Tag Archives: ACE

THE ACE AWARDS IS FAST APPROACHING!

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2016 was a doozy! But a lot of hard work was accomplished, so why not reflect on your past achievements and celebrate with an Ace Award!  Display your hard work and strategic success with your peers – a room of industry pros and innovators!

The annual ACE Awards recognize communications excellence in the public relations industry. It’s not too late to apply, though the deadline is fast approaching.

Get started on your entry today and be sure to make that early bird deadline on February 3. Also, don’t forget to mark May 2nd in your busy agendas for this year’s gala!

More information on eligibility, submission requirements and campaign entry categories is available on the CPRS Toronto website.

Important Dates and Deadlines:

2017 Key Dates

  • February 03, 2017 – Early Bird Submission Deadline
  • February 24, 2017 – Full Submission Deadline
  • February 27, 2017 – Leadership Award Submission Deadline
  • May 2, 2017 – ACE Awards Gala

Enter at www.cprstoronto.com!

Questions? e-mail ace@cprstoronto.com

2016 CPRS ACE Award PR Campaign of the Year: Edelman for Ontario Association of Optometrists

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2016 CPRS ACE Award Creative Campaign of the Year: Narrative PR for Scotiabank

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2016 CPRS ACE Award Best in Show Contender: Narrative PR for Bacardi

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2016 CPRS ACE Award Best in Show Contender: APEX PR for Walmart Canada

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2016 CPRS ACE Award Best in Show Contender: Veritas for Stella Artois

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Banking and Optometry Come out on Top at the 2016 CPRS Toronto ACE Gala

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CPRS Toronto Recognizes Award-Winning PR Campaigns

TORONTO, May 5, 2016 /CNW/ – The Canadian Public Relations Society (CPRS) in Toronto hosted the Achieving Communications Excellence (ACE) Awards Gala and recognized award-winning public relations campaigns from across the Greater Toronto Area. More than 360 professionals attended the event at the Arcadian Court to celebrate their campaigns, showcase client work, and support their colleagues.

“The industry continues to evolve in many ways and the work presented this evening reflects that evolution and dedication behind the public relations profession,” said Diane Bégin, Co-President, CPRS Toronto. Jeff Rohrer, Co-President, CPRS Toronto added, “There is an immense amount of talent found within the Toronto community of public relations professionals and it is wonderful to have the opportunity to be a part of a ceremony that recognizes that.”

The Best in Show awards two outstanding campaigns with creative approaches to meeting the clients’ business and brand needs. Narrative PR received the Best Creative Campaign of the Year for their work with Scotiabank and its SCENE Fall campaign targeting millenials during Frosh Week, combining experiential and creative marketing. The Public Relations Campaign of the Year Award went to Edelman Toronto for its informative and engaging 20-second Daydreams campaign, which brings awareness to computer vision syndrome for the Ontario Association of Optometrists.

“We introduced a new category this year called Marketing Communications Campaign of the Year in response to the shift underway in our industry. The long list of winners in this category is proof of how far we’ve come,” said Carolyn Merchant, ACE Awards Chair, CPRS Toronto. “It is a pleasure to once again lead a team of committed volunteers and judges dedicated to the advancement of the communications profession.”

The 2016 ACE Award recipients include:

Best PR Campaign of the Year

  • Edelman Canada – Ontario Association of Optometrists 20-Second Daydreams

Best Creative Campaign of the Year Award

  • Narrative PR – Scotiabank SCENE Fall

Leadership Awards

  • Lois Marsh Award: Christina Marshall, APR, Vivant Communications
  • CPRS Toronto PR Professional of the Year Award: Lauren Dineen-Duarte, American Express Canada
  • Volunteer of the Year: Terrence Freeman, Humber College
  • CPRS Toronto Public Relations Student of the Year: Charzie Abendanio, Humber College

Investor / Financial Relations Campaign of the Year

Bronze

  • Kaiser Lachance Communications – PUDO Lists on the CSE

Crisis or Issues Management Campaign of the Year

Silver

  • De Beers Group of Companies – Closure of Snap Lake Mine

Community Relations Campaign of the Year

Silver

  • Kaiser Lachance Communications – Sears Canada Milestone Celebrations Program

Bronze

  • Edelman Canada – Canadian Women’s Foundation Get Consent Campaign
  • Veritas Communications – Microsoft Code Generation
  • Weber Shandwick – Ronald McDonald House Charities

