HEAD OF THE CLASS Creative Report Card grades are in for Canada’s big agency & brand winners

A FOR EFFECTIVENESS The work that aced the CASSIES

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Omniture Q4 2011 average Newfoundland & Labrador Tourism’s “Find Yourself” fi nds itself in the winner’s circle. FEBRUARY 2012• VOLUME 23, ISSUE 2

12 18 31 Trends to watch Creative Report Card The CASSIES in 2012 Strategy’s yearly tally of award A breakdown of the cases Experts weigh in on what the winners reveals the top that won in marketing world can expect to see clients, agencies and creatives Canada’s advertising in the year to come in the country effectiveness throwdown

4 Editorial The creativity-effectiveness continuum • 8 Upfront Lg2 plays enviro-games, Le Château goes upscale and L’Oréal’s CMO reveals how to stay ahead of the beauty curve • 13 Jackson-Triggs fi nds itself, and the reviewers like the return to vintage roots • 14 Newfoundland & Labrador keeps up eye-catching work and Quebec Food Banks can their annual report • 80 Forum Rupert Brendon proves why clients get the agencies they deserve, and Neil McOstrich illustrates the power of a good brand story • 82 Back Page How to score extra points on next year’s Creative Report Card

ON THE COVER This month we went literal with our Creative Report Card with help from B.C.-based illustrator Douglas Jones, whose work has appeared in the New York Times and Forbes magazine, among others. Jones perfectly conveyed the old-school feel, complete with apple and pencil. Random fact: this is our second cover to feature a man with a bowler hat. Could we be starting a retro trend?

February 2012 3

Contents.Feb12.indd 3 12/01/12 6:18 PM february 2012 volume 23, issue 2 The creativity-effectiveness continuum www.strategyonline.ca

executive editor | mary maddever | [email protected] creative director | stephen stanley | [email protected] trategy recently took a trip to Montreal and, as usual, it was inspiring to S see the unique local, national and global work coming out of Quebec. This associate editor | emily wexler | [email protected] issue contains some of those ideas, like Lg2’s green gaming concept, and a copy chief | melinda mattos | [email protected] Q&A with L’Oréal CMO Marie-Josée Lamothe on the company’s digital makeover. special reports editor | megan haynes | [email protected] One thing that struck me is how many people we met proudly promoted the senior writer | jonathan paul | [email protected] accomplishments of other Montreal shops and brands. I’m attributing it to the contributors | rupert brendon | dean mcostrich | david rutherford strides the AAPQ has been making at events like Ad Week in the U.S., where the executive publisher | russell goldstein | [email protected] Quebec industry has been gaining profile with a highly visible unified force. account manager | neil ewen | [email protected] As you read this, Ad Week in Canada has just begun, with the CASSIES once again account manager | kelly nicholls | [email protected] kicking things off. This issue contains all the winners in digest case form (p. 31), so marketing co-ordinator | lauren talledo | [email protected] dive in for jaw-dropping nuggets like the Canadian Tourism Commission’s 101:1 ROI. When it comes to outpacing the industry in troubled travel times, the Grand Prix production & distribution co-ordinator | robert lines | [email protected] winner, Newfoundland & Labrador Tourism, has gained so much traction that it’s senior manager, audience services | jennifer colvin | [email protected] able to launch a winter tourism push this year (p. 9). Exploring the doors that great manager, audience services | christine mcnalley | [email protected] advertising has opened for brands and agencies is a theme we also investigate in the Creative Report Card (CRC), the tally of the winningest Canadian campaigns (p. 18). administration While the CASSIES are included, the majority of the award shows in the CRC prize president & ceo | russell goldstein | [email protected] creativity over results, yet we’ve noticed a creativity-effectiveness continuum. Taxi vp & editorial director | mary maddever | [email protected] and DDB had the most CASSIES-winning cases with five apiece, followed by John St. vp & chief information officer | omri tintpulver | [email protected] with four, JWT with three and Leo Burnett with two – all agencies that came out at or vp administration & finance | linda lovegrove | [email protected] near the top of strategy’s CRC. In fact, the majority of the CASSIES-winning agencies vp & publisher, realscreen | claire macdonald | [email protected] are in the top 20. There’s a clear causal link between creativity and ad effectiveness, vp & publisher, kidscreen | jocelyn christie | [email protected] perhaps more than ever, as media weight has less impact. The CASSIES Gold-winning James Ready program from Leo Burnett – the top agency how to reach us and brand on the CRC – is a case in point. Based on its success thus far (including a Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 Silver Lion last year), the brand is poised to expand west www.strategyonline.ca and into the tap and can market. The James Ready case is customer care also the inaugural winner of the Globe Creative Effectiveness To order a subscription, visit www.strategyonline.ca/subscribe. To make a change to an existing subscription, please contact us by email: [email protected]. Prize, which awards delegate passes to the Cannes Lions for Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0. an agency and a brand team member and an entry into the subscription rates STRATEGY is published 12 times per year by Brunico Communications Ltd. Cannes Creative Effectiveness Lions category. In Canada: One year CA$80.00 Two years CA $144.00 Why is this important? In addition to showcasing (HST included. Registration #856051396 RT) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions effectiveness at home, there’s an industry-wide advantage and address changes. to furthering Canada’s reputation on the world stage. As copyright and trademark Cannes continues to matter more to marketers, this is an STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico area that should be developed, and Canada – according to Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole or in part without written permission. Reprint requests should be sent to pages 31 to 68 – is rather good at the ROI thing. [email protected]. © 2011 Brunico Communications Ltd. This issue also notes the addition of a new category in the postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, Globe and Mail’s Young Lions competition, and I’m happy to Beeton ON L0G 1A0 [email protected] say it’s Young Marketers. An expat Canadian, Scott Goodson U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. of New York-based StrawberryFrog, sparked the Young ISSN: 1187-4309. Marketers competition back in 2010, so it’s fitting that Member of Canada’s top talent can now compete for a shot at Cannes. Since advertising operates in a creativity-effectiveness continuum, more solidarity, more inclusion and fewer silos are needed across the agency and We acknowledge the fi nancial support of the Government of Canada through brand board – and that includes awards shows. That’s why new efforts like Young the Canada Periodical Fund of the Department of Canadian Heritage. Marketers competing for Lions matter. Plus, whoever wins earns a horizons- expanding week in Cannes, so it’s pretty good ROI. Using FSC certifi ed products supports responsible forest management. Cheers, mm Mary Maddever, exec editor, strategy, Media in Canada and stimulant

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EditMasthead.Feb12.indd 4 16/01/12 10:08 AM NADbank, ComBase: Adults 18+, print and online

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   february 2012 volume 23, issue 2 www.strategyonline.ca

Retailer collaboration...in 30 minutes UPCOMING EVENTS

here’s possibly no more interesting place to be in TORONTO | WESTIN HARBOUR CASTLE | MARCH 6 & 7, 2012 T Canadian business right now than retail. From a national competitiveness standpoint, we’re about to see if beloved homegrown chains like Shoppers Drug Mart, The Bay and Loblaw can cut it against well-capitalized competition who are quickly migrating north of the border. Social networking is beginning to shift how consumers buy and who influences their purchase decisions, which could change the industry’s entire ad model. And online retailers like Amazon have launched mobile price-comparison apps that allow shoppers to walk the aisles of their favourite local store, touch and feel actual product and have all of their idiosyncratic questions addressed on the spot before they tap the app to check for a better price. Those of you who took first-year economics in university will recognize this as “perfect information,” that dreaded catalyst that inevitably drives profits to zero. Sound daunting? Fortunately, we possess a thriving marketing industry that is just beginning to turn its attention towards providing highly specialized ALSO IN THIS ISSUE... help. Brand marketers are training legions of shopper marketing professionals who can work with retail partners to develop highly differentiated offerings that cannot be easily price-shopped. Agencies are building practices and capabilities to guide retail and CPG clients on optimizing the shopper experience inside and outside of the store. CUSTOMIZED Suddenly, retail success is all about collaboration. CONNECTIONS This is why strategy has introduced its “30 Minutes with a Retailer” series at the upcoming Sponsored Shopper Marketing Forum on March 6 and 7 Supplement page 69 in Toronto. We’ve created an unprecedented opportunity for CPGs and agencies to access high-level retail marketers in an intimate setting and learn how to work more effectively together. These exclusive half-hour, retailer-led sessions UPCOMING SUPPLEMENTS feature category leaders like Sandra Sanderson (Shoppers Drug Mart), Jason Reilly (Home March 2012 Depot), Wes Brown (Loblaw), Angela Scardillo (Best Buy) and more. So, if you’re in the business Branded Content & Integration of working with retailers, you might want to sign Commitment date: February 3 up soon, before these exclusive sessions are filled. It could be the most valuable 30 minutes you spend all year. Contact: Russell Goldstein [email protected]

Russell Goldstein or 416-408-2300, ext. 700 Executive publisher, strategy, Media in Canada and stimulant

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Publisher.Feb11.indd 6 12/01/12 4:25 PM BRANDED CONTENT & INTEGRATION A STRATEGY SPONSORED SUPPLEMENT: MARCH 2012 ISSUE Leading brands across Canada are aggressively seeking new and innovative ways to meaningfully connect with their target consumers on a deeper level. Increasingly, they are looking at branded content and integration strategies to help them achieve this goal.

Strategy’s Branded Content & Integration sponsored supplement aims to highlight the key players who are leading the way forward in Canada, from production companies and broadcasters to media agencies and publishers. If you are in the business of connecting brands with consumers through content you won’t want to miss this once-a-year opportunity to get in front of top decision-makers at Canada’s leading marketing organizations.

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ST.20825.BrandedSupplement.indd 1 12/01/12 2:59 PM Le Château’s chic new look By Megan Haynes

Le Château is rolling out a makeover as a higher end boutique fashion destination with the launch of redesigned stores across the country over the next fi ve years, says senior VP sales and operations, Franco Rocchi. The stores were redesigned in-house, based on customer and employee feedback. Meant to mimic boutiques on New York’s Fifth Avenue, the stores will feature larger change rooms, better lighting, a By Jonathan Paul Lg2 games for good layout separated by style (weekend casual, work, evening, etc.), lit cubbies to showcase shoes and purses, and a streamlined focus on accessories. Lg2 has found itself at the forefront of a new trend: green gaming. This moves away from the club-wear market to a The Montreal-based agency is one of 10 ad shops (the only more sophisticated urban-work target audience. Canadian) out of 60 worldwide chosen as finalists for Gaming for One of the biggest comments the team Good, an initiative created by former U.S. vice president and Nobel considered was that the product selection was peace laureate Al Gore and the Climate Reality Project. overwhelming to consumers, Rocchi says. While Participants were tasked with creating gaming concepts to the stores will maintain their current stock levels, highlight climate change, with the final 10 pitching theirs to Gore they will be laid out to compartmentalize different and ad guru Alex Bogusky in December. styles. “It’s almost like turning the store into a The Lg2 team created Mission Green, a fashion magazine, and each section is a page.” mobile social game allowing players to The brand itself has evolved slowly over the past report companies guilty of eco offences. few years, says Rocchi, with higher end-fabrics and For example: players could blow the better quality fi nishes, at moderately higher prices. whistle on a Canadian company that “Now it’s reached the point where the evolution imports bottled water from overseas of our product has surpassed that of our current as opposed to relying on domestic store design. We wanted an overt way of signaling PHOTO BY LOUIS CALDARODA LOUIS BY PHOTO distributors. They could use their phones Above: Lg2’s strategic to photograph the bottle then post it on the gaming platform. planner Stéphane Mailhiot The more shares and “dislikes” it achieves, the more points the and CD interactive Marilou person accumulates. Once a critical mass is reached, the offending Aubin with Al Gore. company receives an email reprimand. If the company acts on it, points are awarded to the participant, and to sharers. The goal, says Stéphane Mailhiot, strategic planner, Lg2, is to alleviate the helplessness that people feel regarding climate change. “You have this impression that climate change is related to big corporations and their activities. We wanted to put power back in [the people’s] hands.” the change [to a higher-end brand],” he says. “We Mailhiot adds that the project also let Lg2 showcase its digital felt that these elements spoke to the new direction expertise and practice collaboration within the agency. of the brand.” No single game was selected as the winner, but Gore did post his In September, it unveiled the silver and white five favourites on his website. Unfortunately Mission Green was look at its Saint-Bruno, Quebec, location, to great not among them, but Mailhiot says Lg2 still wants to make Mission feedback says Rocchi. As leases expire, the rest Green happen one way or another. The first step is investigating of the chain will be redesigned, with the second its cost and time required and then acquiring partners, be it the location opening at Toronto’s Sherway Gardens Climate Reality Project or others. Mall this spring.

8 www.strategyonline.ca

Upfront.Feb12.indd 8 12/01/12 6:25 PM Winter tourism humanizes the hills

hile other winter-sports travel spots feature interchangeable hills and W snowboarding imagery (including two elevator-turned-gondola campaigns), to differentiate themselves Whistler and Newfoundland & Labrador gave their snow pursuits personalities in this year’s winter promos. In its first winter push Newfoundland & Labrador Tourism built on the success of the “Find Yourself” campaign, which has successfully positioned the destination as a unique experience from more than a landscape perspective. It created five online videos to highlight different outdoor activities in the province, such as snowmobiling, zip-lining and skiing, all with an upbeat Celtic musical overlay. The videos focus on exhilarating experiences, escapes and the camaraderie of winter pursuits in a vibe Canadian Young consistent with “Find Yourself” positioning. The full campaign, created by St. John’s- Marketers come based Target, launched Jan. 16, with print, OOH and digital advertisements. When asked to weigh in on this year’s plethora of winter tourism campaigns, Cosmo to Cannes Campbell, CD at DDB (Canadian Tourism Commission’s AOR), says he enjoyed the NL videos most out of all the ones he’s seen. They stood out by focusing not only on the ski The Globe and Mail hopes to double the number and snowboarding slopes, but rather promoting the entire winter experience, he says. of Canadian entries sent to the Cannes Lions “The other locations [Alberta, B.C. and Quebec] have more defined classic ski to sell, International Festival of Creativity over the which makes it a little bit easier,” he says. “It’s not that Newfoundland doesn’t have a great next three years, says Andrew Saunders, VP product. They have a plucky, different product, so they have to sell it in a different way.” advertising and sales at the Globe. Whistler, as one of the more established winter locales, also took a different “As the offi cial Canadian representative for approach this year. Targeting the affluent, experience-seeking traveller, Whistler Cannes, our goal is to promote the value of the Tourism launched a 15-week competition offering up a chance to win a month-long festival experience,” he says. “We believe it’s important to showcase Canada’s creativity across a variety of platforms.” To that end, this year they’ll encourage entrants into categories agencies may not have considered before, such as Design or PR, or into new categories, including the newly added Mobile and Branded Entertainment Lions, and will, for the fi rst time, host the Young Marketers Competition in conjunction with the Young Lions’ Print, Film, Cyber and Media Competitions. The winning Canadian Young Lion creative teams and Young Marketers are awarded an all-expenses paid trip to compete on the international stage. This will be the fi rst year Canada will participate in the two-year-old Young Marketer category at Cannes. The Young Marketers competition is open sabbatical on the slopes, and built its personality-centric campaign around the idea of to marketers aged 30 and under. Competitors have discovering life on the mountain. 24 hours to craft a marketing plan for a non-profi t The fully digital integrated campaign offers people a chance to take a month off work client. The shortlisted teams will present live and live on the slopes – fully paid. While crowning a winner is the gimmick to draw before a jury. Those keen to vie for best Young attention, the purpose of the campaign is to highlight the different types of experiences Marketer status and experience Cannes should a visitor can have at Whistler, says Danielle Kristmanson, CD at Origin Design + enter at Globelink.ca/cannes by March 4, 2012. Communication, AOR for Whistler. The festival brings together more than 8,000 The contest, which ran from mid-October to Jan. 25, features a microsite and video delegates worldwide, and features a week of vignettes highlighting experiences to be had on the mountain and the personalities workshops and seminars, in addition to the nightly involved – such as helping a snow-groomer prep the hills, or singing on stage with a award shows. Last year, Canada took home 17 local pop star. Each vignette has an accompanying blog post that goes further in-depth Lions and one Young Lion Gold. MH into the story. “Whistler sometimes has a reputation of being a place that doesn’t have a lot of that human quality – it’s big and purpose-built,” Kristmanson says. “We wanted to humanize the brand.” MH

February 2012 9

Upfront.Feb12.indd 9 12/01/12 6:26 PM L’OREAL’S DIGITAL MAKEOVER Q&A: MARIE-JOSEE LAMOTHE By Emily Wexler

anada is one of the few countries that’s only two a year ago. We had three brands on social C part of the worldwide e-business executive platforms (two years ago), now we have 20. We had committee for L’Oréal. With 25 brands and customer care only on the phone five years ago, now 33% market share (estimated for all beauty channels they’re all on social platforms. And I think mobile is in Canada), L’Oréal is a bona fide beauty behemoth, where we need to be more, personally, but you’ll still with four divisions focusing on the mass, luxury, need [physical stores]. dermatology and salon channels – that entails a lot of The big retailers are all also developing e-comm sites. communication. Its VP, CMO and chief communications They need our products and we want to be there. The officer sat down with strategy at the company’s ideal retail partner has an eco-system – physical, virtual, Montreal headquarters to talk about the changing face social. We’re driving traffic and vice versa. Consumers of the beauty industry and how L’Oréal is adapting to will buy it wherever it makes most sense to them. keep its position at the front of the cosmetics counter. How has your department changed organizationally to adapt? How has L’Oréal changed in the face of new digital ways Two years ago my role didn’t exist. It’s overseeing the consumers learn about beauty? 25 brands’ marketing, consumer research, customer The old way of communicating would have been: care centres, consumer insight, market share and you put a product in the middle and you do the 360 competitive information from a market point of view. plan around it. That’s the business model with which And for corporate communications it’s really doing L’Oréal Canada became #1 in Canada, but we feel if the same but from a PR perspective. There’s one big we continued that, we wouldn’t be so competitive, objective – digitizing everything to be (current) with the not because of the competition, but the consumers consumer. We were very much in silos and now we’re were ahead of us. They were talking about our brands trying to share best practices, efficiencies and platforms without us being part of that conversation. to become more relevant. Now the community is the star and brands are around We now have a head of digital, Martin Aubut, it, and hopefully we answer their needs. I don’t think director of e-business intelligence, who came on board it’s about having a conversation, it’s about offering five months ago. All the independent brands have an platforms in which consumers have conversations. interactive marketing manager, but his role is to bring in We still have beauty experts, but the ones and share knowledge to make them more competitive. getting share of voice are the bloggers. We He also has a team that will do analytics. So we have used to do PR with traditional media only, benchmarks among the industry, and among our brands [but] now it’s PR with bloggers also. in all the other countries. Two years ago, we’d negotiate with media owners and build a communication What will be the next big thing for the beauty industry? plan. Now the real media owners are the I think where beauty is going is: how customized will you consumers and they’re all interconnected. be? [For example,] having medical spas that will look at We used to have a marketing plan, a PR your overall health. So it’s not going to be about this huge plan, an advertising plan, an interactive brand, it’s products that answer certain needs, and then plan, and now we just have one communities come in and pick and choose whatever they communications plan. want. It’s almost like you become the store. The key to success will no longer be social platforms because that How important has online become, compared to will be a given, it will be CRM. But CRM is not sending a brick and mortar? coupon every second week, it’s going to be: who is your You need to be everywhere because consumer? And are you best answering their needs? And consumers are everywhere. We have six customer care centres are going to increase, whether on e-commerce sites now at L’Oréal, we had phone, email or social platform.

10 www.strategyonline.ca

Upfront.Feb12.indd 10 12/01/12 6:26 PM ONLINE DISCOUNT! ONLINE DISCOUNT!SPECIALSPECIAL

An indispensable source of statistics and trends for marketing in Canada

Go to the-cma.org/facts and enter promo code Facts12 toto orderorder your copy of Marketing Facts today! 2012 TRENDS TO WATCH When JWT released its global trend report, strategy asked some experts By Megan Haynes to weigh in on the fi ndings and predict some trends of their own

JACK PERONE • On JWT’s “Food will be the new eco-issue” The VP director of planning, JWT, focuses on a few his favourites prediction: “People who’ve been at the forefront of from the report’s many predictions: the movement in food have been treating food as an • Shared values between consumers and eco-issue for a couple of years now, so I think we’ll businesses: “One of the things that is fundamental see that in the mainstream. But the number one to the sense of shared value is issue in food is still going to be: am I eating too much understanding what’s important of it and is it making me fat?” to people and how they’re actually behaving in the real world. ALAN MIDDLETON [Companies] not only see economic The professor of marketing, Schulich School of Business at York, value in it [social good], but it’s part predicts: of how they define who they are. The • 2012 will be an economically cautious year: “We Nourish Initiative from Campbell’s is spent like crazy in the pre-Christmas season [but] I an example of a company committing think we’re going to have a horrible January figuring to something over the long term. out those credit cards and debts. Canadians won’t They made a product we can actually stop spending, but they will be cautious across all buy [and donate], in addition to income groups.” donating 300,000 cans to food banks. • Canadians will hunt for a good value: “Canadians This is a wonderful opportunity for do not shop for the lowest price; they shop for the everyday Canadians actually making a difference.” best value [and] value is increasingly in the customer • Reintroducing randomness into the lives of experience – making it pleasant to acquire things, consumers: “As life becomes very structured, before, during and after the sale. The marketers that with lots of pressure on our time, I think people do well will be the ones that give a sense that you are will look for those moments where it’s unplanned. going to get treated as personally as possible, relative For example, StumbleUpon – it does a great job of to competition, even if you have to pay a bit more.” curating randomness. It’s a lovely exploration of your • Canadians will move westward: “The population is interest in an unstructured way.” continuing to move from east to west. We are going to be looking at Calgary as a major growth centre, MAX VALIQUETTE and to some extent Winnipeg. So marketers will have The managing director of intellectual property and content to be on the ball so that where they spend for media development, Bensimon Byrne, predicts: is where the population actually is.” • More of the same in 2012: “I’m not sure if • On JWT’s prediction that singles ladies will be a 2012 is going to be the year of anything new much bigger target demo: “Marriage is optional. PHOTO BY DIANA BOGUTSKAYA [technologically] and we’ll be facing the same Women are economic upheaval, so 2012 will be 2011.2. ” delaying • Experiencing the joy of quiet: “What we’re finding marriage longer now with social media and social networks is people and longer. are going to look to create their own moments of [Marketers] quiet so they can function better and focus more. need to It’ll be people choosing to unplug, to disconnect recognize there simply to think more clearly. It’s going to be a huge will be more challenge for brands – not how do they make the single households. Smaller packages that won’t message more intrusive, but how do they get through necessarily be at a premium cost, versus the family- [to consumers] while it becomes more allowable sized packs, will be one very direct [outcome].” for [consumers] to say ‘I’m sorry, I was having some For more on the JWT trends, visit JWTintelligence.com. quiet time.’”

