Whitney Milne

As marketer, I couldn't help but notice the intriguing challenge Starbucks is currently navigating. In the article shared by Business Insider, Starbucks revealed that mornings are proving to be incredibly busy, leading to a concerning trend of abandoned orders. Now, why is this particularly fascinating? Well, consider this: Starbucks frequently employs marketing promotions on their mobile app, enticing customers with bonus rewards for orders placed during those very morning hours. So, what gives? This scenario highlights an opportunity for synergy between operations and marketing. There's a treasure trove of insights waiting to be uncovered here. How can they optimize operational efficiency to better handle the morning rush while simultaneously enhancing marketing strategies to ensure maximum engagement and conversion? It's a puzzle waiting to be solved, and I believe the solution lies in the collaborative efforts of both teams. By leveraging data analytics, consumer behavior patterns, and innovative marketing tactics, they can not only address the current challenges but also unlock new avenues for growth and customer satisfaction.  One recent promotion of theirs I've noticed focuses on Thursday afternoon. It would be interesting to know what the data for Thursdays is during this activation. Could this promotion be a response to address the morning rush predicament they're encountering? Let's all actively seize opportunities to align our efforts cross-functionality, break down silos, and drive impactful results. #Marketing #Operations #Collaboration #Innovation #CRM

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After putting a spotlight on women hockey players, Molson Coors Beverage Company, Wavemaker Canada and Rethink score huge wins at Cannes Lions International Festival of Creativity 🎉 The teams went bold and incorporated the Molson logo on the back of each hockey jersey – though you won’t see it, and that’s the point. The names of players usually feature at the top of the jersey, which is often hidden by their long hair, but switching this with the Molson logo and moving names below the number, fans can more easily identify the players, even though it makes it harder to see Molson’s 🏒 The positively provocative thinking picked up a Silver Media Lion (Use of Events & Stunts) and a Bronze Lion (Brand Experience & Activation Lions, Sponsorship & Brand), though this isn’t the end, as Molson has signed a two-year partnership with the The Professional Women's Hockey League Players Association (PWHLPA) 🧡 A huge congratulations are in order to the Molson, Wavemaker Canada, Rethink, Suneeva, Oso Audio , Saints Editorial, Darling VFX and Citizen Relations teams 👏 More on the campaign 👇 https://lnkd.in/gC-CCAph WPP GroupM #WPPCannes #GroupMCannes #Molson #PWHL #CannesLions #media #marketing #advertising #campaign

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Despite disruptions in streaming platforms, privacy challenges, and the rise of AI, a new study from Advertiser Perceptions offers encouraging news: digital advertising spending is set to increase by 10% in 2024 and 2025. This growth will be driven by retail media and connected TV (CTV), marking a significant shift in our industry's landscape. As Eric Haggstrom aptly stated, "Media and ad tech companies need to form relationships with retail media platforms or risk missing out on one of the few large and quickly growing segments of the digital advertising market." Next week's Upfronts will serve as an exciting frontier for convergence between content, entertainment, and commerce, particularly with anticipated announcements from Walmart and NBCU and expected reveals from Amazon. #networkedexperiences #networkedmedia #media #upfronts https://lnkd.in/eiUfpimN

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With recent discussions across the advertising community and increased focus on ad standards by entities like the IAB Canada, I felt it was timely to share some thoughts on the importance of these standards in podcast advertising. This ongoing conversation underscores the need for transparency and accountability, which are vital for building trust and ensuring the effectiveness of our campaigns. I hope this article contributes to the dialogue and offers some useful insights. Read the full article here:  https://lnkd.in/gyc7rUeE #PodcastAdvertising #IAB #MarketingStrategy #BrandEngagement #TPX #Podcasting

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Trade Desk is setting themselves apart as the go-to ad platform for the open internet, which is not only brilliant brand positioning, it's also a good reminder that there are valuable alternatives to Meta and Google for both audiences and marketers. A recent Trade Desk report reveals that 57% of Canadians' online time is spent on the open internet, encompassing activities like streaming, gaming, news consumption, and messaging. Surprisingly, only 19% of advertising dollars are allocated to the open internet compared to walled gardens. This data challenges us as marketers and communications professionals to delve deeper into audience behaviour across various online spaces. Our focus should not only be on identifying where audiences spend their time but also on recognizing the intentional spaces that drive active engagement from Canadians versus passive consumption. These spaces often exist within the open internet landscape.

