Every business has its challenges and while not all of them can be resolved through advertising, many companies have leveraged unique marketing strategies to help grow their bottom line despite difficult conditions. Canadian brands have to work smarter to gain share of attention - and market - since they're vying with the messaging of our bigger-spending neighbour to the south, whose advertising adds to the clutter of the North American mediascape.
Although marketplace change continues to escalate the "challenge" side of doing business in Canada, the opportunities are also accelerating - brands can connect with consumers in new ways via an array of different and more direct touchpoints that are growing daily. This is why The Globe and Mail and strategy magazine are producing this five-part monthly series highlighting Canada’s most effective brands, and sharing the go-to-market strategies that spurred growth.
The series is designed to identify the most successful work from Canadian marketers and their agency partners over the past year, to demonstrate how smart marketing can ignite a business through strategic advertising. The focus will be Gold-winning campaigns from the 2012 CASSIES, the Canadian marketing industry’s most respected awards program which is based on rigorous published business cases. Presented by an alliance of Canadian advertising agency associations, led by the ICA, the CASSIES recognize exceptional business results driven by advertising - AKA “advertising effectiveness”. A CASSIES Gold winning case entails fresh business thinking, intense agency collaboration and of course, delivers monumental financial returns over a sustained period.
While there are many variables at play which contribute to the success of an ad campaign, ranging from the calibre of collaboration to the quality of the consumer insight upon which the initiative was built, each Gold winning business case brings us a step closer to understanding what it takes to create effective advertising, whether that's carving out a DIY approach to media, or converting consumers into fans.
Canada creates an impressive amount of savvy marketing programs each year, and as you read the thinking behind some of the best, perhaps you'll find a few winning concepts that are relevant to your business challenges.