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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.”

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

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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

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

 

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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.

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

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Passport to PR: Opening Doors for Aspiring PR Practitioners
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Quotes

If attending this event isn’t on your to-do list, you should definitely add it.  The positive real life discussions helped reinforce my decision about whether or not a public relations career is right for me.

I had the opportunity to visit and learn from the communications professionals of three very different organizations: Veritas Communications, Google Canada and the Toronto Region Board of Trade.

Each organization demonstrated unique approaches to public relations and provided specific examples of what they did for their clients/organization.

At Veritas, the team discussed how they helped launch Target’s entrance into the Canadian market. The presentation allowed us to hear firsthand the challenges and successes that were encountered. The demanding yet exciting environment is exactly why agencies appeals to many aspiring PR professionals. This type of organization seems to keep you on your toes with no day similar to another.

Google’s Alexandra Hunnings, gave a very powerful presentation. Alexandra spoke freely in an informal conversation about the world of PR through the eyes of Google, which was truly amazing and inspiring to hear. Three key takeaways were Nurture, Own and Follow Through. My visit to Google taught me that not everyone is going to be good at everything but identifying your strengths and weaknesses will help mould you into successful communicator.

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Matthew Kofsky, from Toronto Region Board of Trade, spoke to us about the importance of getting experience. Specifically, not just experience to land a job, but rather experience that will help you grow as an individual and help you to become a better person in all aspects of life.

This was my second year participating in Passport to PR and it gets better every year. This event allows students to meet industry professionals who give great insight into their organization and productive career advice. Additionally, participants can learn what its like to work in public relations outside of the classroom. After completing one session after the other you feel inspired, motivated and excited to tackle and succeed as a public relations professional.

The CPRS Toronto Student Steering Committee will be holding another Passport to PR event will be held in March 2016. Hope to see all of you there!

By: Tysha Campbell, CPRS Student Steering Committee student representative for Centennial College’s Bachelor of Public Relations Management program.

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CPRS Toronto Student Steering Committee Profile: Centennial
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Get to know our 2015/2016 student representatives from Centennial College’s three public relations programs.

 

 Tysha

Tysha Campbell
Centennial College, Bachelor of Public Relations Management

Hi, I’m Tysha. I currently live in Oshawa, Ontario and commute three days a week to school. This is my second year volunteering with the committee and I am looking forward to the networking opportunities this year has to offer.

What are you most excited for this year?
This year I am most excited for Building Media Relationships event and hopefully meeting and making some new connections with the media.

What do you do outside of school?
I am currently volunteering with Pride Toronto on the accessibility team, and I am so excited and happy to be working with such a great organization.

Tell us something unexpected about yourself:
I’ve taken a road trip to Belize! Took us six days but we finally made it!

Connect with Tysha:

Twitter: @tyshaax_

LinkedIn: https://ca.linkedin.com/pub/tysha-campbell/a4/40a/131

 

 Sarah


Sarah Rogers 

Centennial College, Graduate Certificate in Public Relations (Story Arts Centre)

Hello! My name is Sarah and I’ll be representing the postgraduate certificate program at Centennial College, Toronto. I’ll be honest, when applying for the program I wasn’t completely sure what to expect. However, after these first few weeks of classes I’m certain I’ve landed in the perfect place!

What are you most excited for this year?

Along with being introduced to the diversity of the PR industry, I’m really excited to be part of the CPRS Toronto Student Steering Committee. The events that CPRS Toronto holds are truly amazing, and it sounds like this year they’ll be bigger and better.

What do you do outside of school?

Other than school I like to be outdoors, hiking and biking. When time (and money) allows I also like to travel.

Tell us something unexpected about yourself:

I went on a trip to Southeast Asia a few years back, and ended up staying for three years!

Connect with Sarah:

Twitter: @slrogers6

LinkedIn: https://ca.linkedin.com/in/slrogers6

 

Sophiti Johnson
Centennial College, Post-graduate Certificate in Corporate Communications and Public Relations (Pickering)

Hello everyone. I am currently enrolled in the Corporate Communications and Public Relations Certificate at the Pickering Learning Site of Centennial College.

