2008 PROMO! Awards - capma

2008 PROMO! Awards 

2008 PROMO FSI.indd 1 8/18/08 1:38:26 PM

President’s Message 

2008 has been a BIG year for CAPMA as we fine tuned our vision and mission and broadened the definition of CAPMA from promotion to brand activation to better reflect the work that CAPMA 

member agencies are involved in and the evolution of the promotion industry. To compliment that, September is a BIG month as we celebrate the best of the best in our industry and 2008 was 

indeed another BIG year! The PROMO! Awards gala evening honoured this year’s winners and the following pages will provide you with the Gold, Silver, Bronze and Best of Show brand activation 

submissions for 2008. Great work! 

It is an exciting time for CAPMA agencies and the brand activation industry as we continue to build strategic, creative and measurable programs on behalf of our clients and their brands. The best 

in class programs always rise to the top in large part due to simple yet clever ideas that resonate with consumers and result in outstanding brand performance. 

Having said that, there is still much to accomplish. We need to continue to build better, more impactful programs with the right mix of activation elements targeting consumers when and how they 

wish to be targeted. It’s a time of BIG changes in our industry and we are poised to continue to capitalize on the potential in front of us. 

Congratulations to all of the 2008 Gold, Silver, Bronze and Best of Show winners. Let’s make 2009 an even BIGGER year in brand activation! 

Message froM the Judging Co-Chairs 

It was an honour to manage the judging process for the 2008 PROMO! Awards. The quality of the submissions was once again outstanding. All contributors should be proud of the work that was put forward. With 149 entries to 

this year’s awards the process was very competitive. 

The judging process is managed in two phases. Round One was managed online throughout the month of May. In this phase, the judge reviewed and scored all of the entries from a specific category against four criteria: concept, 

originality, execution and results. Based on the scores from Round One, the strongest entries were forwarded into Round Two of Judging. In Round Two, a second group of senior marketing and agency professionals judged the 

entries to determine the Gold, Silver and Bronze Awards for each of the sixteen categories. On 25th, the senior judges gathered to discuss the Best of Show that were awarded a Gold and achieved a specified scoring range. From 

this live discussion a Best of Show determination was made. 

Thank you to all the 2008 judges for their time and expertise and congratulations to all the winners. 

Judges 

round one 

Samantha Shirley 

Takamatsu 

Paul Brennan 

Cara 

Janet Fricker 

Cossette 

Lee Rennick 

Rharms 

Jeanette McFarlane 

Ryan Partnership 

Nicholas Poitras 

Bell 

Melinda Croft 

OSL Marketing 

Sonia A. Draper 

Home Depot 

Richard R. Villeneuve 

Cossette 

Rachelle Claveau 

Cossette 

Alison Leung 

Unilever. 

Mark Reinhardt 

OSL Marketing 

B Viera 

Capital C 

Anne Onn 

OSL Marketing 

Jason Beaulieu 

Capital C 

Donna Polimac 

Mattel 

Jon Affleck 

Unilever 

Alessia Di Cecco 

Mosaic 

Matt Twydell 

Capital C 

John Ozikizler 

Maclaren 

Gowlings’ Advertising, 

Marketing and 

Regulatory Affairs 

National Practice Group. 

We know promotion. 

When you need legal advice about 

promotional campaigns, trust a law firm 

that can promote its advertising expertise. 

For creative and experienced legal counsel on promotional matters, 

there is only one law firm in Canada that boasts the largest advertising 

practice with the most years of combined experience; scored the most 

advertising professionals in The Best Lawyers in Canada; is recognized 

in the Lexpert/American Lawyer Guide to the Leading 500 Lawyers in 

Canada, Lexpert Directory and Chambers Global; and literally wrote 

the book on advertising and marketing law in Canada. 

The Power of Original Thought 

gowlings.com 

Montréal | Ottawa | Toronto | Hamilton | Waterloo Region | Calgary | Vancouver | Moscow | London 

Nadja Decarie 

Cossette 

Joanna Milroy 

Kraft 

Angela Milana 

Armstrong Partnership 

Cass Enright 

Maclaren 

Joe Milana 


Steve Trofimchuck 

Sympatico 

Chris Barrett 


www.strellson.com 

Lilian Tomovich 

VP, Senior Business Leader 

Brand Marketing 

MasterCard Worldwide 

James McDonnell 

Takamatsu 

Andrew Crighton 

Maclaren 

Jill Beattie 

Loyalty 

Rosa Ursi 

BMO 

round tWo 

Ian Cooke 


Amey Harding 

Ryan Canada 

Jerry Huckins 

OSL Marketing 

Paula Menzes 


Kala Patel 

Parmalat 

Thomas Accardo 

Capital C 

Robin Heisey 

Draft fcb 

Tony Matta 

Fritolay 

Rico DiGiovanni 

Spider Marketing Solutions 

Amey Harding 

President 

CAPMA 

Mike Armstrong 

VP, Client Services 

Armstrong Partnership LP 

Garth Armstrong 

Ryan Canada 

Kjirsten Georgison 

Capital C 

Jon Frier 

Maclaren 

Andy Alderman 

Mattel 

Lili Tomovich 

Mastercard 

Michelle Smyth 

Capital C 


RZ_Red Tie_5.125x7.3125.indd 1 07.08.2008 13:00:25 Uhr 


Best Multi-Discipline caMpaign 

ConsuMers CheWs 

a neW guM 

gold 

How to introduce a new gum into an intensely competitive category? That was the 

question Mentos faced when it launched its new Mentos Gum. Getting attention for a 

new gum from established Excel, Dentyne and Trident customers wouldn’t be easy. So 

the launch had to be original and differentiate the new gum from the competition and 

their already well-established mint. And that’s exactly what Mentos did. 

