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April 2013

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Photos from the CPRS Toronto 2013 ACE Awards now available
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This year’s ACE Awards gala was, as promised, a night to remember! Well, now you can reminisce as much and as often as you like because the pictures are available through CPRSToronto’s flickr.

Thank you to everyone who joined us this past Wednesday, and congratulations again to all of this year’s winners.

[flickrslideshow acct_name=”CPRSToronto” id=”72157633353367492″]

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Archived tour of @RyersonDMZ: Authintic (5:54)
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Part three of our March 12 Ryerson DMZ tour features Christopher Berry, co-founder and chief science officer at Authintic.

Authintic’s platform is an analytics technology for permission marketing.

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Pics from #CPRSACE 2013 as taken by you
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Pics from #CPRSACE 2013

Sights from the night, as posted by you during the CPRS Toronto ACE Awards Gala on April 24, 2013 at Arcadian Court.

Storified by CPRS Toronto· Wed, Apr 24 2013 19:17:25

Getting everything set and ready to go (nice program, @michael0maniac) #CPRSACE instagram.com/p/YgCm2pPTs3/Nicole
Looking good! “@Toronto_PR_Guy: With the amazing @DebWeinstein at #CPRSACE pic.twitter.com/lrREfZL4TI”CPRS2013
The #CCPR crew celebrating at #CPRSACE pic.twitter.com/yRPwv1yyUDBarry Waite
The digital girls (minus Jordanna) @cprstoronto Ace Awards #CPRSAce @fleishmanca instagram.com/p/YgRa7YMxM0/Leah Blair
@CPRSToronto stylish venue! Let’s win some awards @msl_group #CPRSACE pic.twitter.com/fQc1YpgIfeCarolyn Greathead
Here with my awesome clients @AshleighMeilach @jessvanrooyen #CPRSACE instagram.com/p/YgS8CZOfF6/Andrew F Stewart
Team @so_pr at the #CPRSACE awards! instagram.com/p/YgTBlVk-fp/Strategic Objectives
Thanks for the chocolate, @Marketwired! We appreciate the gesture. ALMOST makes up for the lack of booze #CPRSACE pic.twitter.com/iT19N5QX2lMaverick PR
With an amazing group at #CPRSAce @LaurenCMore @FordChantelB @jayneerickson @ammar_ammar @CPRSToronto pic.twitter.com/gZV0Xel69zKerri Stoakley
Good looking @NATIONALPR seat mates at #CPRSAce. #alreadywinning @CPRSToronto pic.twitter.com/PddIUo3cshJoannaMWilson
Looking good Aaron, @robmanne & @andrewfstewart @cprstoronto #winning #cprsace @ Arcadian instagram.com/p/YgT_15uLQ0/Christine Lu
At the #CPRSAce Awards @CPRSToronto with the @fleishmanCA crew #PR pic.twitter.com/yyuwqiAxAoNare Tutundjian
It’s gonna be a good night @ashleighmeilach @jessvanrooyen @cprstoronto #cprsace #pr #gala #awards @… instagram.com/p/YgUsRmuLRu/Christine Lu
Let’s do this! Time to celebrate our successes. #pr #CPRSACE @ Arcadian instagram.com/p/YgU2ZPI6Qp/Philippe Gaudet
Wine makes for some very, very happy MAVERICKs #cprsace pic.twitter.com/7t92FhtwBDMaverick PR
“@daltonkaren: @CPRS2013 Promoting National Conference at ACE Awards. #cprsace pic.twitter.com/AMGTgt6aIU” Go @CPRS2013 Go! Let’s make it happenJean Valin
#CPRSACE underway! @consumersos Sean O’Shea taking the stage! instagram.com/p/Ygbw4rvTun/Nicole
Go @MAVERICK_PR ! RT @KellyOlivePR: The rap chicks of #PR checking out the @cprstoronto #cprsace awards! cc @koolkrys instagram.com/p/YgT2okMdI8/Kool Krys
@blogsley and @sejfitch representing @energiPR at the #CPRSACE awards! Congrats to all the winners! yfrog.com/odsl1wbjenergi PR, DigiComm
Sharing a laugh with @candipr @rosieships at #cprsace @cprstoronto instagram.com/p/YgcPeoTJkY/Rob Manne
Just took gold for Best Use of Communication Tools! @CPRSToronto #CPRSACE pic.twitter.com/O3tLfYSuZREnvironics PR
“@fleishmanCA: Congratulations to our @jacob_p and team for their #CPRSACE silver award for 1D world! So proud! pic.twitter.com/wqCZ0AVCm3” loveLeah Blair
A Gold for @ArgylePR in media relations! #cprsace pic.twitter.com/NQmLAOocXxDaniel Tisch APR
Woo! Our fabulous oreo client with our @CPRSToronto GOLD! #CPRSACE instagram.com/p/Yggbg6k-UO/Strategic Objectives
Congratulations @so_pr! @JudySLewis hits the stage for the #OreoMoment win #CPRSACE @ Arcadian instagram.com/p/YggWAsvXYr/Kelly Baita
Congrats to #GCIGROUP and Novo Nordisk (cli) who just won a silver award at #CPRSACE! What a night! pic.twitter.com/JFrcuAb1vCGCI Canada
Congrats heather_agnew #CPRSACE Volunteer of the Year Award recipient! instagram.com/p/YgizeYPToX/Nicole
@cprstoronto #CPRSACE Winning. #gold #studentprcampaign instagram.com/p/YgjBi0M_r2/Brenna
Wheeeo #BraveArtTO silver!! @CPRSStudents @VivienneMcCuaig #CPRSACE pic.twitter.com/6yW13EsMUeSarah MacKinnon
@ArgylePR wins @CPRSToronto Best Campaign of the Year! Congrats to all nominees, to our team & clients! #cprsace pic.twitter.com/HHp2LiKDYSArgyle
#cprsace award winners for crisis comms! Congrats @maverick_pr team! cc @michagoddard instagram.com/p/YgnxHisdDr/Kelly Olive
Regram from @andrewfstewart! @robmanne @jessvanrooyen @ashleighmeilach & Aaron! @cprstoronto #cprsace… instagram.com/p/Ygpm_7uLdO/Christine Lu

