To benefit a good cause, would you rather run, bike, walk... or eat a hamburger? This cheeky A&W campaign shows us an easy way to fight MS.

Apple sharing access to Ted Lasso's iPhone is a best-in-class example of mutually-beneficial product integration.

DuckDuckGo's anti-surveillance sunglasses ad turns Google's smart glasses push into a lesson: can't beat a rival's game? Change it.

Tim Hortons wanted to make magic with its Harry Potter promotion, but it's looking like a Goblet of Fire.

Using "loophole thinking" to skirt rules might look like a clever strategy, but taking advantage of customers will earn you terrible PR.

Customers appreciate transparency, and retailers who save customers time and frustration benefit from doing so.

As a consumer, I really like this ad. But as a marketer, I'm convinced "The World is Meant to Meet" is unlikely to drive any sales.

It's really easy to make things easier for your consumers if you invest the time to think about ways you can do that.

Gordon Ramsay X Uber Eats might be an odd pairing, but it makes for a highly entertaining and effective ad.

You've been exposed to hundreds of advertisements today: how many were invisible?

Value-based emails build loyalty, but abusing the inbox has a predictable outcome: brands lose trust when they put their own agenda first.

FIFA's World Cup rules forced vendors to cover up everyday brands. Here's how Kraft Heinz succeeded by rethinking the restrictions.

Football heroes, pop-culture cameos, epic production values, and elite storytelling: Nike’s new World Cup ad is simply world-class.

A simple movie ticket purchase is a masterclass in post-purchase strategy: a win-win-win for theatres, brands, and consumers.

FanDuel's "Duel Fan" campaign is one of the smartest promotions I've seen in a while.

Most car ads are predictable and dull. Volkswagen flips the script by humanizing technology instead of just listing features.

When problems happen, most companies miss the opportunity hidden within the mistake, but a customer crisis can lead to increased loyalty.

Dunkin is coming back to Canada. But does Canada need another coffee competitor?

Is Kraft Heinz doomed? To answer that question, ignore its stock performance and look at its portfolio of strong brands.

There's a high cost to marketing ambiguity if your goal is to exceed your customers' expectations.

"Surprise and delight" tactics will outperform traditional points-based programs every time. This is the way Cineclub earns member loyalty.

IKEA's "Unpackaged Goods" out-of-home campaign is real-world contextual advertising at its best.

Mark Ritson wanted to know: Do Canadian Marketers Know Marketing? The answer suggests that more marketing training is desperately needed.

Content Creators and Influencers can both be valuable to the businesses that hire them, but there's an important difference between the two.

If you don't avoid "The Orange Juice Problem", your business will get beaten to a pulp. Here are three things to know so you can avoid it.

Messi, Ronaldo, Mbappé, and Vini Jr. sitting together around a table? Leave it to LEGO to make that happen. This ad is LEGO gold.

If you have a ton of Kit Kat chocolate bars to store, IKEA's social media team has you covered.

Alexa+ is yet another value Amazon will offer to Prime Members, and the reason why is a marketing masterstroke.

Marketing beyond the movie isn't a decision Amazon is likely to regret.

The Sweet Spot offers a sweet lesson in scheduled scarcity by choosing not to make every flavour available every day.

Disney Cruise Lines doesn't sell vacations; it makes memories. This ad communicates that perfectly.

What makes UNIQLO so different... and so successful? A panel discussion with some of the company's top executives provides some insight.

Burger King hopes its new AI will help supersize its sales, but it could become a Whopper of a distraction for the restaurant's employees.

I don't love the Enshittification of the Internet, but I do love this hilarious ad from the Norwegian Consumer Council warning us about it.

Knix proved that winning with your sales metrics and winning with your consumers aren't always the same thing.

When your customers are in the habit of visiting you regularly, don't do anything that could break that habit.

From a consumer standpoint, empathy beats policy every time.

Kudos to the makers of the "In the Raw" brand of sweeteners for deciding not to tone it down in this very meta spot.

I wrote the "ADdicted: Super Bowl 2026 Edition" two days after the game, based only on what I could recall about the ads. Here's what stuck.

The actions of an intuitive cashier offer a short lesson on customer experience.

I really don't want to love Pepsi's 2026 Super Bowl ad, directed by Taika Waititi and featuring Coca-Cola's famous polar bear. But I do!

Sydney Sweeney says there are four SYRNs as she launches her lingerie brand. I have three questions.

When my friend asked me to be a guest on his podcast and discuss the brand power of effective storytelling, I jumped at the opportunity.

For WestJet's leadership and shareholders, a recent parody of the airline is no laughing matter. Here's where it went wrong.

Spotify started the wrap trend, but not every brand should follow. Here's what to do (and not do) with your year-in-review.

If you're a brand owner, constantly look for opportunities to do cool things that make sense for your brand. Then do them!

If you combine "cute" with a relateable story that illustrates the benefits of your product, you get something effective... and powerful.

I'm excited to have been named a RETHINK Retail Top Retail Expert for 2026.

There are very few brands in the world that could justify making a holiday spot like "A Critter Carol". I'm glad Apple is one of them.

This amusing ad shows how Secret Santas can use Facebook for great gift ideas.