12 www.strategyonline.ca

Upfront.Feb12.indd 12 12/01/12 6:26 PM BY JONATHAN PAUL Jackson-Triggs goes back to its roots

ack in the spring of 2010, to its roots, reverting to its Proprietor’s that this brand could stand for.” Jackson-Triggs (JT) had an Selection name and introducing new-look It’s being communicated via TV and print identity crisis. packaging by San Francisco-based HKA ads, and a new website. PR outreach to B Softening sales motivated Design, aimed at conveying a classic sense newspaper lifestyle sections during the lead- the Niagara-on-the-Lake, ON.-based vintner of elegance. up to the holidays was also part of the mix. to try to reinvigorate interest by changing its Developed by Toronto-based Bensimon Though Jackson-Triggs wouldn’t share Proprietor’s Selection brand name to “Unity” Byrne, new brand positioning was also exact numbers, feeling that at press and revamping its look. Unfortunately, introduced aligning JT with special time the campaign was still too young, business softened even further. moments (like warming your feet in Fortin says that sales have improved “We thought Unity was going to front of a fi re or releasing Chinese dramatically compared to this time last attract new, younger drinkers, but it really lanterns into the night sky), featuring year, exceeding all of JT’s expectations. alienated our loyal consumers and they the tagline, “We’ve got a wine for that.” We asked Hilary Lloyd, deputy didn’t see it as an attractive package, “We didn’t want the stereotypical marketing manager, Ikea Canada, and or delivering quality,” says Rich Fortin, family at dinner clinking glasses,” Brent Choi, CCO, Cundari, to tell us marketing director, Jackson-Triggs. says Fortin. “We really wanted whether or not JT’s revitalization hit JT responded in October by going back something unique, something the mark.

Overall strategy: Hit or miss? Choi: It’s hard to argue What could JT have done Lloyd: I would say it’s a hit. Enjoying with the sales success differently? a good glass of wine in the stated. The campaign Lloyd: I struggle a little moments of “celebration” in life as a whole does a good with the look and feel is an insightful notion that I think job of making you of their TV and the most can relate to. feel good about JT if sign-off at the end. The Choi: It’s a good idea for brands to you have an existing film and audio track communicate something different positive association are unexpected and from all the others in their with the brand, so emotional with a slightly category, so I applaud JT’s intent. brand loyalists will “raw” edge, which I think continue their patronage is a good thing, though Sales are up, but will it sustain interest? with confidence. For the “We’ve got a wine for Lloyd: I think the integration and those they’re trying to that” tag graphically feels sharp use of PR really helps to conquest? Their strategy a little too conventional. secure the core wine drinker. differentiated them Choi: I think it’s great that By supplementing the more from the category, but JT took a step back and inspirational brand work with their creative was played then two steps forward retail PR efforts, including features pretty safe. In a hypercompetitive with a multimedia campaign. As in Globe Style and NOW magazine’s market, will it be memorable and a consumer I think it’s good, I feel holiday gift guides, JT is ensuring distinct enough to sustain new a warmth from it. As a person in that core wine drinkers have it in wine drinkers once their campaign the industry I can’t help but wish it mind for their seasonal purchases. ends? I’m not so sure. surprised me a little more creatively.

Packaging Advertising Name change Campaign scope CLASS Lloyd Lloyd Lloyd Lloyd

FACTOR Choi Choi Choi Choi (OUT OF 5)

February 2012 13

Decon.Feb12.indd 13 11/01/12 6:21 PM WHIMSY THAT WORKS BY JONATHAN PAUL

NEWFOUNDLAND & LABRADOR EVOKES CHILDLIKE CURIOSITY

agency: Target ewfoundland & Labrador Tourism is childlike fascination, following kids as they advertiser: Newfoundland & back at it, releasing the first new spots explore the two areas. Labrador Tourism for its “Find Yourself” saga in about “Children allow us to tap into something that CD: Tom Murphy N a year. Two new TV spots continue all too often we forget about as adults,” says creative group head: Jenny Smith the campaign’s tradition of differentiating the Derrick Dalley, Minister of Tourism, Culture and writers: Jenny Smith, Randy brand by promoting the province based on Recreation, the Government of Newfoundland Diplock, Terri Roberts three pillars: its people, culture and natural & Labrador. “Simple things like wonder, joy, AD: Tom Murphy environment. and curiosity – they are feelings our audience group account director: “Iceberg Alley” and “Secret Place” are chapters recognize and associate with the Newfoundland Catherine Kelly 13 and 14 in the continuing saga, developed by & Labrador Tourism brand.” account director: Ernie Brake St. John’s-based Target, and they focus on the third Since launching in 2007, the “Find Yourself” agency producer: Heikki Kuld pillar, illustrating Canada’s easternmost province effort has had solid success and continues to director/DoP: Alar Kivilo as a beautifully intriguing, surprisingly exotic resonate. In 2010, the number of non-resident executive producer: Dan Ford vacation destination. visitors increased 7.3% compared to the previous producer: Andrew Sulliman “Iceberg Alley” showcases Newfoundland year, totaling 518,500 – the first time the half- prodco: Sons & Daughters & Labrador’s 29,000 km of coastline and the million mark was reached and exceeded. editor: Mick Griffi n freshly carved icebergs that dot it during the The 2012 effort, which also includes in-flight post facility: Rooster spring and summer, while “Secret Place” explores ads, print in national and regional newspapers, music: Eric Harry Music Mistaken Point, a destination at the very edge of online and social media, will complete its run colourist: Eric Whipp the continent that contains 565-million-year-old in May, though the TV ads will remain on air fossils trapped in volcanic ash. Both spots espouse until September.

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Creative.Feb12.indd 14 12/01/12 4:27 PM QUEBEC FOOD BANKS’ UNCANNY REPORT

uebec Food Banks (Banques alimentaires Québec) decided to can its first-ever annual report. No, it didn’t get rid of it. The organization actually put the report in a can, much like those containing a lot of the Q donated food it distributes to 18 missions throughout the province, supplying 1,064 community organizations that in turn help more than 348,000 people a month. Developed pro bono by Montreal-based agency Lg2’s branding division, Lg2boutique, the report is contained inside what appears to be a can of corn, peas or beans, and is only accessible by way of a can opener. The agency believes it’s a creative first for annual reports. The purpose, says Claude Auchu, VP, managing director, Lg2boutique, was to give Quebec Food Banks’ partners – including the various missions, the SAQ, Loblaw, Catelli, Kraft and others – a fitting reminder of the effort that the organization’s 22,000 volunteers put forward to feed people in need across the province. “From a strategic point of view, a can of peas or beans is a strong symbol of food advertiser: Quebec Food Banks donation,” says Pascale Demers, communication director, Quebec Food Banks. agency: Lg2boutique The report’s cover was printed to resemble a nutritional information label to keep CD: Claude Auchu the food theme consistent. Auchu adds that the overall goal was to make a statement designer: Andrée Rouette in light of a lack of marketing funds. “We tried to create a unique annual report that client services: Marie-Josée Bourque, they could also use as a marketing tool,” says Auchu. “We needed to stand out in the Audrey Dignard same way that we try to do packaging that stands out on the shelf.” production director: Geneviève Demers Quebec Food Banks has worked with Lg2 in the past, but the annual report marks graphic design production: Lg2fabrique the first time that it’s collaborated with Lg2boutique specifically.

February 2012 15

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BY MEGAN HAYNES

t’s that time of year again: the awards are in, we’ve toiled over Excel spreadsheets and compiled lists of who won what at the I most prestigious regional, national and international advertising award shows. And now Canada’s most creative creatives and innovative brands have been crowned in our annual Creative Report Card. Thanks to a screw-up-turned-PR-goldmine and some unique billboard deals, Leo Burnett and James Ready capped off a banner year of award wins, claiming top Brand, Agency, Creative Director, Art Director and Copywriter honours. But so what? What happens after you top the Creative Report Card honour roll? That’s the question we posed to each of the winners – what’s next for your business, your creative and your team? Where do you go from here? Read on to see who scored what and where they’re going next.

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CreativeReportCard.Feb12.indd 18 12/01/12 5:57 PM ST.15309.OneStop.Ad.indd 1 03/11/11 2:21 PM CREATIVE CARD

JAMES READY EXPANDS IN 2012 After topping this year’s Creative Report Card, Leo Burnett and James Ready plan to introduce a new communication direction, as the budget beer sets its sights on the West and the restaurant market

o say the folks at Leo Burnett are competitive is a bit of an understatement. Recent ADCC T awards line their boardroom wall, a stack of old awards are stuffed behind a television in their lobby, and when told that the agency and its client James Ready were in the top fi ve on this year’s Creative Report Card, CEO and CCO Judy John pumped her fi st, exclaiming, “Yes!” Last year was a busy one for Leo Burnett and James Ready on the award circuit. With more than 80 awards for their various Mountains of letters and blank caps poured in after Leo Burnett instituted the fi rst-ever Blank Cap Recall. campaigns, the teams have topped the Report Card for the number one spot across More low-cost competition from big- philosophy, it’s a change in the industry all categories. league brewers and changes to pricing and how the brand still fi ts within that,” The partnership has been successful, models – James Ready is no longer he says. with the brand experiencing a year-over- allowed to sell the beer for a buck – means In addition to economic drivers, the year increase in sales and market share the older communications plans that sold decision to make the western move (sales increasing about 20 to 25% over the messages of helping and getting help has been fan-requested, says Waldock. previous years within Ontario, with the from the consumer aren’t as effective, he Anecdotally the brewery’s heard from exception of 2011), and the agency raking says. In 2011, James Ready saw its fi rst drinkers who had moved west and in 168 awards for James Ready work since dip in an otherwise steady rise in profi ts searched in vain for James Ready cases their partnership began in 2007. and market penetration. – even going so far as to ask for the beer James Ready originally launched in So the brand has decided to grow. With to be shipped to them. Market research 2004, but it wasn’t until the beer co joined sights set on the West and on beer taps, also indicated the western provinces, forces with Leo Burnett three years later James Ready is ready to make the leap from especially Alberta and Saskatchewan, that the brand was defi ned. Chris Waldock, the small-town Southern Ontario packaged have large discount drinking markets, director of marketing, James Ready, says brand popular among male college students, an obvious opportunity the brand wasn’t the low-brow, low-tech marketing was a to a large-volume discount brand. playing into, he says. James Ready will result of a small advertising budget. Waldock says the brand has gone to Leo shift its target to the mass value or blue But it’s time for a change. While James Burnett with a challenge for 2012: a complete collar drinker, with college students Ready will stick to its key messaging – and communication strategy overhaul. The goal coming in second. low-tech advertising techniques that have is to get back to its pre-2011 growth, and Similarly, moving into the tap market served it well in the past – the brand is in increase sales volume nationally. in restaurants was a decision born out of need of a refresh, says Waldock. “It’s really not a change in brand the fact that James Ready was missing the

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CreativeReportCard.Feb12.indd 20 12/01/12 6:01 PM TOP 20 BRANDS TOP 20 CREATIVE DIRECTORS TOP 20 AGENCIES 1 James Ready 322 1 Judy John, Leo Burnett 538 1 Leo Burnett 554 2 Wrigley 136 2 Lisa Greenberg, Leo Burnett 529 2 DDB Canada 312 3 Mars Canada 86 3 Peter Ignazi, BBDO Toronto 237 3 BBDO 277 4 BMW/Mini Canada 85 4 Carlos Moreno, BBDO Toronto 223 4 Rethink 195 5 Subaru 77 5 Chris Staples, Rethink 197 5 Cossette 151 6 Pacifi c National Exhibition (Playland) 69 5 Ian Grais, Rethink 197 6 Taxi 148 7 Raising the Roof 66 7 Angus Tucker, John St. 143 7 John St. 142 8 Toronto Crime Stoppers 53 7 Stephen Jurisic, John St. 143 8 Proximity Canada 103 8 Mercedes-Benz/ Smart Canada 53 9 Cosmo Campbell, DDB 140 9 Lg2 94 8 BC Hydro 53 10 Dean Lee, DDB 129 10 Sid Lee 68 11 Special Olympics 52 11 John Gagne, Proximity 114 11 Grey Canada 65 12 Stanfi eld’s 47 12 Paul Giannetta, Leo Burnett 113 11 Red Urban 65 13 Procter & Gamble 46 13 Denise Rossetto, DDB 105 13 Juniper Park 59 14 Newfoundland & Labrador Tourism 42 14 Sean Barlow, Leo Burnett 104 14 Target 53 15 Metro 41 14 Todd Mackie, DDB 104 15 Station X (formerly 16 McDonald’s 40 16 Luc Du Sault, Lg2 95 TBWA\Vancouver) 52 17 Tourette Syndrome Foundation 17 Andrew Simon, 16 Saatchi & Saatchi 50 of Canada 37 (formerly) DDB, currently Blammo 90 17 JWT 48 18 Sears 36 18 Nellie Kim, John St. 73 18 TBWA 45 19 Vancouver International Film Festival 35 19 Carl Jones, (formerly) Grey Canada 67 19 Cundari 36 19 FedEx 35 20 Christina Yu, Red Urban 65 20 Dare 34

For art director and copywriter rankings, see p. 28.

From left: the Leo Burnett team: CEO & CCO Judy John; CD & copywriter Sean Barlow (top); CD & AD Paul Giannetta (bottom); VP & CD Lisa Greenberg; AD Anthony Chelvanathan (top); and copywriter Steve Persico (bottom).

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CreativeReportCard.Feb12.indd 21 12/01/12 6:02 PM CREATIVE CARD

James Ready and Leo Burnett took a screw-up at the manufacturer to the extreme, issuing a massive recall that led to awards and praise.

entire on-premise (in-restaurant) market, erroneously printed, there was a huge stunt-based marketing and penchant for which can expose new drinkers to the outcry from fans. getting drinkers involved with campaigns brand. Waldock says it’s too early to name “[James Ready] wanted us to write will be the biggest challenge of targeting a restaurants, but it’ll likely be locally owned a Facebook apology, and that was it,” larger audience, admits John. pubs that cater to blue collar and college says art director Anthony Chelvanathan. “We always try to respond, especially to students, outside of the GTA. Instead, Leo Burnett and James Ready those personalized letters,” she says. This Waldock says he hopes the brand will grow instituted the Blank Cap Recall. The will be hard to sustain as the brand expands, the way it has with Ontario package drinkers Leo Burnett approach, mailing random but she says it’s important to try to continue – steadily, as word of mouth spreads. trinkets to those who sent back their caps, it. “This is the fun part.” That’s not to say the shift will be without went on to win awards nationally and Chelvanathan explains that when fans its challenges. internationally, including a Silver Lion at get something back from the brand – be it One of the most enduring and popular Cannes, two Silvers and a Bronze at the a chance to participate in the advertising aspects of James Ready beer is the LIAA awards and Gold and Silver at this or a small token or toy – it breeds much messages written on the inside of the caps. year’s CASSIES. deeper loyalty. For example, in a fi rst for the beer industry, But in the four western provinces, beer in “We just got a letter a couple of weeks Leo Burnett and James Ready introduced cans trumps beer in bottles, and cans and ago – a girl wrote [that] her boyfriend is a big the James Ready Board Game. The game beer taps – by their nature – don’t have caps. James Ready drinker and she wanted us to board was included in cases and player When asked how they’ll address the fi gure out a way to show him how much she moves were posted under the caps. issue, Steve Persico, copywriter on the loves him,” says Persico. The game was quickly pulled by the campaign, says: “That’s a good question, “And she knows we’re going to do it too,” Ontario Liquor Control Board after it because it’s always been a big part of our says Chelvanathan. determined the campaign promoted identity. We started with messages under “I guess Leo’s going to be sending out excessive drinking. Only 50,000 boards the caps and behind the labels and it grew a few more envelopes next year with a few were created. But the craze lived on. “They out of the packaging. So whatever we do it more trinkets,” says Waldock. “But I think [the boards] were showing up on eBay for has to have the extra James Ready touch.” they [Leo Burnett] look forward to it. As far $20,” says Paul Giannetta, creative and art “We may have the fi rst can with a cap,” as the communications is concerned, it’ll director. “It became a cult, underground CD Lisa Greenberg jokingly adds. always been collaborative with our drinkers. commodity because it was a limited edition.” While they’re still in the preliminary And it’ll always be entertaining.” Everything from a beer cap calendar, stages of developing the campaign (the beer cap bartering and, more recently, a beer is set to launch in the West and beer cap spelling bee hosted on Facebook, in restaurants in fall 2012), the team have encouraged drinkers to keep, trade recognizes the importance of remaining and use their beer caps, each with special true to the brand’s small-brewery identity, messages inside. even as it grows. This year, when blank caps were Maintaining James Ready’s largely

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CreativeReportCard.Feb12.indd 22 12/01/12 6:02 PM RAISING BOUNCE OTHER THE LEAVES LEO ROOF THE AWARD “Our goal was to DRYER WINNERS make people stop and think about how they Sean Barlow, interact with homeless people,” says copywriter Persico of copywriter, and Paul Giannetta, art director, come in third the Canadian charity that works on developing long-term place on this year’s art and copy lists, largely a result of solutions to homelessness. “[One] of the fi rst things we their work on the James Ready campaign, but also for stumbled on was the way people see old furniture outside Bounce. that’s been left for dead.” The campaign focused on the idea of repelling pet hair “People spend more time looking at that stuff and and featured hordes of cats, dogs and rabbits cowering thinking about how they can fi x that up,” explains Persico, away from a box of Bounce dryer sheets. “But they’ll just walk past a homeless person. So we “It was very out-of-category for them. There was no started playing around with the idea of ‘why don’t people dryer, no laundry and no women,” says Barlow. “It was see the potential in homeless people?’” essentially 200 cats and a mouse and the product.” The campaign won a Silver Lion at Cannes and put The campaign just started making its way through the Raising the Roof in eighth place on this year’s list. award circuit and the pair have big hopes for the rest of 2012.

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CreativeReportCard.Feb12.indd 23 12/01/12 6:04 PM CREATIVE CARD

BBDO AND WRIGLEY GET GLOBAL ATTENTION BDO Canada and Wrigley Canada have had a great year on the international circuit, landing the brand, agency and creative B team in the runner-up spots. The unique no-tech take on the touch- screen cleaned up at Cannes this year, earning the team two Golds and a Silver Lion for the Skittles’ “Touch the Rainbow” campaign. Despite being intended to complement the existing Skittles work coming out of the U.S., the BBDO-led project has put both BBDO Canada and Wrigley Canada at the forefront within their global organizations. “I think one of our proudest moments was when our U.S. teams were being complimented for this work and they had the videos and hundreds of thousands of international wins have had a great impact to turn around [and say] ‘This is not ours, comments, reaching across more than 100 on the agency’s standing within the global this is the Canadian organization,’” says countries. He says the brand was up double network. The award wins allow BBDO to Dan Alvo, marketing director for Wrigley digits in 2011 from a profi t and market attract world-class talent and have increased Canada. “As a Canadian, that makes you share standpoint – the highest level ever for its participation on the global BBDO stage, feel pretty proud.” Skittles in the marketplace. Ignazi says. They’ve gotten calls to work on And the results for Skittles have been “Now that we’re working on new ideas, a handful of international projects, and each impressive: over nine million views on people are interested to hear what Canada time a team goes abroad, they come back is doing,” says Alvo. with new insights, says Moreno. For the coming year, art director Mike “Our ultimate goal is not just to make Donaghey says the creative team is looking BBDO one of the best in Canada, but we to fi nd new ways to get people to interact want to make BBDO Toronto one of the and engage with the spots. best agencies in the BBDO network, in the “As much as these videos were a world,” says Ignazi. fantastic success, people liked them largely due to the fact that they were something they hadn’t seen before. So we can’t repeat them and expect the same results,” he says. Donaghey and copywriter Chris Joakim say they’re big fans of destination advertising, so viewers can expect at least a similar approach to “Touch the Rainbow.” “[The] audience is going to be more Above, clockwise from top: BBDO’s copywriter receptive when they’ve opted in to hear it,” Chris Joakim, AD Mike Donaghey and SVPs/ECDs says Donaghey. Peter Ignazi and Carlos Moreno. Top right: Fingers BBDO Toronto SVPs and ECDs stopped crime in “Touch the Rainbow” for Skittles. Peter Ignazi and Carlos Moreno say the

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CreativeReportCard.Feb12.indd 24 12/01/12 6:05 PM

CREATIVE CARD

TOP ADVERTISER RUNNERS-UP BIG YEAR FOR CANDY AND CARS THIRD PLACE FIFTH PLACE MARS CANADA SUBARU NOTABLE AWARDS WON: NOTABLE AWARDS WON: THREE BRONZE CANNES BRONZE CANNES LION, LIONS, SILVER AT BRONZE ATOMIC, THREE THE ONE SHOW GOLD CASSIES

Subaru’s big win this year was for its “Pure FOURTH PLACE Performance” campaign: a fl ip-book style BMW/MINI CANADA cartoon was laid across the boards of a NOTABLE AWARDS WON: racetrack, and as the real car zoomed by, SILVER LIAA, BRONZE ATOMIC the cartoon sprang to life, with creative from DDB. The cartoon car, uninhibited by ASC guidelines, drifts, speeds and jumps BMW and Mini Canada’s big winner this (over a canyon, no less) across the screen. year was the Mini Vending Machine, With Proximity’s help, M&M’s famous designed to promote the four new Mini spokescandy, Red, was sucked into colours, and showcase the updates to Google Street View when water spilled the car. With creative from Taxi 2, the on a keyboard he happened to be “machine” was digitally projected on walls standing on. Torontonians were offered around Toronto. Passersby were invited clues on Twitter, Facebook, Foursquare to text a short code to Mini to activate and in QR codes posted around the city, the vending machine. The selected car and the world saw its first-ever digital would drive around the projection in full scavenger hunt. animation, whipping through a pinball The video had almost a million views at Average time spent on the website machine and crashing through the glass, press time, and sales for Subaru increased was more than 19 minutes, four times among other scenes. by 130% shortly after the campaign. the industry average, and the campaign On BMW’s side, the company launched In 2011, the economy’s rollercoaster garnered more than 21 million total its 1M videos, pitting the car against brick and the Japanese earthquake and tsunami impressions when Twitter, PR and QR code walls: the car drove and drifted through holes had a big impact on Subaru’s business, so impressions are all added up. Despite being in the walls just large enough for it to pass the car co has decided against increasing a Toronto-based project – and Canadian- at the right angle. The video, by Cundari, ad spend for 2012, according to Ted Lalka, only contest – the campaign proved to be has more than three million hits on YouTube VP, product planning and marketing with an international hit. and with 12% year-over-year growth, BMW Subaru. It will fi nd the most economical topped the luxury car market in 2011. ways of promoting itself, with more online BMW and Mini saw an 11% increase in work for 2012 and a focus on creating sales in 2011, topping out car sales at more attention-grabbing campaigns. than 32,000 at press time. “We think of our brand as the smart Marc Balfour, brand communication kid in the back of the classroom, hand up, manager, BMW Group Canada, says the demanding to be noticed,” says Lalka. companies will focus on innovating the products and advertising messages in 2012. “It’s never easy coming off such a strong year creatively,” he says. “But we have a lot of exciting products coming next year, so we’ll have some great stories to tell.”