Focusing on the gum’s round shape, Mentos visually engaged consumers with the 

“Making Art Pop” campaign, which used the Mentos Gum packaging as its inspiration. 

A myriad of Mentos blister packs were placed side by side on a canvas. Pieces of gum 

were systematically removed from areas of the canvas to reveal an overall image, a 

technique inpired by the paint technique Pointillism. Original and free-spirited, the 

innovative idea clearly represented the brand attributes of Mentos Gum. 

The multi-discipline campaign had a two-tiered approach. The first used traditional 

media channels, like Zoom mini board-vendors, in-store displays, a website, web 

placements, and a new 3 x 10 second format TV spot. The second approach used 

“in-your-face” stunts to bring the new gum to life. Samples were given out while 

three talented artists created original works of art using Mentos Gum in Montreal, 

Toronto and Vancouver. 

The results showed the campaign made more than just art. Each component scored 

well above industry norms, sales were higher than original objectives and total reach 

stood at 64%, an impressive accomplishment. Furthermore, the program has already 

won more than ten awards, such as the CMAs (Gold), Media Innovation Awards 

(Best of Show) and three Golds and Best of Show at the Marketing Awards. 

Credits 

Marketer: 

Product: 

Agency: Blitz Direct Data & Promotion 

Creative Convergence: 

Patrick Beauduin, Vice-president 

Creative Director: Antoine Bécotte 

Art Director & Copywriter: 

Antoine Bécotte 

silver 

PePsiCo CaMPaign 

shoots & sCores 

Credits 

Marketer: 

Product: 

Agency: Capital C 

Creative Director: Bennett Klein 

Art Director: Donovan Bond 

Account Director: Tom Clune 

Account Supervisor: Melissa Chapman 

Account Manager: Jason Hughes 

PepsiCo Brand Management: Darrell Dietz [PCB], Dara Willow [FLC], 

Jeff Jacket [Gatorade] 

Assistant Brand Manager: Chris Faulkner [PCB], Marie France Girard [FLC] 

Sport Marketing: SDI – Andy Harkness 

Media: OMD – Gilad Coppersmith 

PR: Fleishman Hillard – Sarah Rutka 

bronze 

orville redenbaCher’s 

reels in the sales 

Credits 

Marketer: 

Product: 

Agency: Armstrong Partnership LP 

Account Director: Colleen Dalos 

Account Supervisor: Colleen Spicer 

Account Manager: Tamara Lewis 

Creative Director: Joel Trojanowski 

Art Director: Joe Milana 


Art Director: Nicolas Thiboutot 

Web Creative Director: 

Katherine Melançon 

Strategic Planning: Michel Lamarre 

Copywriter: Janine Hopkinson 

Client Services: Sylvain Lemieux, 

Shirin Gunny 

Public Relation: Nancy Turgeon 


Best sponsorship or tie-in caMpaign 

buiCk goes Pro 

With a tiger 

gold 

When Tiger Woods, one of the world’s most recognized athletes, was scheduled to 

come to Montreal’s ExpoGolf, the most important golf exhibit in the province, Buick 

knew it had to swing into action. And as the main sponsor of the event, Buick had 

a great opportunity to both maximize their partnership with Woods, Buick’s official 

spokesperson, and create awareness for their new Enclave. 

Buick created a unique golf experience called the “Buick Zone” at the event, where 

a replica of the famous St. Andrews sand trap challenged spectators. This exciting 

experiential marketing program with a contest overlay not only got golfers excited 

about the new Enclave but also tested their swings in the sand trap to win one. 

Every golfer had two attempts and if they successfully put one of their shots in a 

circle on the green, they instantly won a small Buick-branded prize (caps, balls, polo 

shirts, golf bags, etc.). Once every hour, a participant was randomly selected and given 

an opportunity to attempt to sink the shot. If successful, he or she would win one of 24 

brand new Buick Enclaves. A Buick/Nike golf bag, just like Tiger Woods’ official bag, 

was awarded to the finalist who made it closest to the pin. Secondary prizes included 

VIP packages for four to go see Tiger Woods at the Presidents Cup. 

To complete their visibility at the event, Buick displayed four vehicles (the Enclave, 

Terraza, Allure and Lucerne) near the sand trap and included test drive offers in each 

visitor’s bag. Tiger Woods’ image was used in many of supporting communications. 

In the end, Buick saw some green. During the event the GM staff onsite interacted 

with hundreds of potential buyers whose perceptions of the Buick models on display 

were very positive. All in all, more than 1,800 leads were generated, 99 test drives 

were taken and nine cars were sold directly through the sponsorship. 

