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The article reports on the launch of a new brand of "Paper Towel," by Scott Paper Co., a manufacturer of paper towels in Canada. 2005 marks the 75th anniversary of the paper towel. Originally conceived as a sanitary germ-fighter for industrial settings, this disposable yet indispensable household item is ubiquitous in Canada. To celebrate its remarkable and totally practical creation, Scott Paper has reinvented its paper towel for the future. It is introducing Sponge Towels, the next generation of Scot Towels. To support the launch of Sponge Towels paper towels an innovative integrated marketing campaign featuring national print and broadcast advertising was developed.

The article focuses on the advertising campaign of the Mississauga, Ontario-based Hewlett-Packard (HP) (Canada) Ltd. As part of a global advertising campaign that was introduced in November 2002, the company ran seven consecutive advertisements in the March 17, 2003 edition of the magazines 'Globe' and 'Mail's Report' on Business section. HP also published a double-page advertisement in all five sections of the March 19, 2003 edition of the 'National Post', as well as a full-page advertisement on the outside back cover of four of those sections. Created by San Francisco, California-based Goodby Silverstein & Partners and adapted for the Canadian marketplace by Publicis SA, the advertisements show how HP delivers technology solutions to clients including FedEx Corp., the Dreamworks film studio and the BMW Williams Formula 1 racing team.

Reports on the launch of the initiative Community Media Canada (CMC) by Canada's community newspapers for increasing their share of $10.6 billion in the advertising industry. Benefits of CMC to advertisers; Other activity planned by community newspapers to reach out to advertisers; Tag line used in an advertisement created by Reactor Art & Design for CMC.

The article presents the different styles used by several companies to advertise their goods Canada. With the return of Royale and the growing presence of Charmin, Scott Paper Co. of Mississauga, Ontario has launched a major campaign for its Cottonelle brand. The multi-media effect that the campaign has created by Scott's new agencies in Toronto, Ontario and Palm Publicité Marketing in Montreal, Quebec and includes TV, magazine and outdoor advertisements running in Ontario, Quebec and Eastern Canada. Cottonelle's first French TV creative features Anick Lemay, a well-known Quebec actor, while the print advertisement shows a woman whose dress has been lifted up by the wind with the headline,& ldquo; Proté gez vos arriè res” meaning protect your rear.

Reports on the advertising campaign of the Vancouver, British Columbia-based company Rethink Inc. for paper suppliers Norske Canada. Focus of the campaign; Strategies employed for the advertising by the company.

The article reports on the advertising campaign launched by Ubisoft Montreal, created by Touche! PhD, and which has won the 2008 Media Innovation Award. This campaign was to find a new and exciting way to introduce Rayman Raving Rabbids II to students who value irreverence. Another part of the challenge was to generate buzz to maximize a minimal budget. The focus fell on student newspapers. To shock the papers' readers, the campaign focused on one of the game's key characteristics, rabbit poop.

The article presents some examples of smart newspaper advertising by Canadian newspapers as a way of promoting their brands to readers. "The Gazette" decided to bank on its "Words Matter" branding campaign where no words were printed except the newspaper name and date. "The Hamilton Spectator" introduced an editorial programme that became its key marketing tool. "The Calgary Herald" invests on its Green Guide that consists of a weekly newspaper column.

Reports on a peach promotion by the Ontario Tender Fruit Marketing Board in Toronto, Ontario for Faye Clack Marketing & Communications in which commuters heading into the city were treated to a fresh peach inside a brown paper bag. Purpose of the campaign. Views of the president of Faye Clack, Cory Streef, on the campaign.

Comments on the advertising campaign to promote weekly newspapers in Quebec. Sponsorship of the campaign by Les Hebdos du Quebec; Measurement of the lifespan of weekly papers; Importance of proximity of residents on the marketing of newspapers.

The article presents a critique of various Canadian television advertisements. The 'Baseball North' advertising campaign of baseball team Toronto Blue Jays is funny and well-executed, but the strategy followed by it is not appropriate. It is created by advertising agency MacLaren McCann. The 'Handyman' advertisement of Rona Inc., created by the agency BCP, portrays a woman in distress over a missing bathroom tile and her internal realization that she will fix it because she can. The advertisement shows how building superstores have allowed people to be their own contractors. The casting, direction and editing of the advertisement are good. The 'Dog' and 'Baby' advertisements for ScotTowels from Scott Paper Co. are directed by Joakim Eliasson. The advertisements follow a simple straightforward idea, are well-cast and executed in the popular 1970s-kitsch color scheme.

