Marketing Connected

NEW: Five reasons why now is the time to invest in content: Insights from DAC Group

While many businesses are trying to keep their heads above water, others are challenged with how to effectively pivot from their usual activities towards a model of customer engagement that is better suited to our current reality. DAC Group shares why investing in content may be how your brand wins in the long-range customer experience battleground.

NEW: The digital advertiser’s guide to COVID-19

Microsoft’s latest e-Book looks at search trends in the time of COVID 19, drilling down on consumer shifts across Australia, Canada, the UK and the US. The e-Book is broken into three chapters: Consumer Shifts, Advertiser Sentiment and How to Market with Purpose. Download the e-Book.

NEW: The path forward: Canada’s creative fightback

In the latest episode of The Path Forward, Ipsos’ Steve Levy talks to panelists about dos and don’ts for advertisers during the pandemic and the return to ”normal”.

What’s ahead for marketers: A message from CMA’s new board chair

Given the current environment, it’s hard to think about the future. But marketing is, and will be, key to the recovery. Read Steve Mast's message.

TV advertising during COVID-19: Analysis from NLogic

We've all heard how important it is to focus on brand building during a pandemic. So which brands are listening to these experts and increasing their investment in advertising? NLogic’s latest blog highlights category shifts pre and post lockdown along with some specific brand details.

What kinds of ads are resonating during the COVID crisis – and what techniques should marketers avoid?

thinktv recently welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.

thinktv recently welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.

thinktv recently welcomed Orlando Wood, Chief Innovation Officer of the System1 Group, for a fascinating webinar on the firm’s latest research. After studying a vast array of ads over a variety of industries that launched before and during the current COVID-19 crisis, System1 Group uncovered insights to help marketers improve their advertising effectiveness during the present crisis and beyond. Read more.

How do you reach consumers and donors during a pandemic?

Representatives of the CMA's Not-for-Profit and Brand Councils recently had a conversation about how brands and not-for-profits can adjust to the pandemic as we think about the rest of 2020. During the pandemic, brands and NFPs alike should be nimble, authentic and engaging in order to strike the right tone with their audiences. Read their insights.

8 Ways COVID will transform the economy and disrupt every business: Analysis from RBC

No matter how humbling this crisis has been, it also should remind us that even a massive jolt to the planet cannot change the trajectory of the Fourth Industrial Revolution. If anything, we’re emerging from this crisis with an even greater desire to harness smart technologies, new forms of intelligence and vast pools of data to transform pretty much everything we do. COVID did not crush the future. It merely brought it forward. Read more from RBC.

Planning the future of your brand: A Guide from Pinterest 

As people adjust to a new normal, they’re coming to Pinterest to stay inspired more than ever. Pinterest has surfaced meaningful trends and best practices to indicate where consumers are headed, and can help brands better predict what’s to come for their category.  Download PDF

Understanding the coronavirus crisis: Research from Ipsos 

This fifth edition of the Signals digest continues to bring together Ipsos’ latest research on coronavirus, including new POVs, country insights, and the latest from the public opinion tracker.

Curious times in media: Insights from the CMA Media Council

What’s next for TV production, major league sports and content? What will consumption habits look like as we move into recovery? The CMA Media Council considers these questions in their latest blog post.

Where should brands go next?

It's around the corner. Your future. Brands wake up. Brands rise. Brands find your next new. Read more from Mitch Joel and check out Marketing Connected LIVE.

Marketing during the pandemic: Insights from the CMA B2B Council 

While Covid-19 is having an impact on everyone, new global research [1] on how the pandemic is affecting marketing indicates that, compared to B2C marketers, their B2B counterparts:  Read more

Trial of brands by consumers during COVID-19: Insights from Kantar

Shortages and stock-outs caused by COVID-19 are forcing shoppers to trial new brands at unprecedented rates. Kantar explores this disruption in shopping habits and what long-term impact this is likely to have on brand preference?

COVID-19 - Canadians, Media and Culture

Watch the latest in Mindshare Canada's ongoing series providing insights into the constant change in Canadians emotions, future plans, evolving media habits, shopping behaviours and expectations of brands during the pandemic. They also have an on-demand recording archive.

