Tag Archives: public relations awards

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: APEX PR for Polysporin

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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

 

Passport to PR’s Shaw Media, Paradigm PR and FleishmanHillard Sessions

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Group A visits the Shaw Media, Paradigm PR and FleishmanHillard offices

Battling spring showers and Toronto traffic, we arrived unscathed and (fairly) dry at one of Toronto’s communications hot spots – Bloor Street. We were set to meet and explore three diverse and equally awesome communications and PR organizations: Shaw Media, Paradigm PR and FleishmanHillard.

We heard it all from the Shaw Media crew

ShawMedia2

First up on the list, Shaw Media. Right from the start the team had our group laughing and well caffeinated. We learned that a day in the life of a Shaw Media communicator is always varied. From organizing media tours for Chopped Canada’s Brad Smith to establishing their talent as subject matter experts to sending Supergirl capes across the country, Shaw Media communicators are constantly on the move. The team also gave some great advice for any PR and communications student looking for their first internship.

“Be resourceful and people will remember you.” – Jacqui, Senior Publicist for Global

“Volunteer inside of your organization to meet new people and expand your professional network.” – April, Publicity Coordinator for Food Network Canada

As for the golden rule of media relations, Greg, Associate Publicist, told students to be “100 per cent reliable, 100 per cent of the time.”

Paradigm PR gives us a glimpse into agency life

Next up on our route, Paradigm PR, a creative consumer PR agency. After introductions and Timbits we saw a number of client case studies. A favourite was definitely the media relations for Toy “R” Us’ ‘Chief Play Officer’ (every child’s dream job).

Johnathon, an intern turned account coordinator, went on to describe the variety of accounts he gets to work on, and the challenges he faced when transitioning from school to work. Anticipating what’s next in agency life can be difficult, as you’re moving top speed (almost) all the time. He credits attention to detail and meeting last minute requests as a sure way to build great relationships inside and outside your agency.

The Paradigm PR team also stressed the importance of company culture fit. Do your research, ask for informational interviews and find out as much as you can about the dynamic, clients and day-to-day rhythm of the agency. When you know the company culture you’ll know if it’s the right place for you to thrive.

Johnathon’s parting words of wisdom, “Be hungry.”

ParadihmPR3

FleishmanHillard introduces us to the diversity of PR

FH2 (2)

FleishmanHillard greeted the group with a number of faces from across different practices and various levels. From associate consultant to senior partner, the presentation was full of interesting insight into FleishmanHillard and the communications industry itself. The unanimous decision from the FleishmanHillard team, agency is the right place to “earn your chops”, build your professional network and gain exposure to many different elements of the industry.

We saw sizzle reels from consumer brands such as Uncle Ben’s Beginners, which leveraged influencer Logan Guleff (MasterChef Junior winner) to get more kids in the kitchen. We also learned about their work with Bayer, a healthcare company, for a completely different take on communications. The campaign was creative in building community around “Hemophilia Champions.” Without direct mention of the brand in any of the communications, it was all about relationship building between stakeholders.

One of the best pieces of advice we learned from FleishmanHillard: take a shot; initiative goes a long way.

FH1 (2)

Until next year

Passport to PR was an amazing introduction into the very busy lives of PR and communications professionals. The candid conversations, exposures to real client work and bits of wisdoms from so many talented professionals were extremely valuable. If you get the chance to join a CPRS Passport to PR group, don’t hesitate. It’s a learning experience that you cannot find in any classroom at school.

To see more photos of the event and other locations click here: http://on.fb.me/1YRX3Pa 

Written by Sarah Rogers, Centennial (Story Arts Centre) PR Post-Graduate Certificate Program student and representative on the Student Steering Committee

 

 

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

APEX PR’s Jennifer Stein on the importance of celebrating success

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Last year, APEX Public Relations & Walmart Canada took home the ACE Award for Best Creative for the innovation and creativity behind their “Back-To-School with Walmart” campaign. We sat down with Jennifer Stein, vice president of APEX Public Relations, to look back on the award-winning campaign and the importance of celebrating success.

  1. What inspired you to launch Back-To-School with Walmart?

The inspiration started with the Snack Report. In our research we found out people were talking about lunch and dinner solutions, but not snack solutions. When I think about kids I think of them trading snacks on the school ground. Kids have snack envy, and that really set the tone for what we did.

  1. Why do you think the campaign was so successful in the end?

We really touched on a nerve on something that was applicable. We had a hypothesis, we did a survey to prove the hypothesis and the hypothesis was true.

It wasn’t just 50 per cent of moms, it was 85 per cent of moms that have this problem, and we knew we needed to provide this solution for them. We worked with a recipe developer to create fun recipes that would resonate with everyone. The content was amazing and when you have amazing content the media is more apt to pick it up.

  1. You have your finger on the pulse with key industry trends. How important is it to know your audience?

Not only do you need to know your target audience, you need to know what their habits are. How much time they’re spending shopping, how much time they’re spending watching TV, online and listening to the radio so that they can really be targeted, otherwise your message isn’t getting to them.

  1. Was an ACE Award priority during the campaign, or was it after it ended that you decided to submit?

After. Even though we knew we really blew it out of the water with media impressions, we didn’t know until a couple of months later when all the sales data came in that we helped drive sales and in-store foot traffic. It’s not until you get that insight that you know you have a winner.

  1. Back-To-School with Walmart was completed and your client was satisfied. Why submit to the ACE Awards?

I think it’s a nice way to congratulate the team. Awards can be tedious, but everyone squeals when you get an e-mail and it tells you you’ve won an award. It’s a feel-good ending to a campaign and something you can show the client, too, that it was an award-winning success.

  1. Do you think it’s important to submit to recognition awards like ACE?

Yes, often in our industry we do a campaign, we wrap and then we’re on to the next. We don’t take the time to sit back and relish how amazing the campaign was because this industry is so fast and furious. This allows us to take a step back and reflect. Not enough people do.

  1. Why do you think APEX won last year?

We had amazing content, content that was backed by research. And the campaign helped drive sales and at the end of the day, that’s what’s most important.

  1. What advice do you have for those PR campaigns being submitted this year?

If you have a sales stat, always use a sales stat to show your success. Or stakeholder analysis. The more you can dig deep into that the better your awards submission will be.

  1. When you found out you were competing for the highest ACE Award, how did you prepare for the Best in Show judging?

We treated it like a new business pitch to a panel of 12 people we didn’t know. We put together a presentation, we vetted it and then we rehearsed. We rehearsed three to four times as a group.

Written by Bianca Jimeno, Post-Graduate Student, Humber College