The article discusses the decision of daily newspapers, media buyers and advertisers to collaborate to create efficient and stand-out advertising campaigns in the U.S. Several media buyers observe that innovation and collaborations are the key aspects of daily newspaper advertising creative. Sunni Boot, president and chief executive officer (CEO) of ZenithOptimedia Canada Inc., explains that newspapers have become more flexible and advertiser-friendly.

Focuses on the advertising campaign of the Times Colonist daily newspaper in Victoria, British Columbia. Role of Copeland Communications on the campaign; Impact of the campaign on the readers; Idea of the advertising campaign.

Focuses on the 'Better and Better' advertising campaign of Zellers in Canada. Overview of the ad campaign; Aim of the company with the advertising campaign; Posted annual sales of the company.

Provides information on the co-op advertising campaign initiated by the `Yellowknifer' periodical in Yellowknife, Northwest Territories, for the 1999 Christmas season. Aim of expanding the paper's revenue potential, while improving relations with readers; Sponsors of the campaign; Materials used in the advertising promo.

The article reports on the Yellow Pages Group, Toronto, Ontario's advertisement created by the Cossette Media, which has won the 2008 Media Innovation Award in its category. The ad titled "Giant Yellow Pages Darts Find Local Businesses Fast, All Over Toronto!," wanted to reposition it as "The Find Engine" to differentiate it from Internet search engines. To do that, it used a huge yellow dart motif to demonstrate how it helps consumers locate exactly what they are looking for.

The article presents information about the winners of CASSIE 2004. The case "Miller for Mayor: A Clean Sweep," created for Miller for Mayor Campaign, by Lowe Roche Advertising. The case "Zumanity," created for Cirque du Soleil Inc., by Diesel. The case "This Is Not a Bank.," created for Desjardins du Québec, by 1 g2. The case "Worldwide Short Film Festival," created for the Canadian Film Centre's Worldwide Short Film Festival, by Taxi. The case "Engage the Vote," created for Elections Ontario, by DDB Canada.

This article reports that online auctioneer eBay Canada has decided to spice things up by bringing Flavour on board. The Toronto agency will handle new advertising for eBay.ca, which should make its debut later this spring, according to Craig Cooper, Flavour's executive vice-president and co-creative director, adding the account was awarded on a referral. The Commission oversees the application of Quebec's provincial Act respecting labour standards, supervises the rights and obligations of employers and employees and handles workplace-related disputes. The agency was shortlisted with Amalgame-Cargo and Tarn Tam TBWA, says Paul Bleau, executive vice-president, integrated communications at LXB, adding the account is for three years, with a budget of$ 1.2 million for the first year.

Reports the promotional campaigns for the 2002 Tennis Masters Canada in Canada. Alteration of the marketing budget; Increase in television ratings; Launch of paper banner commercials.

Focuses on the advertising campaign designed for Super 7 brand by B.C. Lottery Corporation in Vancouver, British Columbia. Campaign to differentiate the brand from Lotto 6/49; Impact of the advertising campaign to the sales of the brand; Response of the Lightbody to the campaign strategy of Super 7.

Reports the launching of the advertising campaigns of newspaper 'Times Colonist' in Victoria, British Columbia. Features of the campaign; Theme of the campaigns; Creation of the campaign by Copeland Communications.

Reports the retail configuration and advertising campaign of Metro Credit Union in Toronto, Ontario. Features of the configuration; Support of Ryan Edwards Communications for the Metro agency organizational change; Employment of Metro advertisement with Elevator News Network.

The article reports that the latest effort in an ongoing, two-year campaign to improve the public image of Canada's oil industry has been made by the Canadian Association of Petroleum Producers (CAPP) through placing an ad on the campaign's website OilSandsToday.ca. It is noted that Alberta's oil patch has already been associated with burst pipelines and soaring greenhouse gas emissions by too many Canadians.

Focuses on the campaign by Bill Peterson of the Canadian newspaper `Whig-Standard' that allows people to take part in a radio call-in program to say why they do not like his papers. Who creates phase two of campaign; Comments from Peterson.

Too few Canadian companies comprehend how marketing to employees impacts a brand. Namely, if employees, and they are the most powerful touchpoint customers have with the brand, truly believe and are motivated by the values a company stands for, individual employee performances may be tied back into how well they live the brand on the job. The obvious result of these efforts is a loyal, dedicated employee. The indirect result is brand strength that even the hottest campaign can't begin to achieve. INSETS: The fundamentals;Dreger's Dos and Don'ts;Who is a WestJetter?.

