Globe and Mail begins brand campaign
By Derek Winkler
The Globe and Mail has begun a new brand campaign called “What Shapes Your World?” It began with a commercial that ran during the 2026 Winter Olympics and includes national television, out-of-home, digital and social media advertising. According to the company, the creative uses the typography of the its logo as a device to illustrate how the newspaper shapes the world of its readers. The campaign was developed in collaboration with VML Canada.
“In an increasingly complex world, Canadians seek trusted sources that not only inform but also help them understand the nuances that truly matter,” said Sean Humphrey, the company’s vice-president of marketing. “Our ‘What Shapes Your World’ campaign is a powerful articulation of our mission. It’s about recognizing the profound impact quality journalism has on individuals and communities, and how The Globe and Mail empowers our readers to navigate, engage with and ultimately shape their world.”