Government Relations / Public Affairs Campaign of the Year

Gold

  • Counsel Public Affairs – Ontario Real Estate Association

Bronze

  • Sussex Strategy Group – Dairy Farmers of Canada “Canadian Milk Matters”

New Product or Service Launch Campaign of the Year

Silver

  • MAVERICK Public Relations – Amope PediPark
  • Weber Shandwick – WOW Air Canadian Launch Announcement
  • Weber Shandwick – McDonald’s Canada Restaurant of the Future Launch

Bronze

  • Weber Shandwick – McCafe Standalone Launch
  • Narrative PR – The Journey Begins Here: Scotiabank GM VISA Launch

Brand Development Campaign of the Year

Gold

  • Edelman Canada – KD Rebrand
  • DDB Public Relations – CIL Beauty on a Small Budget

Silver

  • PRAXIS – Quaker Canada “The Recital”
  • Weber Shandwick – McDonald’s Canada Restaurant of the Future Launch

Bronze

  • Weber Shandwick – McCafe Standalone Launch
  • Edelman – Go RVing Canada #BringBackWildhood”
  • North Strategic – AIR MILES “Brand Rejuvenation”

Best Use of Special Events

Gold

  • Narrative PR – BACARDI PALADAR
  • North Strategic – Airbnb “Stay At Air Canada Centre”
  • Veritas Communications – Stella Artois’ Sensorium
  • Weber Shandwick Canada – McFlurry 20th Anniversary

Silver

  • Media Profile – Google Canada “Youtube FanFest”

Bronze

  • Canadian Tire – “Canadian Tire presents Canada’s Sports Hall of Fame 2015”
  • Hill+Knowlton Strategies – Maytag Ultimate Laundry Room, 2015 Pan Am Games Sponsorship
  • FleishmanHillard – Temptations “Just for Cats”

Best Use of Media Relations Under $50,000

Silver

  • Paradigm Public Relations – Kid Poker Documentary Debut
  • Weber Shandwick – WOW Air Canadian Launch Announcement
  • High Road – American Express Canada “Entertainment on Cloud 10”
  • Kwittken Canada – Re-introducing The Keg to Canadians
  • FleishmanHillard – Concord Adex “Nineteen Century Schooner Discovery”

Bronze

  • Porter Novelli Canada – Kids Help Phone’s BroTalk launch
  • Strategic Objectives – MEGA BLOKS “Building Kids Up Through Play”
  • MSLGROUP – RandStad Workmonitor: from thought leader to game changer
  • Narrative PR – NESCAFÉ Dolce Gusto
  • Argyle Public Relationships – Beating the ‘Cancer Blues’ on World Cancer Day
  • Kaiser Lachance Communications – Sears Canada Holiday Media Relations

Best Use of Media Relations Over $50,000

Gold

  • APEX Public Relations – Get Ready for Back-to-School with Walmart Canada

Silver

  • Argyle Public Relationships – Sugary September: Diabetes and the Canadian Election
  • Hill+Knowlton Strategies – FIFA Women’s World Cup™ Trophy Tour by Coca-Cola
  • Paradigm Public Relations – Add A Little Joy with Nutella: 2015 Truck Tour
  • Edelman Canada – Canadian Women’s Foundation Get Consent Campaign
  • Strategic Objectives – Kellogg’s Breakfasts for Better Days
  • APEX Public Relations – Discover Another Side of Walmart Canada
  • Strategic Objectives – #YouAreWelcome from MNCFN: The Official Host First Nation of TO2015
  • APEX Public Relations – Nestle Canada launch of the new SMARTIES packaging
  • MSLGROUP Canada – P&G Always #LikeAGirl: Turning an insult into a confidence

