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January 2 2024

Globe Media Group’s 2023 Wrapped: Three projects we’re proud of

Globe Media Group Highlight, Product News

When a new year begins, it’s always a great opportunity to look back at standout projects and campaigns that rise above the others. Here are three engaging and creative programs from 2023 that we’re particularly proud to highlight.

IN HER DEFENCE

Globe Media Group’s 2023 Wrapped: Three projects we’re proud of

Everyone knew bad things were happening on the Naslund farm. Then, in the fall of 2017, Miles Naslund’s body was found welded into a box at the bottom of a pond near his family’s property in Alberta, Canada. His wife and son were charged with first-degree murder.

The Globe and Mail’s In Her Defence brings you Helen Naslund’s story in her own words for the first time. Through a series of jailhouse interviews with reporter Jana G. Pruden, Helen speaks about the domestic violence she suffered, and what led to that fateful night on the farm. Meanwhile, Helen’s friends come to terms with the abuse they suspected had been going on for decades, and the reality that Helen could spend the rest of her life in prison.

Tens of thousands of Canadians joined the outcry over Helen’s harsh sentence, asking what is fair punishment when a victim becomes the accused. Now they’ll hear firsthand about Helen’s life, her long fight for freedom, and the way the justice and legal systems deal with women who kill their abusers.

The podcast is best enjoyed in your favourite podcast app. Search “In Her Defence” or find the show in Apple Podcasts, Spotify, and more.

CATCH UP ON EPISODES

SECRET CANADA

Secret Canada is a multi-faceted investigation of Canada’s many freedom of information (FOI) systems from The Globe and Mail. This project serves three purposes: It’s a repository for data on hundreds of thousands of FOI request summaries filed across the country, a detailed guide on how to file requests, navigate the system and appeal decisions, and a source of freedom of information news. The data was painstakingly collected through hundreds of individual FOI requests to every major public institution at the federal, provincial, territorial and municipal level. Our investigative journalism on this topic can be read on The Globe and Mail’s website.

Freedom of information is the bedrock of a functioning democracy. Canada, once an international leader on access issues, is now a laggard. The country’s access woes are a problem for journalists, researchers, academics, activists and citizens, all of whom use FOI laws to learn about how their governments and public institutions function. Instead of simply complaining about the system, in the fall of 2021, two reporters from The Globe and Mail’s investigative team decided to take on Canada’s broken freedom of information system. This website is the result of that work.

Stay updated on FOI news, upcoming data releases and improvements to the project by signing up for The Globe’s Secret Canada newsletter.

EXPLORE SECRET CANADA NOW

A SONG COMES TO LIFE

Globe Content Studio, in collaboration with Explore Edmonton and Indigenous Tourism Alberta, presents “A Song Comes to Life,” a unique advertising feature where Cree musician Matthew Cardinal, inspired by three Indigenous destinations around Edmonton, created a song titled “three visits.” The digital article captures Cardinal’s experiences, marking the first-ever publication in Cree Syllabics by The Globe and Mail. Supported by the Indigenous Tourism Association of Canada, the project spotlights Whiskeyjack Art House, Métis Crossing, and River Cree Resort and Casino. Cardinal’s vision is to connect listeners with the communities and places that inspired the song, which is also available on most major music platforms.

The success of this campaign was attributed to the power of collaboration and the celebration of Indigenous talent. This project is intended to resonate with Canadians and draw mainstream attention to Indigenous culture and tourism in the Edmonton area.

DSICOVER A SONG COMES TO LIFE

5G Sunset Cell Tower: Cellular communications tower for mobile phone and video data transmission

December 19 2023

Shifting telecommunications habits in a fast-moving industry

Globe Media Group Audience Insights, Highlight communication, Insights, Readership insights, technology, telecom, telecommunications

With the increasing importance of telecommunications in our lives, The Globe sought insights into the television, mobile, internet, and home security services of our readers. The Globe Insiders panel surveyed represents a diverse cross-section of our readership, with a wide range of telecommunications preferences. In this article, we will explore the insights and findings shaping consumers’ telecommunications habits today.

Diverse telecommunications interests

Globe readers are interested in a wide range of telecommunications topics. From concerns about government regulation of the internet to the escalating costs of streaming services surpassing traditional cable expenses, the survey sheds light on the issues our readers are curious about. Readers expressed interest in exploring ways to alleviate the stranglehold of monopolies on Canadians, advocating for expanded Wi-Fi access nationwide, and seeking strategies to lower their mobile, TV, and streaming expenses. The demand for practical information was also underscored by the desire for price comparisons, reviews of providers, and consolidated analyses of rates and packages—a clear indication of our readers’ desire for informed decision-making.

The changing habits of Internet and TV service users

Internet and TV services are integral to our readers’ home and vacation experience. Bell and Rogers lead the way in both categories, except for internet service at weekend or vacation homes, where Bell (31%) was the most popular service provider followed by ‘other’ (31%), which includes TekSavvy, Videotron, SaskTel, Virgin Plus, and Primus. All our readers maintain internet service at their primary residence, with a significant 85% also ensuring they’re connected at their weekend or vacation homes.

In contrast, TV services show a slightly different pattern, with 86% of readers having TV service at their primary residence and only 62% extending TV service to weekend or vacation homes.

Exploring the driving forces of readers who made changes to their services in the past 12 months, Globe Insiders revealed a wide range of motivations. Some signed up for limited-time offers (28%), while others switched to use a different provider (27%) or to add other features to a current service (26%).

Video streaming in a crowded market

In a world dominated by digital entertainment, the survey highlighted a prevailing trend, with 77% of Globe readers opting for at least one steaming service, showcasing a demand for diverse content options. Of those who subscribed, 42% had 2-3 streaming services, and 30% had 4-5. The most popular services were Netflix (84%), Amazon Prime Video (71%), and Crave (38%), followed by Apple TV (37%), CBC Gem (29%), Disney+ (26%), and Britbox (19%).