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CreativeReportCard.Feb12.indd 26 13/01/12 3:37 PM BREAKING THROUGH BY EMILY WEXLER We talked to some of the big agency movers and newcomers on our top 20 list about what it takes to break through the clutter, what’s next for them and what their strategy was going into awards season THE NEWCOMERS THE BIG MOVERS RED URBAN: #11 SAATCHI & SAATCHI: #16 To hit the 11th spot in Last year: #30 your very fi rst year is no Spots moved: 14 small feat, and Christina Saatchi makes a signifi cant Yu and company struck jump this year, thanks in large gold at several shows part to a poignant campaign this year (including for the Tourette Syndrome ADCC and the Marketing Foundation of Canada. The @Random documentary project involved Awards) thanks to “Super Sexy CPR,” a viral vid for small retailer dozens of small fi lms about people living with TS, arranged online to Fortnight Lingerie. When your video becomes an instruction guide for make a larger documentary, which changed with each new visitor, British soldiers, you know it’s hit the big time. Work for Volkswagen and mimicking the random nature of the disorder. It won Gold at the ADCC Richmond Optometry also helped boost Red Urban’s score. and at the AToMiC Awards, with work for gift registry site Wedding What does it take to have a big idea for a small client, like Super Sexy CPR, Republic and FITC rounding out the wins. break through all the other boundary-pushing viral wannabes? What was your awards-entry strategy? Have you been trying to build “We had a seeding program in place but before we launched that credentials in certain areas? we sent it to a couple of friends, family and a few people in L.A. We “Brian [Sheppard] and I mapped out our objectives, and [we’ve] must have some infl uential friends because a day later the site was judged a few shows in the last year and that’s allowed us to enter getting 25 hits a second. Before the fi rst week ended we were at work more effectively. Everybody is talking about trying to do great well over a million views. If you have a powerful idea to share you digital and wanting to be social, but we see ourselves as an ideas don’t need to pay to spread it.” –Christina Yu, CD company, so it just so happens that in the past year or so a lot of our ideas came to life in the digital space.” –Helen Pak, CD DARE: #20 In late 2010, Cossette acquired JWT: #17 this U.K.-based digital agency Last year: #26 and split Vancouver into two Spots moved: 10 independent operations – Dare Known for delivering ROI for and Cossette West. But no one mega-clients like Walmart expected Rob Sweetman and and Tim Hortons, it’s no co to take their time when it surprise that JWT does well came to scooping up awards, at the show awarding effectiveness in advertising – the CASSIES – and thanks to often-humorous work for the likes of the Toronto Jewish pulling in a Gold for its Blue Cat campaign for Smarties, as well as Film Festival and x-rated TV channel Amour, they picked up hardware hardware for Kit Kat Chunky and Reactine. Its charitable work with the including ADCC, Communication Arts and the Lotus Awards. Brandaid initiative also earned it a Silver in the CSR category at the What sets Dare Vancouver apart from its U.K. counterpart, and from AToMiC Awards. Cossette? What has been JWT’s advantage on the awards circuit? “Planning, tech and innovation are three things that make Dare “Judges like to award work for brands they recognize. That clearly different from some of the other agencies around, and are some of worked for us in Canada with Tim Hortons, and with Walmart, the best parts of Dare London…We’ve incorporated a lot of the way Johnson & Johnson and Nestlé at the international shows. In 2011 that they do business [in the U.K.] but not all of it. We’ve added a the JWT Worldwide Creative Council had a goal for Network of the lot of planning assets, for instance. Dare in Vancouver is focused on Year at Cannes (JWT placed 4th up from an estimated 17th). This clients within Canada, but the focus worldwide for the Dare network is is not only about winning awards, but demonstrating our creative to work together as an international presence. The plan is for Dare to credentials to current as well as potential clients.” take on the world stage.” –Bryan Collins and Rob Sweetman, CDs –Martin Shewchuk, ECD

February 2012 27

CreativeReportCard.Feb12.indd 27 12/01/12 6:06 PM CREATIVE CARD

THIRD-PLACE TOP CD DUO

RETHINKING TOP 20 ART DIRECTORS 1 Anthony Chelvanathan, Leo Burnett 482 ON A BUDGET 2 Mike Donaghey, BBDO Toronto 171 3 Paul Giannetta, Leo Burnett 117 espite a self- worth sharing” campaign. 4 Jeff Da Silva, (formerly) Proximity 88 proclaimed “slow “People tend to read Metro 5 Chris Moore, DDB 78 award year,” Rethink on the subway and then throw 6 Yusong Zhang, DDB 69 D CD team Chris it away,” says Staples. “We 7 Nellie Kim, John St. 66 Staples and Ian Grais managed wanted to get more people to 8 Joel Arbez, Rethink 57 to bring in more than 50 awards, read Metro without printing more 9 Luc Du Sault, Lg2 47 including wins at Communication papers. We didn’t have a lot of 10 Ari Elkouby, Proximity 44 Arts, the LIAAs and the One Show. money, but we really stretched 11 Jeff Cheung, BBDO Toronto 42 The wins landed them in third it. A lot of Rethinkers were in the 12 Jeff MacEachern, Taxi 2 40 place on our Creative Report Card. commercials.” 13 Paul Wallace, DDB 37 “We take awards with a grain of The campaign included transit 14 Christina Yu, Red Urban 36 salt,” says Staples. “We don’t try to banner ads encouraging folks to 14 Jaimes Zentil, BBDO Toronto 36 win them. They’re the by-product of pick up a paper rather than read 16 Andrew Livingston, John St. 35 doing work that gets talked about the ad; newspapers posted to 16 Nicolas Quintal, Rethink 35 and connects with people and is revolving doors; covers which, 16 Shawn James, Cosette 35 surprising and different.” when folded, indicated if the paper 19 Joel Pylypiw, Red Urban 34 While international awards hold was free to take, or was taken; 20 Brandon Thomas, DDB 33 a bit of cachet with clients, Staples and television and OOH depicting 20 Paul Riss, DDB 33 says the awards mostly infl uence people sharing the newspaper. the talent they can attract, which The campaign increased per-copy is now coming in handy. To readership by 25%, twice Metro’s accommodate the recently won original goal. TOP 20 COPYWRITERS This model of stretching resources to fi t thinner budgets 1 Steve Persico, Leo Burnett 440 has served the Rethink team well, 2 Chris Joakim, BBDO Toronto 176 especially during the recession. 3 Sean Barlow, Leo Burnett 117 The pair say their campaigns 4 Neil Shapiro, DDB 98 are designed to generate buzz in 5 Daniel Bonder, DDB 92 the press and blog world, netting 6 Rene Rouleau, Proximity 91 more exposure for less money. 7 Jon Ruby, (formerly) Proximity 71 In 2012, they’ll apply this 7 Ryan Lawrence, Proximity 71 Rethink’s Chris Staples and Ian Grais. philosophy to Molson Canadian 9 Chris Hirsch, John St. 66 Molson account, they’ll continue to with campaigns that, despite a 10 Nicolas Boisevert, Lg2 57 grow their small Toronto offi ce to bigger media spend, will still be 11 Rob Tarry, Rethink 51 approximately 100 people within designed to be newsworthy, and 12 Luc Du Sault, Lg2 50 two or three years. The offi ce, with the size and reach of Molson will 13 Simon Bruyn, John St. 46 30 staff members, is currently just mean the campaigns will be 14 Addie Gillespie, Dare 45 home to award-winning creatives talked about everywhere, Staples 14 Chris Booth, Rethink 45 Dré Labre, Aaron Starkman, Chris says. “We’ve always known our 16 Jason Perdue, Rethink 44 Booth and Joel Arbez. thinking is world class, but we’ve 16 Kevin Rathgeber, DDB 44 Perennial favourite Playland been working on smaller regional 18 Neal Khosla, Grey Canada 39 fared well on the circuit this brands,” he says. “We’re ready for 19 Craig McIntosh, BBDO Toronto 38 year, nabbing sixth spot on our the main stage. We’ll be on Hockey 19 David Ross, DDB 38 advertisers lists, and one of Night in Canada all the time, so it’ll Rethink’s big wins in 2011 was be great.” their Metro newspaper’s “News

28 www.strategyonline.ca

CreativeReportCard.Feb12.indd 28 12/01/12 6:06 PM JEFF DA SILVA, art director, (formerly) Proximity METHODOLOGY Rank on this year’s list: 4 ART & With Proximity for: 4 years Strategy’s Creative Report Card tracks and tallies the gold-, COPY In the industry for: 9 years silver- and bronzeware taken home by agencies, advertisers Won for: M&M Find Red and creatives over the calendar year to help the marketing RUNNERS Notable awards: Three Bronze Cannes Lions community track who’s on top of their game. UP In his words: “[Find Red] was unconventional – so there was To do this, we select a range of shows that incorporate a no blueprint on how we would execute something like that. variety of media and assign every award a point value, weighted It was awesome to do things that put [the team] outside of to recognize that international shows are bound to be tougher their comfort zones.” fi elds than regional ones. As the books arrive through the Next up: Working for Mullen in Boston on Google’s awards season, we keep a database of wins for each advertiser, mobile account. agency, creative director, art director and copywriter and add them up to determine a ranking for each category. NEIL SHAPIRO, copywriter, DDB The purpose of the Creative Report Card is to provide an Rank on this year’s list: 4 overview of Canada’s strongest creative advertising work on a With DDB for: 4.5 years yearly basis. Please bear in mind that it accounts for over 1,000 In the industry for: 8.5 years individual awards (with at least fi ve credits for each award, Won for: BC Hydro, Lotto 649 in most cases), and relies on the credits as published by the Notable awards: Two Communication Arts, Bronze AToMiC various regional, national and international shows. Therefore, In his words: “We wanted to make people aware of how there is room for error and/or omission, although we have done precious power was and how ridiculous it is when we waste our best to give credit where it is due. it, [but] using less, in a consumer world, is not something we’re usually tasked to do.” SCORING (THE FINE PRINT) Next up: BC Hydro, Salmon Farmers Association Point values are highest for international awards, followed by national and then regional. Best of Show and Grand Prix will CHRIS MOORE, art director, DDB receive more points than Gold, which receives more than Silver Rank on this year’s list: 5 and so forth. We reserve the right to change the weight of With DDB for: 6 years awards based on their level of prestige and diffi culty. In the industry for: 11 years Won for: BC Hydro, Lotto 649 AGENCIES Notable awards: Two Communication Arts, Bronze AToMiC The points for agency offi ces in multiple cities have been What you didn’t know about Chris: He’s a former pro-snowboarder. combined. However, distinct but affi liated agencies (with the Next up: He’ll put his extreme sports past to good use on same parent company) are listed separately. If two agencies are the new snowboarding goggle technology campaign for listed on a single campaign, each receive the same points. Recon Instruments. Also on his plate: New work for Canadian Tourism Commission and Lotto 649. INDIVIDUALS Points are awarded to the individuals credited in the award DANIEL BONDER, copywriter, DDB show books as they appear. If a name isn’t listed, it doesn’t Rank on this year’s list: 5 receive any points. In some cases, agencies have provided With DDB for: 2 years corrections, which have been taken into account on a case by In the industry for: 5 years case basis. We have done our best to fi x any discrepancies in Won for: Subaru (DDB), Fortnight spelling of individual names between various books. Lingerie (freelance for Red Urban) Notable awards: Bronze Cannes Lion, Communications Arts, ADVERTISERS One Show Points are awarded at a company level, rather than for In his words: “In Canada, you can’t really show cars doing individual brands. anything remotely cool. It all has to be very safe. [For Subaru] we found a way around that.” THE AWARDS THAT COUNT Next up: Penningtons, Manulife Regional: ACE, Ad Rodeo, Créa, ICE, Lotus National: ADCC, Applied Arts, AToMiC, CASSIES, CMA, Marketing International: Cannes, Clios, Communication Arts, D&AD, LIAA, One Show

February 2012 29

CreativeReportCard.Feb12.indd 29 12/01/12 6:06 PM

“It is very vulgar to talk about one’s business. Only people like stockbrokers do that, and then merely at dinner parties.”-John Wanamaker Sorry John...

For the last two decades, the CASSIES have been battling that old John Wanamaker conundrum (you know the one, about half the money spent on advertising being wasted, but not knowing which half) by sharing the advertising that worked. Really, really well. The CASSIES, the only Canadian ad awards recognizing business effectiveness based on rigorous published cases, was held Jan. 23 at the Ritz-Carlton in Toronto. That night, 32 campaigns that fi t the bill with impressive results, directly attributable to advertising, were recognized by the ICA, in association with the AAPQ and APCM. If you missed it, in efforts to help you with another Wanamaker chestnut – “Keep up the old standards, and day by day raise them higher” – you can readjust the bar by studying the full cases at Cassies.ca. For everyone who likes their ad effectiveness inspiration in digest form, read on, and learn from the insights behind Canada’s most effective campaigns. As per yet another Wanamaker quote: “Nothing comes merely by thinking about it.” Pictured: Newfoundland & Labrador Tourism’s Grand Prix-winning work, All winning cases were edited by found on p. 38. CASSIES editor David Rutherford.

February 2012 31

Cassies.Upfront.indd 31 12/01/12 6:33 PM Cassies.Upfront.indd 32 Judges Constellation Wines. Mobile, MitsubishiMotors and Adidas, SonyElectronics, Boost core clientsthatinclude client to85employees and employees andonefounding the office hasgrown from four 180LA. Underhisleadership, TBWA\Chiat\Day andstarted sister Omnicom agency sides. InJanuary2007,heleft on boththeclientandagency senior managementpositions Ray-Ban andVisa,hasheld including Apple, Nike, Sony, world’s most famous brands, experience onsomeofthe of internationalmarketing Allen hasmore than24years partner, 180LA Michael Allen, managing of Toronto. of ManagementattheUniversity MBA from theRotmanSchool radio broadcaster. Heholdsan traded, pioneeringinternet IcebergMedia.com, apublicly previously served asCEOof years indigitalmarketing, and sales experience, including17 has 26years ofmarketing and Coors, LoblawandUnilever. He CTVglobemedia, Expedia,Molson clients suchasCanadianTire, Boyd hascreated solutionsfor While atthehelmof58Ninety, partner, 58Ninety Ted Boyd, CEOand not love ourprofession?” with great clients,how canyou when you work atagreat agency And heloves hisjob:“After all, McDonald’s andVolkswagen. Depot, Bombardier Aerospace, Coca-Cola, Molson,TheHome variety ofbrands, including He hasworked onawide Cossette andPalm +Havas. McBride, J.Walter Thompson, of account managementat has climbedthrough theranks University in1984,Gagnier Since graduating from Concordia Publicis Montreal managing director, Marc Gagnier,VP, 13/01/12 4:04PM Florence Girod, VP, Glenn Hollis, VP, brand Karen Howe, SVP, creative strategic planner, marketing & advertising, director, Due North Cossette Tim Hortons Communications Girod has more than 20 Hollis has overseen the Tim Howe began her career as an years of experience in the Hortons brand for more than art director, ultimately adding communications industry. In four years. His career spans copywriting to her resumé. In June 2009, she joined Cossette more than 25 years, starting 1998, she joined Due North as director of strategic and in health care then extending Communications as creative creative planning. Today, as into marketing research and director. She has created such VP of strategic planning, Girod advertising. He has been a guest memorable work as the fi ve- brings precision and intuition lecturer at Schulich School of second animated “Dot Spots” for to the observation of leading Business and a keynote speaker Dairy Farmers of Canada and the trends, and knows how to take and panellist at conferences and LCBO’s “Defl ate the Elephant” a sensitive, global look at the universities across Canada and anti-drinking and driving evolution of brands, products the U.S. Hollis is a graduate of campaign. Her creative has been and their consumers. the Schulich School of Business recognized in award shows around MBA program. the world – from Cannes to London to Los Angeles – as well here at home. Howe has also won multiple CASSIES.

Peter Mears, president, Kelly Murumets, president Carl Pichette, senior UM Canada and CEO, ParticipACTION director of marketing, Mears joined the UM Canada Murumets has a history of Boston Pizza team in February 2010, upon effecting change in organizations. Pichette is responsible for the the creation of the agency. Prior to joining ParticipACTION, Quebec brand development and Having learned his trade as a she was president of a publicly marketing strategies at Boston media planner in the U.K., he traded U.S. telecommunications Pizza International. Prior to spent his fi rst tour of duty in company, where she oversaw this, he worked at Sleeman Canada, creating integrated the integration of four bankrupt Breweries as marketing director. communications plans for or nearly bankrupt companies He has also accumulated 16 Unilever from 2001 to 2004. A into one thriving organization years in marketing and account move to New York to head up all that ranked seventh in Deloitte’s management within advertising planning operations for PHD in Technology Fast 50 Program. She agencies, such as Cossette for the U.S. followed, and in 2008, holds an MBA from the Richard 10 years, and six years as VP, he relocated to the U.K. to lead Ivey School of Business at the account service, at Marketel PHD’s global and international University of Western Ontario. McCann Erickson. client business for two years.

February 2012 33

Cassies.Upfront.indd 33 12/01/12 6:34 PM Judges

Valérie Sapin, VP, Harold Simpkins, Sonny Wong, president marketing, Gaz Métro professor of marketing, and CD, Hamazaki Wong Sapin recently joined Gaz Métro John Molson School of Marketing Group to lead the marketing team, Business, Concordia Throughout his career, Wong bringing her more than Simpkins teaches advertising has led major marketing and 19 years of experience in and integrated marketing advertising campaigns, including the fi eld of marketing and communications at Concordia, multicultural campaigns, for communications. Prior to joining and is the co-author of Marketing clients such as Audi, BMW, BC Gaz Métro, she spent more than Yourself, a book based on the Tel Mobility (now Telus Mobility), 11 years at Cossette, where she award-winning online course Birks, Tropicana and many other was general manager of their of the same name. He has blue-chip companies. On top of strategic planning group. She a background in consumer his work with the Vancouver- has directly advised a number packaged goods, product based agency Hamazaki Wong, of clients on subjects relating to management and, prior to joining he is a respected program and their business, marketing and Concordia, he was VP and account live event producer and the brand strategies, including Rio director at MacLaren Advertising. co-founder and producer of Tinto Alcan, Bombardier, Canada He is deeply involved in volunteer the annual Leo Awards, B.C.’s Post, Bank of Montreal, Tourisme work and most recently awards program for the fi lm and Québec, Canadian Red Cross, was president of non-profi t television industry. Canada Council for the Arts, Bell organization YES Montreal. and Holt Renfrew.

Cassies.Upfront.indd 34 13/01/12 4:06 PM CANADA’S NATIONAL NEWSPAPER

January 2012.

To our fellow advocates of effective advertising,

As the Gold Sponsor of the 2012 CASSIES, The Globe and Mail is delighted to join you in celebrating Canada’s most powerful and persuasive advertising. For clients and agencies alike, this is the year’s most coveted prize – the one that recognizes both ‘the big idea’ and the results it generates.

CASSIES cases serve to inform and inspire the entire industry, and this year’s entrants are no exception. They represent the very best creative and strategic thinking, across a constantly evolving field of communication platforms. If connecting effectively with consumers is more challenging today than ever before, tonight’s winners give ample proof of the business rewards for getting it right.

The work we honour here can hold its own alongside the most effective advertising in the world. With that in mind, The Globe and Mail has created the first The Globe Creative Effectiveness Prize, which will award two full delegate passes (1 awarded to the client and 1 awarded to the agency) to the Cannes Lions International Festival of Creativity and will also pay the entry fee for the winning campaign to enter the Cannes Lions Creative Effectiveness competition. This new prize is a testament to The Globe’s pride in, and support of, Canadian creativity.

We look forward to sharing the evening’s festivities with you, and extend our heartiest congratulations to this year’s CASSIES winners.

