ACE gala

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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.

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

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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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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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Inside the ACE Awards Gala – Thoughts from a veteran attendee
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By: Miranda Germani

Are you considering attending the hottest PR event in town but aren’t quite sure what to expect? Blair Peberdy, vice-president, marketing, communications and public affairs, Toronto Hydro-Electric System, has attended every ACE Awards Gala for the past decade. Blair gives us the inside scoop on what it’s like to join more than 300 of Toronto’s PR practitioners and students to celebrate the best in PR, network with colleagues, and enjoy a delicious meal.

For those who haven’t attended an ACE Awards gala before, this repeat guest and award-winner describes the event as “one of the few opportunities for Toronto’s PR and communications professionals to get together to celebrate excellence in our business. There’s always a fantastic buzz in the room and the quality of the awards submissions is very impressive.”

Blair thinks it’s important for communications professionals to attend the ACE Awards gala, regardless of whether they’re winning an award.

“Attendees have the opportunity to network with some of the best communicators in the country from the agency, corporate, government and not-for-profit sectors at an event that is fun and well attended by senior, intermediate and entry-level practitioners,” said Blair. “The atmosphere is friendly and it’s the best event in Canada featuring top creative and strategic communications programs, executed exceptionally well.”

The ACE Awards gala is a great way to celebrate with colleagues and friends, and everyone can learn something to use in their professional career. As Blair explains, “Great campaigns are always featured and well-presented in a fast-paced format. I usually come away with one or two great ideas. It’s also a fantastic opportunity to quietly gauge how your own communications programs stack-up against some of the top PR professionals in Canada — and it’s usually a pleasant surprise!”

Blair concluded explaining why he has been a loyal attendee. “I like to attend because I enjoy the networking, but most importantly I find the quality of the awards submissions and the excitement at the event to be inspiring.”

The ACE Awards gala is fast-approaching. This year’s ACE Awards is being held on Wednesday, April 24, 2013 at the Arcadian Court, hosted by Global Toronto’s Sean O’Shea.

Eager to get your hands on the hottest PR ticket in town? More information is available on the ACE Awards page. But don’t delay – this event always sells out!

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

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LEADERSHIP AWARD NOMINATIONS DEADLINE EXTENDED!
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What better way to set yourself apart at this year’s ACE Awards Gala than by winning an award?

The Leadership Awards nominations window has been extended for ONE more week! This is your chance to nominate yourself, or a deserving peer or colleague for one of these prestigious awards. Please submit your nominations to ace@cprstoronto.com by March 7, 2013.

Entry is free of charge. Winners will be announced and recognized at the ACE Awards Gala on April 24, 2013. Winning an award at the ACE Gala provides valuable recognition in front of a room of PR professionals, industry mavens and communications experts – better than a business card!

Categories include:

CPRS Toronto Public Relations Student of the Year – Recognizing a CPRS Toronto full or part-time student graduating this year who has a solid academic record and has demonstrated interest in professional development. Click here to read about what last year’s Student of the Year is doing now.

CPRS Toronto Young Public Relations Professional of the Year (Under 30 years of age) – Recognizing a public relations professional (under 30 years on March 23, 2013) who has been in the industry for less than three years (i.e., since March 23, 2010) who has made significant achievements in his or her career.

CPRS Toronto Public Relations Professional of the Year – Recognizing outstanding personal achievement within the public relations industry over their career, with particular focus on their successes over the past year (2012-2013).

CPRS Toronto Mentor of the Year Award – Recognizing a volunteer who has served as a mentor to public relations professionals or students in the year of 2012/2013.

CPRS Toronto Volunteer of the Year Award – Recognizing a volunteer within CPRS Toronto during the previous year (2012/2013) year.

Click here for more information about each category, and submission requirements.

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Stand out (!) with a CPRS Toronto Public Relations Student of the Year Leadership Award
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By Miranda Germani

It can be tough for students and new grads to stand out from the crowd when looking for that perfect first job. Everyone’s education and work experience tend to be similar, so winning an award can really make you shine.

One person who did just that is Robin Smith, winner of the CPRS Toronto Public Relations Student of the Year Leadership Award at the ACE Awards gala in 2012. Here’s how he used this opportunity to land a role with one of the top agencies in Canada.

“Winning the Student of the Year Leadership Award was a major stepping stone for me. I used my acceptance speech as a ‘pitch’ and advertised myself to the people most likely to make new hires. Before leaving the stage I had received my first business card, and by the end of the night I had met some very important people,” Robin says. This strategy worked, and as Robin went on to explain, “By following up on the contacts I made at the ACE Awards Gala I was able to secure a full-time position with one of the best agencies in Canada, starting my first job after graduating from Seneca College.”

Robin encourages anyone to apply, saying “I think a self-nomination is a great career building move. I knew going into the nomination that it would be a long shot, but the satisfaction and confidence that being recognized brought was a huge reward. If you’re not nominating yourself and you’re giving your colleague the nod, it is a big show of respect for that person. Taking the time to highlight the talents of one of your colleagues is a great way to show that they are appreciated and valued.”

Robin thinks his application stood out to the judges due to a shining reference, with solid volunteer experience sealing the deal.

“Receiving an ACE Award was amazing, totally fantastic. When I got the message from the President of CPRS Toronto it caught me so off guard that I just started laughing. Toronto is one of the most important cities for Canadian PR practitioners, with a large and active community, and being recognized by the group was a huge honour, especially considering how many PR students there are in post-grad programs across the city.”

If you think you or someone else should be recognized, now is your chance to nominate yourself or a deserving peer for the CPRS Toronto Public Relations Student of the Year Leadership Award. And there are no barriers to throwing your hat into the ring – entry is free!

In addition to the CPRS Toronto Public Relations Student of the Year Leadership Award there are also Award categories for Young Public Relations Professional of the Year, Public Relations Professional of the Year, Mentor of the Year and Volunteer of the Year.

More information is available on the CPRS Toronto Leadership Awards page. But hurry, the deadline is soon! Nominations must be submitted by February 24, 2013.

The Leadership Awards will be presented at the ACE Awards Gala on Wednesday, April 24, 2013.

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