Despite the popularity of video streaming, 51% of Globe readers with a streaming service chose to cancel at least one service within the past 12 months. 74% plan on cancelling a service in the next 12 months, while 42% plan to add a service in the same period. Our readers constantly re-evaluate their options to ensure they are subscribed to the best service.

Mobile service & 5G

Nearly half of our readers get their mobile service from Rogers (26%) or Bell (23%), followed closely by Telus (19%). The majority (75%) are satisfied with their mobile service provider. Still, 62% of our readers said that price or better value were critical factors in weighing whether to change to another provider.

While 70% of Globe readers responded that they had at least some familiarity with 5G, 18% weren’t sure if their mobile phone was a 5G device, and 31% do not have 5G. Despite this, 19% of Globe Insiders who made changes to their mobile service in the past 12 months had upgraded their device or service to 5G, showing a growing awareness of the importance of 5G to our readers.

Home Security

Home security represents an untapped marketplace, with 7 in 10 Globe readers saying they do not have a home security service at their primary residence. Only 32% of readers have a home security service at their primary residence, and for those who own a weekend or vacation home, 25% say they have a home security service.

Gaming

Another underrepresented category was gaming. Only 13% of Globe Insiders have at least one video game console in their household. However, of those who do have a console, 23% have two or more. PlayStation and Xbox were the most popular, at 46% and 41%, respectively.

Summary

Telecommunications is a vital aspect of people’s everyday lives, and what our readers look for in their providers varies widely. Consumers actively seek the best value, evaluating options based on price, range of choices, additional services, and keeping up with the latest technologies. In this fast-changing industry, consumers are notably more informed than ever before, necessitating that service providers stay ahead of their preferences and most crucial wants.

Source: Globe Insiders panel, Telecom Survey, October 2023 (n=1,398)

November 30 2023

Beyond trends: Globe Media Group sheds light on the consumer mindset in ‘Next in Luxury’

Globe Media Group Highlight, Marketing Insights advertising, Audience Research, Insights, luxury, luxury retail, luxury travel, marketing

Globe Media Group was thrilled to present ‘Next in Luxury,’ an intimate and exclusive gathering of the industry’s most prominent leaders to discuss the state of the luxury market and critical insights for the future.

Over 60 guests from the fashion, beauty, retail, travel, automotive, and hospitality sectors attended to engage in an insightful conversation about emerging trends and the industry’s future.

Penny Hicks, Managing Director of Client Partnerships and Commercial Operations at The Globe and Mail gave opening remarks for the event, emphasizing the invaluable role that The Globe and Mail plays in luxury across Canada.

“Millions of influential Canadians trust us to deliver the essential content they need to enrich and shape their lives. Our extensive reporting delves into the most important aspects of luxury and inspires the diverse tastes of affluent Canadians nationwide. The Globe and Mail’s Style Advisor, as well as our Arts & Pursuits platforms, provide Canadians with a guide to luxury living. With a readership of over 200,000 luxury consumers, we don’t just report on Canadian culture; we help shape it.”

The Luxury Consumer Mindset

All guests across industries shared the luxury consumer in common, and the conversation focused on genuinely understanding the luxury consumer mindset. The panellists included Lori Legaspi Moores, Vice President of Merchandising, Everything Else at SSENSE, Jeremy Wood-Ross, Chief Executive Officer, Ellie Mae, and Sarah Tuite, Senior Vice President of Corporate Communications and Public Relations at Four Seasons. They joined Andrew Sardone, Editorial Director of The Globe and Mail’s Style Advisor, who framed the discussion around insights from a Globe Insiders Style Advisor study with over 800 respondents. The roundtable analyzed the evolving landscape of the luxury market, with deep dives into Gen Z, technology, and sustainability.

The Rise of Gen Z

The conversation began with a look at Gen Z as an emerging and formidable force among new luxury consumers. The panel explored how Gen Z makes purchase decisions, their desire for brands that reflect their values, and their power to influence older generations’ purchasing choices. Sarah Tuite shared insights on set-jetting and how television and movie locations inspire younger generations’ travel plans.

Technology & Innovation

The discussion also examined the impact of technology, social media, and data on the luxury market. The speakers discussed how these driving forces influence consumer behaviour and pave the way for the industry’s future. Topics included the rise in artificial intelligence, the importance of influencer marketing, and the role that real-life experiences and emotional intelligence continue to play.

Sustainability & Authenticity

The roundtable ended by looking at the enduring role of sustainability in luxury and the industry’s commitment to responsible practices and ethical considerations. The conversation centered on strategies to connect with socially conscious consumers and the importance of remaining true to your brand.

The speakers discussed the rising desire to see brands reflect more transparent production practices. Jeremy Wood-Ross talked about Ellie Mae’s store, saying, “We built it in a way where we wanted full transparency… we’re very fortunate that we’re doing most of our own production in our space. That I feel is the baseline for us, just production being transparent. We can show you how great our stitches are going to be, how we pack our labels, the kind of fabric we’re using, our cutters, all of those processes.”

Andrew Sardone shared insights from the Style Advisor study that showed:

· Quality, authenticity, and sustainability trump status and price when making purchasing decisions

· Readers are most interested in travel (89%), followed by art (83%) and food, wine, & spirits (83%)

· Print media still reigns, with 79% agreeing that reading a magazine in print is more luxurious than the digital experience

Sarah Tuite spoke to this idea of authenticity being important to brand image, saying,

“When you look at your ESG strategy, it has to be very authentic to you as a brand, so for Four Seasons, that really sits in the 127 properties, 47 countries where we operate and how we engage with the communities that we are a part of… it’s really important that you plant those roots and build those relationships.”