Credits 

Marketer: 

Product: 


Creative Director: Patrick Brodeur 

Art Director: Jean-Marie Bédard 

Copywriter: Richard Villeneuve 

Client Services: Daniel Juillet, Isabelle Poulin, Sophie Gadoua, 

Caroline Epiney, Rachel Jalbert 

silver 

PePsiCo Puts the 

CoMPetition on iCe 

Credits 

Marketer: 

Product: 


Creative Director: Bennett Klein 

Art Director: Donovan Bond 

Account Director: Tom Clune 

Account Supervisor: Melissa Chapman 

Account Manager: Jason Hughes 

PepsiCo Brand Management: Darrell Dietz [PCB], Dara Willow [FLC] 

Jeff Jacket [Gatorade] 

Assistant Brand Manager: Chris Faulkner [PCB], Marie France Girard [FLC] 

Marketing: SDI – Andy Harkness 

Media: OMD – Gilad Coppersmith 

PR: Fleishman Hillard – Sarah Rutka 

bronze 

Wendy’s sCores 

a touChdoWn With fans 

Credits 

Marketer: 

Product: 

Agency: TSN 

TSN Business Development/Sales: Alan Raphael, Melisa Cannella, 

Kerry Gordon, Ed Mauro 

M2 Universal: Nancy Surphlis 

MacLaren Momentum: Christine Sharp, Jeremy Marentette, Kevin Bailey 

MacLaren McCann: Larisa Roce, Alex Aronson 

TSN Communications: Andrea Goldstein, Josh Cogan 

TSN Production: Jim Panousis 

Interactive Agency: Promodem Media 

Wendy’s Restaurants of Canada: Andy Lubinsky, John Talbot, Mala Dewan 



Best use of Direct Marketing 

Qtg and aeroPlan 

serve uP ConsuMer loyalty 

gold 

While Quaker and Tropicana brands are each dominant market leaders, in 2007 they 

were faced with a shrinking base due to a competitive and fragmented marketplace. 

They needed to rebuild brand loyalty by directly communicating with their consumers. 

But how to effectively reach them? QTG’s solution: a lucrative partnership with 

Aeroplan, the leading rewards program in Canada, whose database includes over five 

million active, high-spending members. 

The strategy behind this multi-discipline program was to target specific consumers 

through Aeroplan’s database with customized online messaging based on consumers’ 

historical behavior. 10 Bonus Offers were given throughout 2007, offering consumers 

the chance to earn Bonus Miles on specially marked products and/or bundled 

deposits (i.e. 100 Bonus Miles with a Quaker AND a Tropicana PIN). Members logged 

onto www.breakfastcentral.ca and deposited their unique product PINS. And for 

the first time, Aeroplan allowed one of its partners, QTG, direct access to its online 

database so members could update their Aeroplan Miles instantly—a bonus in itself 

for consumers! 

Results were delicious. Program redemption rate was twice what was expected, over 

2,360,000 PINs were redeemed, over 47,000,000 Aeroplan Miles were distributed and 

Tropicana alone saw a sales increase of +13%. Furthermore, the program increased 

brand loyalty and significantly changed the way consumers shopped. 

Credits 

Marketer: Pepsi-QTG 

Product: Aeroplan-QTG Breakfast Central 

Agency: OSL Marketing Inc. 

Account Director: Ken Blakeley 

Senior Account Executive: Dee Thompson 

Senior Art Director: Agnes Debowski 

Art Director: Sean Lawrence, Iain Scott 

Production Artist: Iain Scott 

Production: Joanne Valdes 

Interactive: Mike Doyle 

Pepsi-QTG: Darrell Dietz 

silver 

viM CaMPaign Cleans uP 

Credits 

Marketer: 

Product: 


Brand Manager Vim: Doina Cocoveanu 

Assistant Brand Managers Vim: Val Kaminskyj 

Creative Director: Jane Canapini 

Art Director: George Nichos 

Copywriter: Milan Sukunda 

Group Account Director: Michelle Smyth 

Account Director: Tracy Chin-Sam 

Original Magazine Creative (Zig): Allan Mah/Martin Beauvais 

bronze 

Canada Post 

CaMPaign addresses 

ConsuMer aWareness 

Credits 

Marketer: 

Product: 


Creative Director: Thomas Nelligan 

Art Director: Audrey Larouche 

Account Director: Erika Beck, Judith Fournier 

Graphic Designer: Nataly Boucher 

Photography: Harol Fortin, 

Account Supervisor: Catherine Lavallée 



Most innovative iDea or concept 

sunsilk has a great hair day 

gold 

The Sunsilk launch premise originated from a single insight: girls have a strong 

emotional reaction to bad hair moments. The activation plan began by calling these 

reactions “Wig Outs,” planting the phrase into popular culture, then had Sunsilk 

position itself as the hair care brand that stops ‘Wig Outs’. How was this done? The 

agency produced a 6-minute video called “Bride Has Massive Hair Wig Out” and 

uploaded it to YouTube. And the rest was history. 

