Human Brand Experience Group
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Nick Hall interviewed by CBC

Nick Hall, our Director of brand Strategy, was interviewed by Kate Dubinski, a journalist for CBC, for an article on MEC.

Canadian outdoor giant targets trans community in marketing campaign

Canadian outdoor retailer Mountain Equipment Co-op (MEC) is trying to tap into the hearts and wallets of the transgender community, which is often neglected by mainstream advertising and marketing.

It's a smart move to bring in more customers but it could backfire if the campaign seems inauthentic, marketing experts say.

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