Andrew Saunders VP of Advertising Sales, The Globe and Mail Chairperson, Canadian Cannes Lions Board of Directors NEWFOUNDLAND CAPTURES

GRAND PRIX • GOLD: Sustained Success Success GRAND PRIX • GOLD: Sustained TRAVELLING HEARTS Target hits the mark with Newfoundland & Labrador Tourism’s “Find Yourself,” a campaign that delivered rock solid results in diffi cult conditions

Situation Analysis: Newfoundland become increasingly competitive, the stories being told on TV. Multiple and Labrador (NL) is off the beaten and the strong Canadian dollar has online executions, including path, and it takes a determined effort encouraged overseas travel. expanding big box ad units, closed to visit it, especially during tough the loop for those wishing to economic times. Deterrents include Strategy & Insight: British writer research/plan their escape. the fact that the only way to get G.K. Chesterton said “The traveller there is by air or sea, the summer sees what he sees; the tourist sees Results: For 2009, the Canadian season (June-August) is only about what he has come to see.” The travel market fell 7.1%, but NL’s 75 days, the weather isn’t great, NL target doesn’t see themselves automobile/airline visits increased the Canadian travel market has as tourists, but as sophisticated 1.5%, and overall tourism revenues travellers seeking an antidote to the climbed 1.4% to $374.6 million. plastic composition of urban life. For For 2010, visits increased 6.4% to such an audience, the deeper the 518,500 and tourism revenue rose Newfoundland and Labrador Tourism feeling they have about a place, the 9.6% to $410.6 million. For January director of marketing: Carmela Murphy stronger the motivation to visit. The to June 2011, automobile/airline manager of advertising campaign launched in January 2009, visits rose another 3.3%, setting a & communications: Andrea Peddle with the primary focus on Ontario new record. advertising offi cers: Denise Seach, (GTA and Ottawa), while secondary Brett Thornhill markets included Calgary, Halifax Cause & Effect: Spending levels and English-speaking Montreal. were not a factor, with the annual Target CD: Tom Murphy spend in 2009/10 lower than in 2008. creative group head: Jenny Smith Execution: The campaign romances There was no unusual promotion ADs: Bruce Hamilton, Jeff McLean the almost spiritual experience of or pricing activity, and the two writers: Jenny Smith, being in NL, vs. showing an inventory main “external” forces moved in an Terri Roberts, Randy Diplock of places to go, sights to see and unfavourable direction – i.e., over digital imaging artist: Dejan Vucicevic things to do. Television was the the course of the campaign, the producer: Heikki Kuld cornerstone, featuring the people, Canadian dollar rose more than group account director: Catherine Kelly architecture, history and stunning 20% against the U.S. dollar, and the account director: Ernie Brake natural beauty. Newspaper ads ran price of oil doubled, putting extreme in key markets, addressing travel upward pressure on the price of barriers and further romanticizing gasoline and air travel.

36 www.strategyonline.ca

Cassies.Gold.indd 36 11/01/12 6:28 PM GOLD: Packaged Goods Food/Other • GOLD: Sustained Success

SPONGETOWELS ABSORBS SUCCESS John St. turns a product feature into a major long-term benefi t for the renamed Kruger Products brand

Situation Analysis: In the early 2000s positioning for absorbency. The in 2006 to 21% in 2010. Pricing has ScotTowels was a successful brand, campaign launched in fall 2006, and been aggressive (given that private but was living on borrowed time. has remained largely on television label is a major presence) but none Kimberly-Clark had bought out Scott ever since. It brought the Sponge of the branded players have been Paper in the U.S., and was licensing Pockets characters to life – literally disproportionately active. Similarly, the ScotTowels name to Kruger – and since then they have been there have been no other factors to in Canada – but only until 2007. constantly refreshed in multiple account for the growth. As a result, Kruger had renamed “absorbency” situations. ScotTowels as SpongeTowels, and now had the long term challenge of Results: In the four years since establishing it as a new brand. launch, SpongeTowels has increased case volume by 45%. Strategy & Insight: When the case This equates to an 18% market began in 2006, P&G’s Bounty was share (a fi ve-point increase) and the dominant branded competitor $14 million in incremental sales. with a 24% share, almost double Effi cacy perceptions are also SpongeTowels at 13%. In branded tremendously improved – and these product tests, Bounty outperformed results have been achieved despite SpongeTowels on key attributes. the arrival of Scott paper towels Interestingly, though, in blind testing, under the Kimberly-Clark banner, consumers preferred SpongeTowels. a new brand from Cascades, and This signaled opportunity. continued pressure from Bounty.

Execution: Something dramatic was Cause & Effect: Advertising recall needed, and it came from the quilted has increased to 81% in spring 2011, “sponge pockets” in the product. up from 62% in fall 2007. Share of These pockets would support a voice actually dropped from 35%

Kruger Products L.P. (formerly Scott Paper) corporate VP marketing: Nancy Marcus; category director, paper towel: Wendy Mommersteeg; marketing manager, paper towel: Humberto Baruzzi; director, marketing research: Alex Amon

John St. Co-CDs: Angus Tucker and Stephen Jurisic; art directors: Rob Trickey, Stuart Campbell, Kyle Lamb; copywriters: Neil Shapiro, Mia Thomsett, Kurt Mills; director of strategic planning: Emily Bain; senior strategic planner: Sarah Henderson; team leader: Heather Crawley; account director: Ali Reid; account executive: Madison Papple; executive broadcast producer: Michelle Orlando

February 2012 37

Cassies.Gold.indd 37 11/01/12 6:28 PM Unleash your

The Globe and Mail is excited to announce the addition of the Young Marketers to the qualifying competitions we sponsor as Canada’s official Cannes Lions representative. If you’re 30 or under and work for a client organization register now at www.globelink.ca/youngmarketers. Then get ready to craft the marketing plan that will have you rubbing elbows with the world’s best young marketers in the south of France.

Registration for both competitions begins January 16 and ends midnight (ET) on March 4, 2012. creativity

The Globe and Mail is again proud to sponsor Canada’s qualifying Young Lions competition. As a young creative, 28 or under, this is your chance to represent Canada on the world stage of creativity. But you need to register first at www.globelink.ca/younglions. Then get ready to show the world you have what it takes.

Visit www.globelink.ca/cannes to get complete details about the 2012 Cannes Lions International Festival of Creativity – June 17 to 23. ‘IT’S ALL GOOD’ FOR MCCAIN REVAMP Taxi’s campaign announcing the elimination of unpronounceable ingredients leads to a spike in sales and public perception

Situation Analysis: Women who once if they belong in a chemistry class. ending Jan. 29, 2011, while Rising bought processed foods without a These ingredients are approved by Crust and Thin Crust Pizzas were up second thought are now beginning Health Canada, but there’s something 8%. The campaign also had a major to wonder if that’s a good idea. about “sodium stearoyl lactylate” infl uence on perceptions. Unaided McCain saw this shift and decided that just doesn’t sound right. Then recall and awareness of the initiative to change the way its products are the insight hit – shouldn’t the only more than doubled between 2010 made. Unpronounceable ingredients ingredient in food be, well, food? and 2011, and the Marketing/Leger

GOLD: Packaged Goods Food/Other • GOLD: Best Launch • GOLD: Best Goods Food/Other GOLD: Packaged are out; real ingredients are in, with Corporate Reputation Survey saw the new products having to be equal Execution: “McCain. It’s all good” McCain jump from 23rd to 13th place to or better than the current ones launched in the middle of January in one year – the biggest jump the and the competition. This meant new 2010 with TV, print, PR, new survey had ever seen. recipes for over 70 products. The fi rst packaging, internal marketing and wave would be for frozen pizza, pizza a completely redesigned website. TV Cause & Effect: The awareness and pockets and frozen potato products, asked, “What’s in dinner?” and told reputation results show that the and this case covered year one of a the “all good” story, with spots for message was getting through. Media major long-term effort. pizza and Superfries. Print delivered spending was at its lowest level in at the message on a more detailed level least seven years. Pricing for McCain Strategy & Insight: Most moms and featured products that didn’t fries increased, while promotional rely, at least a few nights a week, on get TV support. PR and packaging pricing in the pizza category convenience food, and many don’t completed the story. was in line with historical levels. have the time, energy or inclination to Distribution was largely unaltered, scrutinize the ingredients. But if they Results: Sales for McCain Superfries and there were no other major did, they’d fi nd things that sound as increased 10.5% for the 52 weeks initiatives to cause the results.

McCain Foods managers: Karen MacPherson, Abby Yew, Julie McGregor; president, McCain Canada: Fred Schaeffer; VP marketing: broadcast producer: Sam Benson; designer: Leo Tsalkos Heather Crees; VP research: Bettie Lye; brand director, potato Partners & appetizer: Mike O’Brien; brand director, pizza & snacks: Jeff PR agency: Veritas Communications; media agency: AOR Media O’Neill; brand director, strategy & innovation: Paul Kurvits Management; promotion/interactive agency: Capital C; packaging Taxi Toronto design agency: Anthem; production: Code Film, Relish Editing, VP executive strategic director: Maxine Thomas; CCO: Steve Tantrum Mykolyn; ECD: Darren Clarke; ACD/copywriter: Irfan Khan; AD: Maria Ward; group account director: Talke Krauskopf; account

40 www.strategyonline.ca

Cassies.Gold.indd 40 11/01/12 6:29 PM GOLD: Automotive and DIY • GOLD: Best Launch

SUBARU GETS OUT MORE The Canadian launch for the 2010 Outback, handled by DDB, becomes the most successful in the world for the model

Situation Analysis: In 2001, Outback Execution: For the October 2009 launch of the 2010 Outback accounted for 28% of Subaru unit launch, the insight was that despite anywhere in the world. sales but had since lost more than aspirations for the great outdoors, half of its franchise. It was in the people work long hours, leave their Cause & Effect: There was a direct dying “wagon” segment, and the cubicles, go home, turn on the TV link between the timing of the only chance for 2010 – despite a or computer and fl ake out on the advertising and sales, with no other limited budget and competitors like couch. The “Maybe you should signifi cant communications, sales Honda CRV and Toyota RAV4 – was get out more” idea was born and or marketing efforts going on at that a repositioning. Although design launched on TV by spoofi ng the time. Media spend was at historical changes made the 2010’s styling infamous Snuggie infomercial. levels, and pricing was maintained at similar to conventional SUVs, other This was backed by print that had a premium to competition. functional attributes remained much Outback adventurers in hard-to- the same. To make things tougher, reach landscapes. Meanwhile, the the industry was advertising fi re Get Out More website was launched, sale prices to combat the recession, with direct mail and social media while Subaru planned to maintain following. Finally, a second fl ight of Subaru Canada pricing. Outback also had to avoid TV spots aired in March 2010 with VP, product planning & marketing: cannibalizing Forester, which was a phony infomercial — for the Lap Ted Lalka repositioned as the sexy small SUV. n’ Snack — and continued until the director of advertising: Geoff Craig campaign ended in April 2010. DDB Canada / Toronto Strategy & Insight: Research business lead: Michael Davidson uncovered the fact that target Results: Sales during the campaign account director: Geoff Taylor consumers saw current small SUV (October 2009-April 2010) were more CDs: Andrew Simon, Dre Labre options as not particularly capable than quadruple the previous year, writer/ACD: David Ross beyond day-to-day city driving. and held at +82% for the remainder AD/ACD: Paul Wallace They were open to a new small SUV of 2010. Impressively, these results AD, DM: Jake Ritter that could take them places that were achieved without cannibalizing writer, DM: Carmen Toth others couldn’t. And with its unique Forester, which grew 7% during the ADs: Missy Kelly, Ciara O’Meara symmetrical all-wheel drive feature, campaign period, lifting Subaru’s copywriters: Leilah Ambrose, Outback could deliver. Also, because share of the Japanese small SUV Tiffany Chung this “most capable” position was so segment to 8%, compared to 5% managing director: Andrew McCartney different from sexy, Subaru would before the campaign broke. Based digital strategist: Dustin Rideout Damian Nimeck ideally be able to own it without on this, the Canadian campaign was producer: cannibalizing Forester. considered the most successful

February 2012 41

Cassies.Gold.indd 41 11/01/12 6:30 PM GOLD: Sustained Success GOLD: Sustained SUBARU’S SEXY SUMOS DDB’s campaign shakes up the market and triples long-term sales

Situation Analysis: In early 2008, launched a newly designed Forester television, print, online banners, Subaru was a niche player in the – more stylish, and looking more like Subaru.ca homepage and campaign Canadian market with a stable but a conventional SUV. Sales objectives landing page, in-store POP, uninspiring 1% share. Its Japanese were ambitious: a 50% increase for microsite, in-video game, radio and heritage was largely unknown (most the 2009 model year, and continued social media. people thought it was Korean) and growth at 5% through 2012. This its cornerstone nameplate, Forester, would mean taking on Honda CR-V Results: In year one, sales increased had seen declining sales for the best and Toyota RAV4. They controlled 115%, and the momentum has part of 10 years. People thought the 70% of category sales in 2007, while continued, with the most recent Forester looked dated, and its quirky Forester had 2%. annual sales almost triple what it was design meant that potential buyers before the sumo campaign launched. didn’t know if it was an SUV or a Strategy & Insight: Research station wagon. In early 2008, Subaru showed that people didn’t know Cause & Effect: There were no decided enough was enough and that Subaru was Japanese, and changes in spending, pricing, when they learned this their number of dealers or promotional opinions immediately improved. activity to explain these results So communication had to signal (details were supplied). It was also Subaru Canada Subaru’s provenance. Research clear that the campaign, despite VP, product planning & marketing: also showed that the primary spending levels well below Honda Ted Lalka target (adults with young kids) were and Toyota, was getting through, with director of advertising: Geoff Craig confl icted. While raising kids was initial consideration up 400% and DDB Canada / Toronto rewarding, it also meant sacrifi ce, purchase intention up 83%. SVP & business unit director: particularly where cars were Michael Davidson concerned. SUVs were logical and account director: Geoff Taylor sensible but did they have to be so CD: Andrew Simon dull? From this came a key decision ACD, copywriter: Matt Antonello – to make Forester playful, fun and ACD, AD: Paul Riss downright sexy. director of broadcast production: Andrew Schulze Execution: The long-running sumo Dre Labre digital CD: campaign featured sumo wrestlers digital AD: Ryan Semeniuk instead of bikini-clad babes, placed digital copywriter: Travis Sellar digital producer: Cathy Kim in a host of stereotypically sexy situations. Media elements included

42 www.strategyonline.ca

Cassies.Gold.indd 42 11/01/12 6:30 PM GOLD: Best Use of Media • SILVER: Sustained Success SPECIAL DISTINCTION [Globe Creative Effectiveness Prize]

JAMES READY’S HELPING HAND Leo Burnett’s “Help Us, Help You” campaign woos fans and more than doubles business

Situation Analysis: James Ready and label, telling fans how to keep Beer Caps blank, fans immediately competes in Ontario’s discount beer the beer a buck. Billboards had asked “WTF?” To make amends, segment, and has to survive against space left blank so that fans could JR launched the Blank Cap Recall. huge players with far more money to respond with messages, mischief Any drinker who mailed in a blank spend. It demonstrates how a highly and mayhem. The website showed cap would get something fun and innovative focus on a core fan base people how to make their own beer cheap as compensation. Thousands delivered consistent growth. coasters, hats and T-shirts, and of drinkers participated, and the everyone who submitted a message irreverent response helped cement Strategy & Insight: Starting in mid- got a handwritten thank you from the love of the brand. 2008, JR involved drinkers directly in brewery. a cause — to help keep it at a “buck- Then came billboard coupons: Results: Against 2007 as a base, a-beer.” This worked, but in 2010 the all consumers had to do was take James Ready’s sales in hectolitres price of discount beers in Ontario a picture of the billboard coupon grew 245% by 2011. Market share was legislated to increase, so how on their phone, present it to the followed suit, adding a full share could it be the beer of the people local business and redeem. Later, point and growing from 0.39% to when it was no longer a buck? The on radio, came “How Can JR Help 1.39%. answer lay in helping its fans save You?” which made listeners two money. But this had to go beyond offers; airtime in a radio spot to use Cause & Effect: This case is a mere words. Everything the brand as they see fi t and the chance to get pure advertising success story. did had to act as proof that James help from the brewery wherever they It shows the effect of marketing Ready behaves differently. needed it. From an immense pool of communications driving brand responses, JR fulfi lled the big wishes growth at a marketing spend of less Execution: A long-running series of fi ve lucky fans. than $300,000 a year, with no other of unconventional participation Finally, even a screw-up was marketing factor varying. ideas was born. New packaging turned into an advantage. When had fun messages under each cap a printing error left millions of JR

James Ready Brewery Company VP, sales and marketing: Matt Johnston; director, sales and marketing: Chris Waldock; senior brand manager: Deanna Kaminskyj; assistant brand manager: Chris Kreutzer Leo Burnett CEO, CCO: Judy John; VP, CD: Lisa Greenberg; group account director: David Buckspan; account director: Natasha Dagenais account executive: Rebecca Simon; creative group heads, ADs: Anthony Chelvanathan, Paul Giannetta; creative group heads, writers: Steve Persico, Sean Barlow Partners Starcom MediaVest Group; Wills & Co Media Strategies Inc.; Campus Intercept

February 2012 43

Cassies.Gold.indd 43 11/01/12 6:30 PM OLG PLAYS A WINNING HAND AT POKER GOLD: Off to a Good Start The Poker Lotto launch campaign by Due North Communications results in sales that triple objectives

Situation Analysis: In the recent Strategy & Insight: Poker Results: Seven-month sales (from past, several lotto games have been seemed like a great way to attract launch to end of fi scal) were more designed to draw 19- to 34-year-olds 20-somethings to OLG. However, than $118 million – tripling the back into playing the lottery, but although much of this demo is $37 million objective. This was the none have been successful. Poker excited by the game, research largest overachievement by a new Lotto would be the latest attempt, uncovered a fascinating roadblock: OLG regional game launch in years, tapping into the massive trend that poker is intimidating. This led to a and made Poker Lotto the most has attracted millions of young critical decision. Rather than fi ght successful regional lottery in OLG’s adults to poker. The objective was to the fear of poker, the campaign 2010/11 portfolio. get $37 million in sales between the would embrace it. Poker may be Sept. 7, 2010 launch and the end of intimidating. But Poker Lotto isn’t. Cause & Effect: Advertising tracking the fi scal year (March 31, 2011). in October 2010 saw awareness Execution: This was built around of the television campaign reach the Kings – intimidating characters 69% vs. OLG’s norm of 44%. The dressed up as the kings from same study showed that 33% of playing cards. In the launch TV respondents claimed the advertising spot, they pull up to a red light showed how Poker Lotto was OLG VP, lottery marketing: in a suped up ‘64 Plymouth Fury. different from other lottery games. Wendy Montgomery Seeing some average guys in a This, too, beat the OLG norm of 25%. senior marketing manager, regional nondescript car, one of the Kings As for other factors, the launch lottery: Adam Caughill guns the engine and yells out “Hey! advertising budget was in line with advertising manager: Jodie Bates Your mom called. She wants her other regional launches. There brand manager, regional lottery: car back.” Another King sneers at were no pricing, distribution and Melissa Caria the guys while a voiceover explains promotional changes, and the recent that poker can be intimidating, launch of Lotto Max, if anything, Due North Communications but not Poker Lotto. The TV was would have been a detriment to Jill King president: supported by two radio executions, Poker Lotto’s success. SVP, CD: Karen Howe a Metro newspaper wrap, rich ACDs: Shawn Wells, David Gee VP, group account director: Rob Nadler online ads with an advergame built account director: John Pace in, nightclub ads, and point-of-sale fl ash posters.

44 www.strategyonline.ca

Cassies.Gold.indd 44 11/01/12 6:31 PM GOLD: Events, Seasonal and Short-Term

CARAMILK’S SUCCESS IS NO SECRET

With help from The Hive, Kraft Canada brings back the Caramilk Secret, giving it a Willy Wonka-style twist

Situation Analysis: Caramilk is Execution: The campaign launched Cause & Effect: “Key to the Secret” legendary because of its long history in June 2010 with television was the sole brand activation for of advertising the Caramilk Secret. featuring a misguided archeologist Caramilk in 2010 and the only That continued until 2007, when in searching the sands for a golden variable over the time frame covered reaction to increased competition, key, only to be told that the keys in the case. Media spending levels Caramilk shelved the campaign were hidden inside Caramilk bars. remained consistent with past years and moved to a new strategy based Meanwhile, Caramilk.ca was as did pricing, and there were no on indulgence. Unfortunately, transformed into “search central.” signifi cant distribution changes. this confused consumers, leading Large OOH boards became giant key to signifi cant equity declines. racks while cover wraps transformed Something had to be done. Metro newspapers into Caramilk safes. Social media was another Strategy & Insight: In the past, the big part of the campaign, especially Secret had just been an advertising on Facebook where the chatter idea, but what if it became real? It was non-stop. Finally, packaging would sit in a gold envelope, locked and in-store displays ensured that in a 1,000 lb. safe, deep within the the program was front and centre Cadbury Chocolate Factory, and 10 anywhere Caramilk bars were sold. Kraft Canada keys to the safe would be hidden Results: Across the June-August VP confectionery: John Phillipson; in specially marked Caramilk bars campaign period, consumption of marketing director, chocolate & candy: Mackenzie Davidson; brand across Canada. The people who Caramilk singles increased 51% year managers: Laura Henderson, Navita found the keys would then be fl own over year, and the brand took over Rathod; senior market research to the factory where each key would as number one in Canada. Share manager: Lisa Towle get a chance to unlock the safe. The of singles followed suit, increasing lucky winner would get $125,000 50%, while multi-packs grew 19%. The Hive right away and another $125,000 This led to substantial growth in the CCO: Simon Creet; group account if they could resist temptation and base Caramilk business for the fi rst director: Michelle Prowse; AD: Paul return the gold envelope unopened time in years, and a 12-point jump Parolin; copywriter: Michelle Spivak; six months later. in the equity score was the most print production manager: Anne signifi cant gain in the last decade. Smythe; account supervisor: Shar Khursigara; emerging platforms: Sabaa Quao; digital production manager: Stas Zlobinski; agency producer: Alina Prussky

February 2012 45

Cassies.Gold.indd 45 11/01/12 6:31 PM SMARTIES BLUE CAT HAS PURRFECT TIMING JWT’s “Blue is Back” reignites the Nestlé Canada brand, reversing a decline in sales

Situation Analysis: Many of us with. Enter a curious blue cat — the end of 2009 to 4% growth by the grew up with Smarties and have irreverent, offi sh, even moody, living end of 2010, a positive delta of 9%.