Bronze

  • Weber Shandwick Canada – PetSmart Charities of Canada National Adoption Weekends 2015”
  • Edelman Canada – Baking with Becel ® and Demystifying Margarine News Bureau
  • Kaiser Lachance Communications – Royal LePage “Thought Leadership in Canadian Real Estate”
  • North Strategic – Cadillac Fairview National Black Friday 2015 Campaign
  • FleishmanHillard – MARS Pet Mixed Feeding
  • Woods Canada – Ultimate Dream Job
  • Strategic Objectives – Kellogg’s Rice Krispies Treats for Toys Holiday Program
  • Edelman Canada – KD Rebrand
  • MSLGROUP Canada – Indigo Holiday 2015
  • Citizen Relations and Loblaw Companies Ltd. – President’s Choice® Insiders Collection™ Holiday Boutique

Best Digital Communications Campaign of the Year

Gold

  • APEX Public Relations – POLYSPORIN®: Targeting the Quebec Market on Facebook

Silver

  • Strategic Objectives – Second Cup Coffee Co. Hot Chocolate: #TasteItRateIt
  • High Road – Canadian Labour Congress “Better Choice”
  • Paradigm Public Relations – Edgewell Personal Care “Be Carefree. Everyday”
  • MSLGROUP Canada – P&G Always #LikeAGirl: Turning an insult into a confidence
  • Cohn & Wolfe – Coleman Canada “Get Outside Day”
  • MSLGROUP Canada – P&G’s “Pantene #ShineStrong Tag Challenge

Bronze

  • Edelman Canada – Canadian Women’s Foundation Get Consent campaign
  • Veritas Communications – Kimberly-Clark “Buckle Up, Creampuff”
  • Sussex Strategy Group – Dairy Farmers of Canada TPP Campaign

Marketing Communications Campaign of the Year

Gold

  • Edelman Canada – Ontario Association of Optometrists 20-Second Daydreams
  • APEX Public Relations – Get Ready for Back-to-School with Walmart Canada
  • Narrative PR – Scotiabank SCENE Fall
  • APEX Public Relations – Discover Another Side of Walmart Canada”\

Silver

  • Edelman Canada – Intuit Canada “Know Your Worth”
  • FleishmanHillard – Uncle Ben’s for “Ben’s Beginners”
  • Media Profile – “Starbucks Canada Sparkle Shop”
  • Toronto Public Health – “The Truth about Smoking Hookah”
  • Government of Ontario – Public Education Campaign to Prevent Sexual Violence and Harassment”
  • Paradigm Public Relations – Add A Little Joy With Nutella: 2015 Truck Tour
  • Weber Shandwick – McCafe Standalone Launch
  • Woods Canada – “Ultimate Dream Job”
  • Media Profile – Cancer Care Ontario “My CancerIQ Online Risk Assessment Tool”
  • Weber Shandwick – McDonald’s Canada Restaurant of the Future Launch
  • PRAXIS – Quaker Canada’s “The Recital”

Bronze

  • Narrative PR – Bayer “Break up and move”
  • Veritas Communications – Microsoft Canada for “Microsoft Surface Studio”
  • Engagers – Bay of Quinte: Isn’t It time
  • Cohn & Wolfe – Coleman Canada “Get Outside Day”
  • Paradigm Public Relations – Tim Hortons Warm Wishes

Student Public Relations Communications Plan of the Year

Bronze

  • Centennial College – Civic Action “Up All Night”
  • Centennial College – Civic Action/Project Fusion “Know the Signs”

The Canadian Public Relations Society is a national professional organization focused on establishing and upholding educational and ethical standards in Public Relations. CPRS Toronto is one of the largest local societies with nearly 600 members. For more information, please visit: http://www.cprstoronto.com.

Special thanks to our sponsors:

CNW, the ACE Awards title sponsor

Business Wire

CNW Creative

ConsumerVision

Fifth Story

Freeman Audio Visual Canada

Leger Marketing

MarketWired

McMaster University

The Canadian Press

Edelman

The Edelman Team with their PR Campaign of the Year Award for Ontario Association of Optometrists: 20-Second Daydreams

Narrative

The Narrative PR Team with their Creative Campaign of the Year Award for Scotiabank SCENE Fall

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For further information or to schedule an interview, please contact:

Charzie Abendanio
Lead, ACE Marketing/Communications
CPRS Toronto ACE Awards Committee
ace@cprstoronto.com

 

What truly makes a gold submission?

