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The Importance of Making a Good First Impression with Political Advertising

Political advertisements are critical to generate, modify, or reinforce political attitudes of voters by triggering emotional responses, leading to shifts in an individuals’ feelings and moods.

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Is O'Toole's brand strong enough to win the horse race?

Amid a rising 4th wave of COVID-19, the Liberals are again asking Canadian voters to trust the Trudeau brand. In what amounts to a referendum on his pandemic leadership, the election is essentially a two-horse race with respect to who can form government: Trudeau's Liberals and O'Toole's Conservatives.

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You Can’t Forget the Social in Social Media

One of the many lessons we’ve learned over the past year and a half is just how reliant we are on the digital world. When COVID-19 kept us at home, the only way we could communicate with one another was through calls, emails, and social media – pushing us further into the digital norm.

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Communicating During COVID: Acknowledge the Moment

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Communicating During COVID: Mood Shift

A decline in interest around COVID-19 from the public, is showing a shift in mood not a lack of care.

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Communicating During COVID: Provide Useful Content

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Communicating During COVID: Ensure Accuracy

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Communicating During COVID: Misinformation

Social media has created an easier way for conspiracy theories and misinformation to spread among the abundance of COVID-19 information out there these days. How you navigate that and what it means for your communications is the challenge.

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Communicating During COVID: Audit Communications


#ELXN43 Advertising Rules

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Ontario's New Election Advertising Rules

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Communicating During COVID: Language

We have all heard and used terms like “unprecedented” and “uncertain” and they reflected the situation, but we have moved beyond the initial response and so should your communications.


Who Won the 2018 Super Bowl

The spark* team has a little fun picking, reviewing, and analyzing our favourite Super Bowl ads.

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Facebook's New Year's Resolution