GOLD: Events, Seasonal and Short-Term GOLD: Events, vivid memories of the brand from life on his own terms. He delivers the Total Smarties also turned around, childhood. But this has come at a news about blue Smarties and the from -3% to +3%, and the Smarties cost. Smarties has become the “Puff promotion in a way that would get Blue Cat now has a 600,000+ fan the Magic Dragon” of confectionery talked about and shared. base on Facebook, making it the – the last thing that teens want to number two page in Canada, and at be seen with. This has had serious Execution: The blue cat had serious the time of the CASSIES submission, consequences for the brand, which attitude appeal, with a foreign accent the total brand was growing at 7%. declined 4% in 2008 and 3% in 2009. that couldn’t quite be placed and Then two opportunities presented rhyming speech (“Blue is back. Win Cause & Effect: Continuous tracking themselves. In 2009, Smarties had a Mac”). This would go on to be confi rmed ad breakthrough. Branded discontinued Blue Smarties as part mimicked by many of his fans. The recall grew to 41% – more than of a move to “No Artifi cial Colours.” campaign ran from mid-June through twice the norm. “Made you want to This was unpopular, but by 2010 August 2010 and included 15-second buy” was at 36% vs. a 20% norm Nestlé was able to get blue Smarties TV spots, a partnership with the and “Increased your interest in the back into the mix. Meanwhile, MuchMusic Video Awards, online brand” grew to 38% vs. a 17% norm. Smarties had teamed up with Apple banner advertising and a Facebook There were no signifi cant changes in for a MacBook Pro giveaway as a way brand page. pricing or distribution and the Mac to get attention from teens. Could promotion, though it will have had these two initiatives be combined? Results: After two years of brand some positive effect, was not the declines, “Blue is Back” turned the primary thrust of the campaign. Strategy & Insight: Teens are brand around. The 50-gram SKU particular about what they like and (which accounts for 46% of brand what they associate themselves sales) moved from a 4% decline at

Nestlé Canada president, Nestle Confectionery: Terri Tinella; past president, Nestle Confectionery: Sandra Martinez; leader, confectionery marketing: Gary Batey; marketing managers: Kate Beresford, Sarah Sauder, Rachelle Kennedy, Ashley Edelstein; consumer & shopper insight manager, confectionery: Acky Dinnepati; consumer communications: Ted Rideout; CCSD leader confectionery: Ken Mahon; AVA leader confectionery: Joel Martins; AMM AVA confections: Scott Houston; CCSD confectionery: Shawn Sokell; marketing manager: Maria DiLeo JWT ECD: Martin Shewchuk; VP group account director: Carolyn Bingham; copywriter: Gord Yungblut; AD: Jason Souce; broadcast producer: Gavin Nevsky; account supervisor: Andrew Knight; account executives: Gillian Brown, Kathleen Dusk Partners VP, group account director, ZenithOptimedia: Kim Carnahan; account director, ZenithOptimedia: Aaron Wills

46 www.strategyonline.ca

Cassies.Gold.indd 46 11/01/12 6:32 PM SILVER: Events, Seasonal and Short-Term

TETLEY SETS THE MOOD John St.’s colour therapy helps Tetley Herbal Teas take over as number one

Situation Analysis: When the shift her by ingredient – peppermint, Results: By the end of the campaign, toward tea culture started in Canada chamomile, passion fl ower. So Tetley was up 17% in tonnage and around 2000, Tetley’s mission was with the 2008 packaging change, had taken over at #1 from Celestial to carve out leadership in every chamomile became Dream, Seasonings. For an investment of segment of hot tea. That led to years peppermint became Revive, and so $2.4 million, Tetley earned $4.2 of successfully investing in black tea, on. However, the segment was still million in revenue resulting in a green tea, red tea and new products stale in the consumer’s mind. The return on marketing investment of like Tetley Infusions. But herbal herbal tea occasion was an island of 1.7 — well exceeding Tetley’s global tea was one cup left unturned. lonely introspection, on a couch, in benchmarks. Engagement measures The segment was worth about $30 a housecoat, book in hand, drizzle exceeded industry averages, and million, but was declining at 2% per on the windows. Enter Tetley Colour time spent on the microsite was over year. Tetley could no longer ignore Therapy. four minutes on average. this, so in 2008 it introduced new packaging to be more compelling Execution: The driving strategy Cause & Effect: The case showed a at shelf. This produced an uptick was “mood media” – getting the correlation between tonnage volume in volume. But it wasn’t enough to message into places and spaces and media fl ighting. In addition, catch Celestial Seasonings, which where the audience would be feeling spending was on par with typical led with 19 share points to Tetley’s different moods. Fifteen-second TV efforts across tea segments, pricing 17. For the October 2010 to March ads featured nerves on a wedding and percent on deal were on a level 2011 period (hot tea season) it was day, being with good friends and playing fi eld, distribution was not time for advertising to do some offi ce politics, with each mood linked a factor and there was no unusual heavy lifting. to a different therapeutic colour. product or promotion activity. Billboards were even more pointed, Strategy & Insight: Qualitative linking the programming to different research uncovered something moods and colours. Transit called surprising: women approached out the stresses of riding the subway, herbal teas with a need state fi rst – while the website opened up a stream i.e. the need to feel calm, uplifted, of Facebook and Twitter messages. etc. But the category approached

Tetley Canada president: Stephen Rice; director of marketing: Kathy Grant-Munoz; brand manager: Sarah Molloy John St. CD: Stephen Jurisic; ACDs: Chris Hirsch, Nellie Kim; AD: Patrick Shing; copywriter: Paul Constantakis; agency producer: Dale Giffen; account services: Rena Bast, Joelle Woodruff; agency producer, digital: Cas Binnington; agency digital planners: Zoe Holman, Tammy Chiasson Partners production house: Sons and Daughters; director: Mark Zibert; DOP: Pete Sweeney; audio house: Vapor Music; audio director: Joey Serlin; audio engineer: Julian Rudd; edit house: PosterBoy; editor: Brian Williams; web developer: Oddly

February 2012 47

Cassies.Silver.indd 47 11/01/12 6:38 PM BOSTON PIZZA BECOMES A WING EXPERT Taxi’s creation of the Flatties & Drummies Association make wings the fastest selling item on the menu

Situation Analysis: When Strategy & Insight: A lot of the Results: After only three weeks you’re called Boston Pizza it’s competition behaved like used car in market, the TV campaign had SILVER: Events, Seasonal and Short-Term Events, SILVER: understandable that wings might salesmen, yelling from the rooftop reached a 66% ad breakthrough not be your signature item. But to about their deals and promotions. rating. Wing sales were also well be competitive in the world of sports Boston Pizza would take a different ahead of the 50% objective – so bars, a reputation for great wings is approach – one that added to much so that wings became the a must. Knowing this, Boston Pizza the brand rather than eroded the fastest selling item on the menu, and set out to improve its wing product. margin. As for messaging, virtually Boston Pizza ran out of product. The objective, for the April-May 2011 every brand claimed to have won a NHL playoff season, was to increase truckload of trophies for their “world Cause & Effect: In addition to wing sales by 50%. class” wings. But what were these immediate sales, success in social wings being judged on? This question media was an interesting indicator triggered the advertising idea. of how effective the Flatties & Drummies campaign was. All online Boston Pizza International Execution: The campaign ran from media drove to Facebook, where EVP, marketing: Steve Silverstone April to June 2011, with a heavy Boston Pizza’s national Facebook VP, marketing: Joanne Forrester focus on NHL playoff hockey. TV page garnered 14,649 new fans, an marketing manager, digital: Ryan Ashton introduced the one true (yet fi ctional) increase of 585% over the previous chicken wing authority in the form three months. As for spending, Taxi Toronto of Carl Carlson, president of the pricing and distribution, they were ECD: Darren Clarke newly created Flatties & Drummies all in line with year-ago values, and Senior AD: Niall Kelly Association, a group dedicated to although the product was defi nitely AD: Gint Bruveris the appreciation of great wings. Carl improved, it’s fair to say that this senior writer: Jono Holmes group account director: Edith Rosa waxed poetic about the Boston Pizza alone (without the advertising effort) account manager: Emma Toth product, and this continued in- would not have caused the results. planning director: Jeff Dack store and online, where “Flatties & producer: Alina Prussky Drummies” announced that Boston Pizza had won the coveted 2011 Partner Crystal Wingy Award for Best New media agency: PHD Wing. client service director: Zoryana Loboyko group account director: Scott Henderson senior digital media strategy: Barbara Glover account manager: Stephany Sousa

48 www.strategyonline.ca

Cassies.Silver.indd 48 11/01/12 6:39 PM SILVER: Off to a Good Start • SILVER: Best Integrated Program

TASSIMO CRACKS THE (BAR)CODE The Kraft Canada brand breaks away from the global campaign with “The barcode brews it better,” an Ogilvy initiative with spectacular results

Situation Analysis: Canada had Execution: “The barcode brews it within Kraft Worldwide. been adapting global creative for better” campaign had to fi nd a way years, but that creative was not to connect the dots between the Cause & Effect: In ad tracking, working hard enough. With low barcode and the perfect beverage. Tassimo outperformed the brand awareness and increasing The solution was to bring the competition, with overall brand competition, Tassimo Canada barcode literally to life. If you look awareness increasing from 52% in decided to launch a new approach. really closely at it you see that it’s Q4 2009 to 75% in Q4 2010. Brand The goal for 2010 was to double the made up of people wearing black linkage for the two TV commercials penetration of brewers to 200,000, or white, and they have a lot to was 51% and 45% vs. a norm of 30%, and to grow revenue of its T DISC say about creating the beverage and print tracking was equally, if system by 60%. perfectly. Media started in May 2010, not even more impressive (details comprised of TV, cinema, print, were supplied). Spending levels in Strategy & Insight: The “Aha!” in-store, e-newsletters, PR and 2010 did increase, but the $3 million moment came from watching social, all integrated together. increment was well rewarded by the consumers during product demos. $13 million increase in T DISC sales. While other brewers essentially Results: For 2010, brewer sales Promotional pricing on the brewers pour the same amount of hot were up 143% to 235,000, and followed normal patterns, and prices water through every beverage disc, Tassimo took over as Canada’s on the T DISCS increased 10 to Tassimo’s patented barcode system favourite single-serve brewing 25% because of higher commodity means that each brand gets a system. Sales of T DISCS increased prices, working against the results if specifi ed brew time, pressure and 66%, equal to an incremental $13 anything. temperature. As a result, each tastes million. Based on its success, exactly as it’s meant to. And once the Tassimo Canada also won an award target realized this, they were sold. for the most effective campaign

Kraft Canada VP grocery and beverage: Chris Bell; director of marketing, beverages: Doug Pritchard; product manager, Tassimo: Luke Cole; associate brand manager, Tassimo: Ashley Hahn; brand assistant: Lauren Jankowski; senior manager, consumer insights and strategy: Kristian Gravelle; marketing coordinator, beverages: Alice Hammond Ogilvy Toronto (former) CCO: Nancy Vonk; AD: Julie Markle; copywriter: Chris Dacyshyn; senior planner: Michael Szego; group account director: Kristi Karens; managing supervisor: Coby Schuman; account executive: Terri Mattucci Partners VP client service, Match Experiential Marketing: Lucinda Williams; group strategy director, Mediavest: Cathy Quinton; account manager, Armstrong Partnership: Dave Collie

February 2012 49

Cassies.Silver.indd 49 11/01/12 6:39 PM TETLEY INFUSIONS TARGETS POWDER SILVER: Off to a Good Start SILVER: ADDICTS John St. and Tetley Canada ask Crystal Light drinkers to break the habit, and they do just that

Situation Analysis: Tetley Infusions fi lled with low-cal products that keep from former powder addicts who is a single-serve tea-based drink her svelte, and Crystal Light (with its had switched to Tetley Infusions. mix that you add to water. The main “Water need not be boring” equity) is Print mimicked “Break The Habit” competitor is Crystal Light, with over nestled close to this woman’s heart. ads, stubbing out a stick of crystal 60% share and a media spend over To her, adding artifi cially sweetened powder as if it were a cigarette butt. $5.5 million. Tetley needed to take powder to her water was perfectly share from Crystal Light, and they acceptable and even a little glam Results: By the end of the campaign needed to do it right because they’d with its exotic fl avours and upbeat (September 2010), Tetley Infusions tried before. Tetley Infusions had creative. Suddenly, a provocative had a 14% dollar volume share of launched in spring 2009 featuring new thought was born – to draw single-serve iced tea drink mixes. no artifi cial sweeteners, colours, a parallel between the addictive Shipments were up 60% over the fl avours or preservatives. At the end qualities of Crystal Light and those campaign time frame. of the campaign, Tetley had just a of other not-so-good-for-you 4% dollar share, and this would not substances. Cause & Effect: Millward Brown be enough to sustain distribution. A research of the TV creative 10% share by September 2010 was Execution: The campaign was foreshadowed the in-market results, essential for survival. called “Break the Habit” and ran in with top-two-box purchase intent Summer 2010. It was a play on the at 62 vs. a norm of 40. Media spend Strategy & Insight: A proprietary anti-smoking ads from the ’80s, with levels were in line with year-ago, as study identifi ed the target as the an unsubtle allusion to unhealthy were pricing, distribution, sampling “All About Me” female segment. vices. While seen as risky, it was and in-store support. This woman loves a good shortcut, brought to life in a tongue-in-cheek is highly image-conscious and way so that the target would not only is committed to cultivating her get the joke, but also the message personal brand. Her repertoire is behind it. TV used confessions

Tetley Canada/TATA Global Beverages president: Stephen Rice; director of marketing: Michelle Faris; brand manager: Aleem Visram John St. CDs: Angus Tucker, Stephen Jurisic; ACDs: Chris Hirsch, Nellie Kim; AD: Marcella Coad; writer: Chris Booth; agency producer: Dale Giffen; account service: Rena Bast; agency producer, print: Marietta Sterman Partners production house: Soft Citizen; director: Brian Aldrich; line producer: Tony Diimarco; DOP: Marc Laliberte-Else; editorial: Brian Williams, PosterBoy; audio house: Vapor Music; audio director: Joey Serlin

50 www.strategyonline.ca

Cassies.Silver.indd 50 11/01/12 6:39 PM SILVER: Off to a Good Start

FAMILIPRIX PUTS ITSELF IN CONSUMERS’ SHOES The pharmacy chain uses empathy and a touch of humour to build the business through a campaign by Lg2

Situation Analysis: Familiprix is a empathy and understanding were by those of the past was undertaken chain of pharmacies in Quebec. It far the most popular requirements during the campaign. In addition, competes with several banners, in a pharmacist. Professional if anything, competitive pressure amongst them Jean Coutu, which qualifi cations were a distant second. increased, with heavyweight and has nearly half the market share and new campaigns from most of the has been the leader for many years. Execution: This led to two 30-second competitive banners. In the past, Familiprix had delivered commercials based on the thought, impressive results with the “Ah! Ha!” “We put ourselves in your shoes.” In campaign (CASSIES Grand Prix in “Granddad,” three young kids (one 2003, Gold for Sustained Success in gigantic) play horsey, and bounce 2005), but the chain had been absent up and down on Granddad’s back. from advertising for two years. However, by the magic of television, The return to TV was highly we don’t see Granddad; we see a anticipated, and the objective over long-suffering young pharmacist in the winter of 2010/11 was to increase his place. “High School” follows the sales by 10%, and to attract a new same pattern. A 40-ish pharmacist Familiprix generation of pharmacists into the is part of a gaggle of schoolgirls. He VP marketing: André Rhéaume Familiprix network. goes to his locker, sees a zit on his forehead and screeches in girlish Lg2 Strategy & Insight: Although horror. CDs: Luc Du Sault and Marc Fortin Marc Fortin, a pharmacy is a health care copywriters, ADs: Luc Du Sault, Nicolas Boisvert destination, most banners rely on Results: Sales increased by 13.5% planners: Mireille Côté, beauty products, loyalty programs, in a market that grew barely 2%. Catherine Darius daily promotions and proximity In addition, 17 new pharmacists account managers: Mireille Côté, (rather than the pharmacy) to brought their businesses into the Christine Larouche demonstrate their added value. chain, and Familiprix jumped fi ve However, Quebec was experiencing spots to eighth place in the Les Partners a shortage of family physicians, Affaires rankings of most admired director: Emanuel Hoss-Desmarais so there was an opportunity to companies in Quebec. producer: Philippe Lalande focus on the Familiprix pharmacist music: Studio Appollo as a health care advisor. But Cause & Effect: The TV campaign sound design: Boogie Studio Carat what type of advisor? Familiprix was the only Familiprix advertising media planner: agency producer (Elli Production): took the pulse of the public and, effort in 2010 and 2011. No Johanne Pelland unexpectedly, discovered that promotion more aggressive than

February 2012 51

Cassies.Silver.indd 51 11/01/12 6:40 PM

KRUGER PRODUCTS DRESSES UP CASHMERE With help from John St., Cottonelle becomes Cashmere, and a dominant number one

Situation Analysis: In 2004, the Scott By 2006, it was time to focus on a three different Cashmere Bathroom Paper team faced a huge challenge. new direction. Category advertising Tissue designs from notable Their Cottonelle brand commanded at the time portrayed an artifi cially Canadian designers. the number one share of bathroom cute world of kittens, puppies and tissues (ahead of Charmin and animated bears, but consumer Results: Since 2004, Cashmere has Royale) and was the primary research uncovered an opportunity added 10 share points to its business, contributor to the company’s bottom for a more feminine and sophisticated and commands the number one line. But Cottonelle was destined to approach. This led to the idea of share at 33%. This growth equates to lose its name and all the associated “softness women notice,” which $51 million in incremental sales. equities, because Kimberly-Clark equated the luxurious, feminine and

SILVER: Packaged Goods Food/Other • SILVER: Sustained Success Sustained • SILVER: Goods Food/Other Packaged SILVER: owned the licence and would be exquisite quality of cashmere with Cause & Effect: The new campaign reclaiming the name in June 2007. Cashmere Bathroom Tissue. has cut through, as evidenced by Furthermore, K-C could be expected recall trends (details were supplied). to relaunch Cottonelle as its own Execution: There was no better As for other effects, price promotion brand shortly thereafter. So the team place to stage this message than in has always played a big role in this had to fi nd a new name (Cashmere the world of fashion. The campaign category, and did ramp up in recent was fortunately available), and a new, featured TV, magazine, out of home, years, but all competitors have powerful brand idea to rebuff the online, PR and media integration, participated to an equal degree. threats to the business. and the fashion-related approach Meanwhile, because of increased continues to this day. For example, competition, Cashmere’s share of Strategy & Insight: The fi rst two TV advertising has captured the voice has decreased; distribution years of transition (2004 and 2005) making of a dress from Cashmere and trade support have been largely were dedicated to communicating Bathroom Tissue, while magazine unchanged; and there has been no the name change in a direct way. and outdoor advertising has featured unusual promotion activity.

Kruger Products L.P. (formerly Scott Paper) corporate VP marketing: Nancy Marcus; category director, bathroom tissue: Stephen Blythe; director, marketing research: Alex Amon John St. CDs: Angus Tucker, Stephen Jurisic; ACD/AD: Nellie Kim; ACD/copywriter: Chris Hirsch; AD: Stuart Campbell; copywriter: Jennifer Rossini; director of strategic planning: Emily Bain; senior strategic planner: Sarah Henderson; team leader: Heather Crawley; account director: Ali Reid; account executive: Madison Papple; executive broadcast producer: Michelle Orlando

52 www.strategyonline.ca

Cassies.Silver.indd 52 11/01/12 6:40 PM SILVER: Packaged Goods Food/Other

REACTINE GETS SERIOUS JWT’s “Not Just Allergies” campaign propels the Johnson & Johnson brand ahead of the competition

Situation Analysis: For years, Execution: The new “It’s not just Cause & Effect: Adlab results Claritin and Reactine had battled allergies” campaign launched in showed a marked increase in for allergy share, and in 2005 March 2010 with TV spots in English intrusion and relevance (info Reactine fi nally took over as leader, and French Canada. They played off was provided) and there were no in part due to its long-running the multiple symptoms that sufferers signifi cant changes in media spend, Blue Van campaign. However, deal with, showing that Reactine pricing, distribution or promotional this new leadership had been genuinely understands what they go effort. realized largely by the decline through, and ending with the line of Claritin share (to Aerius and “Reactine – Serious about Allergies.” private label). Compounding this, creative test scores for the Blue Van Results: For the launch year, were beginning to show signs of Reactine’s dollar volume was up weakness. Reactine needed a +14% vs. 2009. Market share, which new idea. had been gradually declining, turned around. Within three months Johnson & Johnson Strategy & Insight: Reactine is of launch, Reactine realized a marketing director: Anna Caravaggio highly effective as a product, but record high adult share of 26.7%, group brand directors: equity research revealed a weak and by May 2011 this had hit a new Jesse Weis, Maria Gregory relationship with consumers; it was high at 28%. senior brand managers: “about the same as every other Nate Notwell, Sabrina Zollo, Alan Ross brand.” Then a compelling truth associate brand manager: Cydney Taylor emerged. Category advertising consumer & shopper insights manager: Amanda Minacs had relied on humour to drive intrusion – often at the expense of JWT the sufferer. Neither Reactine nor EVP, ECD: Martin Shewchuk the category had taken allergies VP group account director: Monique Zarry seriously. This turned into a rallying group account director: Danielle Rice cry for the brand: to demonstrate account supervisor: Yasmine Saade that it understood allergy sufferers. group creative head, writer: Jed Churcher Never again would their suffering be group creative head, AD: Doug Maugham dismissed as “just allergies.” VP director of planning: Jack Perone

February 2012 53

Cassies.Silver.indd 53 11/01/12 6:40 PM MOLSON CANADIAN 67 TARGETS SILVER: Packaged Goods Beverage Packaged SILVER: NON-BEER DRINKERS CP+B and Molson Coors Canada fi nd a new way to position a low-cal beer, reaching out to those who choose wine, cocktails and coolers

Situation Analysis: The Canadian But how? Research uncovered that Results: Refl ecting the objective, beer market has stagnated, and at most people underestimated the research showed that over half about $20 million in profi t per share calories in wine and cocktails, while of Molson Canadian 67 drinking point, everyone is trying to take share overestimating the calories in beer. occasions were replacing another from everyone else. One reason for Given that Molson Canadian 67 has type of alcoholic beverage. Sales met the stagnation is that beer’s down-to- about half the calories of wine and the 0.20% target within the fi rst three earth image is under attack by a shift mixed drinks, a comparison to other months, and were at 0.39% by the toward more sophisticated tastes. alcoholic beverages would allow end of 2010. Sales volume virtually As a result, within beer, light beers people to make informed decisions. doubled the ingoing projections. are winning. This was an opportunity to launch Molson Canadian 67, the Execution: Advertising started in Cause & Effect: Ad recognition was lowest calorie beer in Canada. The October 2009 using TV, print, online above norm, as was comprehension objective was to source at least half and out-of-home. TV used tiny that Molson Canadian 67 has about of volume from people who usually glasses to contrast the 67 calories half the calories of wine or mixed chose wine, cocktails and coolers, of wine or mixed drinks with the 67 drinks. Spending levels were not and to have a 0.20% share of English calories of Molson Canadian 67. Print unusual. Pricing was aligned with Canada by the end of 2010. and out-of-home used a side-by-side mainstream beers, and there comparison to dramatize the same was very limited discount pricing. Strategy & Insight: A low-calorie point. Online banners encouraged Distribution was taken into account beer runs the risk of being seen as people to experience the truth for when the objectives were established. a “chick beer,” so appealing to both themselves, while PR complemented And there was no unusual men and women was essential. the effort with key infl uencers. promotional activity.