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Navigating the Fine Line: Sustainability in Business   In the corporate world, transparency in sustainability practices isn't just encouraged; it's expected. Recently, Lululemon has come under scrutiny by Canada's Competition Bureau for potentially making misleading environmental claims. This situation underscores the fine balance companies must strike between marketing and genuine environmental stewardship. As we await the outcomes, it's a crucial reminder for all brands to focus on demonstrable progress rather than perfect representations.   Our benchmarking study reveals Tencent is an example of a company that commits to transparency by openly reporting both their successes and areas needing improvement. This approach fosters authentic engagement with stakeholders, who value a clear understanding of the real challenges faced on sustainability journeys.    Learn more about how Tencent and other global leaders are redefining sustainability in commerce in our latest blog article below. This analysis provides insights into integrating sustainability with business strategies to enhance stakeholder engagement. #sustainability #sustainabilitymarketing The Next Practice https://lnkd.in/eYExmKJh

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CANADIAN CONSUMER INSIGHTS: Our latest Canadian Marketing Association podcast shares many new insights on how Canadians are feeling and what brands can do to help and deliver on their needs. I thoroughly enjoyed my latest CMA Connect conversation with Ben Tarr, President, and Tahir Ahmad, Chief Strategy Officer of Leo Burnett Canada about their HumanKind Study. 💡 After two years where the tough economy and other challenges had Canadians feeling beaten down and like we lost a lot of control, we've now decided to re-emerge and take back control. It's an encouraging mindshift and powerful insight for brands. 💡 The study now includes data from the U.S, which led to interesting learning on differences between Canadians and Americans. You can learn more here: https://lnkd.in/gkdQe5kg #canadianconsumers #cmaconnect #marketing #research #consumerinsights #brands

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While Retail Media Networks (RMN) has been all the rage recently, it's good to also understand there are two sides to this equation. I won't go as extreme as calling it "winners" and "losers" or "the haves" and the "have nots", but basically the brand that sets up the RMN? congrats, you found a way to monetize your data and captive audiences and created another revenue stream. The brands who have to buy your inventory? congrats, you now have another way to reach your consumer audience but in the form of yet another wall garden which is basically par for the course at this point. Four things to think about: ❗ More RMNs = More Walled Garden solutions in the market for brand advertisers to test and navigate ❗ Every RMN that is stood up is not following any spoken or unspoken standards, which leads to growing fragmentation in the broader ad ecosystem ❗According to eMarketer, 42% of global advertisers don’t plan to change their retail media ad spend due to the lack of standardization in measurements as well as ad formats ❗ Yes, some people claim that data cleanrooms will be the panacea silver bullet that will somehow open up these walled gardens and allow for connectivity across them, but sadly IMO data cleanrooms is just a piece of technology, the answer will have to be around universally agreed upon standards and operating principles #retailmedianetworks

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This week Toronto is hosting the World Federation of Advertisers for global marketing week, bringing together many of the globe's top CMOs (Chief Marketing Officers). It's timely that EMARKETER released some insights on the role of the CMO. Good news. CEOs are seeing CMOs in a more positive light. This is framed by more dynamic & complex roles that are increasingly driving business results that matter to the CEO & CFO. The transformative role of AI is helping drive this and putting investing in skilling up the marketers on their team. Elevating the role of the CMO has been a long standing conversation at the Canadian Marketing Association & something I'm seeing firsthand on the field. It's fantastic to see some positive momentum as we use her in the age of AI. Stephan Loerke & friends from WFA - we look forward to seeing you in Toronto this week! More from EMARKETER report here: https://lnkd.in/g5di7j9g More about the WFA global marketing week in Toronto: https://lnkd.in/gxq-_KE7

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For #Marketers and #Communicators... Here is question 16 of my #FrequentlyAskedQuestionSeries ✋🏻✋🏼✋🏽✋🏾✋🏿: Q: "I'm trying to be inclusive in our upcoming campaign TV ad. How can I tell if the commercial is tokenizing or not?" A: "Although there are a lot more layers and nuance to it, a simple way to test if your commercial script is tokenizing underrepresented communities or not is as follows; replace all the underrepresented individuals in your script with people from the dominant culture. If you do that and your script still "makes sense" ie. the story doesn't change, then likely you're tokenizing these individuals. Why? Well, people with different lived experience should experience your script's story in a different way. If they don't, likely, the inclusion of these individuals is very surface-level, and doesn't have the deep cultural nuance required to be authentically inclusive. Remember, diversity =/= inclusion" What are your thoughts? I invite you to discuss and ask more questions in the comments! --- Follow me next week for question 17 of my #FrequentlyAskedQuestionSeries! What is the #FrequentlyAskedQuestionSeries? Every week I'll answer common questions that we receive at AndHumanity, Inclusive Marketing Agency on #InclusiveMarketing and #InclusiveCommunications. --- #JEDI #EDI #InclusionMatters #InclusiveBusiness #InclusiveLeadership 

