News & Events

Ogilvy takes home Grand Prix
at 2011 CASSIES

--Award show honours and celebrates business achievements in Canadian advertising--

JANUARY 25TH, 2011

Toronto, ON. The CASSIES - Canada's only advertising award show based on proven business effectiveness and backed by rigorous published cases, announced its winners at the 2011 CASSIES awards last night, as part of the third annual Advertising Week
( Presented by the Institute of Communication Agencies (, the CASSIES ( recognized the business achievements of more than 300 campaigns from Canada's top advertisers and agencies. Selected for recognition by a panel of judges, 31 CASSIES were awarded, including eleven Golds, ten Silvers and ten Bronzes spanning 21 categories:

Events, Seasonal and Short-Term
Business to Business
Off to a Good Start
Sustained Success
Best Launch
Best Insight
Packaged Goods-Food/Other
Best Integrated Program
Packaged Goods-Beverage
Small Budget
Prescription Pharmaceuticals
Best Use of Media
Durables, Automotive and DIY
Canadian Contribution to a Global or Multi-Country Campaign
Canadian Success Outside Canada
Success Despite the Recession
Government & Advocacy

Laurie Young, managing director, Ogilvy & Mather, Toronto, 2011 CASSIES chair, vice chair and treasurer, ICA Board of Directors said, "The CASSIES remain our industry's ultimate test of the hard work of agencies to respond to the demand from clients to prove effectiveness." she adds, "Agencies are being asked to prove their worth and value more than ever and this year's winners are shining examples of impressive business results and prove, convincingly, that these results were substantially caused by the advertising."

Hellmann's Eat Real took the Grand Prix and received Golds for Best Integrated and sustained success, for client Unilever by agency Ogilvy.

Golds were also awarded to:
  • Activia Yogurt for sustained success, for client, Danone Canada by st-Jacques Vallee Young & Rubicam;

  • Knorr sidekicks "salty" for Best Integrated and Off to a Good start, for client, Unilever by DDB Canada;

  • Molson Canadian 67 for Off to a Good start, for client, Molson Coors by CP+B;

  • Nissan SE-R for Events & seasonal, for client, Nissan Canada by TBWA\Toronto;

  • Because I am a Girl for Not-for-Profit, for client, Plan International Canada Inc. by Wunderkind;

  • SAQ Taste Tags for Retail and Best Launch, for client, sAQ by sid Lee;

  • Sunnybrook Fundraising for Not for Profit, for client, sunnybrook Fundraising by Dentsu.

Silver went home with:
  • Find Yourself for Government & Advocacy and Recession, for client, Newfoundland & Labrador, Department of Tourism, Culture and Recreation by Target;

  • GGRP for small Budget, for client, GGRP sound by Grey;

  • Hyundai - smart Is In for Automotive & DIY and sustained success, for client, Hyundai Auto Canada Corporation by Bensimon Byrne;

  • Lay's for Canadian success Outside Canada, for client, Frito-Lay, North America by Juniper Park;

  • Locals Know for Events & seasonal, for client, Canadian Tourism Commission by DDB Canada;

  • Reno-Depot's Value Proposition for Recession, for client, Reno-Depot by st-Jacques Vallee Young & Rubicam;

  • Rickard's - Pint of Delicious for Off to a Good start, for client, Rickard's by TAXI;

  • Videotron for services General, for client, Videotron by sid Lee.

Bronze winners included:
  • 2010 subaru Outback for Off to a Good start, for client, subaru Canada Inc. by DDB Canada;

  • Algoma University for Not-for-Profit, for client, Algoma University by McDonnell Haynes;

  • Emergency Room Alternatives for Government & Advocacy, for client, Ontario Ministry of Health and Long-Term Care by Narrative Advocacy;

  • Gadoua Moelleux for Packaged Goods - Food and Off to a Good start, for client, Weston Bakeries Ltd. by Headspace Marketing;

  • McCain sweet Potato superfries for Packaged Goods - Food and Best Launch, for client, McCain Foods by TAXI;

  • Sunnybrook Fundraising for Best Insight, for client, sunnybrook Fundraising by Dentsu;

  • Outer self for Events & seasonal, for client, Moosehead Breweries & The Premium Beer Company by john st.;

  • Tourism Montreal - Get the Local Buzz from Insiders for Events & seasonal, for client, Tourisme Montreal by sid Lee.

2010 Judges
    This year's committee was chaired by Geoff Craig, formerly sVP marketing and innovation, Maple Leaf Consumer Foods at Maple Leaf Foods who oversaw a panel of judges, representing clients, agencies, media, academic, interactive, international and research disciplines, which included:

    • Craig Hutchison,
      senior VP, Marketing, Loblaw Companies Ltd.;

    • sharon MacLeod,
      marketing director for Dove and skin care, Unilever Canada;

    • Mario D'Amico,
      CMO, Cirque du soleil;

    • Claire Payette,
      marketing director, Dairy Farmers of Canada;

    • Francois Laroursiere,
      VP, sid Lee;

    • Anne-Marie Leclair,
      VP, strategy, lg2;

    • Donna McCarthy,
      creative director, Dory Advertising;

    • Prasad Rao,
      partner, business director, Rao Barrett and Welsh;

    • Chris Williams,
      managing director, Media Contacts;

    • Adam Froman,
      CEO, Delvinia;

    • Jason McCann,
      VP, co-executive creative director, TAXI Toronto;

    • Alnoor Ladha,
      director of strategy, Purpose NY.

    About The CASSIES

    The CASSIES are presented by the Institute of Communication Agencies (ICA), the Association des agences de Publicité du Québec (AAPQ) and Association des professionnels de la communication et du marketing (APCM). since their inception in 1993, CASSIES have recognized the business achievements of over 300 campaigns from Canada's top advertisers and agencies. All award-winning case studies can be viewed in the Case Library section of the CASSIES website at

    For more information on the CASSIES, or to arrange an interview, please contact susan Willemsen or Danika Lochhead at The siren Group Inc. Tel: (416) 461-5270. Fax: (416) 778-9047. Email: or