Engaging with unexpected audiences

This relationship between the brand and consumer was an ongoing point of discussion during the roundtable, with Lori Legaspi Moores reflecting on the growth in men’s luxury fashion and the breaking down of barriers in where men want to shop.

“Our customer has always been unexpected and unconventional because SSENSE has always been unexpected and unconventional,” she said. “If you look at our men’s and women’s wear edits, you will see duplicate products of both because, like our Bottega offering…. we try not to make choices for the customer because we want customers to have freedom of choice and to choose what they want and to be able to shop however they want on the site.”

Key Takeaways from the event

· Luxury brands need to redefine the customer path to purchase journey

· New technology and the growth of influencers on social media has changed the luxury industry, bringing categories like streetwear and menswear to the forefront

· Technology is a tool to make the customer experience better, but cannot come at the cost of human connection

· Sustainability is the baseline expectation for brands. Gen Z and Millenials are willing to pay more for luxury products that have a social impact

The discussion was an insightful presentation into the incredible wealth of untapped opportunities within the luxury market, showcasing a dynamic and forward-thinking perspective on the future, with speakers adding unique perspectives that highlighted the way forward at a time when the market is both diverse and full of potential.

To stay informed of future event, subscribe to Globe Next, Globe Media Group’s monthly newsletter, here.

November 28 2023

Developing a culture of experimentation

Globe Media Group Highlight, Marketing Insights, Uncategorized

This month, IAB Canada hosted ‘The Experimentation Edge’, an executive roundtable sponsored by The Globe Media Group. This event gathered a group of thought leaders from some of Canada’s leading agencies and brands to share perspectives on and experiences with how dramatic shifts in the B2B landscape is calling for a culture of experimentation.

Given the magnitude of impact that AI has had and will continue to have on the digital advertising sector, the discussion centered on how AI and ML have been approached by various organizations.

The current state of AI integration

AI has become a focal point in boardrooms, leadership discussions, and casual conversations among employees seeking to boost their productivity.

And while all attendees confirmed that their organizations were embracing AI and experimenting with the technology, only a few have formalized the use of Generative AI with early frameworks to help balance the opportunities with the known risks. The frameworks take several attributes into consideration including privacy, data ethics, and transparency.

“Many organizations are leveraging AI to streamline workflows and reduce low-value work through automation,” says Katherine Scarrow, manager of creative strategy for Globe Content Studio, the content marketing arm of The Globe and Mail.

Some key examples included the media accounting process which has been notoriously onerous for media agencies to manage. Plugging in-house systems into solutions like Prisma and Media Ocean has significantly lightened the load.

Another area of application was integration of AI into dynamic creative optimization (DCO). Leaning on Machine Learning (ML) to inform the building of multiple iterations of ads using training data and assets has become an exciting area of innovation for agencies. One case study cited by Cairns Oneil reported a 30 per cent lift in effectiveness from the use of trained AI vs. creative that had been developed and optimized only by humans. Interestingly, results from another experiment conducted at The Globe Media showed how important the human element was in the actual training process of AI showing a 30 per cent decrease in effectiveness when creative generation was left solely to the technology.

On the planning front, agencies like Cossette and GroupM have deployed tools to help with predictive modeling which has allowed for increased efficiencies and the ability to refocus talent on other more sophisticated areas of the business. Other reported activity in the market included strategic partnerships with AI pioneering giants like IBM Watson. With major investments into the tools being developed, there was a sense that SAAS-based tools and offerings were becoming fundamental differentiators in the space.

When exploring the topic of client sentiment towards the use of AI to deliver media services, the group felt that there has been a great amount of interest and traction given the mainstreaming of generative AI in the past year. AI capabilities are making their way into agency RFPs which has drawn CIOs and CTOs into the decision-making team at the pitch table. While advanced AI offerings are not yet viewed as table stakes, early investments into the technology have paid off. As clients begin to explore the capabilities, those agencies with established solutions and frameworks built to meet the emerging demand have a head start on experience and trained data sets. One notable selling factor that would appeal to brands raised by GroupM, was the new ability for agencies to quickly explore “rabbit holes” with fast feedback loops that were once unfeasible due to time and budget constraints. A perfect segue into a discussion on the Experimentation mindset.

Challenges and considerations

Beyond the hype and alluring possibilities of gen AI, a stark reality emerges – the majority of AI projects end in failure. In fact, according to research from Harvard Business Review, the failure rate is as high as 80 per cent.

When considering the challenges that lie ahead as our industry adopts AI, several themes emerged. There was consensus about the importance of developing frameworks and codes of practice that address areas of privacy, transparency, and ethical use of data. With every new technology, we have learned from experience that regulatory guardrails are both necessary and welcome. However, there was some discussion about the pending legislation in Canada and some concern about the risks of vague guidelines, inconsistencies with other laws and potential over-regulation at a time when we are called to invest in innovation.

More practically, the group agreed that there remain some fundamental challenges on the ground with the implementation of the technology itself. Participants agreed that understanding what information is available and deciding which data will be useful is a major undertaking. Many organizations operate within decentralized data structures which presents major hurdles when it comes to gathering data and normalizing it to make it ready for use. Connecting data streams into one centralized hub is imperative to developing a fulsome solution that is ready to train AI systems.

When exploring the risk associated with testing in live environments Scotiabank raised the importance of tightly controlled tests that are centered on business priorities. The theme of guardrails was expressed by all. In large corporate environments and some agency/client arrangements where experimentation was encouraged without standards and parameters in place, Dentsu expressed that it becomes almost impossible to agree on the results which often impact investment decisions.

The group discussed the inherent fear of replacing creativity and content creation with AI. The Globe suggested that there was a need to distinguish between creativity and efficient creation. The group agreed that there was a need to strike a balance. PHD spoke of guardrails and playbooks that are in place and how important it is to tread lightly and stay within the framework to ensure the limits of outsourcing are being respected. Everyone agreed that the use of AI should be focused on eliminating low value work to save time, drive efficiencies and streamline the value chain.

