Preparing for the Recovery of Ad Spend After COVID-19
When the pandemic hit, marketers across industries pulled back on ad spend to assess their financial situations and advertising strategies. Many projected huge losses and by the end of the year. Zenith estimated global ad spend saw a year-over-year loss of 7.5% and eMarketer reported that Canada specifically saw similar losses at 7.2% from 2019. As 2021 progresses and […]
What the Rogers and Shaw Merger Means for Media
Rogers Communications is making a big play in the telecommunications world in a deal to buy Shaw Communications. The deal is worth $26 billion including debt and would jump Rogers up to the number 2 position in cellular and cable operators, past Telus who currently resides there, to face off with the Bell Canada group. […]
Why Facebook and Apple are Fighting for Your Privacy
With all that that occurring in the realm of US politics in early January, we would forgive you if you missed Facebook’s full page ads in the NY Times, Washington Post and The Wall Street Journal. We will skip the surface-level irony of the fact that print ads were placed at all, if you’d like […]
A Rebrand Was Expected, But We Got Meta
Have you heard of Meta? By now, you’ve likely heard the name or seen an article and experienced being just as perplexed as we are. On October 28th, Facebook Founder and CEO, Mark Zuckerberg, announced that Facebook was rebranding to Meta in an effort to broaden their horizons into Experiential Reality (XR) such as AR […]
The Evolution of the Broadcasting Ecosystem
When it comes to broadcast television, one of the questions we’re consistently asked by clients is, “What do you think TV will look like in 3-5 years?” For the first time in many years, we’re seeing a drastic shift in TV. In early June, my colleague Kelly Murray (Supervisor, Client Strategy) and I attended the […]
Vertical Competition: How to Disrupt Vertical Disruptors
When most people talk about competition, they’re referring to horizontal competition— competition between similar companies at the same level. However, there’s another type of competition, known as vertical competition, which presents a greater strategic threat than horizontal competition. Vertical competition occurs along a channel or a value chain, where each stage of the channel or […]
The Importance of Challengers in the Age of Disruption
The terms “disruptor” and “challenger” have become buzzwords in the marketing industry. The words are not interchangeable and when it comes to marketing strategy, they are quite different. What exactly is the difference between a challenger and a disrupter? More importantly, must every challenger be disruptive and if so, what does this mean for their branding strategy? Challengers versus Disruptors Challenger brands bring innovation, enhancements, new pricing, or other tweaks to an existing […]