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Congratulations to the 2013 ACE Award Winners!
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The 2013 CPRS Toronto ACE Awards gala was an unforgettable celebration!  On April 24th, CPRS Toronto welcomed over 350 of Toronto’s PR elite to acknowledge and honour the best communications campaigns in the city.

ACE Awards are given to organizations and individuals who have positively influenced the Toronto PR industry, as determined by a judging panel of seasoned communications professionals. Winners left the gala with more than a trophy – being recognized with an ACE Award is a symbol of quality and mutual respect amongst Toronto’s PR community.

Congratulations to the 2013 ACE Award recipients!

Best PR Campaign

  • Argyle Communications and Free for All – 30% off Ontario Tuition

Best Creative PR Campaign 

  • Strategic Objectives and Mondelēz Canada – 100th Birthday of Oreo

Leadership Awards

  • Lois Marsh Award: John Muldoon, APR
  • PR Professional of the Year: Cathy Cowan, Cowan & Company Communications Inc.
  • Volunteer of the Year: Heather Agnew, RBC
  • CPRS Toronto Young PR Professional of the Year: Adrian Seeley, PRAXIS
  • CPRS Toronto Public Relations Student of the Year: Hannah Sunderani, Centennial College

Media Relations – Budget Over $50,000

Gold

  • Strategic Objectives and Mondelēz Canada –  100th Birthday of Oreo
  • Argyle Communications –  The Canadian Pain Summit