The Importance of developing a culture of experimentation

All participants agreed that it was important to develop a culture of experimentation and that cultivating an agile or iterative approach — testing hypothesis, adapting strategies, and, most importantly, embracing failure as a stepping stone toward success is a new imperative for leadership. From a talent perspective, the freedom to explore and noodle around was described almost as a new form of currency – one that both attracts and retains talent.

Aber Group raised the point that a healthy culture of experimentation ensures innovation and the long-term sustainability of an organization. Active International agreed adding that a competitive advantage can only be achieved by improving methodologies as they become outdated more quickly with the acceleration of technical advancements and deepening fragmentation of the media landscape. The Globe Media Group added that experimentation leads to the ability to diversify revenue sources and build upon an organization’s core strengths. A culture of experimentation is a culture of entrepreneurialism and growth.

More specifically, when discussing the B2B audience, Dentsu commented on how critical it is to test and understand what lies below the common denominator of a title. Advanced media strategy demands and is capable of, discovering the value of the other more nuanced attributes that exist within an audience cluster. The only way to get to this understanding is through a framework of experimentation and a healthy dose of curiosity.

Looking ahead

The group took the opportunity to share best practices for the development of an Experimentational Culture. Five key themes emerged from the thought leaders’ commentary.

Creating a learning environment

When looking at the top attributes that help to support a culture of experimentation, the group unanimously agreed that curiosity was at the top of the list. Curiosity drives hypothesis and inspires testing activity. From a B2B standpoint, curiosity shows passion for a brand and an innate drive to solve challenges.

Learn, unlearn and re-Learn – a key part of learning is to unlearn. Having an open mind that is ready to be changed with new information is essential to forward-thinking and progress. Having the plasticity to re-learn is a key competitive advantage in a market that is flushed with data.

Providing a safe space

Everyone agreed that creating conditions for learning and incentivizing helping promotes experimentation and creativity. “Providing team members with the trust to experiment and play freely, without the worry of negative outcomes, empowers the organization to explore new possibilities,” Scarrow says.

The group discussed how important it is to learn from failures and to recognize that success rarely follows a linear path. A culture that learns from failures is moving forward with the benefits of experience.

Establishing framework for experiments

Experimentation can feel overwhelming. The Globe Media Group shared valuable insights into the content life cycle and how organizing testing opportunities by stages of the life cycle (planning, production, promotion, and performance) can make them more manageable. When applying tools like AI to the process, it becomes clear which stages can benefit most in terms of driving efficiency and better outcomes.

The design of the experiment itself is critical. Ensuring that all elements of the experiment are mapped out to include: an agreed upon hypothesis to test, a valid control data set and an outcome that aligns with the overarching business needs were all key elements to consider. The group also recommended starting small before scaling as results come in.

Embracing diversity and inclusion

Discussing the importance of diversity in a successful culture of experimentation was a highlight of the session. When diverse groups come together to collaborate on innovation, barriers get broken. GroupM’s Launch Pad program which attracts and retrains talent from diverse backgrounds to welcome them into the media sector was celebrated as a great example of how diversity inspires new perspectives, ideas, and growth.

Scotiabank described how positive changes to develop an agile culture that is set-up for cross-collaboration within the organization has already made a significant impact on discovering how to innovate against customer touch points. The structural change has positioned the organization well for a culture of experimentation.

Summary

A clear take away from the roundtable discussion was that developing a culture of experimentation is not only top of mind across the media value chain, but also in practice. Whether it’s an agency staying ahead of the curve and preparing for a paradigm shift in service offerings or a brand that is pushing the boundaries to capture and retain market share, embracing experimentation is the way forward.

This article was co-authored by Katherine Scarrow, manager of creative strategy, Globe Content Studio, and Sonia Carreno, president of IAB Canada.

November 9 2023

Data vendors and the future of ethical data practices

Globe Media Group Marketing Insights

In the digital age, marketers are grappling with an ever-evolving landscape in which the ways to understand consumer behaviours are constantly changing. While for a long time, there were companies that could provide data segments for audience targeting, these 3rd party insights were often lacking and resulted in data being used ineffectively. There was a gap between what data purported to do, and the information it actually provided.

Amid this environment, data vendors emerged as key players offering impactful data insights that offered results.

What are data vendors?

Data vendors are a company or individual that collects, processes, and sells or trades various types of data. Sometimes called information brokers or data brokers, what sets them apart is that they usually collect information from the public record, like online activity, surveys, social media, and more. They focus their efforts on information publicly available about individuals or organizations to sell that information to others.

Often, the data they are looking at can be vast and can encompass anything from personal information to demographic data and insights into consumer behaviours. What differentiates data vendors from the more anonymous style of 3rd party data businesses previously in existence is that data vendors compile and analyze the data to create in-depth profiles and datasets made readily available to marketers, advertisers, researchers, financial institutions, and insurance companies. Their data provides invaluable context into who the people are within any given data segment, something that previous data sources couldn’t reliably do.

Where did data vendors come from? A short history.

As early as the late 20th century, data vendorage began developing in Canada, though its primary focus was collecting and selling publicly available information. It was in the 2000s that data vendorage expanded to include the selling of digital technology and online data. During this period, data vendors began to use data management platforms that collected online browsing data using 3rd party cookies.

At this point, the history of data vendorage in Canada became marked by evolving privacy and data protection concerns. From the 2000s to the 2010s, as data collection and sharing practices evolved, concerns about individual privacy grew. This period saw the introduction of federal and provincial privacy laws and regulations.

In 2012, the Office of the Privacy Commissioner of Canada emphasized the importance of transparency and consumer choice in data collection and sharing practices in a report on online tracking, profiling, and targeting.

