Customer Experience

In today's Globe and Mail, Amber MacArthur, media consultant, speaker and journalist, comments and provides some interesting insight on Evenflo's video ad - ‘How to Endure the In-law Feeding Frenzy.’


Read More >
What makes a good product site – one that you'd like to emulate for your own brand, that stays with you even when you've shed your marketer's hat and donned your consumer one? Is it a beautiful design? Flawless functionality? Or is it the experience?

Read More >
If you work in online advertising, you've probably often wished you could view all the current ads running across the Internet. Wish no more! There is now a handy tool/search engine called, Moat, that will display all the creative ads running across the Internet.


Read More >
If there was a common denominator among Super Bowl commercials, it was the inclusion of a URL. Most every major brand now ends their TV pitch with a call to action to visit them online, connect with them on Facebook or Twitter, participate in an online contest, or any number of other interactive activities based on the Web...

Read More >
I would argue there are two kinds of interactivity online: passive and active. Granted, by nature the concept of interactivity is all about taking action through user activity, communication, and dialogue. But not all forms of interactive media are created equal...


Read More >
In this week's Adhocracy column, A hangover that's lasted 50 years, Simon Houpt looks at how tequila went from being a drink to be savoured to a drink that we use to get a quick buzz.


Read More >

In this week's Adhocracy column, Why Rupert Duchesne has no problem being a nerd, Simon Houpt talks with Rupert Duchesnse, CEO and president of Groupe Aeroplan, a champion of loyalty and points programs, and the valuable data companies can reap.

Read More >

In this week's Adhocracy column, A worldy ad approach, Marina Strauss discusses the perks and pitfalls of multicultural advertising.

Read More >


In her current role, Ms. Tomovich is responsible for managing all brand marketing initiatives in Canada, including directing the brand’s award-winning Priceless™ advertising campaign. She also leads the MasterCard Canada sponsorship strategy, consumer promotions, media advertising investment strategy, digital marketing, brand insights and research, and agency operations management.

Ms. Tomovich has more than 15 years experience in brand and direct marketing. She joined MasterCard in 2005 as Vice President, Customer Marketing and assumed her current role in 2007. Prior to joining MasterCard, Ms. Tomovich worked for The AIR MILES Reward Program, Rogers Wireless and Citibank Canada in a variety of progressive marketing positions. She also is a past member of the Board of Directors of the Canadian Breast Cancer Foundation and a current member of their marketing and communications executive council.

Read More >


With his return to Toronto, Quizative’s creative force is powered by New Zealand’s top ranked and most innovative interactive creative director. Adam has spent more than 16 years creating cutting-edge transformational ideas with the world’s best digital agencies, including Organic, Blast Radius, and Saatchi & Saatchi. His portfolio includes award-winning work for some of the biggest brands—BMW, Mini, Sony, Emirates, AOL, DYMO/Esselte, Air Canada, Bell, Bank of Montreal, Honda, DirecTV, LG, Rogers, Westpac, and New Zealand Telecom. Much of this work extends beyond the web, tying emerging platforms such as mobile devices and digital screens together with product development and conventional media to create compelling 360° experiences that foster strong emotional connections between consumers, brands and products. Adam’s advocacy for this “great products make great markets” philosophy has helped many clients reinvent their product-to-market culture. He is also an Ironman Canada finisher and avid photographer.

Read More >


Mark Healy brings ten years of marketing and leadership experience to Torque Customer Strategy. Having worked with global companies and smaller privately held firms in verticals ranging from telecom to media and healthcare, Mark’s most recent experience lies in brand re-builds, international market assessments and strategic repositioning. He writes a ‘Strategy & Tactics’ column once a month for Report on Business on globeandmail.com, and is part of the Globe’s online Business Incubator. Mark is an Ivey Scholar graduate of the Ivey MBA program and a graduate of the Chemical Engineering Program at Queen’s University. He has worked in all five regions in Canada, as well as in Germany.

Read More >