What are you most excited for this year?

I am most excited for the year to end. I know it sounds bad, but hear me out. By the end of this year, I will have gained practical experience from both my program and from the working with the SSC. These experiences will equip me with the skills needed to enter the workforce and build my own brand. So yes, I cannot wait for it to end, because it means I have completed a crucial point in my learning, and I am well on my way to beginning an exciting career.

What do you do outside of school?

I work part time at a music studio as a receptionist. I am also on the board for a pageant and I am working on starting my own lifestyle blog. I also volunteer with organizations like the Canadian Liver Foundation.

Tell us something unexpected about yourself:

I am a fighter. This is my mantra at the moment. No matter what is thrown at me or despite the obstacles in my path, I will find a way to keep moving, keep pushing, and keep surviving.

Connect with Sophiti:

Twitter: @SophiRJ

LinkedIn: ca.linkedin.com/in/sophitijohnson

– – –

Congratulations and welcome to all our 2015/2016 Student Steering Committee representatives.

Don’t forget to follow us on Twitter @CPRSStudents

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CPRS Toronto Student Steering Committee Profile: Terrence Freeman, Vice President, External
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Meet your 2015/2016 Student Steering Committee!

Stay tuned for more Student Steering Committee profile postings in the coming weeks.

Terrence

Terrence Freeman

Humber College, Bachelor of Public Relations, fourth-year

Hello!

My name is Terrence Freeman – I am currently a fourth-year student studying towards my bachelor of public relations degree at Humber College. I moved to Toronto about six years ago to pursue post-secondary education in a city full of opportunities. I am looking forward to the new experiences my role as VP, external will bring.

Where are you from?

Hamilton, Ontario

Do you have any other post-secondary education?

I studied sociology for one year at Ryerson University.

What are you most excited for this year?

This year, I am most excited about our fall Passport to PR event! Having participated in last year’s Passport to PR event, I am excited to help plan an event that is able to provide so much insight for students.

What event did you enjoy the most last year?

Last year I most enjoyed the Passport to PR event. I had the opportunity to tour and learn about PR at Sears Canada and the Eaton Chelsea. The PR teams at both organizations provided lots of great insight.

Have you interned anywhere?

In the beginning of my PR program I interned at a boutique lifestyle-focused PR agency. The summer after my second year I worked at a lifestyle agency called Rock-It Promotions, supporting the agency’s annual Tastemakers gifting lounge at TIFF. Finally, this past summer after my third-year of school, I completed an internship at Metro (the grocery chain).

What is your dream job?

My dream job would be communications director of an international corporate consumer packaged goods company like Procter and Gamble or PepsiCo.

What do you do outside of school?

Outside of school, I work part time at a restaurant and enjoy spending time with friends while catching up with them over dinner.

Tell us something unexpected about yourself:

I’m a twin!

 

Find Terrence on:

Twitter: @itsterrence

LinkedIn: ca.linkedin.com/in/terrenceGfreeman

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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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Freebies for your family weekend from @RyersonU
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Sheldon Levy, CEO at Ryerson University invited the community to come experience the Ryerson campus at the 20th Annual CEO Awards luncheon.

Here are a couple free things to do while you’re there:

Also be sure to checkout

And if you had any doubt about why today’s Ryerson is so great, check this video out.

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CEO reshapes downtown core; recognized for leadership
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by Natasha Radlovic

Ryerson University is going through many changes both internally and externally. The CPRS CEO Award ceremony, held on January 30, honoured Sheldon Levy, the president and Vice Chancellor of Ryerson University, as the man leading all these changes.

Gone are the days when the university was referred to as “Ry High.” With new buildings and programs transforming both the academic and visual appearance of the school, Ryerson is becoming both a cultural and educational hub for downtown Toronto.

Through Levy’s leadership, Ryerson was a key player in revitalizing the Maple Leaf Gardens and further advancing the university’s role as a city builder.

