News & Events

For Immediate Release
January 24, 2012

And the CASSIES 2012 Grand Prix goes to...

Target Marketing & Communications and Newfoundland and Labrador Tourism take top honours in proven business results effectiveness

Toronto, ON. The CASSIES — the Canadian advertising awards show that celebrates demonstrable business results — announced its winners at a glittering event tonight at the Ritz-Carlton Hotel Toronto, as part of the fourth annual Advertising Week. Presented by the CASSIES Board (www.cassies.ca) the evening honoured the winners from a slate of more than one-hundred entries from Canada’s top advertisers and agencies.

The accent is on efficacy

Selected for recognition by a panel of distinguished judges, 43 CASSIES were awarded including twelve Golds, thirteen Silvers and eighteen Bronzes spanning 12 categories: Events, Seasonal and Short-Term; Off to a Good Start; Packaged Goods—Beverage; Packaged Goods—Food/Other; Services—General; Services—Financial; Automotive and DIY; Best Use of Media; Best Launch; Best Insight; Best Integrated Program and Sustained Success.

“I have always been conflicted over award shows,” said David Gibb, executive vice-president, managing director, JWT and 2012 Chair, CASSIES Judging. “They can distract us from the real reasons why we do the work that we do. All of our efforts as advertisers and marketers are expected to deliver concrete business results. The CASSIES continues to demand strong evidence of those results. That is why I have always loved the CASSIES.”

“I love the CASSIES because it's the only awards show requiring demonstrable proof of advertising's impact on the business, backed by a rigorous business case,” added Arthur Fleischmann, partner/president john st. and one of the Chairs of CASSIES Benchmarking.

“Congratulations to all the winners – writing the cases is almost as hard as coming up with the winning work.”

Top honours

Newfoundland and Labrador Tourism’s “Find Yourself” campaign, developed by Target Marketing & Communications, took the Grand Prix and was awarded Gold in Sustained Success.

Golds were also awarded to Sponge Towels (English) in Packaged Goods - Food/Other and Sustained Success, for client Kruger Products L.P. and john st.; Cadbury Caramilk in Events, Seasonal and Short Term, for client Kraft Canada and agency The Hive; Smarties Blue Cat in Events, Seasonal and Short Term, for client Nestlé Canada Inc. and JWT; OLG Poker Lotto in Off to a Good Start, for client OLG and Due North Communications; McCain - It’s All Good in Packaged Goods - Food/Other and Best Launch, for client McCain Foods and Taxi Toronto; MY 2010 Subaru Outback in Automotive and DIY and Best Launch, for client Subaru Canada and DDB Canada; James Ready “Help Us, Help You” in Best Use of Media, for client James Ready Brewery Company and Leo Burnett; and MY 2009 Subaru Forester in Sustained Success, for client Subaru Canada and DDB Canada.

Silver performances

Taking silver were Tetley Herbal Teas in Events, Seasonal and Short Term, for client Tetley Canada and john st.; Boston Pizza - Flatties and Drummies in Events, Seasonal and Short Term, for client Boston Pizza International and Taxi Toronto; TASSIMO in Off to a Good Start and

Best Integrated Program, for client Kraft Canada and Ogilvy; Tetley Infusions in Off to a GoodStart, for client Tetley Canada and john st.; Familiprix in Off to a Good Start, for client Familiprix and lg2; Molson Canadian 67 in Packaged Goods - Beverage, for client Molson Coors Canada and CP+B; Reactine - Not Just Allergies in Packaged Goods - Food/Other, for client Johnson & Johnson Inc. and JWT; Cashmere Bathroom Tissue in Packaged Goods - Food/Other

and Sustained Success, for client Kruger Products L.P. and john st.; Société de transport de Montréal - Montreal Transit in Services General, for client Société de transport de Montréal and Sid Lee in collaboration with Cohesion Strategies; Sponge Towels (Quebec) in Sustained Success, for client Kruger Products L.P. and Saint-Jacques Vallée Y&R; and James Ready “Help Us, Help You” in Sustained Success, for client James Ready Brewery Company and Leo Burnett.

