possible just a few months ago. Maintaining that sense of possibility will be an enduring source of competitive advantage.
– McKinsey & Co.

Recently, Aprais undertook an in-depth analysis of our global database of over 21,000 client-agency evaluations to uncover the defining behaviours of resilient teams – those who rebound in times of crisis.

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What Marketers Need to Know about Bill C-11, An Update to Canada’s Federal Privacy Law

January 12th, 2021 | ACA Team,

In November 2020, the federal government announced its intention to update our federal data privacy law, the Personal Information Protection and Electronic Documents Act (PIPEDA), which has been in effect since 2000. PIPEDA allows commercial organizations in Canada to be amongst one of only 12 countries deemed “adequate” under the EU’s General Data Protection Regulation (GDPR), but it was not without its faults. The law was beginning to show some age, particularly as big data projects began emerging, and so the government announced in 2019 an ambitious Digital Charter for Canada, to which this announcement in November is directly tied.

It is understandable if the average marketer missed the announcement amidst the more urgent and ongoing COVID-19 pandemic. To assist, this article will provide a baseline understanding of what’s in the Act and how it may impact your day-to-day marketing operations if it passes as it is currently written.

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To Get Budgets Approved Marketers Have to Go Back to the Basics

December 16th, 2020 | Mo Dezyanian, President, Empathy Inc.

“That was a hot mess, inside a dumpster fire, inside a trainwreck!”

Nothing describes 2020 better than Jake Tapper’s reaction to the first US presidential debate. It was a weird year, that’s for sure. Yes, I say “was” because I’m already over it. And our industry is not unscathed. Truth be told, I do not envy marketers who just went through Q4 aka budget season. First, you had to justify what happened during said dumpster fire. Next you needed to request another kick at the can. That is, budgets for next year.

There is no doubt that we are in the most uncertain climate of the last decade. Consumer behaviour is defying all trend-lines, accelerating multiple years into the future. Corporate innovation has accelerated with it, too. All the while we know that the economic and behavioural effects of the pandemic will be felt long after the health crisis is over.

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Agency Search – What’s Changed During COVID?

December 2nd, 2020 | Stephan Argent, Founder and Principal, Listenmore Inc.

While most marketers have been busy revisiting business plans, modifying marketing activities and coming to grips with the new realities of a COVID world, others have been actively tackling their agency rosters.

And if you’re a marketer who was contemplating an agency search prior to the pandemic but decided to hit the brakes, here’s some good news: It’s not as scary – or as difficult – to undertake an agency search process with rigour and diligence as you may have thought. In fact, it may prove to be easier, less time consuming and more thorough than you imagined.

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How Location Data has helped Transform Out-of-Home Advertising

November 18th, 2020 | Edith Gagné, Vice President, Programmatic Sales Operations, Broadsign

Out-of-home (OOH) advertising has undergone drastic transformation in recent years. The pairing of OOH with location data unlocked powerful tools that are contributing to the evolution and enrichment of the channel, particularly when it comes to granular audience targeting and measurement capabilities…

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Owning vs Renting the Customer Relationship: What Is Best For the Future of Your Brand?

November 10th, 2020 | Jed Schneiderman, marketing, mobile and tech executive

Charles Dickens was famous for this opening line in A Tale of Two Cities – “It was the best of times, it was the worst of times”.

Thinking about marketing these days, it does feel like marketers are enjoying “the best of times,” in that messages can be tailored and targeted to very niche audiences, return on investment can be precisely measured and consumers can be reached on-line and off-line.

Yet, some days it also seems like “the worst of times” in that there is so much fragmentation of audiences across multiple platforms that it makes it difficult to promote a brand’s message and map the consumer journey…

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