Since then, the focus has been on industry regulations and transparency, with increasing pressure on data vendors to disclose their data collection practices. The growing emphasis on consumer rights and data protection rights has complicated the role of data vendors.

In 2020, the Canadian government introduced the Digital Charter, outlining principles for a modern, privacy-focused approach to data in the digital age. The introduction of the Consumer Privacy Protection Act in 2021 solidified the government’s mandate to modernize and enhance privacy protections in Canada.

What makes them effective?

Marketers faced challenges measuring success as major players like Google, Meta, and Amazon leveraged their customer data to craft compelling stories. Yet, telling a consistent story across multiple environments is often tricky or impossible. There needs to be a means of validating the results or success. This is where data vendors came in.

Data vendors allowed the targeting of groups of people on many websites across different environments with consistency and, in doing so, removed the difficulties of measuring campaign success across major social and e-commerce platforms. Simply put, marketers and advertisers that work with data sets from multiple sources have the ability to tell more targeted and rich stories.

Know more about your customer

The benefits of using a data vendor even extend to marketers with their own customer lists. Data vendors collect data from diverse sources, including census mobile apps collected location data so that they can learn about your customers beyond their interactions with your brand. This is what makes them so effective.

Organizations that monetize their customer data by selling it to potential marketers can also benefit from collaborating with data vendors, as their diverse sourcing will make the data more valuable.

What is at risk for data vendors?

Public awareness around data-related privacy issues has sky-rocketed in recent years. Organizations that track browsing history are seen as invasive, annoying, and unethical.
This sentiment reflects a growing unease among individuals who feel they are constantly under surveillance. Their discomfort increases when meticulously personalized advertisements seem to know too much about them, intensifying the sense of being monitored. This has catalyzed a movement emphasizing “data rights as human rights.”
As data vendors’ role in online browsing proliferates and becomes more widely understood, this is only becoming a more significant concern.

Data vendors can sell data they have purchased to other data vendors who may not be the end destination for that commercial use. The result is a supply chain that moves personal information across organizations, often without proper user consent safeguards. The possibilities for data misuse are massive, and this remains the case whether the data is anonymous or reidentified. In the wrong hands, the data can be used to engage in discriminatory practices. When consumers are forced to provide personal information, it can even threaten democratic principles.

The regulation boom

Distrust in this system has led to significant regulations to limit online tracking. For example, the Personal Information and Electronic Documents Act (PIPEDA) can regulate the collection, use, and disclosure of personal information, but importantly, permission or consent to obtain user information is obtained indirectly from the data owner. Additionally, The Consumer Privacy Protection Act (CPPA) ensures people’s right to privacy and requires data collectors to justify the need for data collection.

While these steps toward regulating the industry are important, more still needs to be done.

What can the public and data owners do?

Current laws offer a starting point for balancing consumer benefits and privacy, but it’s a long way from being a perfect system. In Canada, some have proposed creating a data vendor registry to clearly define data vendors and provide a way for individuals to search for information about them. This registry would also allow people to manage their permissions, so they could opt in, opt out, or be removed from databases altogether. Theoretically, it would also encourage data vendors to disclose how they collect and use data publicly.

Marketers and advertisers have an important role to play in this conversation. They need to understand their existing and targeted customer base, but to do that, they also need data, which can stretch the boundaries of ethical practices. There has to be a push from advertisers and marketers toward their data partners to prioritize the quality of data, be diligent in following industry regulations, and always ensure the end user consented to the data collection.

The Globe and Mail and other Canadian media owners are striving to create new data collection strategies built on trust and transparency by looking at clean room technologies and data collaboration environments. While these initiatives are still in their early conceptions, they aim to allow data owners to safely and privately learn about their matching customer lists. The benefits of these technologies are only as good as the open, transparent, and trusted relationships with the customer base. Initiatives like these will bring in a new age of data collection that puts trusted relationships with customers first.

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October 13 2023

Decoding Cannes 2023: Key Takeaways

Globe Media Group Cannes Lions advertising, awards, Canadian Media, Cannes, cannes lions, creativity, Digital, marketing, Media, Media Agency, Young Lions

Decoding Cannes is back! Globe Media Group was thrilled to bring back its much-loved annual event that focuses on the insights and behind-the-scenes intel from the Cannes Lions International Festival of Creativity. Curated for The Globe and Mail by Karen Howe, member of the Canadian Cannes Advisory Board, Young Lions Coach and former Cannes Lions juror, Decoding Cannes offers viewers a unique insiders take on the best creative in the world, while also sharing essential global trends in advertising, culture and tech.

This year, we were also joined by Jenni Middleton, SVP & Editor-in-Chief at LIONS, to discuss the importance of creativity for business growth and how businesses can leverage creativity effectively. Jenni shared two impactful case studies:

AB InBev’s Creative transformation: AB InBev was able to drive organic growth through creativity by making strategic investments in its marketing culture, and set up its internal agency, Draftline, to facilitate creativity. This approach led to significant revenue growth.
Bodyform’s disruptive creativity: Bodyform’s drove brand fame by breaking societal taboos around menstruation and feminine hygiene. The campaign focused on an emotional connection with consumers and advocating for women’s health, leading to remarkable results and awards.

The discussion highlighted the importance of creativity, innovation, and adaptability in the advertising and marketing industry in response to evolving consumer behaviours and global challenges.

AI and technology: AI, specifically GPT-3, was a significant buzzword at Cannes 2023. Brands are exploring ways to leverage AI in creative and innovative ways, though there is still a debate over whether AI is a friend or foe to the advertising industry.

The Rise of humour and a lighter touch on brand messaging: Brands are moving away from overly cause-driven messaging and exploring lighter, humorous approaches. This shift is in response to the evolving consumer landscape and the need for more relatable and entertaining content. Humour is becoming a key component of advertising. It’s noted that 91% of people prefer brands that use humour, but only 20% of brands actually incorporate humour into their campaigns.