Bronze achievements

CASSIES bronze winners included Let’s Talk Mucous (Buckley’s) in Events, Seasonal and Short Term, for client Novartis Consumer Health Canada Inc. and Saatchi & Saatchi; Quaker Oatmeal in Events, Seasonal and Short Term, for client PepsiCo Foods and Juniper Park; Telus Go Pink! in Events, Seasonal and Short Term, for client Telus and Taxi Toronto; Yellow Pages B2B in Events Seasonal and Short Term, for client Yellow Pages Group and Taxi 2; Pepsi Max Quebec in Off to a Good Start, for client PepsiCo Beverages Canada and NolinBBDO; Kit Kat Chunky in Off to a Good Start and Best Insight, for client Nestlé Canada Inc. and JWT; MY 2011 Subaru - WRX in Off to a Good Start and Best Integrated Program, for client Subaru Canada and DDB Canada; MY 2011 Subaru Forester in Off to a Good Start and Best Integrated Program, for client Subaru Canada and DDB Canada; Boston Pizza Finger Cooking in Off to a Good Start, for client Boston Pizza International and Taxi Toronto; Vector - Get Out What You Put In entered in Off to a Good Start, for client Kellogg Canada and Leo Burnett; Sapporo - Legendary Biru in Packaged Goods - Beverage and Best Integrated Program, for client Sleeman/Sapporo Canada Ltd. and Dentsu Canada; Keep Exploring (Canadian Tourism) in Services - General and Best Insight, for client Canadian Tourism Commission and DDB Canada; and Libro Financial Group in Services - Financial, for client Libro Financial Group and Tenzing Communications.

Said Jani Yates, president, ICA, “This was an exciting year of change for the CASSIES. More and more cases reflected the explosive growth of media options, and winners should be deservedly proud of their awards. We also took the entire process online, with excellent results.”

A panel of notable and distinguished judges for 2012

This year’s judging was chaired by David Gibb, executive vice president, managing director at JWT, who oversaw a panel of judges who represent clients, agencies, media, academic, interactive, international and research disciplines.

The twelve judges were Kelly Murumets, president and CEO, ParticipACTION; Glenn Hollis, vice president, Tim Hortons; Carl Pichette, marketing director, Boston Pizza; Valérie Sapin, vice president, marketing, Gaz Métro; Florence Girod, vice president, strategic planner, Le Monde de Cossette; Marc Gagnier, vice president, brand strategy and integration, Palm + Havas; Karen Howe, senior vice president, creative director, Due North Communications; Bruce Neve, CEO, Starcom MediaVest Group; Sonny Wong, president and creative director, Hamakazi Wong Marketing Group; Harold Simpkins, senior lecturer, academic director, Marketing Co-Op Program, John Molson School of Business, Concordia; Ted Boyd, CEO and partner, 58Ninety; and Michael Allen, managing partner, 180 Los Angeles (180LA).

Advertising Effectiveness Gets a LIFT

The CASSIES will offer a new event this year held at the TIFF Bell Lightbox as part of the presentations there, for Ad Week. Entitled LIFT: The Advertising Effectiveness Forum, the half-day conference is designed to explore the latest techniques in advertising effectiveness and how leading-edge brands, agencies and media companies are evolving to achieve better business results. As a foundational component of this year’s inaugural event, agency-client teams from three CASSIES Gold winning cases will examine and articulate the story behind the insights, strategies and tactics they used to drive success. All guests and CASSIES delegates are invited to join these in-depth live presentations at the inaugural LIFT on January 24 at 9 AM. Tickets for CASSIES delegates are only $25.00 (regular $75.00).

About The CASSIES

The CASSIES are hosted by the CASSIES Board — the Institute of Communication Agencies (ICA), Association des agences de publicité du Québec (AAPQ) and Association des professionnels de la communication et du marketing (APCM) — and presented by Strategy Magazine. 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 www.cassies.ca.

For more information on the CASSIES or to arrange an interview please contact Susan Willemsen, Savi Pannu or Shelby Monita Lee at The Siren Group Inc. Tel: (416) 461-5270. Fax: (416) 778-9047. Email: susan@thesirengroup.com or visit www.thesirengroup.com or via Twitter: @thesirengroup