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ACE Awards Judge, Lauren More, answers that question and shares her insights on the qualities of a gold winning submission

Taking the leap to judging the CPRS Toronto Ace Awards was a natural next step for Lauren More, VP Communications for Ford of Canada. Her six years of judging allowed her to see some of the freshest and most creative campaigns across industries. From helping run the CPRS Toronto mentoring program to ACE Awards judging, Lauren sees volunteering as her way of supporting the communications field.

Lauren shares her insight into creating an award-winning submission with this year’s crop of ACE award applicants:

The most popular categories

While ACE award judges typically judge on a variety of different categories, there are some categories that receive far more entries and are more competitive to place.

“It’s very competitive because it’s kind of the meat and potatoes of a lot of what we do as communicators,” said Lauren. “But the other area that has certainly just expanded exponentially is the social media category.”

The social media category, in particular, has some of the most creative submissions she’s seen.

The most standout campaigns

Lauren notes that often the most memorable and effective campaigns are the ones where “maybe it’s not the sexiest product or the sexiest point of view or the sexiest issue to grab awareness for”. Yet with a creative approach, these campaigns gained a ton of media attention.

While there are some topics that are naturally going to be of more interest to the media, the campaigns she’s enjoyed over the years are the ones where the brand really has to work at it to find something that would be meaningful to their audience.

The challenges to creativity

While it’s increasingly challenging, to come up with new ideas and new approaches, Lauren concedes sometimes there are periods where budgets have been a lot tighter.

“You have to do a lot more with a lot less,” she said, “And you’re still expected to deliver the same type of results – so I think that’s really pushed the level of creativity.”

The ability to sit back

It comes to no surprise that most communicators rarely have time to slow their everyday pace. Lauren explained the ACE Awards provide that perfect evening to do just that with your team and reflect back on your best work.

“We tend to in our jobs and our field to run pretty fast and run pretty hard.” she said, “And I think it’s really worthwhile to stop and take a breath now and then. To acknowledge the work and commitment we put in.”

There are certain things that separate excellence in our field. Lauren believes it’s important as a profession to both recognize and celebrate that.

The extra “oomph”

Key to winning best in show or taking home gold in any given category, Lauren emphasizes the consistency throughout the RACE formula steps. Some of the best submissions, in her opinion took the following measures:

  • The research connects well with the analysis
  • The analysis connects well to the communications tactics
  • A solid evaluation of the results

If you research well you understand what you’re trying to achieve with a communications program. Those winning gold and best in show have that extra dose of creativity, she said.

Lauren also notes past campaigns resonated with people – their key audience – and they told a story, a really good story and “they have that little extra oomph to them.”

Written by: Jessica Chong, Account Coordinator, High Road Communicatons

Taking home the top CPRS Toronto ACE Award

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“And the 2015 Public Relations Campaign of the Year goes to Weber Shandwick and McDonald’s Canada McCafé Retail Launch.”

On May 20, 2015, the Weber Shandwick team jumped out of their seats and congratulated one another as their McDonald’s client walked on stage to accept the most prestigious ACE award of the night.

The Work Behind Winning

When asked to reflect on the agency’s big achievement and what it was like to compete in the ACE Awards, Jessica Greasley, account director from Weber Shandwick, stepped up to the opportunity.

In September 2014, Weber Shandwick devised a communications plan for McCafé’s first ever grocery launch. The essence of the communication plan focused on driving awareness of the retail launch to both consumers and the business sector.

Weber Shandwick demonstrated how the brand was innovative and appealed to a younger demographic through their campaign’s creative strategies and tactics. The global agency also took risks to try something new with Songza and the McDonald’s Canada internal team embraced this opportunity to engage their younger audience on a new digital platform. Greasley also explained how the agency’s partnership with the McDonald’s team also fueled the campaign’s success.

The ACE Awards Submission

The submission was comprehensive.

“All of the components in the submission emphasized how the campaign’s strategies tied directly back to the company’s business objectives.”

Greasley also noted the submission’s careful attention to distinguishing how their results matched their initial objectives and goals, which was instrumental to ensuring the campaign stood out. She even identified how showcasing the large scope of the campaign combined with the business and consumer phases and the planning and timing layout were key aspects of the submission.