Unpacking the impact of COVID-19: What’s next for marketers?

As the thought leaders of the Canadian marketing community, the CMA Councils have been sharing stories and insights about the impact of COVID-19 on their organizations, industries and the economy. The CMA’s VP of Public Affairs and Thought Leadership shares highlights from these conversations, along with some insights of her own.

Adapting your marketing in a time of crisis: Report from Dentsu Aegis Network

Brands that proactively pioneer during these times will have not only adapted to the changing consumer needs, but they would have also proactively shaped the perceived outcomes through innovation, media, experience and technology. This report outlines the challenges business executives are experiencing, the questions that they're solving for, and thinking on how to address them to secure their future.

Five tips for recreating the real world with AR: Tips from Snaphat

Snapchat shares their tips for marketers looking to make an impact through AR experiences, along with new stats and an associated AR campaign example connected to each tip. 

Impact of COVID-19 on radio listening and TV viewing: Insights from NLogic

Since mid-March the COVID-19 outbreak has radically changed where and how people work in Canada, as well as where and how they get news, entertainment and music. NLogic’s sharing highlights from their two latest dashboards on TV (updated to and including week of April 13, 2020) and radio data. Each blog post includes an interactive dashboard so you can dig further into the data by market and demo. 

Navigating regulatory rules during the pandemic

From CASL and privacy rules to your obligations around competitor collaborations and misleading advertising, here is what marketers need to know to navigate the rules during this unprecedented time.

Coronavirus Disruption -10 ways brands can succeed in eCommerce: Report from Reprise

New report from Reprise provides an in depth look at how this surge in eCommerce and changing consumer behaviour are likely to reshape the retail landscape forever, and the 10 actions brands can take today to ensure they succeed in this new world.

The Covid-19 crisis and policy preferences of Canadian technology scale-ups: Report from Methodify (Delvinia)

This report assesses the perspective of Canadian technology scale-ups, what is their top economic concern and explores what other measures the government should do to support scale-ups beyond what has already been proposed.

The digital landscape during the pandemic: Findings from Metrica

As Canadians continue to abide by physical-distancing guidelines and staying at home amid the COVID-19 pandemic, they have become increasingly dependent on food and grocery delivery services, along with shopping online. To highlight this dependence, the following findings from Metrica showcase the growth in adoption of UberEATS, Instacart, and Amazon over the past few months.

Download PDF

Digital skills resources from Google

In today’s environment, more marketing employees, educators and students are working remotely. To help, the CMA has noted a few free tools and resources offered by Google to stay connected and productive.
Manage a Project with Digital Tools
Resources to help your small business manage through uncertainty
Brainstorm Ideas in a Group
Event marketing considerations for pivoting from live to virtual gatherings

Engaging and motivating remote workers: Tips from Rogers for Business

Navigating remote work: Courses from LinkedIn

LinkedIn is offering a free learning path with 16 online courses that can help employees and managers n how to navigate the challenges of working remotely and managing a remote workforce.

Where do we go from here? The growth imperative

Who you are and how you operate should permeate everything you do as a company. From corporate social responsibility, hiring and compensation to product design, development, manufacturing and marketing – all are impacted and shaped by a company’s purpose. Read more here.

What CPG marketers need to know about COVID-19: Insights from MiQ

Read insights from MiQ about the CPG market, focusing on online and offline shopping behaviours, purchasing patterns and how advertisers are adapting. You can also listen to their newly launched Insights Track podcast on Spotify or Soundcloud. 

A six step approach to get your brand back on track...when the dust settles

There is a lot of discussion right now about how businesses and brands can survive and thrive once lock down is relaxed and Canadians start to behave more like they did pre Covid-19. Read Tony Johnstone's 6 steps to get your brand back on track.

Covid-19 business impact: A time for market research? Insights from Phase 5

As a business leader, this is a challenging time through which to navigate and guide your team. Phase 5 articulates three good reasons to ensure customer insights and market research activities keep moving forward and key questions to guide decisions on whether to put research on extended pause.

