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Guess Who Pocketed the Gold? Digital, B!G Awards Taxi and Media and Canadian Tire Pr Winners Freeze out the Revealed Competition

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Guess Who Pocketed the Gold? Digital, B!G Awards Taxi and Media and Canadian Tire Pr Winners Freeze out the Revealed Competition AGENCY OF THE YEAR GUESS WHO POCKETED THE GOLD? DIGITAL, B!G AWARDS TAXI AND MEDIA AND CANADIAN TIRE PR WINNERS FREEZE OUT THE REVEALED COMPETITION NOVEMBER 2014 • $6.95 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN USPS AFSM 100 Approved A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. ST.coverNov14.indd 1 2014-10-23 2:37 PM Music is my ice breaker. It’s my hello. It’s my voice. It’s my SoundLink.® Give your employees something to talk about with the SoundLink® Color Bluetooth® speaker. Performance so full and lifelike, every song will inspire them – wherever they are, whatever they’re doing. SoundLink® Color is small, durable and simple to use – and it comes in bright colors to suit any style. It’s a great way to motivate, excite and reward your company. To order or to learn more: U.S. – Call 1-888-862-9283 | Email: [email protected] | Visit: incentiveconcepts.com Canada – Call 1-905-831-3364 | Email: [email protected] | Visit: somcan.com ©2014 Bose Corporation. The Bluetooth® word mark is a registered trademark owned by Bluetooth SIG, Inc. and any use of such mark by Bose Corporation is under license. CC015254 ST.25392.Bose.indd 1 2014-09-24 4:26 PM NOVEMBER 2014 • VOLUME 25, ISSUE 9 Leo Burnett, or rather his namesake Toronto agency, walks away with AOY Gold. 12 15 21 Risky business The B!G Awards Agencies of the Year Brands are going to extremes to A truck made of ice, a travelling fridge Creative, media, digital and now PR: have their content noticed and and a teched-out test drive take the top shops in the country are shared, but is the risk worth the prizes for ideas that go crowned, plus a tie for Media Director the reward? beyond advertising of the Year 4 Editorial Big winners and big data • 8 Upfront Kraft gets into the toy business, craftsmanship is hot among big brands and crafty suggestion for holiday gifts companies can give consumers • 64 Coffee Crisp turns 75 and serves as a case study on how to forge a strong brand identity • 72 Forum Bensimon Byrne’s Max Valiquette looks at the industry’s glass as half full, and Havas Worldwide’s Maggie Windsor Gross is a millennial, so you should listen to her • 74 Back page strategy’s new Agency of the Year award is shaped like an airplane, and KBS made a paper version for the losers…we mean non-winners AGENCY OF THE YEAR GUESS WHO ONO THE COVER: Who’s that guy? Why it’s none other than Leo Burnett himself, pocketing the Toronto POCKETED THE GOLD? B!G AWARDS TAXI AND agency’s Gold AOY award. That’s right, the Toronto shop that's had a string of fourth-place fi nishes lately DIGITAL, CANADIAN TIRE MEDIA AND FREEZE OUT THE PR WINNERS COMPETITION REVEALED has fi nally taken the top prize, not too surprising considering its work has received plenty of international attention this year (see p. 22 to read about its big win). Congrats, Leo. We can sense JJ’s smile from here. • NOVEMBER 2014 $6.95 CANADA POST AGREEMENT NUMBER 40050265 PRINTED IN CANADA USPS AFSM 100 Approved Polywrap Approved 100 AFSM USPS CANADA IN PRINTED 40050265 NUMBER AGREEMENT POST CANADA A PUBLICATION OF BRUNICO COMMUNICATIONS LTD. November 2014 3 Contents.Nov_14.indd 3 2014-10-23 3:28 PM november 2014 volume 25, issue 9 Big winners and big data www.strategyonline.ca vp, publisher | mary maddever | [email protected] editor | emily wexler | [email protected] h, Agency of the Year. It's that time when agencies call us up and ask A if they can get an extension on their submissions. Or if they should art director | tim davin | [email protected] buy extra tickets or ly their president into town for the show (you associate editor | megan haynes | [email protected] know, just in case they won something). We get several of these calls every year special projects editor | jennifer horn | [email protected] – without fail. Some editors might be annoyed, but I’m a glass-half-full kind of copy chief & writer | tanya kostiw | [email protected] gal. The way I see it, those incessant calls mean you care. reporter | josh kolm | [email protected] It’s a testament to the fact that we’ve built an awards show that matters to contributors | matthew chung | val maloney | lucy saddleton | this industry. It’s notoriously hard to win, as it's judged by external panels that max valiquette | maggie windsor gross change every year, and is based on a body of work. One super strong case will advertising sales supervisor | neil ewen | [email protected] not win you AOY – you need everything you submit to be strong. account manager | kelly