The video showed a bride having a huge ‘Wig Out’ over her hair on the eve of her 

wedding and giving herself a haircut. Raw and totally captivating, the video seemed 

legitimate. While the truth about the video was revealed afterwards, during the initial 

launch, the public thought the video was real. 

After the video’s release on YouTube, Sunsilk began using the line “Wigging Out? 

Get Hairapy.” It appeared in TV, sampling team scripts, in-store signage and on-pack 

IRCs. A website was built around the “Wig Out” idea and the concept carried over into 

a unique partnership with Much Music, which included a 4-week contest and a full 

“Wig Out Weekend” featuring wig-out themed programming and invited viewers to 

share their own “wig outs.” 

The results exceeded any Sunsilk had ever imagined. “Bride Has Massive Hair 

Wig Out” was viewed over three million times in less than two weeks, garnered over 

100,000,000 impressions and international media exposure. Sunsilk’s household 

penetration doubled, and its share grew 105% during 2007, establishing it as one of 

the top-10 brands in liquid hair care in Canada. 

Credits 

Marketer: 

Product: 


Brand Manager Sunsilk: 

Benjamin Crook 

Assistant Brand Managers Sunsilk: 

Kelly Graham, Cathleen Raiferio 

Chief Creative Officer: Bennett Klein 

Creative Director: Kjirsten Georgison 

silver 

healthy results 

for hellMann’s 

Credits 

Marketer: 

Product: 

Agency: Segal Communications 

Account Director: Nelly Louro 

Account Manager: Rachel Starkman 

Advertising Agency: Ogilvy & Mather 

bronze 

aeroPlan and Qtg, 

loyal suPPorters 

Credits 







Art Director: Sean Lawrence 





Copywriter: Keith Prestwich 

Art Director: Francine Genchi, 

Connie Groeneveld 

Group Account Director: 

Michelle Smyth 

Account Director: Bogart Edwards 

Retail Account Director: Tara Petch 

Digital Account Supervisor : 

Erik Goldhar 



Best use of interactive MeDia 

dove hair Care redisCovers 

its youthful gloW 

gold 

Dove’s Campaign for Real Beauty continues to spotlight real women and real 

beauty. In 2006, Dove Hair was faced with decreasing awareness of its hair care 

line-up and needed to prove its expertise in the category, Dove knew it had to build its 

hair care expert status while staying true to the Real Beauty ideology. 

The solution: Dove’s first, real hair magazine called ‘Shine’. The Shine 

multi-disciplinary program aimed to involve women of all walks of life all across 

Canada; the dovehair.ca website became a crucial element of the campaign. 

Four distinct phases got women not only interested in the new Shine magazine 

but also gave them the chance at dovehair.ca to be one of eight real inspiring women 

featured in its premiere issue. And the online experience was more than just a photo 

submission for contest entry—women discussed their own hairstyle and how it 

expressed their unique personality, created a magazine layout, posted their pages in a 

gallery and browsed other women’s entries, and received personalized Hair Diagnosis 

to find out which Dove Hair product was right for them. Exciting and experiential, the 

Shine website created high anticipation levels long before the magazine was even 

launched. 

The results truly shined. Dove received over 7,100 entries to be part of Shine 

magazine. Over 76,000 unique visitors resulted in an impressive 10% conversion rate 

(5x the industry average). Dove achieved its highest ever share on Dove Hair during 

both the invitation and the magazine periods equalling 7.1 market share. Moreover, 

the Shine website won the official Adobe Site of the Day Award on April 17, 2007. 

Credits 

Marketer: 

Product: 


Digital Account Supervisor: 

Danica Bastidas 

Digital Project Manager: Stas Zlobinski 

Digital Designer: Elena Drobova, 

Christine Samuel 

silver 

Molson Canadian 

ProMotion Works 

Credits 

Marketer: 

Product: 

Agency: Henderson Bas 

Co-Creative Lead: Ryan Wolman 

Chief Creative Officer: Kathy Kohn 

Copywriter: Colin Hunter 

Account Director: Mike Blain 

Designers: Mike Blain, Jason Kerr, Heung Lee 

Programmers: Heung Lee, Gordon Lemon, Andrew Hull 

Producer: Jennifer Simpson 

Production Manager: Laurie Del Bel 

Account Manager: Lauren Felix 

bronze 

barbie brings style 

to the Web 

Credits 

Marketer: 

Product: 

Agency: Ryan Partnership 

Account Manager: Mitch Altman 

Advertising Agency: O&M 

Creative Director: O&M 


Digital Developer: Alexi Parizeau 

Information Architect: Joe Szabo 


Account Director: Sheri Pearson 


Art Director: Caroline Brown 


Most effective long terM proMotion Marketing caMpaign 

dove’s real beauty 

garners real results 

CaPMa MeMber list 

Accumark Communications Inc. 

240 Duncan Mill Road, Suite 101, 

Toronto, ON M3B 1Z4 

www.accumark.ca 

Armstrong Partnership Ltd. 

23 Prince Andrew Place 

Toronto, ON M3C 2H2 

www.armstrongpartnership.com 

B Street Communications Inc. 

