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November 16, 2006
47 CASSIES + Grand Prix, plus Brendon-Elwood Award for Best Performance
(TORONTO: November 16, 2006 - 2:30 PM): CASSIES, Canada's pre-eminent advertising effectiveness awards program, open to all channels of marketing communications, handed out a total of 47 CASSIES for 39 unique cases: 12 Golds, 14 Silvers and 21 Bronze awards, plus a Grand Prix, at its event on November 16, 2006 in Toronto and Montreal. The full list of winners is attached, including campaigns winning more than one award.
Special 10th anniversary awards, the Brendon-Elwood Award for Best Performance for leading advertisers and agencies, were based on the cumulative track record across all ten CASSIES events held so far. Honours went to:
Advertisers
Gold
Silver
Bronze
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Pfizer
Labatt
Unilever
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Agencies
Gold
Silver
Bronze
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Bensimon Byrne
JWT
BBDO
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The Brendon-Elwood was named for Rupert Brendon, President and CEO of the ICA, and Peter Elwood (former President of Unilever, now retired). In 1993, Rupert Brendon, at that time Chairman, CEO of D'Arcy Masius Benton & Bowles, was the driving force behind creating the CASSIES. Peter Elwood is a former Chair of Judges, and has been a hands-on supporter of the CASSIES for many years.
CASSIES Co-Chairs in Toronto were Andy Macaulay, President, ZIG and Geoff Craig, VP & GM, Home and Personal Care Canada, UNILEVER. In Montreal, co-chairs were Jacques Chalifour, Chairman, Zoum Armada and Tony Mougios, Director of Marketing, Michelin North America (BF Goodrich). Emcee in Toronto was CBC's news anchor Sarika Sehgal..
CASSIES Chair of Judging was Stephen Graham, Executive Vice President, Corporate Marketing & Convergence Officer, Rogers Communications Inc. Graham led a 15-person panel of high profile senior-level judges representing advertisers, account management, creative, media, account planning, research, direct marketing, public relations, and academia. The Judging Panel was:
Lynn Anderson, VP, Marketing and Alliances, Hewlett-Packard (Canada) Co.
Sabina Bastian, VP, Strategic Planning & Account Group, TAM-TAM\TBWA
Ron Beasley, President, ABM
Suzanne Bourret, VP, Strategic Planning, Saint-Jacques Vallée Young & Rubicam
Richard Burjaw, VP, Beverages, Pepsi-QTG
Doug Checkeris, President and CEO, The Media Company
Michael Clancy, Principal, Director of Creative & Strategic Planning, Brandworks Int'l Inc.
Frédérique Delagrave, Brand Solutions Manager, Labatt
Alain Desormiers, President, Touché! Media Marketing
Robert Duhamel, Associate Director, Product Management and Sales Support, Sympatico/MSN
Heather Fraser, Director, Designworks & the Design Initiative, Centre for Integrative Thinking, Rotman School of Management, University of Toronto
Dominic Loporcaro, Marketing & Communications Consultant
François Poulin, Partner, 2B
Andrea Southcott, President, TBWA\VANCOUVER
Trish Wheaton, President, Wunderman
The CASSIES Benchmarking Committee, introduced last year to the judging process to ensure all entries met necessary criteria before being passed on the Judging Panel, consisted this year of CASSIES editor David Rutherford, ICA President and CEO Rupert Brendon, former Thomas J. Lipton and Unilever President Peter Elwood, and past Chairs of Judging - John St. President and CEO, Arthur Fleischmann and Taxi Montreal President and Daniel Rabinowicz.
CASSIES is presented by the Institute of Communications and Advertising (ICA), the Association des agences de Publicité du Québec (AAPQ) and Le Publicité Club de Montréal (PCM).
To win at the CASSIES, cases have to show impressive business results and prove, convincingly, that these results were substantially caused by the advertising.
CASSIES was honoured with key sponsor support as follows:
GOLD
SILVER
BRONZE
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Yellow Pages Group
Association of Canadian Advertisers
Marketing Magazine; CHUM
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MEDIA SPONSORS: BBM (Research); Canada Post (Direct); Sympatico MSN (Interactive); Pattison Outdoor (Outdoor)
WINNERS CIRCLE SPONSORS: Audit Bureau of Circulations; Promotional Products Association of Canada; Radio Marketing Bureau; and the Television Bureau of Canada.
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PRINTING
PATRON
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Transcontinental
Adbeast; Bensimon Byrne; Rogers
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CASSIES 2006 - winners list
TOTAL
12 Golds (9 unique) plus 1 Grand Prix
14 Silvers (12 unique)
21 Bronze (18 Unique)
Events, Seasonal and Short-term
Gold
Ikea
zig/ Ikea Canada
Silver
WestJet
TAXI/ WestJet Airlines
Activia Yogurt
St. Jacques Vallée Young & Rubicam/ Danone
Holiday Inn
john st./ Intercontinental Hotels Group
Bronze
Canada's Worst Driver
Discovery Channel Canada
Recruitment for D.E.S.S.
