Ally Dwyer-Joyce

"Perhaps often said, but creativity can’t live in the creative department. The best companies have it infused throughout, so it touches every department." Jordan Doucette, Dentsu Creative Canada's CCO and newly appointed President, speaks to LBBonline - Little Black Book about the complementary skill sets of creativity and business, and why she has a raging case of optimism for the future! 🔗 Read the full story here: https://lnkd.in/dEMBRYhE

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ICYMI - IAB Tech Lab has developed comprehensive guidance to help navigate the complexity of ID solutions as we move closer towards cookie independence. Thanks Patti Summerfield and Media in Canada, for covering this important release from IAB Tech Lab - to access the guidance, see comments. #idsolutions #PETs #digitalads #advertising #data

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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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Love seeing the boom in viewership and fandom around the WNBA. Toronto is finally getting a team in 2026 and you know I'll be at the first game! If you're interested in the buzz around women's sports you should check out this webinar: Nielsen is sitting down with Google and the WNBA (Women's National Basketball Association) to discuss why investments in women’s sports is critical and how to measure such investments. Save your spot! https://bit.ly/4bJmhLd

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I recently had an eye-opening conversation with former Canadian sprinter Ben Johnson. No matter what you think of him and his complicated history with sports, his insights into the world of track and field offer valuable lessons for brand marketers and advertisers. Authenticity Matters 🎯 Ben expressed skepticism about the authenticity of today's athletes, which resonates with the advertising industry. Just as consumers crave transparency, brands must stay true to their values. The generational shift Ben advocates in sports mirrors the need for fresh perspectives in marketing. Seizing the Moment ⏳ We discussed the short career span of elite sprinters, a reminder of the fleeting nature of trends. Like athletes optimizing their peak years, brands must capitalize on their moments in the spotlight, staying agile and adaptable. Mentorship and Legacy 🌱 Ben's relationship with his late coach, Charlie Francis, highlights the power of mentorship. In advertising, fostering talent and cultivating growth is key to leaving a lasting legacy. Overcoming Adversity 💪 Ben’s fight against an unjust ban is a powerful story of resilience. It reminds us to stay the course in the face of challenges, whether they be industry shifts or economic pressures. Advice for the Next Generation 🚀 Ben urges young athletes to use their talent to secure opportunities and explore new horizons. In marketing, we must encourage our teams to think globally and seize opportunities wherever they arise. Ben’s journey teaches us to sprint towards a future of integrity, resilience, and innovation. I hope you enjoy our conversation. You can find it here: https://lnkd.in/gm5JRMPm #Authenticity #Marketing #BrandStrategy #Mentorship #Resilience #Leadership #BenJohnson #Inspiration

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Now that APG Canada’s fabulous book Eat Your Beets is out in the world… a few of us authors (wow what a surreal word to add into my post!) shall be getting together with Think TV to share more from our essays. Join us on November 14 at 1PM EST for a webinar packed full of strategy goodness (vitamins from all those beets!): 😎 I’ll be talking audience strategy: a simple framework to make sense of all the marketing research out there 🔥The always-amazing Sammy Rifai shall get you fired up with: How to Build Fame & Flow: Why the Relationship between Brand and Performance Shouldn’t be Toxic 👊 The very smart Jack Dayan shall be sharing How to Make an Impact with a Full Punch 📺 And Catherine MacLeod shall speak on Decoding Canadian Media Consumption Myths! What a line-up.

