2010Ovationwinningentriesbooklet
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Table of Contents 3. A Message from the IABC/Toronto President 4. A Message from the OVATIONS Awards Organizers 5. OVATION Awards Gala Sponsors 6. 2010 IABC/Toronto OVATION Award Winners 26. IABC/Toronto Awards of Distinction 26. Bobbie Resnick Philanthropy Award 26. 2010 IABC/Toronto Student of the Year Award 27. Independent or Small Agency of the Year 27. Medium-sized Agency of the Year 27. Large Agency of the Year 27. Corporate Communications Department of the Year 27. People‘s Choice Award 28. 2010 OVATION Awards Winning Entries Communication Management 28. Community Relations 33. Media Relations with Budget up to $50K 59. Media Relations with Budget of $51K to $100K 64. Media Relations with Budget Greater than $100K 65. Marketing Communications with a Budget up to $50K 70. Marketing Communications with a Budget of $51K to $100K 79. Marketing Communications with a Budget Greater than $100K 86. Special Events with Budget up to $50K 96. Special Events with Budget of $51K to $100K 101. Special Events with Budget Greater than $100K 119. Issues Management and Crises Communication 129. Employee, Member or HR Communication 144. Strategic Management Process 150. Brand Communication 155. Social Responsibility including Economic, Societal and Environmental Development 184. Electronic, Digital and Interactive Communications Communication Skills 194. Multimedia or Digital Content 198. Publications Communication Creative 206. Other Graphic Design/3D 209. Photography Awards of Distinction 212. 2010 IABC/Toronto Student of the Year Award 214. Bobbie Resnick Philanthropy Award 218. OVATION Awards Judges 228. 2009/2010 IABC/Toronto Board 229. 2010 OVATION Awards Committee Members Created by Katie Fretz and Directed by Beverly Fairclough, IABC/Toronto Volunteers Message from the IABC/Toronto President It seems only fitting that in this particular year we are celebrating a program that celebrates excellence. 2010 has seen remarkable achievement, from our athletes shining brightly on home soil in Vancouver to IABC/Toronto being named International Chapter of the Year by IABC. 2010 is also the 25th anniversary of the OVATION Awards, which IABC/Toronto established to offer communications professionals the opportunity to present their best work and recognize excellence, while at the same time fostering a greater appreciation of the profession. In 1985, I was still finding my way in the world as a teenager growing up in southwestern Ontario. Others were just starting out in their communications careers, while others were winning the very first OVATION awards. Some of our current members weren’t even born when those first statuettes were given out. This all speaks to the diversity and strength of our chapter, as does the OVATION program itself. It encourages all levels of the profession, from beginning to veteran communicators, to excel in their work, and to reach for and attain the praise of their colleagues, clients and organizations. This year, communications throughout our chapter further demonstrated that diversity and desire for excellence by submitting a record number of entries, across a multitude of organizational types from the corporate, agency, independent and government sectors and categories (everything from media and government relations to publications and CSR). And the winning entries were just as diverse, from media relations to social media, photography, issues and crisis management, and interactive, to name a few areas. For the first time, we had submissions in the social media category and we will be awarding the very first award of Excellence in that category tonight. The number of submissions doubled in the following categories: Media Relations up to $50K; Employee, Member or HR Communications; and Other Graphic Design/3D & Photography. Even better, entries in the Electronic, Digital and Interactive Communications category tripled. IABC is a volunteer organization, and as such we are indebted to a host of individuals who gave selflessly of their time and expertise to make the 25th anniversary of the OVATION Awards a truly special experience. Thanks go to Linda Andross, ABC, VP Accreditation & Standards and her team of judges, and to Trell Huether, VP Awards, and his team, who left no detail to chance, long before and after the judging process, to make