Must-See Marketing of the Week: It's #NowOrNever for the Olympics

Plus, MetLife and Hyundai play on the father-daughter connection

A weekly digest of the most important stories and ideas in advertising and media, from our colleagues at Marketing.

This week in Ads You Must See:

Other items of note from Marketing:

Google updated its mobile search ranking algorithms this week, and brands are bracing for “Mobilegeddon.” Google’s changes to its algorithm means that it’ll “rank sites in mobile search based on mobile usability, i.e. whether the content sizes to fit the user’s screen, whether the text is readable without zooming or side-scrolling, and whether it uses mobile-incompatible Flash coding,” writes Marketing’s Jeff Fraser. Google’s plans to favour websites that have been optimized for a better mobile experience, is “reflecting the change the consumer has made in terms of digital behaviour,” Peter Vaz, chair of IAB Canada’s mobile committee, told Marketing. Although Google announced back in February that changes would be taking place, companies are scrambling to make their sites mobile-friendly.

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DavidsTea is getting into the beauty market. The Montreal-based company has created a made-in-Canada collection of hand creams, lip butters and body butters that will be available across Canada and the U.S. Typically known for its loose-leaf teas, the beauty line follows the company’s foray into other areas of the non-leaf variety. DavidsTea has also added tea-scented soy candles, tea-infused chocolates and numerous accessories as a way to take advantage of tea’s multi-functionality, writes Marketing’s Mai Nguyen.

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Finally, with the Pan American Games a little more than two months away, the Canadian Olympic Committee (COC) is jumping on the marketing bandwagon and using the event as a springboard for its 2016 Rio de Janeiro Summer Olympics advertising campaign. The COC saw Canadian consumers boast their patriotism and support Canadian athletes during the Vancouver 2010 Olympic Games by “propelling the Team Canada brand further than it had ever been,” writes Marketing’s Russ Martin. The COC saw the Pan Am Games as too big of an opportunity not to advertise, and decided to allocate part of its marketing budget for a campaign during the event, which takes place July 10 to 26 in Toronto. The COC’s campaign launched this week, and is focusing on the idea of #NowOrNever moments.

Read more here.