THE SOCIAL EDIT

From working with creators who are RBC clients to embedding influencer thinking into every marketing brief, CMO Sonia Whiteson shares how the bank is building a faster, more authentic creator marketing model.

The staged product launch was promoted by creators to encourage young Quebecers to think more critically about the content they encounter ahead of the province's next election.

A study by testing firm KJR, which advised authorities on the rollout, suggests the weak deployment of age-verification tools is allowing young users to stay online.

Gold will lead the agency’s creator practice globally, bringing a focus on trust, integration and treating creators as partners rather than placements.

With creators influencing everything from renovation projects to seasonal purchases, Jacynthe Prince shares how RONA is taking a more flexible approach to influencer partnerships.

Agency leaders say the industry's biggest shift was how creators were being viewed: as business builders, collaborators and cultural forces.

The latest trends, creator moves and platform updates marketers need to know.

The agency has promoted leaders across operations, business development, client services and strategy as it looks to strengthen its North American offering.

The deep dive on creators at Cannes.

Chief executive Ndidi Oteh spoke at Cannes Lions about the agency's growing specialisms and strategic investments.

Breaking down the four Canadian campaigns that made were shortlisted at the world’s biggest ad festival.

‘[Creators] are the people who decide whether your brand will be alive beyond your four walls,” said Leandro Barreto.

From YouTube and TikTok to Meta, Pinterest and Snapchat, major platforms used Cannes Lions 2026 to roll out new AI-powered advertising, measurement and creator tools.

The Toronto agency will lead consumer communications, creator relations and storytelling efforts for the platform in Canada.

The agency is expanding its Toronto office with four new hires across client services and operations, following a strong start to 2026.

The latest trends, creator moves and platform updates marketers need to know.

The success of Backrooms and Obsession is signalling a new era of creator-led entertainment, as studios like Graviteur look to turn digital audiences into franchises.

Adam Mosseri was billed to deliver a headline session in the Palais at Cannes Lions Festival of Creativity.

This is despite a report that the forecast for UK digital advertising spend for 2027 has been cut by £1.3 billion.

Visa, State Farm, Red Bull and more have signed on as EA opens its 120-million-player ecosystem to native ad integrations.

Jessica Myers, vice-president of corporate affairs and communications, discusses the value of long-term relationships and how the brand's partnership with William Nylander reflects its approach to building cultural relevance.

IKEA and Dentsu have transformed everyday home products into 18 country flags as part of a social-first campaign.

The latest trends, creator moves and platform updates marketers need to know.

Snapchat's UK boss Jake Thomas argues that the future of live sport is not just broadcast; it is mobile, social and participatory.

As Ottawa weighs new restrictions on under-16 social media use, Australia offers an early look at how similar rules are reshaping audience targeting and media planning.

We Are Social’s Krisztina Virag discusses the evolution and benefits of brands showing up in the comments on social.

After less than cordial relations with advertisers, the platform formally known as Twitter seems to be undertaking a charm offensive to win them back. But is it enough?

The latest trends, creator moves and platform updates marketers need to know.

Vice-president Lisa Mack discusses how the brand is embedding creators into its media strategy.

Kenny Gold will oversee Edelman Creator’s global team of approximately 200 creator specialists.

Meta is making Instagram, Facebook and Messenger default to 13+ content settings for all teen accounts globally, adding automatic content barriers and session limits on topics like nutrition, weightlifting and anxiety.

The iconic Quebec music brand is making its return, reimagined as a creator-led TikTok destination focused on music discovery, entertainment and local culture.

The partnership is the second major social network to formalize a Canada Soccer partnership for the World Cup.

The latest trends, creator moves and platform updates marketers need to know.

From penguin protests to self-aware rebrands, this year’s ADC and One Show winners show how the most awarded ideas are increasingly built for participation.

Vice-president of marketing Isabelle Bonin talks about how Reitmans is making creator partnerships and real-world activations a central part of how it shows up.

The TikTok-led campaign challenged creator Mel Hwang to live off TD Rewards Points for five days, with audience engagement determining how many points she could unlock.

“Realtors Explain” uses short-form video to help first-time buyers understand the home-buying process, extending its “Together, we’ll make home happen” platform.

Letting the provinces develop their own rules or regulations would bring chaos, says Mo Dezyanian.

The latest trends, creator moves and platform updates marketers need to know.

Head of social Darcy MacNeil discusses how the brand is reshaping its creator strategy around social listening, cultural relevance and long-term partnerships.

Canadians are more cautious when it comes to receiving direct messages from brands, with intent becoming critical to success in private messaging environments.

The grocery-store-inspired global pop-up used exaggerated luxury-style branding on everyday items to spotlight how pricing and marketing language shape perceived value in the beauty industry.

MSL worked with Charmin on the response.

YouTube doubles down on the creator economy and AI-powered ad formats.

The partnership will give creators and players expanded access, behind-the-scenes storytelling and immersive fan activations as Canada prepares to co-host the World Cup.

Features range from allowing users to book full holidays inside the platform to prioritising brand-owned pages in TikTok search results.

Social experts at a CMA Marketing Week panel discussion challenged traditional campaign thinking, pointing to a reality where audiences actively shape culture, commerce and brand performance in real time.

Volvo’s Matt Girgis goes inside the automakers "full-funnel,” always-on approach that prioritizes storytelling and long-term brand advocacy.

The creator focused celebrations reflects the brand’s focus on deeper engagement with younger consumers.