Reports developments related to marketing in Canada as of May 27, 2002. Appointment of Dominic Caruso as president of Cossette Toronto; Launch of 'Star Wars: Episode 2' cereal by Kellogg Canada; Campaign for the phone and Internet service of Sprint Canada.

The article focuses on an advertising campaign launched by Zig for Molson Canadian which is based on the Canadian code. Zig creative directors Aaron Starkman and Stephen Leps said that the stomping down made by New York Islanders hockey player Chris Simon against his Pittsburgh Penguins opponent with his skate is an expression of the code. They added that the code encourages men to carry out their thoughts into actions. They came up with the code after a series of meetings with colleagues and the client.

The article focuses on the shortcomings of current media measurement services in Canada. These include lack of adaptability of measurement tools to meet changing media and planning needs; sample quality; sample size and representativeness, and the challenge of integrating data from various measurement. Clients are always looking for more answers through advances and software. Canada uses a tripartite system comprised of agencies, advertisers and media-sellers. It has made significant progress in media measurement due to input from buyers and sellers.

The article focuses on a new advertising campaign of Canada-based company Labatt, featuring the evolution of its 50 beer bottles over the decades, in May 2003. The key was to attract new consumers while keeping the old ones satisfied. The company also developed a new design for labeling its beer bottles, by painting organic-based polymer inks directly on the glass. The new bottle and the advertising campaign has started gaining popularity in the region.

A dominant player in the oil-and-gas sector, Canada-based Irving Oil Ltd. has long relied on price-point promotions for its success. Now, with the appointment of an agency of record ( AOR) and launch of some humorous advertising campaigns, the company is embracing more sophisticated marketing. According to the company's AOR Target Marketing and Communications, market research shows that while the company has highest brand recognition of any oil company in Atlantic Canadian region, consumers are unsure about what Irving Oil stood for and how it was different from its competitors. The major shift in Irving Oil's active marketing began in the Fall of 2001, when the home-heating division launched a print campaign designed to encourage homeowners in Atlantic Canada to replace their old furnaces with new, high-efficiency furnaces leased from Irving Oil. According to Noel O'Dea, president of Target Marketing, the company has an extremely strong foundation of customer orientation and superior products to build on with Irving. INSET: War of the tissues.

The article presents comments of business executives, results of an opinion poll and a quiz on multimedia campaigns. According to the Chief Communications Officer of Media Experts M.H.S. Inc., Lauren Richards, trying harder and having talent are the key points for staying ahead of the competition. The opinion polls depicted that 19.8 percent people believe there is no threat to full-service agencies' dominance of advertising in Canada.

The article offers information on the business performance of the Canadian newspaper "Metro" in the advertising segment during 2009. It reports the changes brought by the newspaper in the content, design, and delivery platforms of print advertising, and presents views of its group publisher Bill McDonald on their innovative advertising initiatives. It also discusses the creative marketing strategies of Metro, and gives an overview of its recent advertising campaigns.

The article discusses the history of the Canadian Tire Corp. Ltd. bill in Canada. The development of the money came from the idea of giving off coupons to promote the gas and oil company. The company's advocacy in giving their customers a chance to save offers them a reputation as being cheap thus attracting more consumers. Moreover, the Canadian Tire coupon is a great advertising campaign in promoting the products of the company and that coupon became real bills in 1961.

This article presents an interview with Michael WÜrstlin, who is president of Toronto's WÜrstlinGroup, which ran the Conservatives' English ad campaign in January 2006 election. When asked about the toughest part of election advertising, he replies that it is like working in a much more studied environment where one has a lot more time to digest all the data and understand all the dynamics of what's going on. He comments on a lot of talk about the production values and Stephen Harper's ability to act. When asked whether he ever worries about going too negative, he replies that even when one is doing a negative ad, it has to be grounded in reality on some level.

This article presents information on the state of Canadian beer advertising. April is the crudest month because that's when one is exposed to the latest batch of new beer commercials. With the exception of possibly Labatt Ice Beer and Labatt's twist-off cap, the last two decades have seen levels of Canadian brewery innovation and design comparable only to those of the Croatian fashion industry. Prowling restlessly on the edges of Canada's grazing beer herd, are the growling wine and hard liquor predators, sleek and carnivorous. They are out-packaging, out-sampling, out-promoting, out-advertising and just out and out getting medieval on the beer industry. Their advertising looks the same. The beer tastes the same. Maybe, just maybe, it is all the same. And maybe, the following interior monologue is taking place inside the heads of more and more Canadian beer drinkers.