Silver 

  • Kraft Canada and Edelman –  MiO Trick Squirts
  • Revera Inc. and Environics Communications –  Thought Leadership – The Revera Reports
  • LOFT and Edelman –  LOFT Canada Launch
  • Novo Nordisk Canada and GCI Group Canada –  Igniting the VA Dialogue
  • NATIONAL Public Relations –  P.F. Chang’s Canadian Launch
  • NATIONAL Public Relations –  Capital One Credit Education Week
  • DDB Public Relations –  autoTRADER.ca: The Most Cars in One Place
  • Shaw Media and Edelman –  The Real Housewives of Vancouver Campaign
  • APEX Public Relations and George Brown College –  George Brown College Waterfront Campus

Bronze 

  • APEX Public Relations, Morin Public Relations and Walmart Canada –  Mom of the Year Award
  • APEX Public Relations and Kao Canada –  John Frieda Precision Foam Colour
  • Environics Communications –  The Talk
  • Citizen Optimum / Future Shop –  Future Shop Holiday 2012
  • eBay and Edelman –  eBay Canada 2012 Holiday program
  • Kraft Canada and Edelman –  Kraft Food for Families
  • NATIONAL Public Relations and Direct Impact –  Ford of Canada Power of Choice Campaign
  • Argyle Communications and PC Financial –  PC Canadian Family Finance Series

Media Relations – Budget under $50,000

Gold

  • APEX Public Relations and Nike Canada –  Sustainable Olympic Track Uniforms

Silver 

  • TD and Paradigm PR –  Credit Cards & You
  • energi PR –  MFPA: Canvassing the Country
  • APEX Public Relations and Nestlé Canada –  Nestlé Assorted Paints the Town Red
  • PRAXIS –  Lifesaving Society: Swim to Survive+
  • Argyle Communications and Staples Canada – Back to School with Staples
  • Fleishman-Hillard Toronto –  One Direction 1D World Toronto
  • SiriusXM and NATIONAL Public Relations – SiriusXM’s Siriusly Sexy Survey

Bronze 

  • APEX Public Relations and Kao Canada –  Summer Beauty with John Frieda and Jergens
  • Citizen Optimum –  ACE Bakery Canada’s Best Sandwich
  • TD and Paradigm PR –  TD Educates About Cyber Fraud

Best Use of Special Events.

Gold 

  • RONA Inc. and MSL Canada –  The Nature of Colour
  • DDB Public Relations –  Subaru’s BRZ Scorches the Competition

Silver 

  • Citizen Optimum / IKEA Canada –  IKEA Winnipeg Store Opening
  • PRAXIS –  CCMadMen Event

Bronze

  • APEX Public Relations and Kao Canada –  YWCA Facility gets a Makeover
  • PRAXIS –  Dean and Todd’s Banff Ice Party at Blue Mountain
  • PRAXIS –  CARSTAR Dirty Car Art Exhibit

New Product or Service Launch Campaign of the Year 

Gold 

  • Energizer Personal Care –  Launch of Schick Hydro Silk
  • McDonald’s Restaurants of Canada Ltd.  –  Our Food. Your Questions.

Silver 

  • Shaw Media –  Continuum Series Launch Campaign
  • Kraft Canada and Edelman –  MiO Trick Squirts
  • Kaiser Lachance Communications –  Sears Canada LOOK! Report Launch
  • NATIONAL Public Relations –  P.F. Chang’s Canadian Launch
  • APEX Public Relations and Kao Canada –  Bioré Welcomes You (Back) to Your 20s

Bronze

  • APEX Public Relations and Nike Canada –  Measuring Movement to Make Life a Sport.
  • Ketchum PR Canada and Philips Canada – Philips Sonicare Diamond Clean Launch

Employee Communications Campaign of the Year

Silver 

  • Toronto Hydro-Electric System Limited –  Grow Your Mo’ for Movember Campaign
  • Bombardier – Employee Communications Campaign of the Year Bombardier Aerospace Toronto Site

