by Hugh MacPhie | Jan 3, 2019 | Marketing, Strategy
The Secret to Holiday Campaigns In 1931 the Coca-Cola company employed illustrator Haddon Sundblom to draw a friendly Santa for their Christmas campaign. At that time, Santa was a known story, but he hadn’t quite reached the same level of brand recognition that he now...
by admin | Nov 28, 2018 | Marketing, Strategy
Living ‘Me to We’ It’s not yet 6am as I join the mob of neon-clad, self-proclaimed “Shameless Idealists” gathering at the Air Canada Centre for this year’s ‘We Day’ event. It’s a moving scene as teens from across the country reunite in warm embrace, reminiscing...
by admin | Nov 27, 2018 | Marketing
Branding-In-Motion I had just stepped out of the airport taxi, grabbing my bags and making my way into the airport terminal, all while talking to my esteemed friend and former colleague Will Stewart on the phone. I probably looked more dishevelled than is my...
by admin | Nov 27, 2018 | Marketing, Strategy
Know Your Tribe I have to admit, it was a pretty cool idea for a birthday present for my wife Michelle.She was turning thirty, and I had heard somewhere that Duran Duran was on tour. When Michelle was a teenager, she had been a huge Duran Duran fan, in the way that...