Molson Coors Canada senior director, marketing, Molson brands: David Bigioni; brand manager: John Francis CP+B CD: Aaron Starkman; AD: Scott Park; copywriter: Peter Gardiner; planner: Ryan Roberts; content manager: Naomi Olsen; studio production: Jennifer Dark; director of technology: Arthur Fullerton; interactive designer: Ravi Aujla; developer: Waqar Ahmed Partners agency producer: Rea Kelly; photography: Ian Campbell; producer: Tara Handley; executive producer: Angie Colgoni; production house: Wilfred Park; director: Kevin Donovan; editing house: Panic & Bob; editor: Matthew Kett; music company: RMW Music; music director: Ted Rosnick

54 www.strategyonline.ca

Cassies.Silver.indd 54 11/01/12 6:41 PM SILVER: Services General

STM PUTS SOCIETY IN MOTION Montreal Transit launches a green campaign with Sid Lee, attracting six million riders

Situation Analysis: Due to 15 years and unexpected (activist) gestures. in peak hours, the case argues that of disinvestment, the Société de Messages included: “One bus = 50 this alone would not have created transport de Montréal (STM) had fewer cars on the road”; “One metro the increased ridership. arrived at a point of no return, with = 715 fewer cars on the road”; “3 frequent mechanical failures and buses eliminate 1km of traffi c jams”; numerous complaints from users. On and “The STM drives green – for the plus side, it was seen as honest biodiesel.” Media included the web, and responsible. But it remained ads on STM property, print, POS, traditional, static and routine- local PR and stunts. oriented in the eyes of its users. The STM needed a new approach Results: Before the campaign the to attract new clients, and maintain STM ridership was stable. From loyalty among current riders. May 2009 to May 2010, ridership increased 1.57%, which may seem Strategy & Insight: The STM needed numerically small, but equates to a strategic direction that would six million incremental riders, and a trigger behavioural changes. An signifi cant infl ow of funds. environmental positioning was declared the most suitable, as it Cause & Effect: According to an reached audiences with a viable Ipsos Descarie post-test in August argument against the STM’s greatest 2009, the STM came in third behind competitor – the car. Greenpeace and Cascades when consumers were asked which Execution: Advertising for the company was most environmentally “Society in Motion” campaign conscious. Customer satisfaction STM started in May 2009, with four also increased from 79% in 2007 to executive director, planning, marketing different voices to tell different a historical 86% at the end of 2009. and communications: Denise Vaillancourt aspects of the story: visionary, Recall for the campaign was at director of marketing: realist, actionable and activist. The 52% vs. a norm of 38%, with 91% of Pierre Bourbonnière fi rst two voices covered services regular STM users having noticed that were expected (realist) and the advertisements. Spending agency: Sid Lee unexpected (visionary). The second levels and pricing were in line with two communicated environmental historical patterns and although bus messages with expected (actionable) and train schedules were improved

February 2012 55

Cassies.Silver.indd 55 11/01/12 6:41 PM SPONGETOWELS WOOS QUEBECERS A comedic mascot named Spongie helps build the Kruger Products brand SILVER: Sustained Success Sustained SILVER: after its name change, in this campaign by Saint-Jacques Vallée Y&R

Situation Analysis: In 1997, Kruger Strategy & Insight: The name Cause & Effect: Advertising recall acquired Scott Paper Limited SpongeTowels had been inspired and association was consistently (Canada), but Kimberly-Clark (which by the product’s unique embossing stronger for SpongeTowels than for had bought out Scott Paper in the pattern, which featured “sponge Bounty, and despite the decline in U.S.) retained the rights to the pockets.” These added strength media spend the brand attributes ScotTowel name. They licensed it and absorbency and this was a key ratings remained high, with to Kruger in Canada, but this would difference vs. competitors. How absorbency taking the highest score. end in 2007. So, in preparation, could this be turned into a long-term Other variables such as pricing, Kruger went through a major campaign that would increase sales sales promotion, distribution and transition exercise. They renamed and win Quebecers’ hearts? in-store display were in line with ScotTowels as SpongeTowels, and normative levels. now had the challenge of creating Execution: The answer came from a new brand. The main competitors creating Spongie – an advertising were Bounty and Cascades, and character who would personify the Scott Towels itself, which came absorbency advantage. He was back on the market in 2007 as a played by François Massicotte, a Kimberly-Clark brand. popular stand-up comic, and in January 2008 he became the ally that you can always rely on. TV spots have shown exaggerated incidents that needed his intervention, such Kruger Products as a plumbing mishap, a baby to corporate VP of consumer marketing: Nancy Marcus change, and a leaking waterbed – all category director, paper towels & dramatizing absorbency. White Swan: Wendy Mommersteeg Results: In 2007, SpongeTowels Saint-Jacques Vallée Y&R (2010) and Bounty were virtually neck and VP corporate affairs and development: neck in Quebec, with share in the Suzanne Bourret 18.5% range. By 2010, SpongeTowels CD: Daniel Poirier had taken over as leader at 20.4%, AD: Carole Plante while Bounty was static at 18.6%. copywriter: Annie Chevalier SpongeTowels also increased sales senior account executive: Vicky Maxwell volume by 12% over this period, Palm + Havas (2007-2009) achieved despite decreasing media president and CEO: Ann Bouthillier investment by 39%.

56 www.strategyonline.ca

Cassies.Silver.indd 56 11/01/12 6:42 PM s BRONZE: Events, Seasonal and Short-Term

YELLOW PAGES UNVEILS ITS 360º SOLUTION The brand dramatically improves its digital credentials with small business through a campaign by Taxi 2

Situation Analysis: In fall 2010, Solution; radio covered search Yellow Pages Group (YPG) had to engine optimization, marketing fi nd a way to compete with Google, strategy and marketing tools – and Bing, Yelp, Groupon, Foursquare all of this was supported online. and Facebook in providing local businesses with marketing solutions. Results: For the three-month This was a tall order for a brand campaign, net sales through the seen as a paper directory, though on 360º site were +82%, more than the plus side it did have a full suite triple the +25% goal. Requests for of digital marketing services and quotes increased 277%, close to solutions – the Yellow Pages 360º triple the increase that had been Solution. hoped for.

Strategy & Insight: The target was Cause & Effect: Awareness of small businesses that knew they the 360º Solution increased by 25 had to get into the digital space, points. The website’s unique visitors but didn’t know how to do it. Small increased by 31%, and calls to YPG’s business customers are so diverse sales centre increased by 58% – that the decision was made to use all evidence that the campaign mass media to get the message out. was breaking through. Spending This would encourage the audience levels were healthy, but in line with Yellow Pages Group to visit the 360º Solution website national launch levels. Pricing and CMO: Stephane Marceau and, subsequently, to call for a promotion were normative. director, corporate and marketing consultation. communications: Annie Marsolais senior manager, brand marketing Execution: This started in February communications: Andre Leblanc marketing communications manager: 2011 with two 30-second TV spots. Ann-Marie Beauchemin In “Not Here,” a bakery owner brand manager: Hugo Thibault misses out on potential customers by not being online. In “Window Taxi 2 Cleaner,” a more experienced ECD: Lance Martin owner learns that the 360º Solution AD: Mike Lee can help any business grow. Print copywriter: Troy Palmer conveyed the breadth of the 360º account director: Daniel Shearer account manager: Brian Tod

February 2012 57

Cassies.Bronze.indd 57 12/01/12 11:24 AM TELUS GOES PINK A Facebook campaign by Taxi Toronto raises money for breast cancer while building sales

Situation Analysis: Breast cancer would quickly get lost in the sea of ultimately hit 817,000. Telus also is the most common cancer pink. So with “Go Pink. Pass it On.” sold 53,000 smartphones against BRONZE: Events, Seasonal and Short-Term BRONZE: Events, among Canadian women. Telus the campaign was put into the hands an objective of 50,000. This equated hoped to raise $1 million towards of Canadians using Facebook. to $1.5 million in funds raised for the purchase of life-saving digital breast cancer, beating the target by mammography equipment, which Execution: For every profi le picture over $200,000. is 28% more accurate in detecting turned pink, Telus donated $1 to cancer than traditional fi lm the purchase of early detection Cause & Effect: There was a clear mammography. The objective was equipment. Telus also donated $25 correlation between the overall effort twofold: fi rst, to get Canadians for every pink BlackBerry sold. and the “Go Pink” profi le changes, to support early breast cancer To carry this message, the Telus with a defi nite link to phone sales, as detection during Breast Cancer chameleon was a no-brainer, and the indicated by the “buy now” button on Awareness Month in October, media plan (in addition to Facebook) the Facebook campaign tab. and second, to sell 50,000 pink included outdoor, magazine, cinema, BlackBerry smartphones between in-mall kiosks, in-store collateral, May and December 2010. and Telusmobility.com.

Strategy & Insight: With over 60 Results: Telus had anticipated that brands associating themselves with 50,000 people would “go pink” but the fi ght against breast cancer, a within two weeks of launch the conventional advertising campaign fi gure had reached 500,000, and it

Telus VP, brand and marketing communications: Anne-Marie LaBerge; VP, community investment and engagement: Jill Schnarr; manager, marketing communications: Samantha Meillon; director, communications and experiential marketing: Denise Bombier; director, marketing communications and social media: Tee Tran; manager, digital and social media: Frederick Ranger; marketing specialist, marketing communications: Emily Tombs Taxi Toronto co-ECDs: Jason McCann, Darren Clarke; ACD: Laura Watts; CDs: Jordan Doucette, Rose Sauquillo; ADs: Irene Paul, Charlyn Wee; writers: Aaron Chown, Alex Furrer; designers: Ashley Leonard, Christine Belanger; agency producer: Hanna Bratt; production house: in-house Taxi, Stuzo Inc.; post-production manager/producer: Sarah Vingoe; editors: Jared Cook, Tyler Strahl; mac artists: Pam Cohen, Kevin Hester; agency print producer: Darcy Paniccia; digital retouching: Esther Sanchez; account director: Natalia Paruzel-Gibson; account managers: Alexis Safran, Tyler Brown, Ryan Wood; digital strategist: Nicole Polivka; digital strategy director: Cory Pelletier

Partners media agency: Media Experts; media agency planners: Kareem Boulos, Victoria Lysnes

58 www.strategyonline.ca

Cassies.Bronze.indd 58 12/01/12 11:25 AM BRONZE: Events, Seasonal and Short-Term

BUCKLEY’S GETS MUCOUS ‘UP AND OUT’

A campaign from Saatchi & Saatchi catapults the Novartis Consumer Health Canada brand’s new product into a leading position

Situation Analysis: Buckley’s has a an animated cannon and catapult to long history of presenting something show how Buckley’s does it. TV was unpalatable in an endearingly the main medium, with radio and in- successful way, and Buckley’s liquid store effort in support. (the mainstay of the business) was in second place behind Benylin. Results: Despite being the third Disturbingly, though, it had begun to brand into the mucous segment, lose share to new mucous entrants, Buckley’s Mucous and Phlegm and for the 2010/11 cold season delivered eight dollar share points, it was time to launch Buckley’s outperforming all other brands for Mucous and Phlegm. the season. Novartis Consumer Health Canada director of marketing: Eric Bentz Strategy & Insight: Buckley’s Cause & Effect: Tracking results senior brand managers: Ginny success has been based on “It tastes showed a direct, if not immediate, Homewood, Kelly Kretz Mark awful. And it works.” but while many response to the advertising associate brand manager: Chiarcossi Canadians still held true to this, schedule. Spending levels, as in senior project manager: Sonia Munoz many more were starting to look previous years, were well below director of regulatory and scientifi c for easier options. They needed to competition. Pricing and distribution affairs: Don Beatty be convinced that Buckley’s was remained unchanged, and there was customer strategy manager: Patrick the most effective mucous relief less product on deal. Jauvin formula, and worth the unpleasant taste. Helping this idea was the Saatchi & Saatchi fact that loyal Buckley’s users are EVP, managing director: John McCarter a tough lot, and they see snuggling group account director: Kathy McLay under the covers looking for co-ECDs: Brian Sheppard, Helen Pak Tyler Serr sympathy as sloth. They believed that AD: writer: Mike Tung mucous needed to be up and out. AD, writer: Marc Melanson producer: Rob Tunnicliff Execution: Creative kept the message simple – no borrowed Partners interest, no hyperbole, no set-up. director, Stardust Production Co: Alan But mucous is gross, so the “up Bibby; and out” message needed a lighter VP managing partner, connection touch. Two 15-second spots used planning: Mike Dougherty

February 2012 59

Cassies.Bronze.indd 59 12/01/12 11:27 AM QUAKER OATMEAL MAKES BREAKFAST AMAZING Juniper Park’s campaign for the PepsiCo Foods brand gives consumers a wake-up call and doubles sales objectives BRONZE: Events, Seasonal and Short-Term BRONZE: Events, Situation Analysis: For 135 years, behaviour. Instead, the answer would “Manufacturer I trust,” ahead of Quaker, the leader in hot cereal, be a massive wake-up call, asking Kellogg’s, Nature Valley and Kashi. has helped Canadians start their Canadians, “Does Your Breakfast day with nutritious oatmeal. Make You Amazing?” Cause & Effect: Tracking showed However, oatmeal was seen as above norm scores on key measures, boring, and Quaker was competing Execution: Gone was the sleepy and there were no other factors in against Kellogg’s and General Mills, tone the brand had slipped into. the market to cause the results. which outspent them 10 to one. An anthemic 60-second TV spot So could Quaker Oatmeal become launched the question in January “hot” again? 2011, while a 30-second spot delivered the “every day” message. Strategy & Insight: Most people Separately, Quaker unveiled a “Build still believe that breakfast is the a Bowl” program on Facebook, with most important meal of the day, but the goal of delivering two millions there’s a dichotomy between this and bowls of Quaker Oatmeal to families what they actually do. The pressure in need. to get ourselves and our families out the door is just too great. There’s Results: Across January-March no doubt that Quaker Oatmeal is 2011 Quaker Oatmeal grew 18% a nutritionally sound way to start VYA – more than double the objective the day, but telling consumers this – with share following suit. Quaker would not be enough to change also took the number one spot for

PepsiCo Foods Canada director of marketing, Quaker Snacks: Nancy Rooney Juniper Park partner, president: Jill Nykoliation; partners, ECDs: Alan Madill, Terry Drummond, Barry Quinn; group account director: Caroline Hart; CD: Stephen Bennett; account director: Jessica Lax; copywriter, ACD: Greg Bolton; copywriters: Neil Gunner, Alexis Gropper; designer: Yuko Brown; AD: Johnnie Ingram; producers: Revital Grunberg, James Demello

60 www.strategyonline.ca

Cassies.Bronze.indd 60 12/01/12 11:28 AM

BOSTON PIZZA FINGER COOKS A mock cooking show created by Taxi Toronto encourages takeout and delivery, generating a big lift in business Situation Analysis: Across the Strategy & Insight: The main audience was dads, and this led to casual dining category, takeout competitors were the Pizza Pizzas “Finger Cooking with Bill.” and delivery (TOD) has become the and Domino’s of this world. They led fastest growing segment, and Boston the category in share of voice, but Execution: The campaign launched Pizza (as the number one casual also relied on a mishmash of price-off in September 2010, with Bill as the

BRONZE: Off to a Good Start dining chain in Canada) wanted to promotions. This put perceptions of star of a mock cooking show. Bill be a leader. In 2010, it completed the quality at risk, and Boston Pizza – didn’t believe in pots and pans. To rollout of its online ordering system, with a menu that offered over 100 get a great dinner from Boston Pizza but few consumers knew about it. items – was far more interested in all he needed was his laptop and a This was about to change. claiming the high-end. The target click of the mouse with his fi nger. This rolled out using television, radio, OOH, digital pre-roll and Boston Pizza International banners, direct marketing and POS. EVP marketing: Steve Silverstone; VP marketing: Joanne Forrester; marketing director: Keith Fawcett; marketing manager, digital: Ryan Ashton Results: The corporate goal was for a 15% increase in sales, and this Taxi Toronto was signifi cantly exceeded (details ECD: Darren Clarke; senior AD: Niall Kelly; AD: Chad Kabigting; senior writer: Jono were supplied). Importantly also, Holmes; group account director: Edith Rosa; account manager: Emma Toth; planning TOD growth did not cannibalize director: Jeff Dack; VP integrated production: Cynthia Heyd in-store sales. Partners media agency: PHD; client service director: Zoryana Loboyko; group account director: Cause & Effect: The sales lift Scott Henderson; media planner: Stephany Sousa correlated with increased awareness of Boston Pizza’s TOD service, and there were no other signifi cant changes in BP’s marketing. PEPSI MAX MOUTHS OFF Nolin BBDO swears by a new Quebec campaign to build Situation Analysis: Pepsi MAX launched in Quebec in 2008 as a the zero-cal product’s business zero calorie product, but had failed to resonate with consumers. By 2010 its market share (which had earlier peaked at 0.3 points) was down to 0.1, while arch-rival Coke Zero had climbed to 1.9. Given Pepsi’s overall franchise dominance in Quebec, a new positioning was clearly needed. BRONZE: Off to a Good Start

Strategy & Insight: Quebecers expect a zero calorie product to sacrifi ce taste, but consumer taste tests showed that Pepsi MAX actually tastes as good as Pepsi. This would be surprising news to

62 www.strategyonline.ca

Cassies.Bronze.indd 62 12/01/12 11:28 AM VECTOR TARGETS BRONZE: Off to a Good Start MOMENTS OF SWEAT Leo Burnett helps turn around the Kellogg Canada brand, attracting ambitious actives with its “Get Out What You Put In” campaign

Situation Analysis: Vector had initially an intensity that created empathy done well as a “Hardcore Food and encouragement. TV and online for Hardcore Athletes,” but then it concentrated on the sports and fi tness stagnated. Part of the problem was world, while outdoor was on jogging an identity crisis. It was packaged like routes, indoor was in Goodlife clubs, a traditional cereal, yet – as a food and Facebook featured a growing Kellogg Canada enriched with protein, carbohydrates Vector community. VP marketing: Andrew Loucks associate director: David Bagozzi and 22 vitamins and minerals – it was senior manager of consumer Results: actually a meal replacement. For 2010, Starting in April 2010, the insights: Vinu George the decision was made to reposition campaign drove baseline sales +19% brand manager: Roli Varma Vector, and give it one fi nal shot. vs. year ago for the four months it was on air, and sustained 10% growth for Leo Burnett Strategy & Insight: It was clear the 12 months through May 2011. This CEO, CCO: Judy John; SVP client that there weren’t enough hardcore compared to a 4% decline for the 12 services: Karen Tilley; VP director of athletes to support Vector’s mass- months prior to the campaign. planning: Brent Nelsen; market aspirations. More promising senior strategic planner: Steve was a larger group identifi ed as Cause & Effect: Vector advertising Meraska; group account directors: “Ambitious Actives.” Vector needed to changed perceptions in the categories Janet Thompson, Randy Carelli; AD: David Federico; copywriter: become a valued partner in their lives. of “preferred brand,” “healthy and Morgan Kurchak; account director: This led to the insight that what you put nutritious” and “inspires me to be Joseph Myers; CD, Arc: Shirley into your body is directly tied to what active.” Pricing, if anything, was higher Ward-Taggart; ACD, Arc: Ian Kay; you get out. during the campaign than previously, copywriter, Arc: Matt Doran while spending, distribution and other Execution: The campaign inspired promotional activity were all in the Ambitious Actives to push it, normal range. showing “moments of sweat” with

say the least, so the question was how suit, hitting 1 point, compared to the were ahead somewhat, but only in line to get it across. The answer was to previous low of 0.1. with the business-building potential show the surprise using something of the campaign. As for Pepsi MAX entirely unique to Quebec: jouals. Cause & Effect: Campaign timing pricing, this has declined somewhat These are not just a softened version aligns clearly with the Pepsi MAX over the past three years, but only to of swear words (think “holy moly” in growth, and equity scores are ahead on bring it in line with Coke Zero. English), they are a deep-rooted part of all the main measures. Spending levels Quebec culture.