In terms of advice to agencies developing their submission for the 2016 ACE Awards Greasley said, “Provide a good understanding of the insights that led to the approach. Having clear targets, and how you measured against it will make help the judges understand why it’s award-worthy.”

The Best In Show Presentation

With only 15 minutes to present in front of the judges, the team selected critical parts of the campaign to prove why it was deserving of the top award.

Their presentation communicated why the McCafé Retail launch should receive the prestigious award by:

  • Demonstrating a strong understanding of the company’s audience and brand image
  • Highlighting the agency’s thought process and initial research that was conducted to tailor the campaign’s objectives
  • Showcasing innovative strategies such as the Songza partnership and proving why it was chosen to effectively reach McCafé’s younger audience
  • Explaining the media relations strategy behind the campaign and timing it with International Coffee Day, which engaged consumers and garnered an overwhelming and successful amount of media coverage

The Importance of Celebrating the Public Relations and Communications Industry

After finding out the campaign surpassed Weber Shandwick’s targets (and stretch targets!) the team was confident that it was a strong contender to compete within the ACE Awards. “It was a great honour for the company and client,” said Greasly. Especially since McDonald’s has had a long standing partnership with the agency. Greasly also mentioned “it was all hands on deck”. Everyone from the agency contributed to the campaign and award.

Greasley informed me the agency is currently assembling their application for the ACE awards again this year, “As an industry, it’s definitely important to submit and recognize the great work that’s being done by communications professionals. Wishing all this year’s submissions the best of luck!”

To learn more about the campaign watch this video

Jessica Greasley LinkedIn

Follow Weber Shandwick @WSCanada

Written by: Alessandra Manieri, Post-Graduate Student, Humber College

 

Judging the ACE Awards, a researcher’s perspective

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Friday February 26 is the deadline to submit to this year’s ACE Awards and returning judge, Lisa Covens, vice president of communications and public affairs at Leger, discussed her marking style and approach to judging this year’s campaigns.

Before stepping up as a judge, Lisa would attend the ACE Awards to support the clients who used Leger and the research they conducted for the award winning campaigns. When the opportunity came up to be one of the esteemed ACE judges, Lisa took it and started doing something she had never done before.

Lisa shared with us her strategy to marking submissions and to help prepare this year’s hopeful campaigns. Here are some highlights from her interview:

On her judging approach

“My focus will be on the RACE formula.” Research and evaluation jump at her the most.

On what makes a campaign stand out

“Today, campaigns are now so integrated – videos and visuals – which allow people to be very inclusive in their submission. Not only is the winning campaign sharp, but there’s something special about them. It is supported with research, includes creativity, success was measured and explained and overall well-executed.”

On the importance of submitting to the ACE Awards

As a returning judge for the third year in a row, Lisa listed why it is important to submit to recognitions awards such as CPRS Toronto’s ACE Awards:

  • Keeps public relations professionals on top of their game throughout the year
  • This isn’t done in market research so this a an opportunity worth taking advantage of
  • Provides a good reflection on the campaign – when summarizing a submission it makes you think of the campaign from beginning to end
  • Outline and learn from the issues encountered
  • And of course, recognition is always a good thing

On one piece advice for this year’s submissions

“It’s a shame when we mark a submission and it’s so creative and clear but misses a part of the requirements. Doing that will take you out of the running for the gold.”

TIP: Ask someone, who was not part of the campaign, to review the guideline and checklist. Ensure all the components are included because anything can be overlooked and the missing section will be marked with a zero.

On what she is looking forward too

“One aspect of the ACE Awards I really enjoy is the Best In Show judging day. That day, candidates are on top on their game. You get to witness great presenters and great speakers. I take away so much and I even receive insight on how to be a better presenter. It is such an inspiring night.”

One last thing: “Keep up the great work!”

 

Follow Lisa Covens on Twitter: @lisacovens

 

Submission deadline is this Friday February 26. Submit your campaigns here.

Written by Charzie Abendanio, Humber College BPR Student and CPRS Toronto’s Student Steering Committee President