January 2009

Diamond Shreddies campaign sparkles
at 38th annual CMA Awards gala

TORONTO —On November 28, the 38th annual Canadian Marketing Association (CMA) Awards Gala, the largest awards celebration of its kind in Canada, was held at The Harbour Castle. Canadian marketing luminaries gathered to honour their peers and recognize those who inspire marketing campaigns that produce measurable results and break creative barriers. Some 144 marketing experts acted as judges this year under the guidance of Diane Wysocki. The evening was hosted by Bianca Barbucci, managing director, Marketing, Development and Distribution, Shopping TVA, and Stephen Brown, senior vice president, general manager, FUSE Marketing Group. “Best of the Best” was awarded to Kraft Canada for its Diamond Shreddies campaign, which was developed with Ogilvy. Within one month of rolling out the campaign nationally, Kraft enjoyed an 18 percent baseline unity change in sales of the product. The tongue in cheek campaign garnered 265 press stories and several awards, including this one. The following list of award-winners has been abbreviated due to space limitations. Please consult the CMA’s Web site, www.the-cma.org/awards for a complete listing or to participate in next year’s festivities. Entry deadlines for 2009 are June 4, June 25, and July 16.

Special Awards
Best of the Best
Company: Kraft Canada – Post Cereals – Shreddies
Campaign: “Diamond Shreddies”
Agency: Ogilvy

Lettermail Award: Customer Direct Communications
Company: Sun Life Financial Group Retirement Services
Campaign: My Statement – Statement Redesign
Agency: Prinova

Direct Response:
Direct Response Television (DRTV)
Bronze
Company: Rogers Communications
Campaign: Rogers Yahoo Hi-Speed
Internet DRTV Campaign 2007 “Laura”
Agency: Wunderman

Bronze
Company: BMO Bank of Montreal
Campaign: Homeowner ReadiLine Campaign
Agency: Blitz Direct, Data & Promotion, a division of Cossette

Gold
Company: Canadian Blood Services
Campaign: One Match Donor Recruitment DRTV
Agency: DDB Canada, Rapp

Direct Response:
Direct Mail – B2B
Bronze
Company: MSN Canada
Campaign: Video’s Back
Agency: Wunderman

Silver
Company: TELUS
Campaign: DM TELUS Poisson Rouge
Agency: TAXI Canada

Gold
Company: Syngenta Crop Protection Canada
Campaign: Axial No Compromise Club
Agency: Bos Advertising

Direct Response:
Direct Mail – B2C
Bronze
Company: TELUS
Campaign: Back to School
Agency: BIMM Communications Group

Silver
Company: TELUS
Campaign: Holiday
Agency: BIMM Communications Group

Gold
Company: Camp Oochigeas
Campaign: “Evening of Summer Dreams”
Event Invitation
Agency: MacLaren McCann Canada Limited

Digital: Online Advertising
Bronze
Company: World Vision Canada
Campaign: World Vision 30 Hour Famine
Agency: Fjord Interactive Marketing & Technology

Bronze
Company: Kellogg Canada
Campaign: Pop-Tarts Celebrity
Agency: Arc Worldwide, Toronto – a Leo Burnett Company

Silver
Company: Wrigley’s Canada
Campaign: Wrigley’s Thumbs Up Ads
Agency: Proximity Canada

Digital: Interactive and E-mail
Bronze
Company: Schick Canada
Campaign: Are Your Breasts Online?: The Launch of the Booby Wall
Agency: Real Interactive/BOOM!
Marketing/Paradigm Public Relations

Bronze
Company: BC Hydro
Campaign: BC Hydro Power Pioneer Holiday Card
Agency: DDB Canada (Vancouver)

Silver
Company: Sears Canada
Campaign: Sears Canada What’s In Store for You e-newsletter
Agency: m Marketing

Digital: Social Media
Bronze
Company: Mac’s Convenience Stores
Campaign: Mac’s Convenience Stores
Agency: Bos Advertising

Silver
Company: Unilever Canada
Campaign: Wig Out Video
Agency: Capital C

Gold
Company: Indigo Books & Music
Campaign: Indigo Online Community
Agency: In-house

Integrated Multimedia:
Budget over $1,000,000
Bronze
Company: Subaru Canada
Campaign: 2008 Subaru Impreza Launch
Agency: DDB Canada, Rapp & Tribal DDB

Silver
Company: Guinness-Diageo Canada
Campaign: Darkness Reigns
Agency: The Marketing Store

Gold
Company: Kraft Canada – Post Cereals – Shreddies
Campaign: “Diamond Shreddies”
Agency: Ogilvy

Integrated Multimedia:
Budget under $1,000,000
Bronze
Company: Toronto Zoo
Campaign: Dinosaurs Alive Exhibit Promotion
Agency: Lowe Roche

Silver
Company: Mac’s Convenience Stores
Campaign: Mac’s Convenience Stores
Agency: Bos Advertising

Gold
Company: Paladin Laboratories
Campaign: Share Your Oops Campaign
Agency: TAXI Montréal

Customer Management:
Customer Loyalty
Bronze
Company: Nissan Canada
Campaign: Infiniti Customer Holiday Direct Mail Program
Agency: TBWA\Toronto

Silver
Company: Maple Leaf Consumer Foods
Campaign: Lunchmate City
Agency: The Lyton Group

Gold
Company: Fairmont Hotels & Resorts
Campaign: Fairmont President’s Club
Annual Membership Kit Mailing
Agency: West Productions