News & Events

November 24, 2005
CASSIES 2005 Results

(TORONTO) CASSIES, Canada's pre-eminent advertising effectiveness awards program, open to all channels of marketing communications, handed out a total of 10 Golds, 8 Silvers and 18 Certificates of Excellence at its event on November 24, 2005 in Toronto and Montreal. A complete list of winners is attached.

CASSIES' was Co-Chaired this year in Toronto by Peter Shier, Vice Chairman, Foote Cone & Belding Canada, and Kevin Boyce, President & CEO, Molson Canada. In Montreal, Co-Chairs were Sylvain Labarre, president, lg2, and Lucie Bouthillette, Advertising and Promotion Director, Caisses Desjardins. Emcee in Toronto was David Harrison, Chairman of PHD Canada.

This year, CASSIES introduced a Benchmarking Panel made up of senior CASSIES judging alumni: Arthur Fleischmann, David Rutherford, Heather Fraser, Louis-Éric Vallée, Peter Elwood and Yves Blain. To win a CASSIES, cases have to show impressive business results and prove, convincingly, that these results were substantially caused by advertising-with advertising defined in its broadest sense. This is a high standard, and the Benchmarking Panel had to ensure that all cases going forward to final judging met the requirements of this mandate.

Daniel Rabinowicz, Chair of Judging for the 2005 CASSIES Awards and President, TAXI Montreal, headed up the judging panel, consisting of 16 high profile senior-level individuals representing a cross-section of the marketing industry, including agency management, creative, media, planning and research, direct marketing, public relations, advertiser and academia. The judges were:

"This was a year of a lot of great cases, and the new judging process enabled us to give more attention than ever to judging," said Rabinowicz when the judging was completed. "There was more time devoted to reviewing cases and thoroughly discussing the merits of the cases which was very valuable and made a real difference to the ultimate decision making during the two-day final judging."

"With this higher level of scrutiny, it was a tougher test this year, but it was also fairer as we were able to give them the full attention the cases deserve," said Rabinowicz. "The judges really enjoyed the process, too, and gave me comments, unsolicited, about how well this new process worked."

CASSIES is honoured with key sponsor support as follows:

CASSIES is presented by the Institute of Communications and Advertising (ICA), Association des agences de Publicité du Québec (AAPQ) and Le Publicité Club de Montréal (PCM).

CASSIES is the only Canadian advertising awards show that recognizes proven business effectiveness, backed up by rigorous published cases. As such, the CASSIES Awards are highly valued by both advertisers and agencies alike. Since its inception in 1993, CASSIES have recognized the business achievements of more than 120 campaigns from Canada's top advertisers and agencies. All award-winning case studies can be viewed in the Case Library section of the CASSIES web site at www.cassies.ca.

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For more information, please contact: Jani Yates, Executive Vice President, ICA at (416) 482-1396, ext 230 or e-mail at: jyates@ica-ad.com

CASSIES 2005 AWARDS LIST