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Download the PDF Version START! STOP! CHANGE! BRAND RESOLUTIONS FOR INNOVATION (WITH A RETURN), LESS ANALYSIS PARALYSIS AND AGENCY MODEL REVIEWS + MARKETERS OF THE YEAR BMO CAMPBELL’S LEON’S PENNINGTONS JAN/FEB 2017 • $6.95 PEPSICO WRIGLEY CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN USPS AFSM 100 Approved A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. ST.coverJanFeb17.indd 1 2017-01-04 2:59 PM DIRECT MAIL PRE-ROLL DISPLAY EMAIL WHAT GETS PEOPLE TO BUY WHAT THEY BUY? To answer this question, Canada Post has recently completed extensive neuroscientific research. The results suggest an integrated marketing campaign that includes direct mail Ct is more effective in driving consumer action. In fact, campaigns including direct mail Connectivity can drive greater consumer attention, more emotional intensity, and higher brand recall Ph Da than single-media digital campaigns. Read the research that confirms, what we call, the Physicality Data connectivity effect. Download our whitepaper Connecting for Action at canadapost.ca/getconnected TM Trademarks of Canada Post Corporation. ST.27708.CanadaPostCorp.FP.indd 4 2016-10-14 3:31 PM JANUARY/FEBRUARY 2017 • VOLUME 28, ISSUE 1 Molson Coors' Christine Jakovcic, Weston's Andrea Hunt and strategy's Jeromy Lloyd at our marketer roundtable. 1015 32 Canada 150 Marketers of the Year Start! Stop! Change! Brands compete across categories to show For snacks, sofas and savings accounts, We went for dinner with a quintet of there’s maple syrup fl owing in their veins for these brand leaders won market share and marketing execs to talk data, demographics, the country's anniversary. media buzz. agencies and the year ahead. 4 Pub note A media merger offering the best of both worlds • 6 Upfront Testing your Credit Karma, marketing lessons from the U.S. election, and brands that want you to spend the night • 36 Marketer and agency surveys We took the industry’s temperature heading into the new year • 41 Mid-season TV Winter lineups don’t shy away from sensitive subjects • 46 Schneider’s Tribute Inside Kitchener, Ont.’s 150-year-old sausage empire • 50 AOY and Strategy Awards photos The winners and revellers at our annual awards • 52 Forum A fond farewell from Unilever's Ricardo Martin • 54 Back Page Some of this year's headlines didn’t make the cut START! STOP! CHANGE! ONO THE COVER: Start, stop or change? It's what many of us are asking as a new year begins. What new projects BRAND RESOLUTIONS FOR INNOVATION (WITH A RETURN), LESS ANALYSIS will work in 2017? Which ones need to be coolly abandoned? And which ones can be tweaked just so to provide PARALYSIS AND AGENCY MODEL REVIEWS another year of winning awareness and returns? We organized a confab with fi ve marketing execs to play a (grown- up, dinnertime) version of Red Light-Green Light. Artist Gary Taxali's illustration captures the playful nature of a + MARKETERS OF THE YEAR serious discussion brand managers will want to read (pp. 32-35). BMO CAMPBELL’S LEON’S • $6.95 PENNINGTON’S JAN/FEB 2017 PEPSICO WRIGLEY CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap Approved 100 AFSM USPS CANADA IN PRINTED 40050265 NUMBER AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. January/February 2017 3 ContentsJanFeb17.indd 3 2017-01-04 2:39 PM january/february 2017 volume 28, issue 1 Start, stop, change strategyonline.ca vp, publisher | mary maddever | [email protected] art director | tim davin | [email protected] elcome to your irst issue of the newly combined Marketing and managing editor | jennifer horn | [email protected] strategy. And yes, it looks exactly like the old strategy; however, post W associate editor | mark burgess | [email protected] Brunico’s acquisition of Marketing, we’re now infused with the things digital editor | jeromy lloyd | [email protected] that you’ve identiied as the best of both brands. strategydaily editor | harmeet singh | [email protected] Strategy’s Marketer of the Year and annual survey remain the core of the issue, news editor | josh kolm | [email protected] but you’ll also see new things (that we used to covet from the Marketing lineup) events editor | kate wilkinson | [email protected] like the Programmatic Landscape poster in this issue and the Agency Tree coming up in the next. We’re also the new home of the CMDC Media Digest. contributors | megan haynes | val maloney | ricardo martin | bree On the news front, you’ll now have some extra time to focus each morning (or rody-mantha | patti summerfield squander on more coffee) as we’ve merged the strategy and Marketing dailies. associate publisher | lisa faktor | [email protected] Daily news lives on the strategy site, and the Marketing site will be both an advertising sales supervisor | neil ewen | [email protected] archive