Digital marketing costs & presence during COVID-19: Tips from KPI Digital

Read tips and considerations on how to approach your digital marketing presence in this climate from KPI Digital.

How the pandemic is changing consumer behaviour: Insights from DAC Group

DAC has published its latest blog exploring how consumer behaviours have changed in response to this pandemic.

Staying Connected in the midst of COVID-19: A guide for advertisers from Adobe

Download Adobe Advertising Cloud's COVID strategy guide here.

#TimeToGive initiative by Halmyre

Halmyre launched #TimeToGive to help the most vulnerable in communities. Read more about the initiative and how they are challenging their peers.

Top tips for remote media interviews from Kaiser Lachance

With the shift towards more remote work during COVID-19, members of the media are increasingly relying on virtual interviews through platforms such as Skype and Zoom, as well as live or pre-recorded phone interviews to replace the in-person experience.

Learn more here.

How is media impacted by COVID-19? Insights from the CMA Media Council

The CMA Media Council shares perspective from their virtual meeting this week on how the COVID-19 crisis is affecting various industries, particularly from a media consumption and advertising lends. What do consumers want? How should brands and agencies adapt?

Learn more here.

Responsible marketing in unpredictable times: Tips from KPI Digital

Read KPI Digital's 5 ways to practice smart and responsible marketing during this time.

How Snapchatters are adapting to the current environment: Findings from Snapchat

People are using Snapchat to stay close to their friends, family, coworkers, and community. Delve into the emerging trends.

Campaign adaptations during COVID-19: Insights and recommendations from Triangles

With new data out seemingly every hour, it's undoubtedly difficult for marketers and executives to devise campaign strategies that are adaptive, brand-safe and contextual to today's realities, yet also perform.

Here are the key findings to date, some insights and (digital) campaign recommendations from Triangles.

Customer centricity in the era of social distancing: Reflections from Data Insights Group

Data Insights Group reflects on customer centricity in the current environment and what it means for organizations. 

How ‘social contagion’ impacts brands during a crisis: Intel from Dentsu Aegis Network

Denstu Aegis Network intel reveals that now is the time to use 'social contagion’ to spread helpful messages. Read what your brand can do.

Marketing during a crisis: Articles from thinkTV

thinkTV has compiled a collection of articles with expert advice, read more here.

Brand suitability during COVID-19: Series from DoubleVerify

DoubleVerify published a four-part series on the issue of brand suitability to help advertisers, technology partners and publishers better understand suitability technology and best practices during the coronavirus crisis.

Read it here.

Radio – keeping canadians connected: Insights from Radio Connects

Radio Connects put together this deck with information to aid advertisers and agencies.

Walking our walk – communications in crisis situations: Advice from Kaiser Lachance

Read about how Kaiser Lachance is keeping their employees connected and their communications advice here.

Working smarter anywhere – working remotely: Tips from Cisco

Read these tips, trips and best practices for remote work from Cisco.

Pandemic information from A2C (French only)

For our French speaking members, you can access information, tools and resources, including recorded webinars, on a number of topics, such as emotional well-being, human resource management, and rights and responsibilities of employers here.

Spin Master delivers the joy of play

Spin Master Corp. is donating close to 90,000 toys, plush, games and activities at a retail value of approximately US $1 million to children in need in response to the COVID-19 pandemic. Read more.

Google Canada commits one million dollars to expand ShopHere nationally

To help Canadian small businesses with their economic recovery, Google Canada has committed one million dollars to expand Digital Main Street's ShopHERE program nationally, with a new pledge to help get 50,000 Canadian small businesses online this year. Interested businesses can apply for their free online store here. 

Canadian Tire Corporation launches $5 Million COVID-19 response fund

To help Canadians and communities respond to the COVID-19 pandemic, the Canadian Tire Corporation is donating $5 million to support healthcare and community workers at the frontline of relief and response efforts. The fund includes two donations of $1 million each to the Canadian Red Cross and United Way Centraide Canada, as well as up to $3 million in personal protective equipment and essential products from across family of companies. 

Walmart Canada COVID-19 initiatives

Walmart has launched several initiatives to support communities and customers during the pandemic, including partnering with eleven hospitals so far so all their staff can have groceries delivered right to the hospital and increasing their investment to charity partners.