Execution: The campaign started PepsiCo Beverages Canada in February 2011 with a “jouals” TV VP beverages: Greg Lyons; director CSDs: Robb Hadley; marketing manager: Jonathan spot, and later asked consumers to Watts; assistant MM: Wenchelle Lao share their favourite jouals through a Nolin BBDO Facebook application. CDs: Stéphane Charier, Cher Campbell; copywriter: Jeff Gonick; producers: Dominique Brassard, Céline Carbonneau; group account director: Benoit Béland; web producer: Results: Tonnage shipments for fi rst Patrick McConnell; web developer: Charles-Antoine Gendry; fi lm director: Jon Barber half of 2011 are +600% vs. year ago and production house producer: Caroline Signer-Boucher; director of photography: Sara +140% vs. target. Share has followed Mishara; media group director of strategy: Daniele Boem

February 2012 63

Cassies.Bronze.indd 63 12/01/12 11:29 AM KIT KAT CHUNKY GETS A BIG BOOST The Nestlé Canada brand recovers from decline with a JWT campaign starring a fun-loving crash test dummy

Situation Analysis: Kit Kat Chunky deliver the success seen in the U.K. Strategy & Insight: Research revealed launched here in 2000, but a campaign and Chunky went into decline. that teens don’t eat the bar during a based on teens taking a break did not break, and they don’t see themselves as the ads were portraying them.

Nestlé Canada Execution: A TV spot launched in May president, Nestlé Confectionery: Terri Tinella; past president, Nestlé Confectionery: Sandra Martinez; leader, confectionery marketing: Gary Batey; marketing manager, Kit 2010, showing that Chunky delivers a Kat: Christine McLean; assistant marketing manager, Kit Kat: Eryn Beard; consumer man-sized hit of chocolate. And who insights: Acky Dinnepati; consumer communications: Ted Rideout; marketing manager: better to champion a big hit than a Ashley Edelstein; CCSD leader confectionery: Ken Mahon; CCSD confectionery: Shawn fun-loving crash test dummy? Sokell; AVA leader confectionery: Joel Martins; AMM AVA Confections: Scott Houston, Jim Kotsiopoulos, Maria DiLeo Results: Dollar volume through January 2011 was +22%, and has JWT continued at that pace. ECD/director: Martin Shewchuk; VP group account director: Carolyn Bingham; AD, group creative head: Craig Markou; copywriter, group creative head: Colin Winn; head Cause & Effect: There was of broadcast production: Donna Heffernan; account supervisor: Andrew Knight; account no support other than the campaign, executives: Gillian Brown, Kathleen Dusk; VP, group account director: Kim Carnahan; and its cut-through power was shown by above-norm persuasion BRONZE: Off to a Good Start • BRONZE: Best Insight BRONZE: Off to a Good Start • Best Partner account director, ZenithOptimedia: Aaron Wills and purchase intent results.

ACE.

Our congratulations to OLG on your Cassies win for Poker Lotto. From your partners at Due North.

Cassies.Bronze.indd 64 13/01/12 4:13 PM BRONZE: Off to a Good Start • Best Integrated Program

WRX GETS SEXY COMES ANIMATED STANDARD WITH DDB illustrates high-speed performance without speeding 2011 FORESTER Situation Analysis: The WRX STI wasn’t lacking in power, Subaru and DDB bring back the sumos but it had a quirky design that only a performance for another quirky campaign car enthusiast could love. By 2010, sales were losing Situation Analysis: Following the highly successful momentum, but this would all change with the 2011 WRX launch of the redesigned 2009 Forester, sales in Canada STI, with its all-new design and increased performance. began to fl atten in 2010. For 2011, Forester needed to be relaunched, but it only had minor aesthetic changes. Strategy & Insight: The target was performance car- obsessed people. But strict guidelines from Advertising Strategy & Insight: Despite the success of the 2009 Standards dramatically limit the way car-driving can be launch, many small SUV intenders weren’t aware of shown to the public. No speeding. No drifting. No jumps. Forester’s styling and Japanese heritage. Execution: The solution was a thrilling animated chase. Execution: The success of the 2009 campaign meant It entailed a fl ip-book idea, using 760 animated frames that sumos had built up strong equity for a new, sexier stretched along a 1 km fence at a speedway. A real WRX Forester. To evolve this, sumos would adorn the hoods STI races by, bringing to life an animated WRX STI being of the 2011 Forester to announce that “Sexy Comes stalked by a huge robotic crab. This was extended into Standard.” The approach was extended into print, POP, television, radio, print and online. online, social media and PR. Results: Sales more than doubled during the business Results: For the six-month campaign period, sales results period of October 2010 to March 2011. This exceeded SCI’s target for Forester by 11%. In contrast, compared to the objective of +25%. Toyota was averaging -18% per month, and Honda and Mazda were both averaging -10%. Cause & Effect: Spending was modest at $1.8 million, yet online traffi c surpassed 750,000 views. WRX maintained a Cause & Effect: There was a direct relationship between BRONZE: Off to a Good Start • BRONZE: Best Integrated Program Integrated BRONZE: Off to a Good Start • Best 10% price premium over its main competition, and there the campaign and the sales results (details were supplied) were no other signifi cant incentives or marketing efforts. while Subaru maintained its premium/full margin price. Distribution and promo activities remained the same. Subaru Canada VP, product planning & marketing: Ted Lalka; director Subaru Canada marketing: Geoff Craig VP, product planning & marketing: Ted Lalka; director marketing: Geoff Craig DDB Canada SVP, business unit director: Michael Davidson; account DDB Canada supervisor: Peter Brough; account executives Sarah Thornley, SVP, business unit director: Michael Davidson; account Julia Morris; community cultivation: Parker Mason; French supervisor: Peter Brough; account executives: Julia Morris, account manager: Tanya Foulem; SVP director of strategic Scott Barr; manager PR: James Loftus; senior consultant PR: planning: Tony Johnstone; managing director digital and social: Greg Vallentin; community cultivation: Parker Mason; account Andrew McCartney; Co-CDs: Todd Mackie, Denise Rosseto; executive: Sarah Thornley; SVP director of strategic planning: ACD, art direction: Paul Wallace; AD: Yusong Zhang; copywriter: Tony Johnstone; Co-CDs: Todd Mackie, Denise Rosseto; ACD, Daniel Bonder; creative technologist: Barry Lachapelle; director Copywriter: Matt Antonello; ACD, AD: Paul Riss; director of of broadcast production: Andrew Schulze; digital producer: broadcast production: Andrew Schulze; digital producer: Cathy Cathy Kim; director of print production: Rose-Ella Morrison Kim; director of print production: Rose-Ella Morrison; account executive: Tanya Foulem Partner studio artists: AdRules

February 2012 65

Cassies.Bronze.indd 65 12/01/12 11:32 AM SAPPORO BUILDS A MYTHOLOGY A Dentsu campaign comprised of samurais, geishas and dragons helps turn Canada into the Japanese beer’s most successful international market

Situation Analysis: Sapporo is one think of sake, not beer, when they Cause & Effect: Ad awareness more of Japan’s most successful beers, think of Japan. This framed the than doubled and overall brand but in Canada it had never gained challenge – to present Sapporo as awareness increased more than any real traction. Then Sapporo the best of Japan and the best of 30%, with signifi cant increases in International bought Sleeman beer (while not coming across as a all desired images and attributes. Breweries and decided to set up tourism piece). Distribution increased, but this Sapporo for long-term sustained was an effect, not a cause. As for growth in Canada. Execution: This began in June 2010 spending, the results were achieved with a two-minute video showing while spending a fi fth to an eighth of Strategy & Insight: Initial research samurais, taiko drummers, geishas, what major import brands spend. revealed enormous opportunities but sumo wrestlers and dragons also a pretty big problem: Canadians creating the beer in a legendary BRONZE: Packaged Goods Beverage • BRONZE: Best Integrated Program Integrated • BRONZE: Best Goods Beverage BRONZE: Packaged Sapporo Brewery. This was released on YouTube and seeded Sleeman/Sapporo Canada to prominent bloggers. Meanwhile VP marketing: Stephane Duval 60- and 15-second TV spots, and VP sales: Greg Newbrough Legendarybiru.ca, extended the director marketing: Scott Pederson story, along with Japanese-themed Dentsu Canada street events and a new tap handle in president: Bob Shropshire bars based on a samurai’s sword. creative catalyst: Glen Hunt strategic catalyst: Jeff McCrory Results: For the 12 months after ECD: Andy Manson June 2010, Sapporo sales were up ACD/AD: Les Soos 62%, making Canada Sapporo’s most writer: Dhval Bratt successful international market. AD: David Glen The two-minute ad generated more account director: Tim Binkley than 2.8 million views online, making account supervisor: Sharon Hill it one of Canada’s most successful producer: Cameron Moffat viral ads. ACD digital: Peter Gomes producer: Sharon Kosokowsky

66 www.strategyonline.ca

Cassies.Bronze.indd 66 12/01/12 11:32 AM BRONZE: Services General • BRONZE: Best Insight

CTC ASKS VISITORS TO KEEP EXPLORING A digital-heavy campaign from DDB creates millions in Canadian tourism revenue

Situation Analysis: Canada has Facebook, while major newspapers Cause & Effect: The new campaign been losing market share of an used “spadea” wraps that looked like was the only signifi cant change intensely competitive international an online blog. Meanwhile, Google in effort. Spending levels were tourism marketplace, and while Maps and Street View transported down due to reduced government many potential travellers shortlisted travellers virtually to real Canadian funding. Pricing and promotion were Canada as a destination, this was not locations. at normal levels, and the overall converting into action. With Canada economy and strong Canadian dollar, on the global stage after the 2010 Results: The campaign propelled if anything, would have depressed the Olympics, the CTC set out to “harvest Canada to number one country brand results. the afterglow” and turn awareness of in the world, bumping the U.S. from Canada into more visits. the top spot (source: FutureBrand). It also delivered a government- Strategy & Insight: The CTC’s approved ROI of 101:1 – for every Global Tourism Watch uncovered dollar invested, $101 was generated that Canada was stereotyped for in tourism revenues. its beautiful scenery and outdoors, but it was a bit one-dimensional. It was also clear that online sharing and word of mouth was increasing Canadian Tourism Commission exponentially. This led to a strategy SVP marketing strategy & communications: Greg Klassen; executive director global based on traveller-to-traveller marketing: Ernst Flach; executive director global communications: Gloria Loree; VP experiences, and the invitation to international: Charles McKee; regional managing director, core markets: Rupert Peters; “Keep Exploring.” regional managing director emerging markets: Siobhan Chretien

Execution: The campaign launched DDB Canada in May 2010 and used newspaper, CDs: Cosmo Campbell, Dean Lee, Josh Fehr; ADs: Murray Falconer, Brandon Thomas, magazine, television, online and Chris Moore, Colin Hart; copywriters: Kevin Rathgeber, Cameron Warden, Jeff Galbraith, social media. All elements led to an Neil Shapiro, Jarrod Banadyga, Jessica Schnurr, Mark Sissons; VP business director: Michelle Kitchen; media planner: Jason Snider; media planner & buyer: Erin McWhinnie; interactive blog, which used social media buyer: Jonathan Ebsworth; account management: Bryce Sparks, Dana Rudelier, media to share experiences. To Geoff Wilton, Shannon Cherry, Shannon Frame, Marty Yaskowich, Jennifer Green, Sara convey authenticity the TV ads broke Caissie; broadcast producers: Sue Bell, Katherine Mutzke; digital producers: Erica away from lavish production and Jonsson, Kimberly Holden, Zerlina Chan; print producers: Gayle Robson, Courtney Smith; sourced user-generated videos from community cultivators: Chris Walts, Kumiko Ide, BJ Vicks, Veronica Heringer YouTube. Print emulated Flickr and

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Cassies.Bronze.indd 67 12/01/12 11:33 AM LIBRO SHARES CUSTOMERS’ LIFE STORIES Libro and Tenzing use brand character, rather than product sell, to build the credit union’s business

Situation Analysis: Libro Financial customers. Through 60-second TV Group is a credit union serving we learn about their family, career, Southwestern Ontario. It had nearly love, hopes and frustrations – and $1.8 billion in assets, but the Libro’s contribution to their lives. likelihood that the general public This extended into print, radio, direct

BRONZE: Services Financial BRONZE: Services would choose it for banking services mail and online. was low. Add to this the turbulent economic environment and Libro Results: The campaign started in Libro Financial Group faced a tough challenge. October 2009, with results measured VP, brand: Tania Goodine through December 2010. Deposit marketing specialist: Tina Van Loon Strategy & Insight: Libro’s fi nancial growth was double the objective, and products were not unique, so simply mutual fund growth was close to Tenzing Communications throwing advertising at the market triple (details were supplied). president: Gary Lintern was not going to work. The answer director/project manager: Mary Ellen Khan art director: Steve Priebe was to portray a totally un-bank- Cause & Effect: There was a direct media planner: Craig Flinn like relationship, in a uniquely correlation between a rise in Libro director electronic environment: Dan Rempel Southwestern Ontario way. awareness and business results. The advertising budget was fairly Execution: The execution featured consistent with 2009, and there were four genuine and likeable Libro no other factors to cause the growth.

Cassies.Bronze.indd 68 12/01/12 11:49 AM Sponsored Supplement

Customized Connections Canada’s top ad networks are working closely with advertisers to create meaningful impressions online

anadians are incredibly digital savvy. In fact, Canucks are Csome of the most avid consumers of online video in the world, according to ComScore. Anyone who’s endured water cooler conversations about Rebecca Black or the honey badger can certainly attest to that.

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The Good Side of Cybertown Cue Digital Media It’s hard to believe that just a few years ago, securing mass reach online sometimes meant advertisers had to sacrifi ce on quality. Luckily, those days are over. Premium ad net- Cue Digital Media is a leading Digital Entertainment Company exclusively representing established high-profile online entertainment works in Canada have done a great job building brand-safe properties such as Heavy, College Humor, FunnyorDie.com, TMZ and rosters of high-quality sites. No riff -raff allowed. “Quality UFC.com reaching 82% of the Canadian's online, and is #1 against Males products deserve a quality environment,” says Ken McMil- 18-49 in Canada. Cue recently added Cue Video including DigitalBroadcastingGroup. lan, the Toronto-based director of sales at Astral Digital. com, one of the world's leading video networks and content creators. Much like having a presence on low-brow websites Cue Gaming takes the lead in the gaming market with an exclusive can cause a negative impression for brands, appearing in Double Fusion partnership representing Play- station® 3 In-Game advertising and publishers premium environments can create a CheatCodeCentral.com and Kongregate.com. halo eff ect for advertisers. “Appearing on Cue debuted Cue Social, a proprietary global premium sites translates into the most social platform offering turnkey social media solutions to all demographics. favorable brand association,” says Jamie Cue is the leader in Branded Entertainment Drayton, Advertising.com sales specialist with production and distribution guaranteeing at Toronto-based AOL Canada. “From a results. "Content is king, distribution is queen". Cue's develops, produces and syndicates — performance side, as well, the audience is original, award-winning digital branded video more engaged on premium sites. Th ey’re commercials and content for advertisers. more responsive to advertising in an Cue has made "The List," as one of the hot- test digital companies and was recently named environment they’re comfortable in.” To one of Canada's Most Promising New Digital make it easy for advertisers to secure both Companies at the Digi Awards. scale and quality, AOL has created a series of Super Channels that cluster together Cue Digital Media has exclusive partnerships with premium sites that target specifi c demos. Top-Tier Publishers reaching 82% of Canadian's online and indexes #1 against Males 18-49 in the Top 10 Web Advertisers don’t like surprises when Properties with un-paralleled integration opportunities. it comes to where their ads are running online. Th at’s why global network Tribal Fusion is committed to being completely open about where its clients’ ads appear. Since Canadians are spending more and more time “We’re completely transparent. Anyone can request a site online, it’s becoming increasingly important for advertisers list,” says Carolyn Cramer, Tribal Fusion’s general manager, to fi gure out what resonates with consumers in the digital Canada. “We deliver Canadian eyeballs on global sites.” realm. Of course, one incredibly important piece of the Yahoo! Canada is also focused on connecting advertis- puzzle is deciphering just where consumers are spending ers with highly engaging, quality environments. “We off er all of their time online. great premium content. Brands want to be associated with Th at’s where the right media partners come in. Canada is a brand-safe environment alongside highly unique and home to a wealth of premium digital ad networks that can compelling content,” says Paula Presley, Toronto-based head connect advertisers with quality content, with the opera- of sales for Yahoo! Canada. tive word here being quality. Aft er all, if you wouldn’t open Meanwhile, Toronto-based shop Cue Digital Media has a retail location in a shady strip mall on the bad side of honed in on securing a handful of top-notch properties such town, why would you risk running an ad for your product as Heavy, TMZ, Funny or Die, College Humor, Playstation 3 alongside questionable content online that hasn’t been and UFC.com that deliver big numbers in targeted, premi- thoroughly vetted? um environments. “We’re not a typical ad network. We have As online matures as a medium, advertisers can now af- exclusive relationships with our publishers off ering deep ford to be picky when it comes to their online media buys. integration and brand partnership opportunities. We’re a Th ere’s a lot of great content out there. And, more impor- high-end shopping centre and all of our tenants are big box tantly, a lot of great network partners who can help you get anchors,” says David U.K., Cue’s CEO. “We exclusively rep- the most out of your online executions. resent only large, well-known, top-tier video-centric brands.”

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Goodbye, Cookie Cutters McMillan says the most successful campaigns are oft en Th e days of one-size-fi ts-all online executions are long a result of collaboration right out of the gate. “We love gone. As demand for customized executions rises, more when the advertiser comes to us at the inception stage and and more online networks and rep shops are off ering we build it together,” he says. “Th at allows us to build a creative services that can facilitate customized campaigns. multi-platform execution.” Clients may be surprised at the Evolve Media, for instance, has 65 designers, program- options available to them. Astral off ers clients the ability to mers and video specialists in-house to help advertisers sponsor existing content, distribute their own content that tailor their online executions – from over-page overlays to they may have already commissioned, or even develop new clickable re-skins and everything in between. “We’re able content or contests with Astral. “It’s a very fl exible palette,” to produce a lot of the ideas we put in front of our clients,” says McMillan. says Walder Amaya, Toronto-based SVP of Canadian and Cue Digital Media takes the idea of customized on- International Operations for Evolve Media Corp. “We’re line executions to the next level. “We don’t sell numbers. building the types of executions that stand out.” We sell environments and ideas, including development Going the customized route doesn’t have to slow down and distribution of branded content,” explains U.K. “Our the time to market, either. Since Evolve has creative profes- publishers off er deep integration.” Th at deep integration sionals on staff , they can turn ideas into executions incred- may extend offl ine in some cases. For instance, some of ibly quickly. “We off er a scalable model. We can deliver Cue’s customized executions with UFC.com have included custom solutions while allowing reach,” says Amaya. personal appearances by UFC fi ghters at client events. Evolve’s unique technology and strong publisher relation- “Content is king, distribution is queen. Branded con- ships means it’s able to off er custom integration across tent is about bringing the content to the eyeballs. It’s a multiple sites. It can even off er advertisers unique oppor- mountain to Mohammed model,” says U.K. “We integrate tunities like content syndication via a widget. “We provide content, context and creative at scale,” explains Amaya. Many Canadian advertisers are still facing a learning curve when it comes to fi guring out what’s possible online. Evolve Media Corp. “As an advertiser, don’t think that one-size-fi ts-all,” cau- tions Yahoo!’s Presley. Enlisting online media partners from Evolve Media Corp. is an integrated digital media company focused on the start can translate into some pretty amazing custom- vertical publishing, advertising sales and marketing services for its clients. ized executions. For instance, Yahoo! created an incredibly Evolve produces premium digital content, and offers programs to online marketers that deliver content, context and creative with scale. Evolve successful and entirely unique opportunity for TD Canada is comprised of three verticals: Gorilla Nation (entertainment, business, Trust this past year. Yahoo! curated ’feel-good news’ content and online video), totallyher (women's lifestyle), and CraveOnline (men's and packaged it in a branded section called the TD Lighter lifestyle). The three verticals reach over 21 million unique visitors a month and receive over 305 million page views a month. Side Good News Headlines. “We sat with them and built a Evolve offers brand marketers digital brand campaigns that can achieve customized solution tailored to their audience and brand both significant reach among key audiences and contextual environments objectives,” says Presley. “Our audience was so responsive, it that together have been proven to increase key brand effectiveness. To drive the best results we offer best-in-class integration and creative solu- was one of our most successful news sections for 2011. It all tions tailored to specific brand objectives. Evolve's primary mission is to comes back to that custom approach.” provide marketers with unique, Cramer agrees that custom is key. “We integrated creative programs across branded consumer work with clients from the beginning to content sites, allowing a brand the end to fi gure out who they’re talking to get engaged with a passion- to,” she says. If clients involve them from ate, influencer audience in a way that converts them into a day one, Tribal Fusion can leverage its brand evangelist. technology and research to help the ad- vertiser learn more about what its target Evolve is comprised of three audience is doing online. “We have pro- vertically focused media services divisions including Gorilla Nation grams and technology that allows them to (entertainment, news and business, do a deep analysis,” says Cramer. “Clients auto,gaming and video), totallyher (women's lifestyle), and CraveOnline can fi nd out what their target is doing and (male lifestyle). where they’re going.”

