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B2C Black Friday: How to Build a High-Performing Marketing Strategy

Black Friday is much more than a day dedicated to discounts. For B2C businesses, it is a strategic opportunity to drive sales and acquire new customers. However, to fully capitalize on its potential, success depends on what happens long before the big day arrives. Explore why early planning is key to maximizing Black Friday opportunities, and more importantly, how to build an effective strategy.

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Google Ad Grants for Nonprofits: How it Works and Who is Eligible

Google offers nonprofit organizations up to US$10,000 per month in advertising. Yet many nonprofits here are not taking advantage of the program because they assume they are not eligible. Here’s how Google Ad Grants works and why your organization may qualify.

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"PR Is Back": What the Age of AI Reminds Us About Authority

Why public relations are returning to the forefront thanks to artificial intelligence-driven research, and why, in fact, they never really went away.

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Goodwill: The Reserve That Builds Up When Everything is Going Well

Long viewed as a safety net in times of crisis, goodwill has become a tool for standing out and taking things to the next level.

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Media Strategy: Choose Your Channels Before Setting Your Budget

In media planning, the budget is often the starting point, since it's the most concrete information we have. The challenge arises when it's divided across channels before determining what each needs to perform effectively. Here's why allocation works best as a conclusion rather than a premise.

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How to Know If Your Brand Image Needs a Refresh

Many companies eventually question whether their brand has become outdated. The more important question, however, is whether it still reflects who the company is today.

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How to Increase Your Chances of Being Cited by AI

Did you know that LinkedIn has become one of the most frequently cited sources in AI-generated responses? In the age of artificial intelligence, publishing regularly on the platform can be a valuable strategy.

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Preparing Your Spokespeople Before the Need Arises

Spokesperson training is about preparing the people who represent your organization to communicate key messages clearly, accurately, and effectively within the time available. This preparation should take place before the need arises, because once it does, there may no longer be enough time to prepare properly. Here is why spokesperson training matters, how it creates value beyond crisis situations, and how to assess whether your spokespeople are truly ready to represent your organization.

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Quebec Law 25: What Your Organization Needs to Know and Implement

Since September 22, 2024, Quebec’s Law 25, formally known as the Act to modernize legislative provisions as regards the protection of personal information, has been fully in force. This date marked an important turning point for organizations, shifting them from a transition period to a new operational reality.

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Entering the Canadian Market: How Foreign Brands Can Communicate Effectively in Canada

Every year, foreign companies enter the Canadian market with a strong offering, a solid reputation in their home market, and the belief that success will naturally follow. Yet this is often where real challenges begin.