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Olay Whips: Light as Air Launch
The Challenge In the weeks leading up to a new product launch, Olay wanted to elevate the perception of its classic brand by introducing a lighter, more youthful Olay Whips moisturizer to the Canadian market. The goal was to also change perceptions, convincing Canadian consumers to believe in the benefits of a lighter moisturizer and try […] -
Changing Ad Standards in Canada
By: Rebecca Lewis The influencer landscape is constantly changing, with new tools and practices emerging each day. MSL Canada is a proud member of Ad Standards Canada’s Influencer Steering Committee, alongside other industry professionals across the country. The Influencer Steering Committee convenes to create ad guidelines and identify best practices for engaging with sponsored influencer content now […] -
The Power of Relationships
By: Renee Weekes Account Director, MSL Canada In Canada, we’re seeing the media landscape change almost daily. Legacy media brands are changing or disappearing, new digital outlets are popping up, and Canadians are turning to myriad sources of information in a way we’ve never seen before. At the same time, on social media, Canadians are tuning in to […] -
Slam Dunk Moments with Snapchat
By: Victoria Caruk Manager of Social & Influencer Relations at MSL Canada We all like being first. Whether it’s being the first in-the-know or the first to experience a new product that isn’t available yet, it’s common to enjoy getting that ‘exclusive’ feeling as a consumer. And often, that feeling of exclusivity is going to help give us […] -
Women’s Forum to Host First-Ever Canadian Summit
By Mia Pearson CEO, MSL Canada In the era of the #MeToo and Time’s Up movements, amid a growing demand for major shifts in the treatment of women around the world, never before have we seen such momentum behind the push for greater changes to the treatment of women and women’s rights than at this moment. As a […] -
Generation X: Invisible at 37?
By Nadia Beale Senior Vice President, Consumer Believe it or not, there are six living generations in Canada right now, each with its own set of values, attitudes and roles. But if you were to only look at the focus of many marketing professionals, you’d never know it. That’s because Millennials aren’t just the hot topic of […] -
The MSL year in review: Celebrating 2017 as we look ahead to 2018
By Mia Pearson CEO, MSL Canada As things start to wind down for the holidays and we prepare to spend time with family and friends with the new year approaching, it’s somewhat inevitable that we end up looking back on the year that was to reflect on the path we walked and everything we experienced. Looking back on […] -
Evolving Influence: The role of the influencer is changing before our eyes
By Victoria Caruk Manager, Social & Influencer Relations If your brand doesn’t already have an influencer strategy, what’s taking so long? One of the most significant shifts in the marketing world to take place over the past decade has been the rise of the social media influencer as a tastemaker and as a key ingredient in virtually every […] -
Mia Pearson: A change is in the air at MSL Canada
By Mia Pearson CEO, MSL Canada When you walk through our offices at MSL Canada, you can feel an electricity. There’s a feeling that we’re in the midst of something exciting and wonderful. At MSL Canada, we are proud to be contributing to the continued growth of the MSL business in the Americas. Our organization turned a foundational […] -
Citizenship in Canada: Meaningful Involvement
Active Citizenship means Meaningful Involvement Canadian Millennials’ perspective on active citizenship comes down to two words: meaningful involvement. To Millennials, this means being civic minded: – participating in their community – voting – getting involved when help is needed – volunteering their time – companies getting involved – companies helping on social issues – companies fulfilling their social responsibilities in a way that […]