Generation Z and burnout: There has been a huge post-Covid shift with Generation Z, and pandemic isolation really took its toll on this cohort. Generation Z is facing enormous levels of burnout and eco-anxiety. Brands need to align with their values and provide meaningful content that resonates with their desire for self-care and social responsibility.

Creativity and technology for social causes: Technology is increasingly being used to create human connections and address social issues. Brands are using technology creatively to foster a sense of community and support important causes, such as climate change and water shortages.

Word power and craftsmanship: Words matter, and well-crafted messages can have a powerful impact. Creativity, insight, and strong craftsmanship are key to creating compelling campaigns. Also, considering new media channels and embracing curiosity can lead to innovative and successful campaigns.

Diverse and inclusive messaging: Brands are pushing the boundaries of inclusivity and diversity in their messaging. This includes expanding the definition of inclusivity and celebrating it through technology and creative messaging.

If you didn’t get to Cannes this year, let us bring Cannes to you. Watch the full recording of the webinar below for insights, analysis and an adrenaline shot of inspiration.

Pretty Hispanic woman with curly hair walking with shopping bags through the city,

October 6 2023

Exploring the Ever-Evolving Meaning of Luxury for Today’s Consumers

Globe Media Group Audience Insights

In a world where the meaning of luxury is constantly evolving, The Globe sought to gain deeper insights into the lifestyle interests and perceptions of luxury among Style Advisor readers on our Globe Insiders panel. This select group of individuals represents a diverse cross-section of readers who are at the forefront of luxury trends and preferences. In this article, we’ll delve into the findings that uncover the evolving landscape of luxury in the eyes of today’s consumers.

Diverse Lifestyle Interests

Our Globe Insiders panel is a diverse group with multifaceted lifestyle interests. Leading the pack is travel, with a staggering 89% of respondents expressing a passion for exploring the world. Right behind, we find art (83%) and the finer pleasures in life like food, wine & spirts (83%). Design (77%), technology (74%), and fashion (62%) also play significant roles in the lives of luxury consumers.

Print Media Reigns

Despite the digital age, our readers still rely on print media to stay ahead of the curve. An astonishing 66% of respondents turn to print newspapers, while 61% opt for print magazines to glean lifestyle trends. In addition, 59% of readers turn to online searches, and 46% access digital newspapers for their dose of luxury lifestyle information.

In a world dominated by digital content, print media still holds a special place in the hearts of our readers. A staggering 79% agree that reading a magazine in print feels more luxurious than its digital counterpart. Furthermore, 71% emphasize the importance of being able to read a printed copy of a magazine.

What Matters Most to Our Readers in Lifestyle Topics

Our readers place a premium on specific elements when it comes to what is most important to them when reading about lifestyle topics. New designs/products (70%), product reviews (68%) and Canadian-designed or made products (62%) are of paramount importance. It’s clear that readers turn to print and digital magazines, like Style Advisor, to gain valuable insights and stay ahead of lifestyle trends.

Our readers have a discerning taste when it comes to the content they consume. Story features (53%), in-depth articles (53%) and photo quality (40%) are all highly regarded by our luxury-focused audience.

Defining Luxury

Luxury is a term laden with nuances. While ‘superior quality’ is the resounding association for 8 in 10 of our readers, other terms like ‘expensive materials’ (56%), ‘luxury brand labels’ (52%), and ‘indulgent expense’ (50%) also make a significant impact. Additionally, concepts such as ‘label-less quiet luxury’ (36%), ‘handmade products’ (34%), ‘locally custom-made’ (25%), and even ‘celebrity association or endorsement’ (11%) contribute to the rich tapestry of luxury in their eyes.

Quality Matters

Quality reigns supreme for luxury brand shoppers. When purchasing a luxury brand, readers consider several to be important:

Quality of the brand’s products (97%)
Price of the brand’s products (85%)
Brand authenticity (70%)
Brand sustainability (64%)
Made/designed in Canada (63%)
Brand status (26%)
Appeal of brand to a diverse customer base (21%)

In summary, luxury for today’s consumers encompasses a vast array of lifestyle interests, with quality and superior experiences at the core. As we continue to navigate the ever-evolving landscape of luxury, it’s clear that print media, like Style Advisor, continues to be a trusted source of inspiration and information for discerning readers. Luxury, in their eyes, remains a complex fusion of quality, craftsmanship, and the finer things in life, all made more vivid when experienced through the pages of a printed magazine.

Source: Globe Insiders Style Advisor study, July 2023

October 2 2023

Embracing Change: Key Takeaways from our Leadership Roundtable

Globe Media Group Highlight, Marketing Insights

Leadership is dynamic. It’s constantly evolving to meet the demands of the ever-changing business landscape. In our recent Roundtable event: Confident Leadership in a Changing World, Shannon Lewis moderated a panel featuring three industry leaders: Alfredo Tan, Caroline Moul, and Matt McGowan, who shared valuable insights on how leadership is adapting and what it may look like in the coming decade.

Together, they explored leadership traits, adaptability & empathy, the role of AI, and high-stakes decision-making. Here are some key takeaways from the event.

Leadership Traits for Today’s Climate

The panelists highlighted the importance of certain leadership traits in today’s dynamic environment. Alfredo Tan emphasized the need for leaders to possess endless curiosity and be collaborative polymaths who can navigate various aspects of the organization effectively. Caroline Moul stressed adaptability, foresight, and optimism as essential traits. Matt McGowan emphasized the significance of communication, curiosity, and empathy in leadership.

