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Canada’s 2025 Marketing Pivot: Did It Work?
You tell us!
In partnership with
Hey friend,
A lot has changed in Canadian marketing this year and we want to know how you’ve been navigating it. In this week’s feature, we’re digging into how brands responded to February’s tariff shake-up, and we’re inviting you to share your take in a quick 5-minute survey.
Coming Up
Made in Canada: How Canadian Brands Are Pivoting in 2025
This year, Canada’s marketing community faced a unique challenge which presented an opportunity to redefine its voice.
In February 2025, former U.S. President Donald Trump announced a new wave of tariffs. Almost immediately, Canadian brands responded. Ads began to lean harder into national identity. “Proudly Canadian” taglines reappeared. Maple leaves, red-and-white colour palettes, and “local first” messages surged across platforms. The question is: did it work?
The Made in Canada: 2025 Marketing Impact Survey, sponsored by NP Digital and SocialNext, aims to answer exactly that.
In just five minutes, marketers, creators, and business leaders can help take the pulse of our industry’s response. How fast did messaging shift? How did audiences react? And did those changes actually move the needle?
The results will be compiled and shared with Canada’s marketing community as early as next week—offering a rare, real-time snapshot of Canadian marketing evolution in action.
Bonus: complete the survey before end of day Friday, May 30 and enter your email at the end of the survey to be entered in a draw for a $250 Indigo gift card!
Whether you shifted your brand’s messaging—or held steady—your insight is critical. Join the conversation and help shape what comes next.
Community Spotlight: Hate Selling Your Services? Meet Blair Enns
If selling your services ever feels at odds with doing the work—you’re not alone. Blair Enns, founder of Win Without Pitching, has spent over 20 years helping creative professionals and advisors win better business without giving away ideas for free.
Blair’s latest book, The Four Conversations: A New Model for Selling Expertise, offers a powerful framework for experts who struggle with the sales side of their role. His philosophy? Your first job is being the expert. Your second job is selling that expertise.
You might also know him from the podcast 2Bobs, where he and David C. Baker dive into the art of creative entrepreneurship.
Catch Blair Live at SocialWest
On June 11, Blair will lead a pre-conference session based on The Four Conversations—sponsored by the Institute of Canadian Agencies (ICA).
Attend with a standalone ticket, or choose it as your included pre-conference session with the SocialWest Ultimate Ticket.
Registration:
ICA members: $99
Non-members: $149
Get your standalone ticket here or go all in with the full-access Ultimate Ticket for SocialWest.
Upcoming Webinars, Workshops and Partner Events
Multiply Your Impact: Unlocking the Power of Strategic Partnerships
When budgets are lean and goals keep growing, collaboration isn’t just helpful, it’s essential. Join Crystal MacGregor, brand strategist at Food Island Partnership, for a deep dive into co-branded storytelling, resource sharing, and smart partnerships that drive real growth.
When: Wednesday, May 28 @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Alliance
Registration: Free - RSVP
Chasing trends might get attention—but it can cost your brand credibility. Join Adam Constantine, CEO of ACE Creatives, as he shares how purpose-driven engagement, quality interactions, and smart trend choices build long-term trust and impact.
When: Wednesday, June 4 @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Alliance
Registration: Free - RSVP
Marketing Leadership Week 2025 presented by AMA Toronto
A week-long virtual and in-person experience exploring the future of marketing, AI, personalization, agile leadership, and more. Hear from top CMOs, industry innovators, and rising stars shaping what’s next.
When: June 9–13, 2025
Where: Virtual + Select In-Person Events at the Toronto Public Library
Registration: Explore the program and registration costs here.
Get 10% OFF with code: SOCIALNEXT10
SocialWest is now 85% sold out with fewer than 50 tickets left! Don’t miss your chance to join 900+ marketers in Calgary from June 11–13. Save $100 before midnight on Friday, then it’s full price!
Volunteers are the heartbeat of SocialNext Events — any Calgarians who’d like to get involved can register to volunteer for SocialWest here!
Big savings on early bird tickets for SocialEast end soon. We’ve got exciting speaker announcements coming your way. Get your tickets at the best price, now.
