TORONTO - When Canadians tune into the Super Bowl this Sunday, they’ll meet Mike Katchen. And the return to a single, Canada-wide broadcast is transforming advertising strategies and creative department decisions at prominent North American brands. In 2016, the Canadian Radio-television and Telecommunications Commission decided that in the case of the Super Bowl, the usual practice of substituting U.S. ads when a Canadian broadcaster owns the rights went against the public interest. A Supreme Court decision in December did exactly that. Vito Sacchetti, Hyundai Canada’s national manager of marketing communications, said the court decision “changed our strategy a bit,” but wasn’t a major setback.

Source: thestar January 31, 2020 09:41 UTC