North America

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How Canadian TV ads compare with the UK and US – and how they can improve

Article • Stephen Whiteside, Event Reports, thinktv: Canada's top-rated ads 2020, February 2021

A study by System1, the research firm, compared 100 television spots from Canadian advertisers with commercials from the UK and US.

YouTube consumption shows double-digit growth

Data • Rob Clapp, WARC Data Points, April 2021

An overview of YouTube consumption in 15 markets between 2019 and 2020.

Regent Park School of Music: Parkscapes

Rankings • WARC Creative 100, 2021

Regent Park School of Music, a provider of music education, created a new cycle of fundraising in Canada by targeting its original music to fellow musicians.

SickKids Foundation: SickKids vs. conventional fundraising: How applying grit to long-term brand building led to unprecedented performance

Rankings • WARC Effective 100, 2021

SickKids Foundation, a Canadian children's health research organisation, increased donations and engagement in Canada by launching a series of campaigns that repositioned the brand as a fighting ally against disease.

Sport Chek: Leveraging the Love…and the Hate

Rankings • WARC Media 100, 2021

Sport Chek, one of Canada's leading sports retailers, increased sales during Black Friday weekend by listening to what consumers were saying online and producing tailored offers in real-time.

Canadian Tire: We Do New

Rankings • WARC Media 100, 2021

Mass retailer Canadian Tire differentiated itself from its competitors by tapping into innovation and offering Dragon’s Den entrepreneurs life-changing distribution deals.

Most adults will spend more online than in store this year

Data • Rob Clapp, WARC Data Points, March 2021

An overview of whether consumers across 31 markets will spend more money online than in stores this year.

Understanding why social good campaigns fall short

Article • Stephen Whiteside, Research on WARC, March 2021

Social good campaigns often fail because of errors related to strategy, research and objective-setting, according to a study published in Social Marketing Quarterly.

Coors Light: Suckers for Brew

Case Study • SABRE Awards, IN2, North America, Best Influencer Programs and Endorsements (Paid), 2021

Coors Light, a beer brand, partnered with the Jonas Brothers to launch limited edition bottles of beer brewed personally by then to leverage the band's organic love for Coors Light.

Subway: Beyond Meatball

Case Study • SABRE Awards, IN2, North America, Best Content Creation for Media Sites (Paid), 2021

Subway, a restaurant chain, launched its Beyond Meatball sub in Canada and targeted a female, millennial audience with a video campaign highlighting the care that goes into producing the plant-based product.

Canadian survey of BIPOC marketing professionals shows gaps in workplace experience

Article • POCAM, Research on WARC, February, 2021

Canadian survey of BIPOC (Black, Indigenous, and People of Colour) marketing professionals shows gaps in workplace experience. A survey of over 300 Canadian BIPOC marketing industry professionals, by POCAM (People of Colour in Advertising and Marketing) examining their experiences in the workplace, conducted late 2020.

Mobile activity rose 16% among older audiences last year

Data • Rob Clapp, WARC Data Points, February 2021

An overview of the growth in mobile consumption by age group in Australia, Canada, France, Germany, South Korea, the UK, and the United States.

Brands spent and sold 50% more on Amazon in Q4