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[email protected] or 1-800-387-9012. ST.19713.GlobeAndMail.Ad.indd 1 22/08/11 2:47 PM CONTENTS September 2011 • volume 22, issue 10 4 EDITORIAL Focus and context 8 UPFRONT Social stunts, zany brand partnerships and big back-to-school campaigns 30 12 CREATIVE Arby’s gets political and Ikea gets sentimental 14 WHO P&G’s Falguni Desai helps Febreze breathe happy 19 DECONSTRUCTED Mucho Burrito isn’t afraid of controversy 20 MEDIA 24 The media game is in constant fl ux – see how agencies are adapting to win 24 NEXT BIG THING From talking to your TV to paying with your phone, strategy unveils what everyone is (or should be) talking about 30 THE B!G AWARDS Taxi, Sid Lee and BBDO prove that thinking beyond the ad formula pays off 36 EXIT INTERVIEW A look back at Tim Penner’s impact on Canada’s biggest CPG 36 56 FORUM Tony Chapman on capitalizing on ON THE COVER We liked the style of American capitalism and Will Novosedlik on turning illustrator Tod Kapke so much that we called him up the agency model on its head for a repeat performance (he did last month’s Fall TV issue).