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We (Stephen Brown and I) had a nice chat with Campaign Canada on pitching new business and some of the pain points. It was a fun time to share some "war stories" (see link below 👇). https://lnkd.in/gy5CfqMb We've (at FUSE Create) had a successful run of new business this year, but that's come from a lot of learning from good pitches, bad pitches, lost pitches, terribly pitched pitches, and spending the time to figure out what we want as an agency. I share my grievances in the article, but some learnings from those grievances are: 1. We know our our non-negotiables as an agency, and stick to them (i.e. spec creative for us) 2. We make sure it leans into our strengths - do we have the right case studies? do we know the category? do we care about the product? does it match our strategic growth objectives? 3. We always do a vibe check. A discovery call / meeting with the clients we're pitching is now essential to our process. It's a two way partnership, we want to make sure it works for both of us. We know there are lots of convo's on the "power dynamics" of pitching. That said, as we've built our brand we've aligned our new business strategy to our values and tried very hard to limit our investment to the stuff we a) really care about and b) think we can win. Finally, the best part of running an indie... it's ok to sometimes (or in our case quite often) say no if it doesn't feel like it's a fit. Our current client roster always comes first. #newbusiness #pitching #advertising #rfps #marketing

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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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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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CTV is great isn’t it, the promise of highly targeted, personal, scaled but relevant advertising for all… Tonight for example, I’ve been served the same McDonald’s ad on Disney+ no less than 12 times, the same ad… in every. single. ad break… On the plus side, I do now know that I can get a burger, fries, side and drink for £5 (solid deal). Despite having not eaten in a McDonalds for over 5yrs. Frequency capping people… frequency capping! #mediaplanning #ctv #advertising Disney Advertising

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Gen Z & Millennials Crave Authentic, Eye-Catching Out-of-Home Ads! Younger Canadians are reshaping the advertising landscape. These digital natives find OOH ads highly effective, with 51% saying OOH helps them discover new products and services faster. Although many Gen Z consumers skip online ads (63% use ad blockers), 55% view OOH ads positively. Gen Z is selective when engaging with ads, and OOH’s seamless integration into the environment makes these ads an enjoyable part of everyday life. What I find most interesting about Gen Z consumers is that they respond best to funny, eye-catching ads and value authenticity. Check out this ad for Cheestrings that capitalizes on humour, and happens to be one of my favourite ads of all time. Ready to speak to Gen Z and Millennials? Let’s talk about your next OOH campaign! 🚀 #OOH #DOOH #GenZ #Millennials #Advertising #Insight #Research #Marketing #AudienceInsights #ConsumerTrends #FunnyAds #EyeCatching COMMB OAAA DPAA Vistar Media https://lnkd.in/gFQQwUN3

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Is your brand ready for the holidays?... It is hard to believe it is August. Kids will be heading back to school soon and before we know it, the holidays are here! This means brands need to start preparing (if they haven't done so yet) for holiday sales. This means, creative, messaging, media channels, etc. While prepping for it, here are some interesting nuggets to have in mind from the article I linked. -  Nine in 10 holiday shoppers (91%) want to see ads that offer a specific promotion, and seven in 10 (71%) appreciate ads that make it simpler to purchase the featured item (source: LG Report) - Fifty-six percent of CTV users will turn to search engines to research gifts this holiday season, with 36% saying they’ll search online after viewing streaming ads, per LG. And 34% will visit a retail website, with 42% saying they’ll go to a brand website after seeing a streaming ad. -- I suspect very similar behaviors from Linear TV viewers. - The majority of holiday shoppers will shop Black Friday (86%) and Cyber Monday (84%) deals, but 70% will take advantage of in-store Black Friday sales. Nearly half (48%) think Black Friday and Cyber Monday is when they’ll get the best deals. A comprehensive strategy that includes mutiple media outlets (TV, Paid Search, Paid Social, paired up with ongoing organic efforts) to meet the customer where they are is the key. Making sure that the top of the funnel is constantly being fed while nurturing consumers on the subsequent funnels will increase conversion rates. And just as important, a seamless top notch customer experience throughout the process will ensure consumers to come back. #d2c #holidays #advertising #ecommerce https://lnkd.in/eRbzVd75