U of T researcher and Toronto Public Library form partnership to make face shields with 3D printers

Thanks to a partnership between U of T and Toronto Public Library, Azad Mashari, an assistant professor in the Faculty of Medicine, will be making reusable face shields using 3D printers the public library system lent to Toronto General Hospital, part of the University Health Network.

Scotiabank and Tangerine Bank team up with MLSE, Rogers and Bell to prepare and deliver up to 10,000 meals per day

This large-scale meal program will support and thank Toronto's front line health workers and their families, and protect the city's most vulnerable. The goal of the community meal program, operating out of Scotiabank Arena, is to prepare and deliver as many as 10,000 meals a day to local hospital front line workers and community agencies.

3 initiatives launched by Labatt and their Brands to help communities fight the COVID-19 pandemic

Labatt Breweries of Canada has shifted its production from beer to hand sanitizer to fight spread of COVID-19.

Budweiser Canada redirecting a portion of its previously planned sports investments to support those on the front lines of COVID-19 through the Canadian Red Cross.

Loblaw provides $5 million donation to get food and health essentials to Canada's most vulnerable

Corby Spirit and Wine supporting Canadian communities during COVID-19 outbreak

Corby Spirit and Wine has already undertaken several initiatives that support key groups and protect those who are on the front lines trying to control the spread. Initiatives include partnering with Diageo Canada to donate $100,000 to the Bartenders Benevolent Fund, Hiram Walker & Sons producing hand sanitizer, Absolut Vodka supporting LGBTQ2S artists, Foreign Affair Winery assisting in the distribution of locally produced disinfectant, WSET training to 1,500 bartenders, and J.P. Wiser's #CheersAcrossCanada.

Parkland offers truckers solace during COVID-19

While many Canadians are staying off the roads, truck drivers are out every day supplying our communities with food and essential supplies. To show our gratitude, Parkland’s Ultramar card lock locations are offering truck drivers clean, free showers and washrooms along their journey, as well as 25% off food, drinks, and snacks until May 31st. 

HSBC Bank Canada announces $500,000 donation

HSBC Bank Canada is assisting the most vulnerable members of our communities by making a $500,000 donation shared across three organizations: Food Banks Canada, Breakfast Club of Canada and United Way. The funding will go to support food security, community agencies and essential social services for those who need it most. This donation forms part of a global US$25 million commitment by HSBC to support the international medical response, protect vulnerable people and ensure food security around the world.

TELUS commits $10 million for COVID-19 response

Spin Master helps fill need for personal protection equipment for front line workers

Partnering with suppliers in Mexico, Spin Master prototyped and produced 5,000 face shields using their popular family guessing game, Hedbanz, along with PE inserts. The shields arrived in Canada the week of April 6, 2020, and were distributed to five hospitals in Ontario, including Mount Sinai and Michael Garron Hospital. They hope to produce more than 10,000 face shields a day and ship where they are needed most. The shields, while not hospital-grade, have been individually packed in a sanitary environment.

Sun Life donating an initial $1 million to support communities impacted by COVID-19 pandemic and rolling out other supports to clients

Over the coming weeks and months, Sun Life will provide financial aid to charities in the markets in which it operates. Support will be provided to organizations addressing urgent health concerns, with a focus on support for at-risk populations such as the elderly, and access to food through local food banks. Sun Life is also rolling out free access to virtual health care services for its Group Benefits Clients with an Extended Health Care (EHC) benefit.

Toronto Public Library works with Toronto food banks to extend access during COVID-19

Mondelēz Canada is donating over $1M to community organizations and frontline health care workers

#TogetherLocal – Torstar creates online certificate program to support local businesses

To address some of the hardships many businesses in communities are facing, Torstar’s online program will offer savings of up to 50 per cent on gift certificates to local businesses.