The latest trends, creator moves and platform updates marketers need to know.

TikTok becomes the latest social media platform to allow users to opt-out of targeted advertising for a fee, though creators will still have access to this audience via sponsored content.

The latest trends, creator moves and platform updates marketers need to know.

Brands from Cheesecake Factory to Cinnamon Toast Crunch are jumping on a social media trend comparing millennial PR teams to Gen Z social media teams.

Tom Skinner was at BBH before spending six years at the social platform.

Some creators are still quoting “absolutely wild” prices to work with them, and “lazy” brands are enabling the trend, NatWest’s head of content marketing and distribution told the Influencer360 conference.

Agency leaders discussed how growth depends on emotional connection and long-term memory structures, as marketers move beyond last-click attribution and cost-led planning.

The latest trends, creator moves and platform updates marketers need to know.

Making the audience addressable through TVScientific is just the “first step in our product roadmap,” says a Pinterest executive, as the platform pushes beyond social.

As women's sports and female fandoms surge, The Gist is using creators, local activations and community-led content to meet those growing audiences where traditional sports media falls short.

The rebuild follows a period of challenges between X and advertisers.

Idan Driman kicks off a new Social Edit feature where we dive deep into the details of creator marketing playbooks for brands across Canada.

Partnership with Calgary agency Embold brings the digital and physical worlds together.

The latest trends, creator moves and platform updates marketers need to know.

After going viral and landing on Saturday Night Live, the limited-time pizza prompted Pizza Hut Canada and Diamond to invite Americans to cross the border for a slice.

VP of Creative Xanthe Wells discusses the thinking behind the platform’s latest campaign and how it aims to inspire action beyond the feed.

The latest trends, creator moves and platform updates marketers need to know.

The Institute for Responsible Influence announced the Responsible Influence Certification Program on Monday.

The digital-first campaign features custom sneakers, locked vault teasers and a nationwide contest.

The latest trends, creator moves and platform updates marketers need to know.

The social-first “It Starts with a Sign” campaign leans into creator-led storytelling to launch Astrology Mode.

The additions bring more of the Canadian video ecosystem into a single measurement framework.

As organic social posts continue to reach fewer followers than in the past, brands and their agency partners are weighing up how far to shift more towards paid social ads but should they abandon organic altogether?

Tech company is disallowing lawyers to “profit from [its] platforms while claiming they are harmful.”

The influencer marketing agency’s CEO exited in January, two years after Gates pulled funding.

A landmark California ruling and Australia’s under‑16 social media ban have forced the ad industry to confront funding addictive platforms. But will the industry lead the shift to healthier digital spaces?

A floating jar of Nutella, a request for maple syrup, and unexpected brand cameos show how daily life and global brands are being amplified in real time aboard Artemis II.

After a government-ordered shutdown threat, the platform is re-establishing its presence with over 30 new roles and renewed cultural partnerships.

The latest trends, creator moves and platform updates marketers need to know.

The influencer agency is partnering with Lumanu to streamline payments for the more than 55% of creators facing financial instability.

The new playbook helps brands move beyond one-off campaigns, connecting creators, culture and commerce in a system designed for speed, relevance and performance.

“Bring My Pinterest to Life” marks the platform’s first move into premium streaming, linking content, commerce and intent data, in a bid to turn inspiration into measurable action.

New offerings including Logo Takeover, Prime Time and expanded Pulse aim to help brands own key cultural moments and reach fragmented audiences.

Canada’s inaugural national creator awards celebrated top talent across multiple categories, spotlighting a new standard for recognizing cultural impact, authenticity and community-driven influence.

The latest trends, creator moves and platform updates marketers need to know.

The new Explora tool, developed with Matador Network’s GuideGeek, delivers personalized itineraries and real-time travel guidance, offering insights into visitor behaviour across New Brunswick.

In a first-of-its-kind case, Australian authorities have slapped a US$27,608 penalty over undisclosed influencer gifting.

The March 27 MediaSmarts initiative aims to help Canadians understand AI, develop critical thinking skills and navigate challenges.

The new global platform signals a shift toward full-funnel marketing within TikTok, where discovery, engagement and conversion increasingly happen in one place.

Latest forecast shows global social media ad spend rising in 2026, with Instagram, Facebook and TikTok posting double-digit gains.

Campaign from Edelman Canada wants the condiment to claim its rightful place as a food A-lister.

Seven agencies pitched for the account, which covers Knorr and Hellmann's.

As brands experiment with digital twins and virtual creators, marketers are weighing the scale and efficiency of AI against the trust and human connection that drive real influence.

The platform lets brands launch city-based Instagram Story campaigns in minutes, tapping more than 2,000 creators and everyday users without the usual influencer processes.

New GM Bob Cornwall shares how the platform is bridging the gap between marketers and users, deepening engagement in mature markets, and positioning itself as a core growth engine for Canadian brands.

The latest trends, creator moves and platform updates marketers need to know.

The partnership spans historic match archives, live highlights and creator-led coverage across Canada, Mexico and the U.S.

Zeinab Sayed, head of measurement at #paid, outlines the benchmarks, brand-lift signals and creative formats that show whether influencer content is truly driving impact.

The latest trends, creator moves and platform updates marketers need to know.

The creator-first move positions Hermana to strengthen the bridge between influencers and brands through embedded creator leadership.

Simply having a funny or unhinged tone of voice is not enough.