Community Relations Campaign of the Year 

Gold 

  • Argyle Communications and Free For All  –  30% Off Ontario Tuition

Silver 

  • Citizen Optimum –  Hyundai Hockey Helpers
  • Argyle Communications –  The Crosstown and the Community

Bronze 

  • Ontario Tire Stewardship, OARA and Environics Communications –  Ontario Tire Stewardship and OARA: Annual Tire Take Back Events
  • PRAXIS –  The Courvoisier Collection
  • Environics Communications and Stewardship Ontario –  Make the Drop, Battery Recycling Program

Best Digital Communications Campaign of the Year 

Silver 

  • Energizer Personal Care and Paradigm PR –  Playtex Gentle Glide Communications
  • Unilever Canada and Edelman –  Salty’s Missing Again’s Digital Journey
  • Kraft Canada and Edelman –  Kraft Foods DessertCentre.ca Program

Best Use of Communication Tools (Internet, A/V, Research & Measurement, Print and Publications)

Gold

  • Environics Communications and Pfizer Consumer Healthcare –  Advil Nighttime Year II

Brand Development Campaign of the Year

Gold

  • McDonald’s Restaurants of Canada Ltd.  –  Our Food. Your Questions.

Silver

  • Environics Communications – airmilesshops.ca Holiday Campaign
  • PRAXIS –  Canadian Club 2013 Brand Development

Bronze

  • Veritas Communications Inc. –  SUBWAY Restaurants Commit to Fit
  • Environics Communications –  Panasonic Cooking Canada Campaign
  • Randstad and MSL Canada –  Randstad: 2013 Public Relations Program
  • Ketchum PR Canada and Philips Canada –  Philips Consumer Lighting Campaign
  • Citizen Optimum –  ACE Bakery Canada’s Best Sandwich
  • NATIONAL Public Relations –  Hankook Tire Canada, The Road to the Top
  • PRAXIS –  Pepsi Ultimate Taste Challenge
  • Real Estate Council of Ontario –  RECO’s Consumer Awareness Campaign

Crisis or Issues Management Campaign of the Year 

Bronze 

  • MAVERICK–  Crisis at Toronto Eaton Centre

Best Student PR Campaign of the Year 

Gold

  • Talk is Cheap 5.0 Team, Centennial College –  Talk is Cheap 5.0

Silver

  • BraveArt Committee, Centennial College –  BraveArt
  • Cheryl, Hannah, Kassandra, Jessica & Brittany, Centennial College –  It’s Your Moment LGFB Fashion Show
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CASE STUDY: High Road Communications’ Brighter Life for Sun Life Financial
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By: Miranda Germani

Today’s the big day: the ACE Awards gala takes place this evening! The ACE committee is busy at Arcadian Court rolling out the (metaphorical) red carpet at this very moment. Just like the Oscars’ broadcast rehashes past years’ movies and fashion before the big show, this is the perfect moment for us to take a look into our past with an ACE Awards standout.

The Sun Life Financial and High Road Communications teams took home an award last year with the BrighterLife.ca initiative, awarded in the Digital Communications Campaign category.

I was pleased to talk to Adrienne Connell, Vice President, High Road Communications before the 2013 ACE Awards officially arrive, about the success of this digital campaign.

Can you tell me about your winning campaign? 

BrighterLife.ca is Sun Life Financial’s innovative digital content marketing platform. It is aimed at helping Canadians answer their money, health, family and career questions in an informal, engaging and no-pressure way. The goal is to add real value to Canadians through the power of relevant, credible, useful content. It’s a revolutionary approach that puts the needs of consumers at the forefront and it’s helped Sun Life to connect with a whole new target audience.

What was the objective and why was it so successful?