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with online in mind. “It’s important for advertisers to Astral Digital customize their messaging and creative for online,” says Drayton, adding that something that worked well for TV Astral Digital, part of Astral Media Inc., represents premium web and mo- or a billboard may not translate well online. Not sure how bile advertising networks by providing advertisers with an extensive range to optimize for digital? Many companies, including AOL, of websites and apps to reach youth, women and Canadian families. Astral will take care of that for you. “We have an internal creative Digital's team of specialists works closely with advertisers to create custom- ized, fully integrated ad opportunities such as microsites, content sponsor- team that makes sure the colours pop online, and that ships, game development, video content, contests, homepage dominations, there’s a strong call-to-action,” says Drayton. “Tailoring webisode creation and many more standard and impactful formats. One of the message is so important.” Astral Digital's major assets is its capability to easily expand ad campaigns beyond the digital world to other Astral platforms — Television, Radio and U.K. points out that it takes a unique skill set to create an Out-of-Home — and doing so in complete synergy. eff ective online video. “It’s not like a TV commercial,” he With sites such as canalvie.com, disneyxd.ca, virginradio.ca, nrj.com, emphasizes. “80% of the content consumed online is 2 ½ rougefm.ca, ztele.com, musimax.com, family.ca, disney.com, kaboose.com, babyzone.com, go.com and amazingmoms.com — that connect with 4.2 mil- minutes long. We think about everything from the editing lion unique visitors every month —, Astral Digital leverages quality and pre- to the music to the way the brand is integrated. Th e result is mium content to better reach targets that are highly valued by advertisers. quality online video content.” Canadians have a voracious Astral Digital represents not only the digital platforms of Astral's TV and radio properties, but also a wide variety of partner sites in English and appetite for online videos – when they’re done well. Th at’s French-language markets across why Cue recently added the fourth largest Canada. From music to consumer video network in the world to its exclusive ros- shopping to entertainment to parental advice, Astral Digital ter, Digital Broadcasting Group (DBG) taking can connect advertisers with the its total audience reach to nearly 21 million segments they're looking for. viewers online in Canada. It’s a company that

Astral Digital is an online and truly “gets” online videos. In fact, it’s the shop mobile premium advertising behind the popular web series ‘Th e Confes- network representing some of the most popular and sion’ starring Kiefer Sutherland, and now recognized brands in Canada, launching on TV this fall in Canada. from music to consumer shopping to entertainment and parental advice. Revealing Behaviours Th e behavioural data available today is in- credibly rich, enabling advertisers to get really granular with their targeting. “We have 300 niche behav- brands into the content in a clever way, and deliver it to the iours at our fi ngertips,” says Drayton. “If we don’t have consumer audience through Cue’s unique content distribu- what an advertiser is looking for within those 300 behav- tion model.” Clever indeed. Cue recently netted over 1.4 iours, our team will create a custom segment.” million views for videos it created for client Napa Auto Th at means an advertiser could hypothetically fuse two Parts. Cue deployed a camera crew, in car camera, and two behaviours, such as pet lover and traveler, to target, well, hosts (Wilder Weir of ‘Oh So Cosmo’ and Jessie Sulidis of pet-loving travellers. Drayton cautions against getting too ‘Th e Bachelor’) to the Toronto Indy last summer to create narrow by layering too many behaviours, though. Aft er all, customized webisodes for Napa that ran on Cue sites like you don’t want to wind up talking to an audience of just Heavy and hundreds of sports-related sites. Sulidis secured one or two. “As long as there’s some scale, we can create interviews with the racecar drivers, and even got them to those custom segments.” use Napa’s tagline (We Keep Your Car Younger Longer) in Yahoo! is able to deliver highly relevant content to its their responses by asking them how they keep their cars users based on their past behaviours online thanks to its younger longer. “We created a completely turnkey branded content optimization relevance engine (CORE). “It cre- content media solution for Napa,” says U.K. ates a personally-tailored experience showing consumers stories they’re likely to be interested in,” says Presley. Th at Optimizing for the Digital Realm means a more engaged and targeted audience – a very ap- Engaging media partners to build customized solutions pealing prospect for advertisers. CORE is fully automated, is only one part of the puzzle. Advertisers also have to be and processes 2.2 billion requests per day to ensure readers prepared to deploy online executions that were designed receive the most relevant content possible.

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Finessing the Art of Advertising Online Now that online has matured as a medium, advertisers can Tribal Fusion do a lot more than simply slap some banner ads up across a bevy of sites. Th ey can forge deeper connections by telling Tribal Fusion is a global online advertising provider that drives sales for their stories online. “We go well beyond the banners,” says the world's top brands by helping them learn about, reach and engage their Presley. “At Yahoo!, we off er all the elements to put a great online audiences more effectively. The company combines their premium publisher network, advanced online story together – science, art and scale.” Yahoo! is helping ad technology and integrated audience data on a single platform to deliver advertisers maximize data, insights and best practices, audience insights, targeting and creative solutions that transform the perfor- while at the same time off ering creative capabilities to uti- mance of online advertising campaigns. Tribal Fusion boasts a 70% reach in Canada across a wide variety of chan- lize the entire digital canvas and latest technologies to draw nels, from arts and entertainment to business, travel and lifestyle. Its media consumers into the advertisements. footprint is one of the largest in the world, with the ability to reach almost Since online is maturing, con- 500 million unique monthly users. Tribal Fusion's Canadian office specializes in sumers expect it to look the part. connecting advertisers with Canadian Th e days of hideous ads sprawled users on global sites. haphazardly across a primitive page Founded in 2001, Tribal Fusion is part are slowly disappearing. “We’re see- of the Exponential Group of online busi- nesses — a technology-enabled media ing a move to premium ad units,” services company headquartered in says Drayton. “Advertising is look- Emeryville, California with operations in ing more like content. It’s easier to 37 locations worldwide. consume. It’s about less clutter and allocating more real estate.” Powered by Tribal Fusion, Firefly Video takes full advantage of online Consumers are responding well video with the most eye-catching to ad units that invite engagement, advertising units available too. “Much of the interaction is in WHERE TESTOSTERONE FLOWS LIKE BEER.

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Cue Digital Media is a leading, uniquely positioned Digital Entertainment Company exclusively representing High-Profile Online Entertainment Properties. Cue’s Top-Tier Publishers reach 82% of Canadian’s Online and indexes #1 against Males 18-49 in the Top 10 Properties in Canada. Cue is the leader in Branded Entertainment! “Content is King, Distribution is Queen”. Cue develops, produces and syndicates – original, Award- Winning Digital Branded Videos for Advertisers and Agencies.

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the ad unit. It doesn’t remove you, and it’s easier on the P&G had a lot of success advertising on Shine south of eyes,” says Drayton. Speaking of being easier on the eyes, the border, so Yahoo! presented some customized oppor- Advertising.com recently acquired Pictela, an award-win- tunities on Shine for P&G Canada such as ‘Th e Th read,’ ning high defi nition content platform that delivers videos, a series of how-to fashion and beauty videos sponsored photos and applications to online ads in a more attractive by P&G products like Herbal Essences. “Th ere are a lot of fashion than we’ve seen in the past. “We’re seeing a move North American advertisers who would love to leverage towards more beautiful ads,” says Drayton. learnings from the US,” says Presley. More attractive ads aren’t the only thing consumers are Another way to uncover best practices, of course, is to expecting more of these days. To help advertisers fi gure experiment. “It’s really important to be open to trying out what exactly consumers want, need and expect, Tribal new things online,” says Cramer. “If you’ve always done Fusion deploys its substantial tools to help shed some channel targeting, try behavioural.” light. “We’re a technology company, not an advertising McMillan points out that experimenting online can company. We use that technology to help advertisers,” be incredibly cost-eff ective, while potentially revealing says Cramer. “It’s a value add.” some valuable insights and best practices. “Questions and Th e online waters are getting a lot less choppy as concerns can be put to rest with a simple a/b test,” he says. technology improves. “We have a proprietary ad server Above all else, McMillan says advertisers should focus on designed by our CEO. Every time new things become off ering something unique that consumers actually want. available, they’re integrated so things fl ow smoothly,” “Th e key is creating something of value that consumers says Cramer. For instance, when Tribal Fusion rolled out can’t get somewhere else,” he says. Firefl y Video, a product that enables advertisers to run full-screen HD videos with 100% share-of-voice, it was seamlessly integrated into Tribal Fusion’s existing ad serv- ing soft ware right out of the gate. Yahoo! Canada Th at means Tribal Fusion can apply its existing moni- toring tools to new products right away, too. “We can track how much time people spend with the videos, how Yahoo! Canada reaches more than 60% of the online Canadian audi- ence, with 15.2 million unique users each month and more than 700 many videos they watch, what they click on and more,” million users globally. The company is becoming Canada's premier digital says Cramer. To make the process even smoother for ad- media company, by investing heavily in creating original and compelling vertisers, Tribal Fusion leverages their existing broadcast local content for Canadians. Yahoo! Canada is leveraging local editorial staff combined with global technology platforms to personalize content assets, and its in-house team customizes them for online experiences for users with different interests. before they’re deployed with Firefl y Video. Canada is one of Yahoo!'s most important markets in the world, both Evolve also boasts an impressive video platform called in terms of audience and online ad investments. The company is building out a unique, local Canadian voice by hiring SpringBoard, which can even deliver ads key editorial talent, and programming Internet beyond Evolve’s own extensive network. content similar to TV programming. “It’s a very cost-eff ective solution,” says Yahoo! Canada is among the top five Internet properties in 17 key categories, including Amaya. SpringBoard off ers unique video Finance and Sports. In Canada, Yahoo! recently products such as SpringCast and Branded launched omg!, a celebrity news site, and Shine, Canvas, enabling advertisers to tailor their a women's lifestyle site. Omg! already holds the share of voice and maximize their impact. number one position in the category, and Shine is number two in the women's category, up A great way for Canadian advertisers from number nine a year ago. Yahoo! Canada is to get the most out of their online ad ef- also cultivating premium content partnerships. forts is by leveraging best practices from It recently signed a bilateral content sharing partnership with The Hockey News, and contin- other markets. Since it’s a global company, ues to curate content from the best of the Web. Yahoo! has access to best practices from around the world. “We launched a Canadi- Yahoo! recently launched omg! and Shine anized version of Shine here due in part to in Canada which already hold the number its success in the US,” says Presley, refer- one and number two positions in their respective categories. ring to Yahoo!’s popular fashion, beauty and health site.

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Know Your Goals AOL Canada / Advertising.com Online can be a great medium to accomplish a multitude of marketing goals within, from branding and awareness Advertising.com is the world's first ad network, and has consistently main- to direct response. However, that doesn’t mean the same tained a place among ComScore's top five networks over the years, reaching execution or campaign can achieve all of those objectives over 21M or 85% of online Canadians. It has spent more than a decade building at once. “Advertisers need to have a clear idea of what they the most sophisticated technology, compiling the most comprehensive data and developing the deepest publisher relationships. With over 80 original want to accomplish,” advises Amaya. brands and thousands of third-party sites, Advertising.com can reach the right Drayton agrees. “Knowing your goals is key,” he says. audience at the right time, whether it is to deliver a brand message or drive “Understand your measurement for success.” Once you performance at scale. Its powerful, efficient and diverse ad platforms drive remarkable results for some of the world's most well known brands. know what you want to accomplish, you can establish met- AOL, Advertising.com's parent company, is committed to revolutionizing rics to track your progress. Establishing objectives from the display advertising and beautifying the web. As part of this strategy, in 2010 it outset can translate into a more focused, eff ective campaign. acquired Pictela, a platform designed to create high definition brand content and social media. This technology powers their revolutionary ad unit Project “What are you aiming for? Traffi c? Conversions?” Devil, and their other premium format ad products that enable users to inter- Cramer points out, adding that it’s important to have act within the ads themselves, without navigating away from the page. The IAB these discussions with your media partner early on in recently named both Pictela and Project Devil "Rising Stars" in its competition to develop new creative standard ad units. the game. She also recommends asking Advertising.com offers unmatched reach and lots of questions about things like reach targeting options. It can deliver both pre-packaged and where exactly your ads will run. audience behaviour segments, as well as custom- ized options to fully cater to any advertiser's specific “Th ere are some networks that are blind,” needs. Advertising.com's ability to deliver both reach she points out. Asking these questions and scale ensures results every time. upfront will prevent nasty surprises once

Advertising.com reaches over 21.4M Unique your campaign is in-market. Visitors a month. Source: comScore, Inc., Total Naturally, it’s important for advertisers Canada, Home & Work, November 2012 to make sure they’re focused on the right

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metrics, too. McMillan cautions against becoming too pre- a strategy to off er content in a tablet medium that’s highly occupied with single measurements like click-through rates. engaging, and gets the most out of the unique new medium. “I think they’re ok as a relative measure, but advertisers also While tablets are an exciting new medium, their advent have to factor in the environment and engagement levels, also means that advertisers have one more medium to too,” he says. “It’s not just the click-through.” master. Th at’s why Astral has a Dedicated Digital Resource on staff to help educate clients about emerging channels The Proliferation of Tablets and technology like tablets. McMillan says early data about Even though Apple just launched the iPad this past tablet usage is very promising for advertisers. “Tablets have spring, 5% of Canadians have already snapped up a tablet actually slightly increased the consumption of video,” says computer, according to the Media Technology Monitor McMillan. “Th e audience tends to be highly educated.” (MTM). MTM estimates that fi gure will rise to 10% over Looking ahead, U.K. says Canadian advertisers still have the next year. “Brands are looking for innovative new a lot of catching up to do when it comes to marketing ways to leverage tablets,” says Presley. With that in mind, online. “Europe is way ahead of us. Over there, up to 30% Yahoo! has rolled out Livestand, a personalized living of the media spend is on digital. In Canada, it’s around 13% magazine for the iPad. even though the time spent online has surpassed other Livestand launched in the States last year, and will debut media,” he says. in Canada in the near future. Th e immersive product is free “Th ere’s a lot for advertisers to keep up with,” observes for consumers, and off ers advertisers unique opportunities Drayton. “It’s a constant evolution.” Th e good news is that that were designed specifi cally with the iPad in mind. “It’s a Canadian advertisers have a wide selection of experienced deeply personal experience for use on an iPad,” says Presley. partners when it comes to savvy premium networks and rep Cramer is excited about the tablet’s potential for advertis- shops that are ahead of the curve. • ers. “We’re able to serve Firefl y Videos on tablets,” she says. “It’s kind of cool because tablets give us another way of ad- vertising.” Amaya agrees, and says that Evolve is developing

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ST.20805.Supplement.indd 79 13/01/12 3:03 PM New proof that clients get

the advertising they deserve BY RUPERT BRENDON

avid Ogilvy’s axiom that and precise; briefs are final and D clients get the advertising represent a unified client and they deserve has long been agency view. understood in agency circles to mean 3. Timing: deadlines are reasonable that the client held the key to the kind and client is accessible for meetings of work the agency could create. In and phone calls. Confessions of an Advertising Man, 4. Approval: client approval procedure Ogilvy gave advice on how to get the is clear, swift and final and good work is best work from your agency – and 10 recognized and defended internally. of his 14 points were on managing the relationship. Many years ago, as the CEO of But there was no proof of what every DMB&B (a role I held from 1978 to agency staffer understood implicitly; 1994), I was struck forcefully by the everyone knew which accounts to try impact of a request from a marketer to the hardest to get on, and which to avoid. see all the work we did for our other When we competed to work on clients so he could judge for himself accounts, it wasn’t because they were whether his company was getting the “nice” to the agency (on the contrary, best out of our shop. they often worked us like sled dogs) This client held quarterly top-to- but because the esprit de corps was top meetings, fed our agency all the A new CEO at Richmond Savings inspired better advertising, the best. Typically that traced to data they had, and celebrated mutual like this 1997 CASSIES-winning campaign. decisive clients with vision, and the success. We had no problem recruiting professional way they approached the strongest people in the industry. By the reality is that the focus is on the every task. contrast we also had clients for which agency performance. Our company Aprais’s analysis our employees felt they had been sent to Analysis of the Aprais database of the 8,000 rounds of marcom the salt mines, with measurable negative has shown that “strong” clients can evaluations in its database indicates impact on staff turnover, quality of work, receive up to +33% better output from that the relationship between client and re-work and business results. their agencies compared to “weak” agency is interdependent – that is, the Both the Association of National clients (8,000 relationships were performance of Advertisers (ANA) and the World evaluated over 11 years across industry, one has a major Federation of Advertisers (WFA) have geography and agency type). impact on the conducted surveys on measuring There will always be clients who say other. It has also communications agency performance. “our system and people are in place – determined four In 2009, the ANA found that while you will just have to make them work.” key drivers for 92% of firms in the U.S. conduct formal Others will realize that there is new success: agency evaluations, only 22% are proof that it is their own behaviours seen as extremely effective. In 2011, that are the key to unlocking significant 1. Overall WFA enlisted the help of Aprais for a improvements in agency output. behaviour: survey that revealed that only 50% of Frank Palmer explained to me once RUPERT BRENDON client treats companies (spending over $500 million how Palmer Jarvis did very pedestrian is partner at Aprais, the agency as a annually on marketing) genuinely have work for Richmond Savings until a which enhances business business partner a two-way process of client-agency charismatic new CEO, Kirk Lawrie, performance by improving and is attractive evaluation, (almost all were among the arrived and gave them an inspirational the relationship between for the best largest with a marketing spend over $2 new brief and creative freedom, which companies and their agency talent. billion). Few use a genuine four-way, resulted in a CASSIES winner and a professional partners. It 2. Briefing: 360-degree process so both parties self- famous campaign, “We’re not a bank. has 24 offi ces worldwide. client briefs are assess their performance; many admit We’re better,” proving that clients do For details, visit Aprais.com. comprehensive that a two-way process is in place, but indeed get the advertising they deserve.

80 www.strategyonline.ca

Forum.Feb12.indd 80 11/01/12 6:24 PM Telling tales: the power of

a good brand story BY NEIL McOSTRICH

n the stampede to social of stories that achieve that happy packaging firms, having never created a I media, mobile media, approachable place as delivering two package design in our lives. shopper marketing and gifts: the first being something about On the day of the pitch, a potato chip all things shiny and new, many have the product (innovation essence) and company called The Chippery showed forgotten the important detail of the second, something about ourselves up, only to see blank white packages having something worthwhile to share (human essence). on the table. They were predictably at the other end. A truth well told. To When we won the CASSIES Grand perplexed, until we turned the packages wit: a good story. Prix years ago at BBDO for creating around to reveal the brand story we Not so the great brands. They the classic Canadian minivan had written on the back. embrace storytelling because they commercial (where two snowball- Our pitch to them was this challenge: understand its unique value in throwing kids were surprised when if you like the story on the back of our moving minds laterally, not literally. both van doors opened and they package more than the pretty pictures And by means of getting there, they ended up hitting one another with on the front of theirs, give create communication that is neither their respective snowballs), we us the business exclusively rational nor exclusively proved the worth of a good and we’ll emotional – but the best of both story. The second sliding create a more worlds. door was the gift of meaningful While it’s surprising how many innovation. Looking design on the brands fail to embrace this obvious at ourselves – front. notion, it shouldn’t surprise that the the human They hadn’t greatest brand on earth does. With so essence expected that. We much being written about the genius – was moved their minds of Steve Jobs, I was pleased to see him delivered by laterally and were acknowledge the importance of Lee recreating the mischief of rewarded with the Clow, his creative muse, in creating our childhoods. business. Apple’s story: As the cornerstone of storytelling is If I had it my way, all “Clow looks at Apple from his heart sharing, I was recently moved to share brands would be and that gives him the ability to see us a few of mine, resulting in a book full storytellers. They’d get that insights as we should be, to see us as we have that inspire the internal stakeholders trouble seeing IF I HAD IT MY WAY, as well as their external audiences, ourselves…” consistently presented though artful In a literal ALL BRANDS WOULD BE storytelling, actually accelerate growth. sense, all STORYTELLERS But I’m not holding my breath and brands are in suspect we’ll continue to see more the business of marketing stories written at 36,000 commercials that look like brochures of selling. But feet between Toronto and Dusseldorf. on film. Not just because these clients the storytellers It was a bit like speed chess. I wrote don’t realize the power of storytelling, know conveying from the hip and from the heart. but perhaps more sadly, because they powerful Between wheels up and wheels down, haven’t the foggiest idea what their NEIL McOSTRICH meaning I had managed to write out 50 of my story is to begin with. is founding partner and indirectly creates most memorable marketing stories – That’s my story. And I’m stickin’ to it. chief storytelling officer at something even and, importantly, the lessons learned Cleansheet. His first book, better – happy in each. Once Upon a Plane, is buying. Canadian Among my favourites was a story available at Amazon.com, advertising from the early days of Cleansheet, Books for Business and will veteran Allan when our company stole a packaging soon be available, fittingly, Kazmer described assignment right out from under at airports across Canada. the essence several of Toronto’s top design

February 2012 81

Forum.Feb12.indd 81 11/01/12 6:24 PM Creative Report Card

The New Points System BY EMILY WEXLER Strategy is instituting a new points system for next year’s Creative Report Card based on industry feedback and our personal interests.* Please note the new ways you may be awarded points, as well as various ways agencies may earn demerit points:

Campaign cat integration Agency parties • One cat +5 points • DJ fl own in from New York +5 points • Two or more cats +10 points • All-you-can-eat sushi +10 points • Cats driving vehicles +20 points • Open bar, including signature cocktail (John St. is currently in the lead) +30 points • People portraying cats -20 points • Held at Cannes +50 points (BBDO and TBWA currently in contention) Lobbying for certain award shows to be Campaigns with talking inanimate objects included/deleted from list • Cleaning supplies -5 points • Speaking out against regional award shows • Germs/bacteria -10 points (because they’re “not fair” to Ontario agencies) • Food (especially cereal) -15 points -5 points NOTE: Double the points will be subtracted if the • Complaining that the show you won the most objects are singing and/or dancing. for isn’t included -50 points • Creating an agency brand naming protocol Creative “accomplishments” that channels all points together • “Inventive” use of the “fi rst ever” claim +75 points (for all competitors) -10 points • Creative accounting in the ROI fi eld -20 points Asking strategy staff where your agency ranks • Purely fabricated metric systems for new • Asking in an email -10 points media efforts -32 points • Asking on the phone -15 points • Asking on the phone at Sending in your own points tally calculations the beginning and end of a • By email -5 points conversation, followed by an email • In a PowerPoint presentation -10 points -1,000 points • Authenticated by PricewaterhouseCoopers +40 points

*This list is fake† so please don’t come to us with amendments to your points for next year based on it. We know a few of you will try. †As of press time. Don’t tempt us.

82 www.strategyonline.ca

BackPage.Feb12.indd 82 12/01/12 4:22 PM This is, without a doubt, the least effective ad we’ve ever done together.

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ST.20824.Cassies.Thanks.ad.indd 1 12/01/12 1:53 PM