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Last night's POCAM - People of Colour in Advertising & Marketing + Account Planning Group of Canada - APG Canada event was a vibrant gathering of creativity, diversity, and inclusion. It was inspiring to be in a room filled with professionals from the North American advertising industry that reflected the beautiful spectrum of cultures and backgrounds. Here are the key takeaways from this remarkable evening: 1. Celebrating Diversity The event brought together a diverse group of professionals, highlighting the incredible talent within the People of Colour community in advertising and marketing. The energy and unity in the room were palpable, with each speaker bringing a unique perspective. The winning team's ability to connect with language and media resonated deeply with the audience. 2. Fostering Inclusion The discussions and panel talks focused on creating inclusive environments where everyone feels valued. Speakers shared personal stories that emphasized the importance of representation and breaking down barriers in the industry. DEI isn't just a checkbox—it's a fundamental shift in thinking. With Canada's majority population being immigrants and people of colour, the need for diversity-first thinking was a recurring theme. The question of who takes ownership of these efforts was also discussed. 3. Championing Creativity The event showcased innovative ideas and fresh perspectives from people of colour in advertising and marketing. The atmosphere fostered collaboration and creativity, essential for driving the industry forward. The opportunity to network and share experiences was invaluable. Overall, the event reminded us of the importance of diversity and inclusion, leaving everyone with a renewed sense of purpose and commitment to making the advertising and marketing industry a more welcoming and equitable space for all. I look forward to contributing to forums like this in the future. Having worked in the US, I experienced varying levels of racism and on the other end worked with brands like Toyota that genuinely understood the importance of multicultural marketing. It's fascinating to see how brands adapt their communication to different segments of consumers. Looking forward to more such forums where I can contribute as well from my experiences. Thank you, Michelle Lee and Mrigini Iyer, for introducing me to this incredible event! #diversity #inclusion #advertising #marketing #creativity #collaboration #POCAM #APGCanada

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Local digital media policy - no matter which jurisdiction, can have far-reaching global implications. Hoping Canada hits the global stage for more refined and exemplary regulatory outcomes than C-18 has in the future. Staying on top of global affairs is critical at a local level. Grateful for our international network and collaborative efforts to discuss, explore and find solutions to borderless issues. #digitalmedia #regulation #news #digitalads #C18

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🎙️ The Canadian Podcast Report 2024 from Triton Digital is now out. 🇨🇦 https://lnkd.in/gC2jMKRw 🔥 Standout Trends: - Mobile reigns supreme, accounting for a whopping 92.9% of podcast downloads. 📱 - YouTube is the top platform for discovering new podcasts, bringing in 43% of new listeners last year. 📺 - True Crime dominates as the most downloaded genre, followed by Comedy and News. 🕵️🎬 📈 Growth Areas: - Monthly podcast listening among Francophones is surging, up 65% over the past 3 years! 🌊 - While mobile dominates, 2.7% of downloads still happen on desktop/laptop for that big screen experience. 💻 🏆 Top Performers: - SiriusXM Canada Podcast Network had the most overall downloads. 🏆 - CBC/Radio-Canada led for Canadian-made content across English and French shows. 🍁 The podcast wave is only getting bigger in Canada! Excited to see what's next for this thriving industry. 🚀 #PodcastInsights #CanadianPodcasts #DigitalAudio #TrueCrime #Comedy Image created via prompts on StarryAI.

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Connected TV (CTV) advertising is taking Canada by storm 🌪️! With 14 million streamers growing to 16 million by 2025, it's clear why marketers are tuning into CTV's charm over traditional TV 📺. As cable cords get cut, advertisers are switching channels to Connected TV for its targeted, measurable, and scalable perks. Key features? Think vast reach, pinpoint targeting, seamless connectivity, interactive ads, and premium spots 🎯 Time to switch up your ad game? 🚀 #StingrayMedia #DigitalAdvertising #AllGoodVibes