Striking a Balance and Effective Decision-Making

When it comes to the challenge of balancing visionary leadership with the demands of day-to-day operations, Matt McGowan stresses the importance of staying firmly rooted in the present to secure long-term success. To navigate this complex terrain effectively, leaders were advised to elevate productivity, retain valuable talent, and nurture the leaders of tomorrow. Crucially, fostering resilience and adaptability within the team required proactive engagement, a willingness to embrace change, and a commitment to active listening. Shifting gears to “High-Stakes Decision-Making,” the conversation highlighted the necessity of melding data-driven analysis with personal experience. Alfredo Tan emphasized the informative role of data while cautioning against overlooking the wisdom held by those intimately familiar with the context. Matt McGowan advocated for a holistic approach by actively engaging experts and stakeholders in the decision-making process to ensure comprehensive and well-rounded outcomes.

AI: Friend or Foe?

Alfredo Tan expressed optimism, emphasizing that AI is neither inherently good nor bad but depends on the intentionality behind its use. He believes that, when used for the right purposes and inclusively, AI can be a powerful tool for solving large-scale problems. Caroline Moul and Matt McGowan also leaned towards AI being a friend, with cautious optimism. This suggests that, despite the potential downsides, AI holds the promise of profound positive impacts across various industries.

The Future of Work

As leaders, the panelists discussed the evolving nature of work in a post-pandemic world. Caroline Moul emphasized the importance of a hybrid work model, which offers flexibility and adapts to individual needs. She highlighted the significance of in-person interactions for building corporate culture and fostering human connections. Alfredo Tan added that the future of work involves finding the optimal balance between remote work and in-person experiences. Matt McGowan emphasized that adaptability and the ability to deal with ambiguity will be essential for navigating these changes.

Continuous Learning is Non-Negotiable

To learn is to grow. Alfredo Tan shared his practice of learning from both past and present leaders, seeking inspiration from those who have achieved more and overcome challenges. He emphasized the value of trusting the team around you, even in high-stakes situations. Caroline Moul emphasized the importance of continuous learning and professional development, highlighting the fast-paced nature of leadership in today’s world. She stressed the need to stay updated with the latest trends and technologies and the importance of investing in one’s own growth through formal programs, mentorship, or cross-industry learning. Matt McGowan echoed the significance of adaptability and a willingness to embrace change as key components of personal and professional growth for leaders.

The Power of Mentorship

Mentorship is a timeless source of wisdom and guidance. All of the leaders we spoke to emphasized the importance of having mentors both within your current industry and outside of it. Mentorship outside of your industry will offer fresh perspectives and insights that can help leaders navigate complex issues and make informed decisions. It’s also important to remember that mentorship is a two-way street; leaders can both give and receive valuable advice, fostering a culture of learning and growth.

Transparency, Trust and Empathy

Matt McGowan introduced the idea of sharing “ups and downs” with teams, the practice of discussing both successes and failures that fosters transparency and trust within organizations. Leaders who openly acknowledge setbacks and challenges create a culture where team members feel safe to do the same. Building trust is fundamental to effective leadership and team collaboration.

Empathy and personal connection are crucial. As the workplace continues to evolve, leaders will need to understand the full scope of their team members’ lives, including personal challenges and aspirations. Leaders who show genuine empathy and connect with their teams on a personal level can inspire greater loyalty and productivity.

Adaptability and Skill Diversification

The future of leadership may require leaders to become adaptable generalists. Leaders should be prepared to switch between specialized roles and become well-rounded generalists when necessary. Knowing when to go deep and when to broaden one’s skill set will be essential. This adaptability ensures leaders can meet the unique needs of their organizations at various stages of development.

Leaders must also focus on upskilling and reskilling their teams to prepare them for new challenges and opportunities. It will also be crucial for organizations to provide opportunities for in-person learning and development, as it enhances networking, connectivity, and knowledge retention.

In a world marked by constant change, effective leadership requires a unique blend of traits and skills. Leaders must be adaptable, empathetic, and curious, while also fostering resilience and adaptability in their teams. High-stakes decisions demand a combination of data analysis and experiential wisdom, and corporate social responsibility is crucial for organizations looking to make a positive impact on their communities and industries.

In conclusion, this insightful discussion with industry leaders was deeply rooted in the rich findings presented in our 2023 Leadership Report, created in collaboration with the CMDC. This report is a valuable resource that offers insights into the minds of leaders, the evolving nature of work, the importance of DE&I, and personal growth. Throughout our conversation, key themes emerged that echoed the report’s findings and highlighted the importance of the omnichannel experience, a cautious yet optimistic approach to AI, the embrace of hybrid work models, effective leadership in times of change, and the significance of continuous learning. We invite our readers to explore these critical insights by downloading the full report and delving deeper into today’s ever-evolving landscape. Stay tuned for more engaging conversations and insights in the future!

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September 5 2023

Responsible Media is transforming Canada’s advertising landscape

Globe Media Group Marketing Insights, Uncategorized

Responsible Media may become the next buzzword in 2023. With so much uncertainty about the environment, economy, and society, it’s easy to become disillusioned with making a positive impact. The events surrounding George Floyd in 2020 served as a wake-up call for many in the industry, igniting discussions about social inequality. This pivotal moment triggered a powerful shift within offices, as professionals started actively seeking ways to support and uplift Black-owned publishers and content creators. In this climate, media buyers could no longer be content with simply pursuing financial gains. Having recognized the importance of incorporating equity into their investment decisions, they sought to actively form a coherent plan to improve investments with equity in mind.

Today, advertising in Canada is poised for positive change and growth. While Black-owned or BIPOC-owned publishers are still underrepresented in general media planning, there is an increasing awareness and commitment to addressing this disparity. Responsible Media already touches key areas like the environment and society. Assessing your environmental impact can be difficult initially, but numerous resources are available to help you get started. Ad Net Zero, for instance, provides helpful guides to creating awareness and establishing accountability within an organization open to change. Other exciting initiatives have also emerged to combat environmental challenges. GroupM has gone so far as creating a carbon calculator in partnership with Scope3 to measure the carbon emissions in the media investment supply chain.

