News & Events

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

Pfizer
Labatt
Unilever
Agencies
Gold
Silver
Bronze

Bensimon Byrne
JWT
BBDO


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
Yellow Pages Group
Association of Canadian Advertisers
Marketing 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.

PRINTING
PATRON
Transcontinental
Adbeast; Bensimon Byrne; Rogers


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