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Communication Creative 184 Table of Contents 2. A Message from the IABC/Toronto President 3. A Message from the Ovation Awards Organizers 4. OVATION Awards Gala Sponsors 5. 2009 IABC/Toronto OVATION Award Winners 15. IABC/Toronto Awards of Distinction 15. 2009 IABC/Toronto MAVERICK PR Student of the Year Award 15. Bobbie Resnick Philanthropy Award 16. Independent or Small Agency of the Year 16. Agency of the Year 16. Corporate Communications Department of the Year 16. People‘s Choice Award 17. 2009 OVATION Awards Winning Entries Communication Management 17. Brand Communication 22. Community Relations 28. Electronic and Digital Communication 40. Employee/Member/HR Communications 68. Issues Management and Crisis Communication 74. Marketing Communications 86. Media Relations sponsored by News Canada 113. Social Responsibility including Economic, Societal and Environmental Development 138. Special Events Communication Skills 150. Audiovisual 156. Electronic/Interactive Communication 160. Publications 170. Writing Communication Creative 184. Publication Design Awards of Distinction 189. 2009 IABC/Toronto MAVERICK PR Student of the Year Award 192. Bobbie Resnick Philanthropy Award 197. People‘s Choice Award 203. OVATION Awards Judges 204. OVATION Awards Judges‘ Biographies 211. 2008/2009 IABC/Toronto Board 212. 2009 OVATION Awards Committee Members 1 A Message from the IABC/Toronto President In 1985, IABC/Toronto established the OVATION Awards to challenge communicators to take stock of their best campaigns and subject them to the scrutiny of accredited and accomplished peers – who select those few that exemplify excellence in communications. This year, communicators throughout the chapter demonstrated a heightened drive to excel by submitting a record breaking number of entries to both the OVATION Awards and the Bobbie Resnick Philanthropy Award. There was also a range of contenders for our other Awards of Distinction, which include the 2009 IABC/Toronto MAVERICK PR Student of the Year Award, as well as the Corporate Communications Department of the Year, Independent/Small Agency of the Year and Agency of the Year awards. The resulting winners span the spectrum of agency, corporate, government and not-for-profit sectors. As such, they showcase diverse campaigns – from a light-hearted ‗road show‘ that mixes ping-pong with a 60s icon to boost a confectionery company‘s market share, to socially responsible initiatives that shift consumer behaviour and divert waste from landfill or ease electricity use. And the metrics show: communications can generate measureable results and prompt beneficial change. As a volunteer-driven organization, we are indebted to Linda Andross, ABC, VP Accreditation & Standards and her team of judges, led by Amanda Brewer, ABC and John Cappelletti, ABC, M.Ed. To further honour our winners and the organizations they represent, this year‘s judges crystallized their findings to tell guests at the 2009 OVATION Awards gala ‘why‘ top winners stood out. Credit also goes to Trell Huether, VP Awards, and his team, who agonized over each detail, long before and after the judging process, to make the 2009 OVATION Awards program a success. We‘re also grateful for our sponsors, including MAVERICK Public Relations, News Canada, Fusion Design Group and Canadian Press Images, who helped make the event possible. On behalf of IABC/Toronto, I congratulate all of the 2009 OVATION Award and Awards of Distinction winners. Thanks also for inspiring other communicators and profiling our profession‘s capability to deliver bottom-line results, so we may ‗Be Heard™‘ in wider circles. Together, let‘s ensure ‗word gets around.‘ Leslie Hetherington, APR, MBA President, IABC/Toronto 2 A Message from the OVATION Awards Organizers It is with sincere gratitude that we acknowledge all of the entrants, judges, advisors, sponsors and volunteer organizers who were involved with the 2009 IABC/Toronto OVATION Awards. The OVATION Awards recognize the high standard of excellence found in the Greater Toronto Area communications community and with each passing year, we continue to be amazed by the creativity and professionalism achieved by each entry. The calibre of this year‘s submissions demonstrated the high level of skill required in producing successful communications as the competition for audience continues to grow. This year‘s tagline, ‗Word Gets Around,‘ emphasizes how great communications need to be stronger and more relevant than ever in order to overcome the barrage of information faced by people on a daily basis. The programs created by this year‘s winners have been honoured for successfully rising above the noise to deliver their intended messages to their desired audiences. In 2009 we saw a record number of OVATION entries and in total