nicholls | [email protected] While this year’s winner, Leo Burnett, has been on the podium before (having marketing co-ordinator | alex khotsiphom | [email protected] last won Gold in 1996), this victory feels particularly sweet considering the agency came so close to cracking CORPORATE the top three in the last several years. You could feel president & ceo | russell goldstein | [email protected] Leo’s momentum building lately, so the win isn’t that big vp & editorial director | mary maddever | [email protected] of a surprise (read about that momentum on p. 22). vp & publisher, realscreen | claire macdonald | [email protected] In this issue, you’ll ind stories about the Gold, vp & publisher, kidscreen | jocelyn christie | [email protected] Silver and Bronze agencies in our four categories – vp administration & finance | linda lovegrove | [email protected] creative, digital, media and the new kid on the AOY chief information officer | omri tintpulver | [email protected] block, PR. We thought the time was right to introduce the new category because we’ve seen PR agencies get production & distribution supervisor | robert lines | [email protected] increasingly more creative and take on a bigger seat at senior manager, audience services | jennifer colvin | [email protected] the client table. Look at our Gold winner, North Strategic, manager, audience services | christine mcnalley | [email protected] with its video arm, Notch, which makes the kinds of viral-worthy branded content that’s typically considered how to reach us Strategy, 366 Adelaide Street West, Suite 100, Toronto, Ontario, Canada M5V 1R9 within the realm of the creative AOR (see p. 36). Tel: (416) 408-2300 or 1-888-BRUNICO (1-888-278-6426) Fax: (416) 408-0870 PR getting into the creative game is just one trend of www.strategyonline.ca several we noticed as we proiled this year’s winners. customer care To order a subscription, visit www.strategyonline.ca/subscribe. To make a change to an Another is data. We started writing about “big data” existing subscription, please contact us by email: [email protected]. two years ago (although the concept had been around long before that). Back Tel: (416) 408-2448 Fax: (416) 408-0249. PO BOX 369 Beeton ON L0G 1A0. then, agencies were starting to explore how they could bolster their data and subscription rates STRATEGY is published 12 times per year by Brunico Communications Ltd. analytics expertise. Now, several agencies – across media, digital and creative – In Canada: One year CA$80.00 Two years CA $144.00 are putting a serious focus on it, hoping to use it as a differentiator to win new (HST included. Registration #856051396 RT) Single copy price in Canada is CA$6.95. Please allow four weeks for new subscriptions business. Digital Gold winner John St. (which tied with Lg2) is stafing up to meet and address changes. the demand for deeper analysis (p. 28) and Digital Bronze winner Proximity is copyright and trademark building its entire positioning around the melding of data and creativity (p. 50). STRATEGY and the tagline “Bold vision brand new ideas” are trademarks of Brunico Communications Ltd. All rights reserved. Nothing may be reproduced from STRATEGY in whole Fred Forster, CEO of MAOY Silver winner PHD, notes the pervasiveness of or in part without written permission. Reprint requests should be sent to data requiring deeper analysis, means the need for “math men as opposed [email protected]. © 2014 Brunico Communications Ltd. to Mad Men.” (I can’t help but picture Don Draper rolling his eyes and saying, postmaster notification Canadian Postmaster, send undeliverables and address changes to: Strategy, PO BOX 369, “Great ideas don’t come from a bunch of nerds with calculators,” as he takes a Beeton ON L0G 1A0 [email protected] U.S. Postmaster, send undeliverables and address changes to: Strategy PO BOX 1103 swig of Canadian Club.) Niagara Falls NY 14304 Printed in Canada. Canada Post Agreement No. 40050265. Does this mean the end of risk-taking and creativity? Proximity’s SVP/CD ISSN: 1187-4309. Scott Pinkney doesn’t think so. Rather, he feels that in today’s landscape, with Member of an overwhelming amount of ways to target consumers (and that targeting getting more and more niche), data is a way to make sense of it all and help come up with the best creative for the right audience. We acknowledge the fi nancial support of the Government of Canada through I guess we’ll see if the new data focus pays off next year, when agencies the Canada Periodical Fund of the Department of Canadian Heritage. are once again calling us up and asking for extensions. Congrats to all of this year’s winners. Emily Wexler, editor 4 www.strategyonline.ca EditMasthead.Nov_14.indd 4 2014-10-23 3:59 PM FOR THE CANCER RESEARCH SOCIETY, LEARNING ABOUT DONORS WAS IN THE CARDS.
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