Sun Life Financial wanted to engage consumers earlier in the sales cycle, before they had considered Sun Life or were even aware that they had a need that might be met by a financial product. They already had digital marketing platforms to engage both prospective and current customers but needed a way to reach consumers who were just at the beginning of their buying journey. Typically, customers have a trigger event, such as starting a family, changing careers or thinking about retirement.  Enter BrighterLife.ca to engage a wide span of Canadians from young professionals, to young families through to mature families and pre-retirees. It’s been a success because there is an incredible team of individuals behind it that ensure we’re creating magnetic content that is portable, and by that I mean letting audiences consume the content in the channels of their choice, be that on the website, e-newsletters, Facebook, Twitter or RSS. They also make a phenomenal commitment to activating that content across channels leveraging a combination of paid, earned, owned and shared channels.

How did winning an award contribute to the agency’s brand? 

At both High Road and Sun Life we’re very proud to work on this award-winning initiative. It’s an amazing honour to be recognized by our peers in the industry for creating innovative ideas that hopefully inspire other brands and it has helped to solidify our voice as thought leaders in the Canadian content marketing space.

What inspired you to submit?

We are always committed to celebrating our client’s successes, and awards such as this play a key role in recognizing their great work and our continued partnership together.

What were the challenges associated with submitting an award?

While we are always looking at metrics to evaluate a program’s success, distilling those down to the highlights and capturing the essence of what makes a particular effort such as BrighterLife.ca unique isn’t always quick to pull together. It took support from Sun Life’s team and High Road’s to ensure our submission told the story of BrighterLife.ca.

What was a “must-include”in your binder submission?

Creative samples of the writing on BrighterLife.ca and the user experience design of the site. We also made sure we included materials that spoke to the overall strategy and goals. Finally we included materials that illustrated the impact we’ve had with BrighterLife.ca and the vibrant community we have built around the brand.

How did it feel to receive your award at the gala?

Really good! We enjoyed a chance to bring our two teams together for a night of celebration and fun.

What advice would you give to other entrants?

Submit! Be creative in your submission while giving a clear indication of what you set out to do, how you did it and what you ultimately achieved.

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THANK YOU TO THE CPRS TORONTO 2013 ACE AWARDS SPONSORS
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By: Natasha Nitsopoulos

The prestigious ACE Awards gala is just two days away. As we’re putting the finishing touches on what promises to be a memorable night, CPRS Toronto and the ACE Awards committee we would like to take this opportunity to thank our sponsors who have helped make this celebration of communications excellence possible!

On behalf of CPRS Toronto, we appreciate your support and would like to say thank you to:

AVW TEL-AV, a full-service audio visual resource rental company for corporate events, exhibit programs, trade shows and conventions of all sizes.

Marketwired, a customized communications solutions provider, offering targeted coverage across all media and measurement services.

Leger Marketing, the largest Canadian-owned polling, research and strategic marketing firm, with offices across Canada and the United States.

CNW Group, Canada’s leading newswire service specializing in media monitoring, photography and video services, translation, webcasting, conference call services, regulatory filling and measurement.

Canadian Press, Canada’s trusted news leader, multimedia news agency and creator of our favourite book: CP Style.

Cision, a leader in public relations planning, media monitoring, reporting and communications analysis.

News Canada, a leading provider of ready-to-use, timely, credible, newsworthy and copyright-free news content for editors, broadcasters, web and video content providers.

Infomart, a division of Postmedia Network Inc., is Canada’s leading media consultancy providing media monitoring services, research, brand solutions and corporate data.

See you on Wednesday for the 2013 ACE Awards gala!! Tweeting at the Awards? Make sure to hashtag #CPRSACE.

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Why attending the ACE Awards is a must for Toronto’s PR professionals: Insight from a past attendee
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By: Miranda Germani

Haven’t bought your ACE Awards gala ticket yet? What are you waiting for? The ACE Awards, the Toronto PR must-attend event, is fast approaching. Tracey Bochner, President of Paradigm Public Relations, helps us break down the benefits of attending the gala.