Harry Rosen repurposing Signature dress shorts to produce non-clinical face marks

Collaborating with their partner, Shirt Fit, Canadian retailer Harry Rosen is repurposing the production of their Signature dress shirts to produce protective non-clinical face masks and donating them to hospitals in need, the first of which is Michael Garron Hospital in Toronto. Each mask is handmade in Canada using 100% cotton and is washable and reusable. The masks are suitable for hospital visitors, discharged patients, and broader community.

Aviva Canada offering extensive support package for Canadians during COVID-19

Along with a $500,000 donation to the Canadian Red Cross, Aviva Canada is also providing free roadside assistance to police, paramedics, firefighters and healthcare workers during the pandemic and offering impacted customers can access flexible premium payment options during this time. For 2020, Aviva Canada employees also expect to dedicate over 90,000 volunteer hours with organizations supporting the vulnerable and elderly in communities.

#RollingItForward – Kruger Products delivering and donating hygiene products

On top of making a financial and tissue donation to Food Banks Canada, Kruger Products is partnering with Mercedes-Benz Canada to deliver care packages to front line healthcare professionals across Vancouver, Montreal and Toronto.

Hudson’s Bay Foundation to donate $1M to Food Banks Canada and Kids Help Phone to support ongoing COVID-19 response

Hudson’s Bay Foundation announced it will donate $1M in response to the ongoing COVID-19 crisis. The Foundation has partnered with Food Banks Canada and Kids Help Phone, each of whom will receive $500,000. Both organizations have reported an increased need for services and resources across Canadian communities. The foundation will match donations and encourages Canadians to support the charities. 

Disease prevention maps from Facebook

Facebook has released a series of maps that use aggregated information to help health researchers better understand how population dynamics influence the spread of COVID-19, in order to improve the effectiveness of health campaigns and epidemic response.

Community mobility reports from Google

Google’s new COVID-19 Community Mobility Reports provide insights into population movements during the pandemic. Developed to help inform the public health response, the reports use aggregated anonymized data to chart movement trends over time by geography, as well as by categories such as workplaces, retailers, groceries, and public transit.

See the report for your area here, and how Google is providing these insights in a privacy-compliant way here.

COVID-19 data modelling from the Government of Canada

Public Health Canada uses data to understand the trajectory of COVID-19 cases. The latest data tells us that the measures we are taking now - social distancing, self-isolation, quarantine, and travel restrictions —remain essential to controlling Canada’s COVID-19 epidemic.

Read the latest technical briefing.

COVID-19 statement from the Competition Bureau 

Competition Bureau announced it will act against potentially harmful anti-competitive conduct by those who may seek to take advantage of consumers and businesses. This includes deceptive marketing practices (such as false claims about a product’s ability to cure the virus) and collusion by competing businesses.

Read the statement here

COVID-19 fraud bulletin from the Canadian Anti-Fraud Centre

As COVID-19 continues to spread globally, the Canadian Anti-Fraud Centre has issued a fraud bulletin as fraudsters want to profit from consumers' fears, uncertainties and misinformation. Fraudsters are exploiting the crisis to facilitate fraud and cyber crime.

Inform yourself and your consumers by sharing these types of alerts across your communication channels.

See the COVID-19 Fraud Bulletin.

Tips for using videoconferencing from the OPC and Canadian Centre for Cybersecurity

As more of us turn to videoconferencing, it’s important to keep privacy and security in mind. Check out these tips from the Office of the Privacy Commissioner of Canada (OPC), and this information from the Canadian Centre for Cybersecurity to make sure you’re taking the right precautions.

Your privacy and security responsibilities during the pandemic 

Your organization may find itself handling more data than usual while shifting to new processes, such as remote work. At the same time, new threats are emerging from cyber criminals aiming to take advantage during the pandemic. Our new blog discusses your privacy and security obligations to your customers, and how they may change during a public health emergency.

Official guidance from the OPC on privacy during COVID-19

The Office of the Privacy Commissioner of Canada (OPC) issued guidance to help organizations understand their privacy-related obligations during the COVID-19 outbreak. During a public health crisis, privacy laws still apply, but they are not a barrier to appropriate information sharing.

Cyber hygiene for COVID-19

The Canadian Centre for Cybersecurity has sreleased some great information to help organiztions and individuals stay protected, including a COVID-19 cybersecurity guide for SMEs, tips to protect yourself from COVID-19 scams and more. 