40 Holly Street, Suite #700, 

Toronto, ON M4S 3C3 

www.b-street.com 

Bedrock Strategic Marketing Group Inc. 

/ CHILL Media Inc. 

77 John St, Suite 4, 

Oakville, ON L6K 3W3 

www.chillonline.ca 

Big Image Marketing Group 

25 Sheppard Avenue West, 

Suite 1200, Toronto, ON M2N 6S6 

www.bigimage.com 

Black Rock Marketing Group 

101 Duncan Mill Road, Suite 106, 

Toronto, ON, M3B 1Z3 

www.blackrockmarketing.com 

Blitz Direct, Data & Promotion 

2100 Drummond Street 

Montreal, QC H3G 1X1 

www.cossette.com 

Capital C 

204 King Street East, 

Toronto, ON M5A 1J7 

www.capitalc.net 

Cundari Group 

26 Duncan Street, 

Toronto, ON M5V 2B9 

www.cundari.com 

DRAFT/FCB – Canada 

245 Eglinton Avenue E, Suite 300 

Toronto, ON M4P 3C2 

www.draftfcb.com 

FUSE Marketing Group Inc. 

379 Adelaide St. West, 4th Floor, 

Toronto, ON M5V 1S5 

www.fusemarketinggroup.com 

The Hive Strategic Marketing Inc. 

431 King Street W, Suite 300 

Toronto, ON M5V 1K4 

www.thehiveinc.com 

JSEM 

4098 St. Catherine Street West, 

Suite #305 

Westmount, QC H3Z 1P2 

www.jsem.ca 

Live Spaces Event Marketing 

338 Richmond St. West, Suite 412 

Toronto, ON M5V 3P1 

www.livespacesmarketing.com 

MacLaren Momentum 

10 Bay Street 

Toronto, ON M5J 2S3 

www.maclaren.com 

The Marketing Store 

1209 King St. West, Suite 100 

Toronto, ON M6K 1G2 

www.tmsw.com 

Millenium, Inc. 

785 Pacific Rd. Unit 8 

Oakville, ON L6L 6M3 

www.millinc.com 

Mosaic Sales Solutions 

2700 Matheson Boulevard East, 

West Tower, 2nd Floor 

Mississauga, ON L4W 4V9 

www.mosaic.com 

NEWAD 

366 Adelaide St. East, Suite 411, 

Toronto, ON M5A 3X9 

www.newad.com 

OSL Marketing 

5225 Satellite Drive, 

Mississauga, ON L4W 5P9 

www.oslmarketing.com 

gold 

The Dove Real Beauty platform has proved impressive on many levels. The campaign 

has changed social perceptions of “real” beauty. It has made a social statement that 

real beauty is within every woman, not just models in magazines. It has reached out to 

young women through the Dove Self-Esteem Fund to encourage healthy self-attitudes. 

But moreover, the Dove Master Brand program—now in its seventh year—has seen 

an unbelievable 607% growth from year one, an accomplishment rarely reached by 

any campaign. 

While Dove’s 2007 trade program continued to catapult the brand to higher levels 

of success, the brand’s long-term goal remained the same: develop a meaningful 

consumer experience in a promotion that would drive both volume and increase 

awareness, this year for the Dove Self-Esteem Fund (DSEF). 

The program had two waves. Both engaged consumers to cross-purchase 

multiple Dove products, rewarded participants with a high-value offer (a free pocket 

digital camera in Wave 1 and a free Dove Self-Esteem jacket in Wave 2), and made 

consumers feel good about their purchase, which supported the DSEF. Wave 1 

challenged consumers to go out with the young girl in their life and use the camera to 

take pictures of real beauty. They could submit their photographs online to showcase 

real beauty for a chance to have their photos published as part of Wave 2. In Wave 2, 

consumers received their Dove Self-Esteem Jacket along with a video of consumersubmitted 

photographs. 

Almost every single category of Dove product that participated in the program 

posted positive share gains, ranging from 0.7% to 4.1%. Furthermore, over the past 

four years, Dove has decreased the absolute number of single product users to 

multiple product users by over 10 points. And then there’s the 607% growth from 

year one… incredible! 

Credits 

Marketer: 

Product: 





silver 

iCoke PrograM has 

loyal folloWing 

Credits 

Marketer: 

Product: 

Agency: B STREET 

Account Director: Leslie Luk 

Creative Director: Craig Bond 

Art Director: Mike Snjaric 

Interactive Agency: Henderson Bas 

Sr. Account Executive: Erin Howes 

Proximity Canada 

2 Bloor Street West, 29th Floor 

Toronto, ON M4W 3R6 

www.proximity.ca 

Publicis Dialog 

111 Queen St. East, Suite 200, 

Toronto, ON M5C 1S2 

www.publicis.ca 

Ryan Partnership Canada 

139 Main Street, Suite 204, 

Unionville, ON L3R 2G6 

www.ryancanada.com 

Spider Marketing Solutions 

379 Adelaide Street W. 1st Floor, 

Toronto, ON M5V 1S5 

www.spidermarketingsolutions.com 

Takamatsu Group Inc. 