“It is important to support CPRS and the PR industry in Toronto in general, and attending the gala is good way to do this,” says Tracey. “The ACE Awards is a place to recognize the innovative work of the PR industry in Toronto.”

The gala isn’t just a fun event, it’s also a learning opportunity. “The ACE Awards showcases some of the best work being done by communications professionals in the city. Whether the award-winning work is from agencies, corporations, government or not-for-profits, there is always something that we can learn from the creative thinking and success of others,” says Tracey.

It is also a great opportunity for networking. Each year at the gala Tracey reconnects with industry colleagues.

“The ACE Awards is an important night for us at Paradigm PR. My business partner Mike Abbass and I look forward to the gala every year,” says Tracey. “We celebrate with our amazing clients, who give us the latitude to execute creative campaigns, which result in award-winning programs, we recognize our incredibly talented staff, and we connect with colleagues to toast their successes. We never miss it.”

Ready to reap the benefits of attending the ACE Awards? Hurry, tickets are almost sold out. More information is available on the ACE Awards page.

Tweeting about the ACE Awards? Follow @CPRSToronto and use the hashtag #CPRSACE.

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Archived tour of @RyersonDMZ: Soapbox (4:48)
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Last week, Justin Trudeau was described as cultivating a digital-era image in a Maclean’s piece that also talked abut his use of an online platform for sharing ideas called Soapbox.

Part two of CPRS Toronto’s March 12 tour of Ryerson’s DMZ features Warren Tanner, co-founder and CMO at Hitsend Inc., creators of Soapbox.

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One more week to get your ACE Award tickets!
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Don’t wait any longer before getting your tickets for the 2013 ACE Awards gala, which will be held one week from today! It’s the Oscars of PR – a chance to recognize and celebrate the excellence in public relations and communications. It will be a fabulous night of networking with colleagues, while enjoying a delicious three-course dinner. Tickets are selling fast, so make sure to reserve your spot at this prestigious event you don’t want to miss.

Our host for the night will be Global Toronto’s Sean O’Shea, award-winning investigative and consumer reporter who is regarded as one of the most tenacious reporters on local television.

Date:

Wednesday, April 24, 2013

  • 5:15 p.m. Registration and Cocktail Reception
  • 6 p.m. Dinner and Awards Ceremony

Location:

Arcadian Court
401 Bay Street
Simpson Tower, 8th floor
Toronto, ON
M5H 2Y4

Ticket costs:

  • Member: $130
  • Table of 10: $1,250
  • Non-member: $165
  • Student member: $70
  • Student non-member: $85

For more information, and to buy your ticket, visit the CPRS Toronto website.

 

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Special notice to members about the AGM
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Hello, everyone. A few weeks ago you were mailed the notice of our Annual General Meeting, and I would like to inform you of two updates to the information you received.

First of all, the location has been finalized. The AGM will take place at the Toronto Region Board of Trade, 77 Adelaide St. West, ABCD Room, Fourth floor, Toronto.

Secondly, in the information that was provided on the proposal to change the year-end, it was indicated that our next fiscal year would start April 1, 2013 and end June 30, 2014. In fact we cannot have a fiscal year that lasts 15 months.

Therefore, if members agree with the proposal to change the CPRS Toronto year-end date, and if CRA subsequently agrees to the change, we will have a “regular year” of April 1, 2013 to March 31, 2014, then we will have what is termed a “stub period” of April 1, 2014 to June 30, 2014 and then start the next full year on July 1, 2014 to end on June 30, 2015 and continue as such.

The stub period will incur an auditing cost of approximately $1,800 which is less than a full-year audit, but still necessary if we want to open the year beginning on July 1, 2014 with audited opening numbers.

If you have any questions, please feel free to contact me.

I hope you are able to attend the AGM on May 28 at 5:30 p.m. I look forward to seeing you there, where our guest speaker will be Jamison Steeve, former Principal Secretary to Premier Dalton McGuinty.

Vincent Power, APR

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