tonight’s gala a success. I also want to express our gratitude to our sponsors, including Translate This Now, News Canada, CNW Group, The Canadian Press Images and Fusion Design Group, who helped make tonight possible. On behalf of IABC/Toronto, I want to congratulate all of the 2010 OVATION Award and Awards of Distinction winners. I also want to thank everyone who entered and attended the gala, for recognizing excellence in our chapter and profession. Your dedication is an inspiration to us all. Brent Carey, ABC President, IABC/Toronto 3 A Message from the 2010 OVATION Awards Organizers 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 high caliber of this year’s submissions demonstrates the level of skill required in producing successful communications as the competition for audience continues to grow and become even more important in challenging economic times. As we celebrate 25 years of success in the OVATION Awards, we also celebrate the success of IABC/Toronto, the world’s largest chapter. We can say with great confidence that the work being honoured tonight not only celebrates the best in our local area, but some of the finest creative communications in the world. In 2010 we saw a record number of OVATION entries and in total IABC/Toronto awarded 29 Awards of Excellence and 39 Awards of Merit. It is with sincere gratitude that we acknowledge all of the entrants, judges, advisors, sponsors and volunteer organizers who were involved with the 2010 IABC/Toronto OVATION Awards. Our sincere thanks are extended to the co-directors of judging –Amanda Brewer, ABC and John Cappelletti, ABC, MEd- 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 out to our amazing team of more than 15 volunteers led by directors Lyndsay Carter, Beverly Fairclough, Amanda Flude, Michael Miller and Emilie Smith. 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: Translate this Now; News Canada; CNW Group; The Canadian Press Images (who provided the evening’s photography); and Fusion Design Group (our design partner for the gala and event’s striking creative). We hope you enjoy reviewing the following winning entries and we look forward to seeing your next entry in the 2011 IABC/Toronto OVATION Awards. Linda Andross, ABC Trell Huether VP, Accreditation & Standards, IABC/Toronto VP, Awards, IABC/Toronto 4 2010 OVATION Awards Gala Sponsors We would like to acknowledge our generous sponsors: 5 2010 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. Community Relations Programs targeted at community audiences, including not-for-profit and volunteer organizations. AWARD OF MERIT Title of Entry: Canada’s Top Teen Philanthropist Entrants: Bruce MacLellan, Trish Tervit, Olivia Yu, Lisa Mills, Emily Abrahams, Environics Communications Inc. View Entry Entrant Company: Environics Communications Inc. AWARD OF MERIT Title of Entry: Leon’s Furniture Celebrates 100 Years of Making Life More Comfortable for Canadians Entrants: The Team at Strategic Objectives Entrant Company: Strategic Objectives Government Relations Programs targeted at government bodies and government agencies. AWARD OF EXCELLENCE Title of Entry: Fairness for Girls’ Hockey in Toronto Entrants: Roanne Argyle, Argyle Communications Entrant Company: Argyle Communications Media Relations Programs focusing on the news media as the main channel used to reach target audiences. 4a Media Relations with Budget up to $50K 4b Media Relations with Budget of $51K to $100K 4c Media Relations with Budget Greater than $100K Media Relations with Budget up to $50K AWARD OF MERIT Title of Entry: Gaming As It Was Meant To Be: The Launch of the Samsung 3D Monitor Entrants: APEX Public Relations Inc. ; Samsung Electronics Canada Entrant Company: APEX Public Relations Inc. AWARD OF MERIT Title of Entry: Patak’s Naan Bread: Weston Bakeries Brings Authentic Indian Cuisine to Ontario View Entry Entrants: Roanne Argyle, Emily Hanft, Mackenzie Keller, Kristina Rikunova, Daniel Tisch, Argyle Communications Entrant Company: Argyle Communications AWARD OF MERIT Title of Entry: Nutty and Saucy: Recipe Campaign Promoting Peanuts Entrants: Allison George, Kerry Collings, Janet Grdovich, Ashley Ballantyne, View Entry Danielle Scheinman, Argyle Communications Entrant Company: Argyle Communications AWARD OF MERIT Title of Entry: Smart, Not Cheap Entrants: Sarah Hall, Leah Gaucher, Cathy-Anne O’Brian, Julie O’Brian, Lynda View