IABC/Toronto awarded 17 Awards of Excellence and 32 Awards of Merit. We also received a record-breaking number of entries for the Bobbie Resnick Philanthropy Award and the IABC/Toronto MAVERICK Student of the Year Award. Our sincere thanks is extended to the co-directors of judging – Amanda Brewer, ABC and John Cappelletti, ABC, M.Ed – and the team of more than 30 judges who had the difficult task of selecting this year‘s winners. A big thank you also goes to our amazing team of more than 20 volunteers led by directors Lyndsay Carter, Amanda Flude, Erin Jennison, Katie O‘Dell and Diana Spremo. Your creativity, enthusiasm and hard work have gone a long way to make the entire OVATION Awards program a success. We also extend many thanks to our sponsors for their support: The Canadian Press Images (who provided the evening‘s photography); Fusion Design Group (our design partner for the gala and event‘s striking creative); MAVERICK Public Relations; and News Canada. We hope you enjoy reviewing the following winning entries and look forward to seeing your next entry in the 2010 IABC/Toronto OVATION Awards. Trell Huether Linda Andross, ABC VP Awards, IABC/Toronto VP of Accreditation and Standards IABC/Toronto 3 2009 IABC/Toronto OVATION Awards Gala Sponsors We would like to acknowledge our generous sponsors: 4 2009 IABC/Toronto OVATION Award Winners Communication Management This division includes projects, programs and campaigns defined by a communication plan. Entries in these categories might include a combination of communication materials, or might focus on a single communication tool within a larger campaign. Entrants must demonstrate how their project applied a full range of planning and management skills, while the Work Plan addresses how the entry relates to and affects the organization's overall business strategies. Brand Communication This category includes strategies for new brands and for repositioning existing brands. Winners in this category demonstrate the research used to shape brand changes. Programs include brand architectures, changes to corporate identities and design solutions that address the challenges of brand communication. Award of Merit Title of Entry: Rebranding of Horizon Utilities Corporation Entrants: Sandy Manners, Horizon Utilities Corporation; Robert Palmese, Palmese View Photodesign Group; Hilda Mackow, Mackow Energy & Marketing Consultants Entry Entrant Company: Horizon Utilities Corporation Community Relations Programs targeted at community audiences, including not-for-profit and volunteer organizations. Award of Merit Title of Entry: Active and Safe Routes to School (ASRTS) View Entrants: Anna Larson, Jennifer Jenkins, Grace Mendoza, Halton Region Entry Entrant Company: The Regional Municipality of Halton Customer Relations Programs targeted at customer audiences, including customer relationship management and customer research. Award of Excellence Title of Entry: The Allstream Global Forum: An Evening with Steve Forbes Entrants: Christine E. Gerritse, JoAnne Tomasone, MTS Allstream Entrant Company: Allstream 5 2009 IABC/Toronto OVATION Award Winners Electronic and Digital Communication These programs are computer-based communication projects produced for internal or external audiences that primarily use electronic production and/or delivery tools. They may include electronic newsletters, electronic annual reports, websites and intranet sites. This category includes predominantly one-way electronic communications: published content that audiences access online. Award of Merit Title of Entry: Neilson Dairy gets Savvy with Ontario Moms Entrants: Roanne Argyle, Kerry Collings, Ashley Ballantyne, Daniel Tisch, APR, View Argyle Communications Entry Entrant Company: Argyle Communications Award of Merit Title of Entry: A savvy way to talk about travel insurance: The creation of SavvyTraveller.ca Entrants: Tracey Bochner, APR, Anne Locke, Gina Kohn, Paradigm Public Relations; Joel Donin, Jonathan Bolton, Travel Guard Entrant Company: Paradigm Public Relations Award of Merit Title of Entry: The transformation of sunlife.com (www.sunlife.com) Entrants: Sabita Singh, ABC, Lorraine Dal Cin, Wendi Phillips, Marilyn View Whittingham, Jeannette Cantin, Bev Sauder, Sun Life Financial; Katherine Entry Fletcher, iStudio; Dan Skeen, Quarry Entrant Company: Sun Life Financial Employee/Member/HR Communications Targeted primarily to internal employee or member audiences, programs that create awareness and influence opinion and/or behavioural change, or focus on management communication, ethics, morale, internal culture or change management. Examples: any type of internal communications program, project or campaign (employee benefits, health and welfare, compensation), or member/employee recruitment or retention campaigns.
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