Éric Blais

Montreal, Toronto

Contributor and President of Headspace Marketing at Freelance

Ad guy with opinions about branding, Québec and politics.

Articles

Cannes can do more for advertising

1 week ago | campaigncanada.ca | Éric Blais

The Lions are a world-class celebration of creativity’s value, says Éric Blais, but the Festival does far too little to amplify that value beyond marketing circles. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
Elon Musk and the strange redemption of advertising

2 weeks ago | campaigncanada.ca | Éric Blais

Tesla was successful because it was speaking to believers, says Éric Blais. Now it needs buyers, which has Musk rethinking his anti-advertising stance. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
Dupe products are a nuisance. But also a reminder to refresh with care

3 weeks ago | campaigncanada.ca | Éric Blais

Packaging design refreshes can drive sales, but they shouldn't stray too far from the “OG”. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
Pulling the plug and postmortems: Lessons from CosMc's and other valuable ‘failures’

4 weeks ago | campaigncanada.ca | Éric Blais

by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
The puzzling story of Jaguar and a goat

1 month ago | campaigncanada.ca | Éric Blais

Éric Blais explains how car manufacturer JLR appears to be scapegoating its agency in response to a rebrand gone wrong. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
The Chief Marketing Officer role doesn't need a rebrand… It needs a P&L

1 month ago | campaigncanada.ca | Éric Blais

Let’s remember what was lost when marketing was promoted to the C-suite, says Éric Blais in his latest Free to Disagree column. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
Mark Carney comes from the lean world of business. He’s about to show us how much his cabinet will reflect that

1 month ago | thespec.com | Éric Blais

As Prime Minister Mark Carney unveils Canada’s newest cabinet, many will look for the clear signs of change he promised voters. In the days leading up to the election, a Bay Street friend of mine said it plainly: “Let’s see if Carney can mop up the Liberal party and get it back on track. They don’t deserve my vote.
‘It’s never just coffee,’ says Starbucks. That’s true, but the joe still matters

1 month ago | campaignasia.com | Éric Blais

When BMW shifted from "The Ultimate Driving Machine" to "The Ultimate Driving Experience," it wasn't just a slogan change; it was a strategic pivot. The brand broadened its appeal, emphasising performance as well as comfort, luxury, technology, and lifestyle. At its core, BMW remained a precision-engineered machine. The narrative simply evolved to connect emotionally with a wider audience. Starbucks has followed a similar path.
‘It’s never just coffee,’ says Starbucks. That’s true, but the joe still matters

1 month ago | campaigncanada.ca | Éric Blais

A recent focus on the brand’s communal experience falls short of conveying what Éric Blais believes makes it truly unique: well-crafted coffee. by Éric Blais To continue enjoying this article, please sign in. You can register for free for limited further access, or subscribe now for full access to all our content. If you were registered for The Message and are logging into Campaign for the first time, please reset your password.
Will Mark Carney and the Liberals learn from their near-death experience?

1 month ago | thespec.com | Éric Blais

A near-death experience often leaves survivors permanently changed. They emerge more grateful, more focused, and, crucially, more humble. The brush with mortality strips away illusions of control. Survivors stop taking life for granted. They shift their priorities. They understand that survival is not a reward. It’s a reprieve. Politics isn’t so different. Just a few months ago, the Liberal Party of Canada was facing its own near-death experience. Polls showed them collapsing.