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Media industry leaders came together at the IAB Canada State of the Nation Toronto Summit yesterday, to share thoughts on future of Media👇 🚀 Advertising revenue is projected to reach $𝟏𝟖.𝟏𝐁 in 2024 (from $15.9B in 2023). This growth is fueled by direct channels, the rising traction of RM+, and the continued momentum towards Connected TV. 📊 We finally might have a 𝐜𝐫𝐨𝐬𝐬 𝐩𝐥𝐚𝐭𝐟𝐨𝐫𝐦 𝐦𝐞𝐚𝐬𝐮𝐫𝐞𝐦𝐞𝐧𝐭 𝐟𝐫𝐚𝐦𝐞𝐰𝐨𝐫𝐤 𝐟𝐨𝐫 𝐂𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝 𝐓𝐕. Can you believe that? 🔥(called the Ad Creative ID framework) 💡 During the economic downturn, making strategic reductions, rather than slashing budgets indiscriminately, by 𝐚𝐩𝐩𝐥𝐲𝐢𝐧𝐠 𝐭𝐡𝐞 𝐂𝐅𝐎 𝐥𝐞𝐯𝐞𝐥 𝐫𝐢𝐠𝐨𝐮𝐫 𝐭𝐨 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐝𝐚𝐭𝐚.🎯 🤖 You are already behind if you aren't using AI to achieve greater efficiency thereby optimizing resources. 💪Its time to take control of the situation and do our bit Looking forward to embracing these strategies at Involved Media Canada #Media2024 #MarketingStrategy #Innovation #EconomicInsights #DigitalTransformation

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Many brands overlook the potential of the French audience when they look to build up their presence in the Canadian market. They’re missing out on a significant opportunity. Some quick geography, the French market is over 20% of the population of Canada, and that includes one of the largest urban centres in Canada - Montréal. They have specific laws that mandate that all commercials and packaging need to be in French to preserve their cultural heritage, making it a bit of a barrier for brands looking to enter. Many times we see a brand entering Canada with just English assets and treating Quebec as an afterthought - “Let’s just run our ads in English Canada”. Because so many brands make this decision, there is less supply of ads that are French focused, and we find that they are very passionate about the brands that take the time and effort to translate and convert to French. We typically see up to 2-3x higher response rates in French Canada than we do the rest of Canada, simply because of the lack of competition and the lower price for media. Additionally, we also see higher lifetime value (LTV) for customers in Quebec! On top of that, you will see lower CPM’s that let you reach a larger audience, which makes it significantly easier to hit your target frequency. Now we always ask brands “Why aren’t you doing it?” because it’s such a great area for growth and opportunity to explore options outside of English Canada. We have a full in-house production team that can translate your spot and website within days so you can start testing the market. If that sounds interesting, would love to chat further!

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For more information about lung cancer, continue smoking! 🚬 This was the headline for an anti-lung cancer awareness campaign launched by the Canadian Lung Association and created by TBWA. I'm not here to scare you, but to talk to you about creativity, from a slightly different view. ------------------------------------------------ How do you act when you get hit by a - creative block - ? 🧠 The day you want to write something or design something or prepare something and all you get is the blinking cursor on a blank page and all you have is: nothing... ------------------------------------------------ How do you write about nothing? 🚫 My English teacher played a significant role in motivating me to learn. He teacher used to ask us to write a weekly essay, and he would just give us a topic in one word. One week he told us: Our topic this week is: NOTHING! At that time, of course, the students would write a page and walk away, but I was committed to learning and I loved to do my best, so I didn't settle for writing less than a page and a half or two pages... Even though I was enjoying the learning experience, I felt helpless - how do I write about nothing? A topic that is difficult to write about in your native language, let alone a language you are learning? And I wrote about my story: The teacher asked us to write an essay about nothing. I thought a lot but all I came up with was nothing. I tried a lot and the result was nothing. I felt helpless but my feeling of helplessness resulted in nothing. I couldn't go to class and all I had was nothing. I thought I'd do something else to get rid of the case of nothing. Checking yesterday's leftovers, I opened the fridge and stared at nothing. No problem, I'll buy something to eat. I reached into my pocket and found nothing. I got a little annoyed and closed my eyes to focus and I discovered that when I close my eyes all I see is nothing. I've come to the conclusion that I definitely won't face the teacher with nothing. I will prove that I can write about any topic even if it was nothing. So I wrote about my strange story of how I wrote the assignment that was about nothing. ------------------------------------------------ It may not be rhetorical, but it was a creative solution for a high school student who needed to overcome creative block. What do you think? How do you overcome a creative block?

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Unleash Your Brand's Story Connect, engage, and build trust with your audience through the power of storytelling. Discover how to craft compelling narratives to elevate your brand's presence. 📚✨

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A motto we live by at Academy: What brands want to say 🤝 what people care about = where we play. Managing Partner, Cainan Querido and Nuno Bamberg, Senior Vice President, Brand & Marketing at Sleep Country Canada discuss in-depth an analysis on CeraVe’s Michael Cera campaign, and how it masterfully struck that balance of what brands want to say (advertising) and what people care about (content), and the importance of utilizing social media to inform that content. Sound off in the comments – what should we analyze next? 📓👇 #agency #contentagency #creativeagency #torontocreatives #newagency #creativework

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