Presale is on for SocialPacific! Don’t miss the best deal for BC’s largest marketing event, happening October 30 in North Vancouver. Secure your spot early and save.
Canadian Marketing & Business Weekly Brief
Canadian business groups press Ottawa on digital tax as U.S. bill targets investors - As U.S. lawmakers move to penalize countries with digital service taxes, Canadian industry groups are urging the federal government to reconsider its approach. The stakes are high for tech sector diplomacy.
The Canadian Business Hall of Fame welcomes over 700 guests for the 46th Induction Ceremony & Celebration in support of JA Canada - The annual event recognized top business leaders while raising support for youth-focused JA Canada. A celebration of legacy, innovation, and mentorship.
How some small business owners in Toronto are preparing for a possible Canada Post strike - With a strike looming, Toronto entrepreneurs are pivoting their logistics and preparing for shipping delays to minimize disruption to their e-commerce operations.
Canadian Tire has never been more Canadian — and it’s working - Canadian Tire’s $30M acquisition of Hudson’s Bay-branded products is part of its ‘True North’ strategy. The move doubles down on national identity to win over consumers.
Trends & Insights: Take Note
Sprout Social shares a comprehensive guide for nonprofits looking to elevate their social media presence. From audience targeting to platform-specific tips, it’s a helpful resource for purpose-driven organizations.
Metricool’s updated Social Media Analytics Tool helps marketers track performance across platforms and campaigns, offering streamlined insights into engagement and audience behaviour.
A new KPMG poll shows internal trade barriers are a top concern for Canadian businesses. Companies are calling for streamlined interprovincial trade as they face mounting economic pressures and seek growth opportunities closer to home.
Discover 7 MarTech Companies You Never Knew Were Canadian on the Marketing News Canada blog!
The Industry’s Top Tools & Software
Small Budget, Big Impact: Outsmart Your Larger Competitors
Being outspent doesn't mean being outmarketed. Our latest resource showcases 15 small businesses that leveraged creativity instead of cash to achieve remarkable marketing wins against much larger competitors.
Proven techniques for standing out in crowded markets without massive budgets
Tactical approaches that turn resource constraints into competitive advantages
Real-world examples of small teams creating outsized market impact
Ready to level the playing field? Download now to discover the exact frameworks these brands used to compete and win.
Find Your Next Career Move
Disclaimer: not all jobs shared in the Marketing News Canada Newsletter are features from the SocialNext job board. To best promote cross-country openings, we may have pulled from other sources.
Commercial Account Manager, BDC (Vancouver, BC)
Looking to champion small business success? Join BDC as a Commercial Account Manager and help Canadian entrepreneurs thrive. Leverage your business acumen and client-focus to deliver financing solutions in a role built for impact and growth.
Marketing & Engagement Coordinator, WorkSafeBC (Richmond, BC)
Ready to craft campaigns that matter? WorkSafeBC is looking for a strategic marketer to coordinate engagement initiatives across print and digital. Bring your 3+ years of experience in communications, marketing, and campaign development to a role that drives meaningful impact.
Manager, Brand Marketing, Loblaws (Toronto, ON).
Step into a national spotlight! Join Loblaws as a Brand Marketing Manager and take the lead on campaign planning, storytelling, and performance insights. Ideal for marketing pros with 3–5 years of experience in communications and data-driven strategy.
Marketing and Communication Specialist, Humber College (Toronto, ON)
Fuel innovation at the Barrett Centre for Technology Innovation! Humber College is seeking a marketing and communication expert with 5–7 years of experience to shape strategy, craft content, and elevate the Centre’s impact across platforms.
Event Vehicle Coordinator (Freelancer), Field Marketing, Red Bull Canada (Halifax, NS)
Hit the road with Red Bull as an Event Vehicle Coordinator! Plan grassroots activations, surprise drops, and culture-driven content. Perfect for marketers with 1+ year of experience and a passion for sport, storytelling, and travel.
Looking for top marketing talent? Upload your open roles to the SocialNext Job Board and get them in front of the right candidates!
Thanks for reading this far!
P.S. Want to be featured in a future Community Spotlight or submit a marketing trend we should cover? Reply and let us know!
Looking forward to sharing the survey results,
The Marketing News Canada team
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