and a curation of great Canadian advertising. account manager | taylor clifton | [email protected] Two of the weekly Marketing Filters are back: marketing co-ordinator | alex khotsiphom | [email protected] Marketing Tech and Marketing C-Suite. The other CORPORATE ilter topics will either be part of the broader remit of president & ceo | russell goldstein | [email protected] strategydaily or tackled elsewhere: media in Media in vp & editorial director | mary maddever | [email protected] Canada (obviously), with stimulant providing Marketing vp & publisher, realscreen | claire macdonald | [email protected] TV’s creative curation, and Consumer Insights becoming vp & publisher, kidscreen | jocelyn christie | [email protected] a bigger focus in the Shopper Marketing Report. vp administration & finance | linda lovegrove | [email protected] Championing the merging of mandates and cultures, production & distribution manager | andrew mahony | [email protected] Marketing’s managing editor Jeromy Lloyd takes on a customer support supervisor | christine mcnalley | [email protected] new role as strategy’s digital editor, heading up all the daily news teams and personally helming the new CMO- focused weekly. If you check out the masthead, you’ll see how to reach us Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 Jennifer Horn is now managing editor of the magazine Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 and Mark Burgess is the new associate editor. Harmeet www.strategyonline.ca customer care Singh has taken on a broader role as strategydaily editor, To order a subscription, visit strategyonline.ca/subscribe. To make a change to an existing with Josh Kolm stepping up as news editor and the new subscription, please contact us by email: [email protected]. Marketing Tech editor. Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0. subscription rates The CARDonline/National List team of Lee Johnston, Darlene Mooney and STRATEGY is published eight times per year by Brunico Communications Ltd. Serina Dingeldein has also joined us and is working with Media In Canada editor In Canada: One year CA$80.00 Two years CA $144.00 (HST included. Registration #856051396 RT) Val Maloney on transitioning and evolving those products. Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions And on the awards and conference program front, Marketing’s events editor and address changes. Kate Wilkinson is getting ready to launch the irst edition of the Marketing copyright and trademark STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Awards helmed with strategy, as well as the annual Ad Tech event. Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole So, lots of change. We’re slowly learning to say “we” instead of “us” and “them”. or in part without written permission. Reprint requests should be sent to As we migrate pronouns, and merge products and teams, we want to hear [email protected]. © 2015 Brunico Communications Ltd. postmaster notification from you. Consolidation and reinvention are rampant in this industry, so as we Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, go through some of that ourselves, be in touch with me or associate publisher Beeton ON L0G 1A0 [email protected] U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 Lisa Faktor and let us know what new areas of content and resources would help Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. you prep for the change ahead. ISSN: 1187-4309. On that note, check out the Marketers of the Year features as well as the "Start! Member of Stop! Change!"-focused CMO roundtable cover story. The span of priorities – and how Canada’s top marketers are tackling them – make a pretty good checklist for 2017 resolutions. We acknowledge the fi nancial support of the Government of Canada through the Canada Periodical Fund of the Department of Canadian Heritage. Happy New Year! mm Mary Maddever VP/Editorial Director, Brunico Communications Publisher of strategy / Marketing / Media In Canada / stimulant 4 strategyonline.ca PubNote_JanFeb17.indd 4 2017-01-04 2:53 PM WHAT ARE YOU WAITING FOR? TAKE THE MIC 2-WEEK FREE TRIAL. Find out why it’s the authoritative source for media news and industry analysis. http://bruni.co/MICTrial An invaluable publication reaching key decision-makers in the media buying and planning business. Join over 8,000 readers with full site access. For advertising inquiries please mediaincanada.com contact Lisa Faktor at 416-408-2300 x477 or [email protected] WHAT’S TRENDING FOR 2017 So long, 2016. It’s been nice, but the marketing industry never slows down, so we’re already on to the next. To help our readers keep up, we pored over industry reports to pick out just a few trends that might have an impact on brands in the new year.
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