1 Eva Road, Suite 107 

Toronto, ON M9C 4Z5 

www.takamatsu.com 


Account Manager: Kim Sanderson 

Brand Manager Dove: Alison Leung 

Assistant Brand Manager Dove: 

Aleksandra Hoszowski, 

Toula Stathopoulos 

TrojanOne 

10 Alcorn Ave, Suite 101 

Toronto, ON M4V 3A9 

www.trojanone.com 

Twist Marketing Inc. 

30 Kinnear Court, Suite 201 

Richmond Hill, ON L4B 1K8 

www.twistmark.com 

CAPMA Executive Director 

Christine Ross 

christine@capma.org 

For more information visit 

www.capma.org 



Best activity generating BranD awareness & trial recruitMent 

there’s no bursting 

Mentos’s bubble 

gold 

Mentos created high awareness and talk value for the launch of its new gum in 

a category with traditionally low involvement. It also achieved this success while 

rivalling its competition’s huge communications budgets, usually three times greater 

on average than that of Mentos. So how did the launch stand out? By creating a 

unique campaign that raised interest and demand for the new product. 

Spotlighting a product’s packaging was not an original idea. However, 

Mentos’s premise was: Make art with it. “Making Art Pop” was so interesting and 

eye-catching that it created huge buzz and subsequent news factor. Mentos held 

three simultaneous publicity stunts, featuring local artists creating amazing, large 

scale pieces of art out of real Mentos Gum blister packs in high-traffic areas. Samples 

were given out while the stunts took place. All communication elements (i.e., in-store 

displays, Zoom miniboard-vendors, TV spots, and web placements) drove consumers 

to the makeartpop.ca micro-site to create their own works of art by “popping” virtual 

pieces of gum. Consumers could then share their art and vote for their favourite. 

The viral component and top-rated works of “pop” art were then incorporated into 

user-generated online ads. 

Total aided awareness of Mentos Gum among those who saw at least one 

component of the campaign was double the anticipated percentage (60% vs. 32%) 

and proved to be even greater among Mentos’s target group, those aged 18 to 34 

(59% vs. 29%). Furthermore, sampling through Zoom mini boards reached 225,000 

young adults and more than 35,000 samples were also distributed by the Mentos 

Gum promo team during the three publicity stunt events. Now that’s success you can 

sink your teeth into. 

Credits 

Marketer: 

Product: 







silver 

CoMPetition Can’t give 

sunsilk the brush off 

Credits 

Marketer: 

Product: 


Brand Manager Sunsilk: Benjamin Crook 

Assistant Brand Managers Sunsilk: Kelly Graham, Cathleen Raiferio 




Art Director: Francine Genchi, Connie Groeneveld 




Digital Account Supervisor : Erik Goldhar 

bronze 

nintendo outsMarts 

the CoMPetition 

Credits 

Marketer: 

Product: 

Agency: Inventa 

Account Director: Alexa Freudigmann 

Client Manager: Rich Wiens 








Shirin Gunny 



Best activity generating BranD voluMe 

ConsuMers eat uP 

Qtg and aeroPlan PartnershiP 

gold 

In 2007 Pepsi-QTG was faced with a challenge. How to generate sales of key 

breakfast products during a time of rising commodity costs and subsequent price 

increases? Rather than deep discount to achieve sales targets, the brand decided to 

create a breakthrough, ownable and scaleable promotion unique in the CPG industry. 

And the Quaker Tropicana Aeroplan Loyalty Program was born. 

The proposition was simple: secure its market dominance by providing added 

value over the competition. Consumers purchased a specially marked package with 

a unique PIN, logged onto breakfastcentral.ca and deposited the PIN to instantly 

earn Aeroplan Miles. The choice to partner with Aeroplan was also simple: Aeroplan 

is the leading rewards program in Canada and a global leader in loyalty marketing. 

Moreover, Aeroplan members spend 25% more on groceries and 40% more on 

household items. Access to these active members proved crucial to the program’s 

unprecedented success. 

The multi-discipline program included 100MM media impressions throughout 2007, 

including 16MM impressions at launch, three full page FSIs, a PMI drop with full-page 

ad and Quaker Life Cereal sample, breakfastcentral.ca messaging, Breakfast Central 

database email blast, and customized, targeted Aeroplan member communications. 

And because Aeroplan allowed QTG to connect “live” to the back-end of their member 

database, for the first time customers could immediately deposit their Aeroplan miles 

into their accounts. 

Not only did the promotion change the way consumers collect their reward miles 

but also exceeded all of QTG’s sales goals. QTG successfully reduced Tropicana sales 

declines (158,000 Sales Cases) in spite of a 12.5% price increase, and expanded 

Tropicana consumption with Tropicana Pure Premium users (44,000 Sales Cases). And 

the program saw an incredible redemption rate at twice what was expected, with over 

2,360,000 PINs redeemed and over 47,000,000 Miles distributed. 

Credits 





Senior Account Executive: 

Dee Thompson 

silver 

arMor all event 

triCked out 

Credits 

Marketer: 

Product: 

Agency: Takamatsu Group Inc. 

