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CONTENTS February 2010 • volume 21, issue 5 12 20 14 27 ON THE COVER This issue, strategy paid tribute to the big winners of the Creative Report Card by crafting an ode to one of their biggest campaigns of the year. Inspired by James Ready’s “Share our Billboard” campaign, Leo Burnett creative head Judy John and former SVP/CD Israel Diaz share the cover with, well, themselves. They provided the black-and-white costumed photo-booth shot (taken at the agency’s holiday party), while acclaimed Toronto-based photog Nigel Dickson shot the colour image of the pair, as well as the portrait on p. 32, where you can read about what Judy would put on her own billboard if ever given the chance. 4 8 12 14 20 22 27 44 46 EDITORIAL The new creative ROI UPFRONT Dove makes men beautiful, Canwest and Corus make fruit sexy and Newfoundland & Labrador Tourism makes the Maritimes breathtaking DECONSTRUCTED Maple Leaf creates a republic of bacon, but does anyone want to live there? BIZ Sears, Zellers and Loblaw get in on the thrifty fashion trend and look haute while doing so WHO Dale Storey and General Mills help Canadians cheer on our Olympians MEDIA Thanks to all the data overload in the digital universe, targeting that tofu-eating, brown pants-wearing, 20-something yoga enthusiast is easier than ever CREATIVE REPORT CARD See who came out on top in strategy’s annual tally of Canada’s biggest advertising award winners at home and abroad FORUM Concerto’s Craig Redmond on the importance of deep thinking, and Change’s Marc Stoiber on why failure to do so hurts the environment BACK PAGE Digital Cement brings us the Olympics all year round www.strategyonline.ca STRATEGY February 2010 3
Page 1: LEO BURNETT’S JUDY JOHN & ISRAEL
Page 6 and 7: PUBLISHER’S DESK February 2010 Vo
Page 8 and 9: PICK FROM ABROAD: RUSSIA REMAX HANG
Page 10 and 11: WATER COOLER ASKING CANADIANS As th
Page 12 and 13: deconstructed. NATION OF BACON BY J
Page 14 and 15: Call it what you want - cheap chic,
Page 16 and 17: and emerging brands trying to break
Page 18 and 19: The new 8,000-sq.-ft. flagship loca
Page 20 and 21: GENERAL MILLS CANADA’S HEAD ‘CH
Page 22 and 23: MAKING THE RIGHT IMPRESSION In the
Page 24 and 25: these people are going to be really
Page 26 and 27: TUESDAY, APRIL 20, 2010 CBC Broadca
Page 28 and 29: ✓CREATIVE report card P&G cleans
Page 30 and 31: ✓CREATIVE report card Winning hum
Page 32 and 33: ✓CREATIVE report card By the peop
Page 34 and 35: ✓CREATIVE report card Sharing the
Page 36 and 37: ✓CREATIVE report card Second runn
Page 38 and 39: SPONSORED SUPPLEMENT While it’s c
Page 40 and 41: Finally a mass media that gives you
Page 42 and 43: EMBRACING NEW TECHNOLOGY Astral is
Page 44 and 45: BY CRAIG REDMOND TWO SOLITUDES THOS
Page 46: KEEP THE OLYMPIC MOVEMENT MOVING We

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