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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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With the news of DDB, BBDO and TBWA Canada merging into “Omnicom Advertising Services”, it’s officially a new era in the industry. These were three of the most dominant advertising agencies in the country for decades. Anyone working at or with these companies around the world - this is what’s coming. It’s not if, it’s when. So please prepare yourselves. Play chess not checkers with your career and livelihood. You’ve got to look after yourself and your family and you need to start planning what’s best for you right now. To all CEO’s, Boards of Governors, CMO’s, VP Marketing, Director of Marketing, Marketing Managers, CFO’s, COO’s and so on: The agency world is being massively disrupted (it has been for a while but it’s now in high gear) and I highly recommend you start looking at Plan B to protect your brand and put it into a position to thrive. Independent agencies around the world are thriving. They’re doing great work for clients because the people running those companies have skin in the game. If you do really well - they do well. Independent agencies are just hustling more. Independent agencies are running circles around the bigger, slower moving international companies. They’re doing really great work that’s working. Many of the most talented people in our industry have now moved over to working at an independent agency. When you hire an independent agency, the money goes back into the business. A great independent agency will hire the very best people. They’ll invest in tech. They’ll invest in things that will help your business thrive. They win if you win. Reach out and meet an independent agency or two and see if they’re the right fit for your brand and your team. If so, just try them on a project and let them earn their work. Don’t ask them for any free speculative work because that’s unethical. But sample them on a project. It’s the perfect time to try something new. There are many great independent agencies in cities and countries all over the world who are doing fantastic work. We at One Twenty Three West are just one of them and we’d be happy to connect. 123w.ca ***People from all over the world are going to read this post. All independent agencies are welcome to promote their business in the comments. Share the thread.

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"Reflecting on an insightful week in Toronto! 🇨🇦 Started at CMDC Media Day where Brigitte Dagnault's insights and VIA's compelling case study emphasized the performance-driven impact of investing in Canadian Media. Yesterday's IAB Canada Enterprise day underscored the importance of sustainability, highlighting areas where Canada can improve. Despite challenges, opportunities abound, especially in light of EMARKETER' Canada Digital Ad Spending Report revealing that investments in the TRIOPOLY (Google/Meta/Amazon) is 14pts or 22% higher in Canada than in the US. But how do we shift this narrative? CMOs, it's time to assess your media spend positioning. Have you endorsed the Canadian Manifesto? Consider allocating 25% of your media budget to Canadian publishers and capping investments in the Triopoly at 60%. Let's get creative with the remaining 15%. Canadian publishers face hurdles too. Simplifying the buying process for all clients and agencies is crucial. Collaboration is key to securing a larger market share for everyone. Let's innovate, collaborate, and propel Canadian media to new heights together! #CanadianMedia #Advertising #Collaboration".

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Advertising/Marketing/PR/Comms as an industry is absolutely unrelenting. About a month ago, I had a lengthy conversation with Denise Gorgosilich about the day-to-day schedules of folks in the industry, and how it's mostly just focused on survival. People within the industry and outside of it expect us to be up to date on the newest thing and newest trend, when we haven't even fully learned the last thing. If it's not the next date of significance, it's the next technology, or the next SaaS tool. When I talk to people about this issue, I'm often met with, "it's not just your industry...accountants, lawyers, doctors, etc. all deal with this". But as per this brilliant IPRA International Public Relations Association article shared to me by Iselin Klev (thank you!), our industry is different mainly because it's extremely undervalued. Here's an excerpt from the article: "We live in a world that demands as much professionally from us as lawyers, management consultants, and business leaders. Yet, our contributions are not recognized at the same level as these three categories of professionals. And there lies one of our fundamental problems: The recognition of and willingness to pay for the value of our services has not kept pace with the increased complexity of our everyday life. We are relatively underpaid for deliveries that require more from us. The reason is that even in a world where companies live and die by their reputation, PR still does not have the same recognition as finance or law among the buyers of our services." As Deyra Jaye Fontaine mentioned before to me, a lot of this is self-inflicted by industry folks themselves, but when everyone else around you is doing it and expecting it, it's hard to change. We need more conversations around this sooner as more and more professionals are leaving the industry, while less and less of the younger generation is interested in working in it. And I don't blame them. Article: https://lnkd.in/gPTFNMaa #WorkLifeBalance #WellBeing #MentalHealth

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