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Strategy Magazine - January 2007

Editorial

• A cure for that age-old adage?

Upfront

• Cuisinart taps into "word of mom"
• Mr. Reach woos the ladies
• Pick from abroad: Tchaikovsky on a bike
• Watercooler: Asking Canadians which airline do you think gives the best brand experience?
• The art of Adidas
• Brilliant: A 100% viral Christmas (rant, that is) for WaySpa

Biz

• Frito Lay Canada: Potato chips...for dinner?

Creative

• Outstanding new campaigns - Consumers stockpile Lexus Moments
• Outstanding new campaigns - Art as advertising

Who to watch

• Jumping off the page: HarperCollinsCanada's Steve Osgoode
• Adaptation: Random House's Lisa Charters

Hires

• Pharmacy first: Katz hires ad/marketing veep
• Hires that make you go hmmm...

Deconstructed

• Purina's pet-generated media

Media

• Roll 'em: Online video ads are de rigueur for the new year

Brand Diaries

• Real beauties
• Dove story
• Garnier Nutritionist: the making of a brand

Forum

• Baseline - What's on base for 2007
• Brand experience - On a wing and a smile

Be there

• National Retail Federation 96th Annual Convention and Expo/American International Toy Fair

Back page

• First-rate recognition for second-rate ads