Responsible Media to support societal initiatives is less prescriptive. Trust is declining across Canada and it can be difficult for advertisers and media buyers to see value in advertising with news media publishers. While this sentiment can be amplified by the misinformation and disinformation proliferating in social media, initiatives have already been formed to combat this. For example, the Canadian government has stepped in to create the Digital Citizen Initiative, which focuses on empowering Canadians with resources to understand disinformation with a view towards developing future policy-making. Similarly, NewsGuard has developed a rating system for news media publishers in Canada based on the site’s risk for publishing misinformation or using unreliable sources. This ranking shows the trustworthiness of a publisher but can also demonstrate which news outlets serve underrepresented groups, including BIPOC and 2SLGBTQ+ communities. NewsGuard’s ratings for news outlets is conducted by a team of experienced journalists and editors focused on credibility and transparency. These initiatives are critical to bringing us a future where trust in media is restored, accurate and reliable information prevails, and diverse communities are celebrated and uplifted.

Additionally, in recent years, the Canadian Media Directors’ Council published the Canadian Media Manifesto, which aims to support Canadian media owners and publishers by taking a pledge to ensure transparency, promote accountability, and support building an infrastructure that allows Canadian media to thrive. Participating agencies have agreed to direct 25% of their media investment to Canadian media by 2025. This will be measured by Standard Media Index (SMI), which cleanses and harmonizes media investment data from the major agencies to produce trends and reporting insights about how media is purchased in Canada. Similarly, The Conseil des directeurs médias du Québec (CDMQ) and the Association of Creative Communications Agencies (A2C) published the Guide to Responsible Media Practices, which has a greater focus on defining the role of local media in relation to economic benefits, preservation of local/regional culture, and support of journalistic integrity. The guidelines also suggest the use of a Local Media Index (LMI) to identify the percentage of media invested in across Canada and specifically in Quebec. In addition, the notion of auditing the digital/programmatic supply chain for how ad dollars are spent is very similar if not directly connected to supply path optimization. This is a process necessary for carbon footprint reduction for accessing Canadian ad opportunities with efficiency. Overall, there is an increasing demand for transparency by brands to know how much of their ad investment reaches Canadian media owners. These efforts show a promising future where Canadian media can thrive with transparency, and the value of local media investment is fully realized.

While many of these initiatives have focused on individual accountability, we now have an opportunity to shift toward working together to achieve shared goals within the larger advertising landscape.

Often, emphasis has been placed on media buyers to make decisions on what to buy without necessarily collaborating with the media owners or technologies necessary to realize those partnerships. However, it is vital to acknowledge the necessity of collaboration for these initiatives’ success. For collaborative efforts to succeed, greater emphasis must be placed on establishing trust first.

In Canada, media owners have focused on selling advertising based on unique capabilities or simply differentiating themselves from their competitors. However, we can accelerate progress faster by bringing media buyers and sellers together to use technology that demonstrates the journey a brand’s customer takes across the Canadian media landscape. In doing so, we can see the value each media owner contributes to the social value of a brand while understanding the environmental impact produced from each touchpoint in that journey. Although this may seem overly optimistic, it is founded on the hope that we can have a more responsible media ecosystem in Canada – one that accounts for the contribution of all parties in that change. By recognizing that solving these problems lies beyond the efforts of individual media buyers, we can overcome the limitations posed by taking a competitive approach to this change. To ensure a sustained positive impact and mitigate the risk of losing momentum, we must place value on collaboration and begin working together.

August 8 2023

What the July 2023 Globe Insiders Finance Study tells us about readers’ spending habits

Globe Media Group Uncategorized

Recently, Globe Insiders conducted a survey to better understand the financial plans of our readers for the second half of 2023. The survey consisted of 1,529 respondents, one third of whom own more than $1 million in investable assets, and 16% of those who have between $500,000 – $1 million in worth. The survey delves into various aspects of their financial lives including investment habits, preferred investment partners, satisfaction with financial institutions, response to financial advertisements, their preferred spending categories, and desired financial topics for learning. Here’s an overview of some of the key findings:

Spending priorities

Compared to the first half of 2023, 51% of Globe readers plan to maintain their current level of spending while 24% are looking to increase their expenditure on discretionary purchases. These purchases primarily revolve around dining, traveling, diverse forms of entertainment, and spending on apparel. For the second half of 2023, readers top spending categories were vacation and holidays (59%), clothing or footwear (37%), concerts/theater tickets (32%), home renovation (25%), and home décor/furnishings at (16%).

For investments, 60% of respondents say they plan to invest the same amount, while 15% say they plan to invest more than they did in the first half of 2023. However, most Globe readers are looking to change the company they invest with to focus more on finding an institution that offers better customer service (51%) and higher returns on their investments (53%).

Financial interests

When asked what topics Globe readers want to learn more about, many claimed they’re interested in learning more about tax strategies (52%) and retirement benefits (36%). Some mentioned an increased analysis of Canadian and US stocks and sectors (36%) along with RRIF (Registered Retirement Income Fund) investments (33%). Some other notable topics mentioned were cryptocurrencies, wills and trusts, AI, and green investing.

Knowledge sourcing

Most Globe readers rely on newspapers as their go-to source for managing their finances. This includes both digital newspapers (52%) and print papers (46%), while a significant portion of readers also turn to online websites (49%) for financial guidance. In contrast, rarely are individuals now turning to books (12%), television (13%), or radio (7%) for their financial information.

Responses to advertisements

48% of readers said they will take some form of action after seeing a financial advertisement online. The ways in which they act after seeing an ad varies, such as searching the brand or service online (32%), directly visiting the company’s website to learn more (24%) or discussing the brand or service with others (15%).

For more information on this study, contact Andrew Consky, Head of Research and Media Insights at The Globe and Mail: aconsky@globeandmail.com.

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