Account Director: James McDonell 

Account Supervisor: Marilena Cipriani 

Creative Director: Lance Nassier 

bronze 






orville redenbaCher’s 

ProMotion PoPs! 

Credits 

Marketer: 

Product: 


Account Director: Colleen Dalos 

Account Supervisor: Colleen Spicer 

Account Manager: Tamara Lewis 

Creative Director: Joel Trojanowski 

Art Director: Joe Milana 



Best activity generating BranD loyalty 

PharMaPrix on the road 

to beautiful enrollMent 

gold 

Pharmaprix (Shoppers Drug Mart in Quebec) leveraged a consumer truth when it 

began thinking about how to meet its 2007 objectives of generating new enrollments 

in Quebec for its Optimum card: Quebecers are less likely to invest in loyalty programs 

where the payout is delayed. So it was important to educate Quebec consumers how 

to benefit from their points more quickly. But how? 

Another consumer insight offered the answer: Quebecers are concerned about 

their looks and feel it is important to be up to date on new fashion styles, cosmetics, 

skin creams and beauty products. This insight helped them develop a solution. The 

“Beauty-mobile.” This promotional vehicle was a window display housing a makeover 

studio inside. The Beauty-mobile visited 20 different Pharmaprix locations in and 

around Montreal, along with a team of four girls. This grassroots teams introduced the 

Optimum card, discussed its benefits and encouraged clients to register on the spot. 

During this promotion, Pharmaprix offered a contest to motivate consumers to 

join the Optimum program. The grand prize was a complete make-over valued at 

$5,000. Eye-catching and hugely successful, this event marketing campaign was 

communicated prior to the grassroots events with in-store POP, a direct mail piece to 

500,000 households and two different 30-second radio spots. 

The results were truly a thing of beauty. The campaign surpassed its expected 

objectives with an average of 1,000 new Optimum registrations per day during 

the grassroots activities (in comparison to daily registration levels, which are 

normally at 50–200). The total number of registrations finally reached over 15,000, 

resulting in the program surpassing its objective for the whole year and reaching the 

national average. 

Credits 

Marketer: 

Product: 


Creative Director: Thomas Nelligan 

Account Director: Erika Beck, 

Shirin Gunny, Isabelle Audette 

silver 


Art Director: France Vachon 

Copywriter: Mario Dufour 

Strategic Planning: Fabienne Callu 

Client Services: Judith Fournier 

Management Team: Sophia Vidakis, 

Catherine Lavallée 

Qtg and aeroPlan 

Meet over breakfast 

Credits 












bronze 

ConsuMers drink uP iCoke 

Credits 

Marketer: 

Product: 


Account Director: Leslie Luk 

Creative Director: Craig Bond 

Art Director: Mike Snjaric 

Interactive Agency: Henderson Bas 


Best Business-to-Business caMpaign 

neWad ProMotion 

delivers results 

gold 

Competition in the indoor advertising industry is intense, with competitors like 

Zoom Media and Fashion Frame. The event marketing category proves competitive, 

too. Therefore, when NEWAD decided to bring its brand positioning to life—We deliver 

the highest concentration of young and affluent Canadian consumers—it knew it 

needed to differentiate itself from the competition. However, it also knew that this 

brand positioning already set it apart. 

It was this distinction, as well as the desire to create a distinctive advertising 

campaign and signature, that prompted NEWAD’s successful “We deliver young 

people” slogan. Creative and fun, this slogan offered a memorable way to bring the 

positioning to life for agencies and advertising/marketing professionals at local events 

they wouldn’t soon forget. 

Their event marketing promotion took Michael Reha, NEWAD’s President, across 

the country to visit every city with a NEWAD office. At each stop Michael and the 

local NEWAD team organized a cocktail party/presentation, reflecting the company’s 

youthful, fresh attitude and played on the “delivery” theme. DJs and VJs mixed lounge 

music, waitresses and barmen wore NEWAD delivery uniforms, local band, Creature, 

played while guests danced, and items like paper popcorn bags and water were 

branded with the new “We deliver young people” slogan. Reha presented an overview 

of the company’s growth over the past 13 years and unveiled its newest service 

developments. 

Results showed NEWAD delivered more than just young people. On average 

10 meetings per market were set up with new or existing clients. And in Toronto 

alone, the event allowed the signature of a major contract (over 100 000$) with a 

national advertiser. 

Credits 

Marketer: 

Product: 

Agency: Newad 

Creative Director: Sid Lee 

silver 

visa is a Credit 

to sMall business 

Credits 

Marketer: 

Product: 

Agency: M Marketing Inc. 

Account Supervisor: Shamli Sahota 

Account Manager: Sheena Chaudry 

Creative Director: Ramal Bhamra 

VP, Client Relations: Jennifer Gani 

Account Director: Marni Otis 

Copywriter: Louise Desmarais 



Best retail account-specific or channel Marketing activity 

ConsuMers take a shine 

to arMor all 

gold 

While Wal-Mart does have an automotive section (at the back of the store), the 

primary automotive shopper is male, while the primary Wal-Mart shopper is female. 

Consequently, the car care category has limited exposure to consumers since most 

Wal-Mart shoppers do not visit the automotive section. 