Levy described his three fundamental features for the city-building strategy:

  1. Density
  2. People first and public transportation
  3. Design excellence

CPRS TORONTO 20TH ANNUAL CEO AWARD OF EXCELLENCE

Through a “people first and public transportation” fundamental feature, he described that cars might be sacrificed as second priority. Although some people may not agree with this approach, he demonstrated that he is serious about his plan and that he stands by it.

With 23 million people walking past Ryerson every year, the university has taken on the responsibility for improving the Dundas/Yonge community.

In supporting the design excellence fundamental feature Levy said, “If you build ugly on Ryerson, not only will the university and the students suffer, but so will Toronto.”

Levy explained how his involvement in public relations and knowledge of communications helped to successfully deliver the message and solve issues that have come up in regards to the changes concerning the Ryerson neighborhood.

The CEO Award statue is a silhouette of two people conversing – symbolizing the art of communication.

Through an extremely inspiring and engaging speech, Levy demonstrated that he knows how to keep the audience listening by speaking in a tone that is laid-back but also informative and professional.

“We have built a new cultural street for Toronto, a new cultural street for Canada, and an important new destination,” ended Levy.

This year marked the 20th anniversary of the CPRS Toronto CEO Award of the Year award. 

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#Volunteering
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Fantastic news everyone, it looks like volunteering is trending! Over the past five years volunteer rates among Canadians have increased. But after digging a little deeper, I discovered that it is the 19-24 year-olds who are doing the majority of the work. On average, they are donating 20 per cent more of their time versus the 25-34 year-old demographic. We have all been made aware of the benefits of volunteering, so why is it that the numbers start to drop as we age?

It could be argued that the benefits of volunteering are far greater for the individuals aged 19-24; these are the people trying to gain experience, enhance their skills and develop their professional network. This is all very true, and I couldn’t agree more. But I also think I would be hard-pressed to find a career-oriented individual, between the ages of 25-34 who isn’t chasing after the exact same things.

If you are looking to advance your career, develop your personal and professional connections and help out the community, why not make time in your calendar to volunteer. The sense of accomplishment coupled with the fact you are helping out others will help you move your career forward and will most definitely make you feel better than sucking up to the boss, or taking on a ridiculous work load. (Not to say that being polite and offering to help out when it is busy should be ruled out)

Let’s take a look at few scenarios…

Scenario #1

Meet Erin, she is 26, has a degree in English and a certificate in PR. Erin has worked in a few different intern roles and is now doing media monitoring full time for her company. As much as Erin likes her job she really wants to be writing, but unfortunately there is a team of writers on staff and not much of an opportunity for her to get involved.

Well Erin, instead of getting frustrated and letting those writing skills go to waste, consider volunteering. There are numerous opportunities out there for you to get involved in, and the CPRS would be an excellent place to start your hunt! There are opportunities to write copy for marketing material, blog posts and member communications, all of which are excellent ways to keep your writing skills up to date and expand the reach of your work. Erin, before you know it you will be SWAMPED with requests because of your newly-found writing expertise!

Scenario #2

Meet James, he is 31 and has a business background with a focus on strategy development. James has recently been promoted to national PR Manager. Congratulations James! In his new role he will be managing a team of seven and of those seven two make up the national events team. James has worked for his company for five years, has been to many of the events but has never planned one. Needless to say, he is a little nervous about overseeing all national events.

Volunteer suggestion; get involved with one of the planning committees for a CPRS event such as the CEO Awards or the ACE Awards. The only credentials needed here are a positive attitude and the willingness to learn. James, this will give you the opportunity to brush up on your event management skills and leverage some of your past strategy work. You are going to be a superstar before you know it!

You can greatly benefit from volunteering with CPRS Toronto, no matter the stage of your career. By taking the time to give back you also have the opportunity to develop strong networks, work portfolios and discover new employment opportunities.

In closing may I suggest, the next time you are feeling a little restless in your job, or would like to learn a new skill, consider volunteering as a viable option. To find out how to get involved with CPRS Toronto e-mail Parm Chohan or read more online.

“Not everything that counts can be counted. And not everything that can be counted, counts.” Albert Einstein

Geoffrey MacNeil is a marketing and communications professional with a background in financial sales, currently studying public relations at Ryerson University.

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