See what else we have to say about Trends

Back to article

The Takeaway: The first days of the election had media focus on debate performances, the SNC-Lavalin affair and Quebec’s secularism law. These knocked all parties off their campaign narratives. Expect to see parties attempt to control their own message more and trying to frame the conversation to their advantage this week. What You Need to […]

The federal campaign will officially begin this morning with an election date set for October 21st.  Political parties have been preparing for months, fundraising, nominating candidates and identifying accessible supporters. Follow along with us over the next 6 weeks as our team offers insights and keeps you up-to-date with the campaign trail. As the campaign […]

When Facebook and Twitter recently banned a handful of Canadian-based extremists and white supremacist groups (among others), the platform giants likely weren’t only looking to deprive dangerous individuals and organizations from disseminating hatred to mass audiences. Rather, these decisions mark the latest in a series of attempts to confront a festering reputational problem that dogs […]

To be a great man requires more than a great shave. That’s the message from the world’s top razor company in their new campaign We Believe. Replacing the slogan “The Best a Man Can Get” with “The Best a Man Can Be,” the two-minute short film rejects “boys will be boys” behavior like sexual harassment […]

Welcome back to our 7th annual Counting Down the Political Hits (with some misses), where we review the major political stories of the last year and attach a song for your listening (and office dance party) pleasure. This year’s top five songs serve to remind us of the crazy year we’ve had when it comes […]

When I started working in public relations over 20 years ago, it didn’t take me long to develop an inferiority complex. No, I wasn’t bullied or belittled.  In fact, my colleagues at Proof were so kind and supportive and the work so rewarding that I will celebrate my 22nd year at the Canadian public relations […]

An Interview with Four Creators on Why Authenticity and Expertise Matter Most to Canadians In 2018, the majority of integrated marketing campaigns – whether B2B or B2C – include an influencer component. The 2018 Proof Inc. CanTrust Index showed that Canadians continue to put their trust in these thought leaders, but what does ‘influencer’ mean […]

I’m not sure exactly when the term “thought leadership” came about, but I do recall the CEO of a company we were pitching interrupting our well-rehearsed presentation to say “Just what the hell is thought leadership, anyway?” She was right to ask because the term is used and defined loosely.  At its best, thought leadership […]

Quebecers are on track to follow the lead of their neighbours to the west this fall. Voters in Canada’s second-largest province are heading to the polls Oct. 1 to determine the fate of their long-serving Liberal government and unpopular premier. Much like their Ontario counterparts, the Quebec Liberal Party has held power for the last […]

In Douglas Adams’ hilarious Hitchiker’s Guide to the Galaxy, there is the story of Deep Thought; a computer the size of a city and awesome in its capabilities.  The computer is tasked with providing the answer to the ultimate question – of life, the universe and everything: “There is an answer, but I’m going to […]