TAXI/ AAPQ and HEC Montréal
COVAD
GJP/ Covad Communications
Workopolis.com Steps Up
Due North Communications/ workopolis.com
Off To A Good Start
Gold
Lait Au Chocolat
BBDO Montréal/ Quebec Federation of Milk Producers
Toyota YARIS
Saatchi & Saatchi/ Toyota Canada Inc
Silver
Monster - Success
Bos Advertising/ Monster
PayDay - 'Meet Ned Buckle'
Bensimon Byrne/ Ontario Lottery & Gaming Corporation
Wonder Bread - Wonder Plus
Round Table Advertising/ Weston Bakeries Ltd.
Bronze
Naked Grape
Bos Advertising/ Vincor Canada
Rickard's
TAXI/ Molson Canada
Weston Moelleux plus
Headspace
Marketing/ Weston Bakeries Ltd.
Grolsch Delivers Results
doug agency/ Grolsch Canada
Molson True Canadian Taste
zig/ Molson Canada
TradeFreedom
GJP/TradeFreedom
Stouffer's Quick Casual Meal
Publicis/ Nestlé Canada
Small Budget
Gold
Lait Au Chocolat
BBDO Montréal/ Quebec Federation of Milk Producers
Bronze
RiteRate.ca
JAN Kelley Marketing/ Canadian RiteRate Energy Corporation
Purolator 'Tackle Hunger'
The GEM Group/ Purolator Courier Ltd.
Services Financial
Silver
Scotiabank "You're Richer Than you Think"
Bensimon Byrne/ Scotiabank
Vancity
TBWA\ Vancouver/Vancity
Bronze
RBC First For You
BBDO Canada/RBC Financial Group
Retail
Silver
Couche-Tard - Milk
BOS/ Alimentation Couche-Tard Inc.
Automotive and Do-it-Yourself
Bronze
Toyota Tacoma
Dentsu Canada/ Toyota Canada
Toyota Corolla
Saatchi & Saatchi/ Toyota Canada
Services General
Bronze
Purolator 'Tackle Hunger'
The GEM Group/ Purolator Courier Ltd.
Government & Advocacy
Gold
'Stupid' Youth Anti-Tobacco
Bensimon Byrne/ Ministry of Health
Not-For-Profit
Silver
SickKids - Believe
JWT/ SickKids Foundation
Packaged Goods
Gold
Gatorade
Downtown Partners/ Pepsi-QTG Canada
Silver
Froster Bloody Zit
Bos Advertising/ Mac's Convenience Stores
Business to Business
Gold
Eterna
john st./ Fuji Photo Film Canada
Best Insight
Gold
Pourquoi Commencer?
LXB Communication Marketing/ Direction de santé publique de Montréal
Monster - Success
Bos Advertising/ Monster
Bronze
WestJet
TAXI/ WestJet Airlines
Best Launch
Gold
Eterna
john st./ Fuji Photo Film Canada
Bronze
Trident Splash
JWT/ Cadbury Adams
Sustained Success
Gold
Listerine "Action Hero"
JWT/ Pfizer Consumer Healthcare
Silver
MINI
TAXI/ MINI Canada
Five Alive
Leo Burnett/ Coca-Cola Ltd.
Bronze
Bailey's 'Let your Senses Guide you'
JWT/ Diageo
Best Integrated Program
Gold
'Stupid' Youth Anti-Tobacco
Bensimon Byrne/ Ministry of Health
Silver
Scotiabank 'You're Richer Than you Think'
Bensimon Byrne/ Scotiabank
Bronze
RBC First For You
BBDO Canada/RBC Financial Group
Grand Prix
Lait Au Chocolat
BBDO Montréal/ Quebec Federation of Milk Producers
Campaigns winning more than one award (entered in multiple categories) underlined above, and as summarized below:
Lait Au Chocolat, BBDO Montréal/ Quebec Federation of Milk Producers (3) - GOLD, Off to a Good Start; GOLD, Small Budget; Grand Prix
'Stupid' Youth Anti-Tobacco, Bensimon Byrne/ Ministry of Health (2) - GOLD, Government & Advocacy; GOLD, Best Integrated
Eterna, john st./ Fuji Photo Film Canada (2) - GOLD, Business to Business; GOLD, Best Launch
Monster - Success, Bos Advertising/ Monster (2) - SILVER, Off to a Good Start; GOLD, Best Insight
Scotiabank "You're Richer Than you Think", Bensimon Byrne/ Scotiabank (2) - SILVER, Services Financial; SILVER, Best Integrated
WestJet, TAXI/ WestJet Airlines (2) - SILVER, Events, Seasonal and Short-term; BRONZE, Best Insight
Purolator 'Tackle Hunger', The GEM Group/ Purolator Courier Ltd.(2) - BRONZE, Small Budget; BRONZE, Services General
RBC First For You, BBDO Canada/RBC Financial Group (2) - BRONZE, Services Financial; BRONZE, Best Integrated
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 160 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
For artwork, call Zoe Davies at 416.203.0753, X224 or zoe@adcam.com
For all other questions or assistance, more background info on cases, etc, please call Joanne Ingrassia, The Kenilworth House at 416.693.9462 or thekenilworthhouse@sympatico.cam
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