Strategy Online

For many brands, the speed of execution that today’s market demands leaves little room to step back, gain perspective and ensure the focus is in the right place. Yet moving fast requires clarity – identifying a clear direction, aligning people with it and building shared conviction around how to execute it. Pendo repositioned Manukora as a wellness-focused Manuka honey brand, creating an apothecary-inspired platform that fuelled growth and a successful global market expansion.

Jimmy The Greek puts a Trojan twist on movie-snack culture The epic Latin poem The Aeneid might say to beware of Greeks bearing gifts, but Jimmy The Greek is hiding in plain sight with its latest promotion. Sign up now to access the latest news impacting the Canadian marketing industry. Get offer Sign in here Tags: James Mitrothanasis, Jimmy The Greek, restaurant, Sid Lee, Touche!

Design has a proximity problem: The closer you are to your own brand, the harder it becomes to see what it is actually signalling. Bruce Mau Design (BMD) has built its practice around solving that problem, starting before a single design decision is made. To appeal to those unsure about attending the National Ballet of Canada, BMD created a wordmark that doubles as a storytelling device, with vibrant jewel tones and a strong yet beautiful font.

Throughout the FIFA World Cup, Bell and Leo Toronto borrowed one of sports' most infamous fan rituals – the streaker – to promote the network’s latest TSN offer. Sign up now to access the latest news impacting the Canadian marketing industry. Get offer Sign in here

Canadian plant-based milk brand Earth’s Own has rolled out a new campaign playfully highlighting how the company doesn't compromise on quality when developing and refining its products. Sign up now to access the latest news impacting the Canadian marketing industry. Get offer Sign in here

Klick Health may be the world’s largest independent health marketing agency, but it’s tough to look at the Toronto- headquartered shop just through that lens. Especially when you consider that in 2025, Klick became the first healthcare-focused firm ever to be named Agency of the Year by both The One Show and the New York Festivals Advertising Awards.

Almost five years ago, Maryann Rusnak became a triathlete at roughly the same time she joined Spark Foundry Canada as an executive. In working her way up to her current role as president, she has come to see these two pursuits as complementary. The idea of training across disciplines with the goal of becoming incrementally better at all of them is the closest analogy she has found for what she is trying to build at the agency. “Don’t be scared to move outside your lane,” she says.

Leo Toronto’s founding principle, quoted from Leo Burnett himself, is simple: ”What helps people, helps business.” It’s a belief that raises the question for any agency operating in this country: how well do we actually understand Canadians? For agency president Ben Tarr, that question became the driving force behind a significant launch. “We asked the question, do we understand Canadians better than anyone else?” Tarr says.

Agency Moves: Cossette hires a senior strategist Cossette adds senior strategist Kate Gaudreault has joined Cossette in a senior strategist role, based out of Montreal. Sign up now to access the latest news impacting the Canadian marketing industry. Get offer Sign in here Tags: 72andsunny, 72andSunny Toronto, cossette, Kate Gaudreault

Chelsea Clarke's article was previously featured in the Summer 2026 issue of Strategy Magazine. Sign up now to access the latest news impacting the Canadian marketing industry. Get offer Sign in here