Check out their resources and tips.

National Cyber Security Alliance (NCSA)

The NSCA has launched the COVID-19 Security Resource Library to provide organizations and individuals with relevant and helpful information to address security and privacy concerns during the global COVID-19 outbreak.

Check out their resoures and free webinars.

NEW: Personal Protective Equipment (PPE) Supply Hub

The federal government’s PPE Supply Hub connects Canadian organizations with federal, provincial, territorial and other resources and information about PPE, including consumer guidance. Buyers will find PPE supplier lists, in addition to guidance to help plan their PPE purchases.

NEW: Make the POST Promise

Join the federal government’s People Outside Safety Together (POST) Promise initiative, which signifies a commitment to implement and practice five key steps to workplace safety, helping to prevent the spread of COVID-19. Communicating your participation informs your customers and employees that you’re taking part in a collective solution designed to help Canadians safely return to the workplace and public spaces.

Business Resilience Service – Free Financial Advice Hotline

Supported by the federal government, the Canadian Chamber of Commerce is offering a four-week hotline service to help entrepreneurs and small business (including not-for-profit and charity) owners in need of financial planning advice. Until June 22nd, small business owners with pressing financial needs can call 1-866-989-1080 (toll-free) seven days a week, from 8 a.m. to 8 p.m. (ET) to speak to a Chartered Professional Accountant (CPA). Advisors can answer questions about tax regulations and government support programs, and provide strategic financial planning for your road to recovery.

COVID-19 resources for business

The federal government’s COVID-19 resources for businesses can be found here. It includes support for businesses, employees, business travel and events, and doing business internationally.

You can also download the Canada Business App which includes a new dedicated COVID-19 tile, providing links to government announcements and information for businesses all in one place.

Check out the App

Global travel advisory

Canadians should avoid non-essential travel outside of Canada until further notice, with some exemptions to support the economy. Read more about your obligations around business travel here.

For help on the definition of essential services across borders and to understand what documentation will be required at the Canada – US border, call Canada Border Services 24/7 toll-free number (1-800-461-9999 from within Canada, and 1-204-983-3500 or 1-506-636-5064 from outside Canada).

If you’re looking for market-specific insights and guidance to help you mitigate the impacts of COVID-19, as well as access to funding to help you in global markets, reach out to the Trade Commissioner Service, which has experts in 160 cities worldwide

Provincial Governments

Provincial governments across Canada, to varying degrees, are implementing measures for impacted businesses and workers, including financial support, halts on eviction orders, provincial tax deferrals and more.

Check out your provincial government’s official website to learn more.

• Alberta
• British Columbia
• Manitoba
• Ontario
• Quebec
• New Brunswick
• Northwest Territories
• Nova Scotia
• Newfoundland and Labrador
• Nunavut
• Prince Edward Island
• Saskatchewan
• Yukon

For a helpful overview of provincial government support measures, see the Canadian Federation of Independent Business (CFIB) website.

Municipal Governments

Municipal governments across Canada, to varying degrees, are setting up task forces to implement measures for impacted businesses and workers. Measures may include small contingency funds, the lifting or relaxing of certain bylaws (such as parking or noise bylaws) and grace periods for tax and other municipal payments (such as property tax and utility payments).

 Check out your municipality’s official website to learn more. Here are some major sites to get you started.

• Toronto
• Ottawa
• Montreal
• Calgary
• Vancouver
• Halifax

CAMH

CAMH has compiled evidence-based tips, tools and information to help individuals manage their mental health during the pandemic.

You can also access content through their mobile app (available on Android and IOS).

Wellness Together Canada – Mental Health Portal

Health Canada has launched a new portal dedicated to mental wellness. The portal connects Canadians to peer support workers, social workers, psychologists and other professionals for confidential chat sessions or phone calls, and makes it easier to find credible information to help address mental health issues.

Ontario Ministry of Health

Mental Health Commission of Canada

The Mental Health Commission of Canada is sharing credible information and resources about maintaining mental health during this time of crisis, and supporting people managing a mental illness in this new context.