This article presents marketing reviews, which has appeared in the recent campaign in Canada. A big thumbs up for poking fun at overly protective parents. This spot starts off great, but sadly it's the ending that hurts. The message is straightforward enough-no matter how hard we try to protect our kids, they'll always find ways to rack up their share of cuts and scrapes and then it Mom and Polysporin to the rescue. When you're a beer that has a one-of-a-kind name and comes in a one-of-a-kind bottle, it pays big dividends to flaunt the difference. This campaign for Grolsch delivers a simple, credible, no BS message, highlighting the very distinctive personality of Grolsch amid the wonderful world of beers.

The article presents the author's views regarding the misinterpretation related to milk moustache campaign. Recently two Canadian newspapers ran a major, spoon-fed wire article promoting the celebration of the U.S. "Got Milk?" moustache campaign's 200th advertisement. No mention of course that it is the 30th anniversary of the Canadian milk "Wear a Moustache" campaign. If you think the advertisement is part of the U.S. campaign then guess again. Of course many things happen by accident, but not this one. Milk is a commodity and all work is shared internationally by dairy bureaus and their agencies.

Toronto, Ontario had a nightmare summer. There was a West Nile virus scare, concern about mad cow disease and the SARS outbreak, and subsequent quarantine of anyone exposed to the viral infection. Pity then the organizers of the inaugural Nike Inc.'s RunTO 10K event scheduled for July 27-smack dab in the middle of all this urban angst. Nike wasn't to be deterred, however. It wanted to generate awareness of the run and inspire the average Torontonian to get off the couch, energize the entire city throughout the campaign using media that spoke to runners and would-be runners, drive Torontonians to the Web or to retail outlets to register for the run and forge a strong link between Nike and Nike running products and RunTO. To ramp up excitement for the race, Nike launched a one-week teaser campaign with a series of tongue-in-cheek messages. The quirky Nike Web site built especially for the race, www.runto.ca, which masterfully mixed pre- and post-event community building and promotion with a low-key brand and product message, went on to also be named Best of Show at the Digital Marketing Awards earlier this fall. The campaign was a resounding success.

The article focuses on advertising campaign for the news weekly 'Maclean's.' Created by Rethink Advertising of Vancouver, British Columbia, the consumer and trade campaign is built around a quintessential component of magazines, blow-in cards. There will be 15 to 17 executions in the campaign, which will continue through the end of 2003. The advertisements will be published in 'Maclean's' and other consumer titles belonging to Rogers Publishing. Running in eight-week schedules during Summer and Fall 2003, the advertisements will consist of the same creative and will feature at subway stops.

Presents news briefs related to advertising in Canada as of May 2003. Highlights of a national-level advertising campaign launched by Canada's political affairs channel CPAC; Corporate reorganization undertaken by CanWest Global Communications Corp.

Editorial. Focuses on the advertising campaign created by Grip Ltd. for the television advertising of Canada-based beer company Labatt Blue. Appreciation of the advertisement by the author; Reason for the criticism of the campaign by other advertising companies; Description of the advertisement.

Focuses on the advertising campaign by Vancouver, British Columbia-based company VanCity Credit Union to target gays and lesbians in Canada. Reason behind decision of several companies for limiting their ad campaign for lesbians to event marketing; Intentions of the credit union in picking two gay men for its advertising campaign; Reaction of other companies on VanCity's ad campaign.

Presents several issues related to advertising campaigns in Canada. Persistence of the media campaign for the resignation of Prime Minister Jean Chrétien by the National Citizen's Coalition; Promotion of Budweiser by Labatt Breweries of Canada; Concept of the advertising campaign for Aero chocolate of Nesté Canada.

Presents a critique of television advertisement in Canada. Advertisement for the Hot Docs Canadian International Documentary Film Festival; Advertisement for Gatorade ICE; Advertisement for Vector Energy Bar.

Focuses on the promotional campaigns of business enterprises which target students in Canada. Types of prizes offered to students; Introduction of the 'Good Food Game' promotion by Bayer; Launch of the 'iD Wireless' back-to-school promotion by Rogers AT&T Wireless.

Focuses on the national branding campaign of Bell Canada Inc. in Montreal, Quebec. Features of the 'go' campaign of the company; Concept of the television and Internet advertising; Components of the print advertising.

Focuses on the advertising campaign of La Presse, a newspaper in Montreal, Quebec. Goal of Mario Savard, vice-president of marketing and sales for La Presse; Offering of the newspaper; Plan of the management to reorganize sections of the newspaper; Strategies used by the management.

Reports on the advertising campaign of Harry Rosen Inc. in Canada. Strategy of the company; Details on the customers of the company; Use of newspapers for advertisement.