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:

Sunni BootPresident, ZenithOptimedia
Michael BrossardSenior Vice President, Marketing & Development, RONA
Jennifer DunneDirector of Marketing & Public Relations, Cirque du Soleil, Resident Shows Division
Stéphane DuvalDirector, Product Manager, Yellow Pages Group
Lisa ElderPresident, Heads Up
Sébastien FauréPresident, Communications Bleu Blanc Rouge
Lynn FletcherChief Strategic Officer, Arnold Worldwide
Richard HaddenPresident & Creative Director, Cossette Communication Group
Robin Heisey EVP, Creative Director, Foote Cone & Belding
Russell JohnstonAssociate Professor of Communications, Department of Communications, Popular Culture, and Film, Brock University
Jo-Ann McArthurPresident, Pigeon Branding & Design
Paul OldaleManager, Advertising, Canada Post
Marc-André RivardVP, Creative Director, Saint-Jacques Vallée Young & Rubicam
Rick SeifeddineVP Communications, National, Telus Mobility
Linda SmithEVP Senior Partner, Regional Director, Fleishman Hillard
Fransi WeinsteinPresident & Chief Creative Officer, tattoo direct + digital

"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:

GOLDGlobe and Mail
LEAD BRANDMolson Canada
SILVERAssociation of Canadian Advertisers
BRONZEMarketing Magazine, CHUM
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.
VENUEThe Westin Harbour Castle
POSTERSSCL IMAGING
PRINTINGTI Group
PATRONSBensimon Byrne; Longwoods International; Cashmere, SpongeTowels, and Scotties; Telus

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

 Category

Gold

Silver

Certificate of Excellence

Best Launch

   

Dentyne Fire

Cadbury Adams

MacLaren McCann

Best Launch

   

Stouffer's Bistro Launch

NestlŽ Canada

Publicis

Events, Seasonal & Short-Term

Irving - Cruisin' to Win

Irving Oil Ltd.

Target Marketing & Communications Inc.

Athens 2004 Olympic Games

Volkswagen Canada Inc.

PALM Arnold Communications

Designer Depot - Stealing Share

Hbc

Lowe Roche

Government & Advocacy

 

CIBC Run for the Cure

CIBC

Publicis

 

Not for Profit

The 'Hand' Campaign

United Way of Greater Toronto

Arnold Worldwide

 

Leucan

Leucan

Marketel

Off to a Good Start

Crescendo Rising Crust Pizza

McCain Foods

Target Marketing & Communications Inc.

All-Bran Buds

Kellogg Canada Inc.

Leo Burnett

The Men's Wearhouse

K&G Fashion Stores

john st

Off to a Good Start

Natural Selection – Butter

Dairy Farmers of Canada

Cossette Communication Group

Jergens – Skin Matters

Kao Brands Canada Inc.

TAXI

Whiskas - The Cat's Meow

Effem Inc.

TBWA\Toronto

Off to a Good Start

ÒStupidÓ Anti-Smoking

Ontario Ministry of Health & Long-Term Care

Bensimon Byrne

 

Energizer Lithium Battery

Energizer Canada

DDB Canada


Off to a Good Start

   

Toyota Tacoma Relaunch

Toyota Canada Inc.

Dentsu Canada Inc.

Off to a Good Start

   

Eggo French Toaster Stix

Kellogg Canada

Leo Burnett

Off to a Good Start

   

Twix Campaign

Effem Inc.

Grey Worldwide

Off to a Good Start

   

Rolo – A Cone Made of Chocolate?

NestlŽ Canada

JWT

Packaged Goods – Beverage

 

Keith's India Pale Ale

Labatt Breweries of Canada

Downtown Partners

 

Packaged Goods – Beverage

 

Baileys - Let Your Senses Guide You

Diageo

JWT

 

Packaged Goods – Food

   

Activia Yogurt

Danone Canada

Saint-Jaques VallŽe Young & Rubicam

Packaged Goods – Food

   

Hubba Bubba

Wrigley Canada

Leo Burnett

Packaged Goods – Other

   

Coricidin II – A Successful Relaunch

Schering Canada Inc.

Cossette Communication Group


Packaged Goods - Other

   

Penaten Protects

Johnson & Johnson Inc.

Lowe Roche

Regional Success

   

Pepsi (Brand French)

Pepsi-QTG Canada

BBDO Canada

Regional Success

   

Le lait – Deux c'est mieux

FŽdŽration des producteurs de lait du QuŽbec

BBDO MontrŽal

Retail

Moores – Dressed for Success

Moores Clothing for Men

john st

   

Retail

Harvey's Long Live the Grill

Harvey's Restaurants (Cara Inc.)

john st

   

Services – General

 

The New Lotto 6/49

Loto-QuŽbec

Diesel

 

Sustained Success

Familiprix

Familiprix

Alfred

Juicy Fruit (2001-2004)

Wrigley Canada

BBDO Canada

ICBC Bait Cars

Insurance Corporation of British Columbia

DDB Canada

Sustained Success

The 'Hand' Campaign

United Way of Greater Toronto

Arnold Worldwide

   

Sustained Success

Budweiser  (1994-2004)

La Brasserie Labatt

PALM Arnold Communications

   

TOTAL AWARDS: 36

GOLD: 10 (United Way wins 2 gold)

SILVER: 8

CERTIFICATES OF EXCELLENCE: 18