Armor All’s “Go Ahead and Stare” promotion strived to bring its total car care 

products out from the back of Wal-Mart stores’ automotive department and into high 

traffic areas and the hands of weekend shoppers. And since Wal-Mart encourages 

suppliers to provide “Retailtainment”, innovative and interactive concepts to capture 

consumer attention and enhance their shopping experience, Armor All’s promotion 

did just that. 

The heart of the promotion was six mobile demo units with product underneath 

and a replica 1956 Ferrari Roadster on top—truly something to stare at. The car was 

customized with a real glass windshield, rubber tires, leather seats, chrome, and a 

metal body with an automotive grade paint to allow a demonstrator to use all of Armor 

All’s applications. Armor All also offered a ‘Buy 3 Get a $10 rebate’ coupon incentive. 

All 283 Wal-Mart stores received and merchandised the half pallet display. Of the 

surveyed store managers, 94% felt confident that this program will drive a positive 

long term sales impact for Armor All at Wal-Mart. Plus, Armor All and Wal-Mart have 

decided to repeat and expand this program in 2008 and are investigating running this 

program in the U.S. market. 

Credits 

Marketer: 

Product: 

Agency: Takamatsu Group Inc. 

Account Director: James McDonell 

Account Supervisor: Marilena Cipriani 

Creative Director: Lance Nassier 

silver 

Canadian tire 

CaMPaign Proves 

advent-ageous 

Credits 

Marketer: Canadian Tire 

Product: Christmas Countdown Calendar 

Agency: FUSE Marketing Group 

Account Director: Merle Bessner 

bronze 

PePsi-Qtg dreaMs big 

Credits 


Product: Quaker, Tropicana, Gatorade 








Pepsi-QTG Canada: Matt Schnarr, James Hunt 



Best Dealer or salesforce activity 

neW nokia training 

rings true With rePs 

gold 

Forget boring PowerPoint presentations and motivational be-more-sell-more 

salesforce training. Nokia’s new ‘Subject Matter Expert’ (SME) product training 

program was exciting and hands-on—anything but boring—increasing salesforce 

participation and retention. 

Understanding that better trained sales teams means better sales, Nokia examined 

its old training methods and decided to overhaul its training structure to empower its 

sales team with information and incentives. Their first project: the “Imagine Nokia” 

launch of the Nokia 6682 through AT&T/Cingular in the U.S. 

From the initial direct mail invitation to the best and most enthusiastic sales 

representatives, to the hands-on training, to the sales incentive program—including 

a grand prize trip to Las Vegas—the SME training program set itself apart from 

other cell companies’ training. Attendees received uniquely branded training material 

(customized kits, uniquely designed training manuals, event surveys) and quality 

training. Sales reps then participated in the ‘Ambassador Program,’ where they 

trained other sales representatives in their respective markets. Their subsequent sales 

progress was charted online on the Nokia Imagine microsite, where the salesforce 

could see where they stood nationwide in the running for the top prizes. This was the 

first time Nokia training had taken on a product launch approach and incorporated 

online components and an ‘Ambassador Program’. 

As a result of this groundbreaking campaign, Nokia was able to accurately track 

trainee progress, gain valuable information about AT&T/Cingular sales representatives, 

measure familiarity with the new device and keep the sales representatives highly 

motivated about future Nokia product launches. 

Reactions to the program were excellent. 98% felt that ‘Imagine Nokia’ exceeded 

their expectation, while 98% felt better prepared to sell the Nokia 6682, prompting one 

U.S. Sales Representative to say it was, “The best training available!” Consequently, 

sales of the Nokia 6682 exceeded expectations by 11% in the first two months. 

Credits 

Marketer: 

Product: 

Agency: OneMethod Inc. 

Creative Director: Steve Miller 

Copywriter: Vince LaMarca 

Account Manager: Imtiaz Jaffer 

silver 

saMsung is the life 

of the Party 

Credits 

Marketer: 

Product: 

Agency: Espresso | Brand Infiltration 

Account Supervisor: Shannon Boudjema 

Assistant Marketing Manager: Adrianne Szabo 

Art Director: Ryan Saley 

Executive Creative Director: Amin Todai 

Event Planner: Jenny Song 

Programmer: Ryan Saley 

Interactive Agency: 

Webmaker Consulting 



Best BranD-BuilDing caMpaign 

Mentos’ guM CaMPaign: 

the art of suCCess 

gold 

Consumers are exposed to new and established brands on a daily basis. Chewing 

gum is no exception; the gum category is an aggressive, competitive market made up 

of major players with huge advertising budgets. So how does a new gum build brand 

equity and awareness within such heated competition? 

Mentos decided to develop a unique selling language (USL) featuring its round 

shape. It developed the “Making Art Pop” campaign using Mentos Gum packaging 

as part of the creative solution. Unique, fun and engaging, this visual representation 

distinctly depicted the brand attributes of Mentos Gum: original, free-spirited, with a 

refreshing shape and taste. 

Media included superboards alongside highways, murals in subway stations, 

decked out subway shelters that showcased real packs of gum art or were wrapped 

with giant Mentos Gum sleeves. Eight Skytrain cars were wrapped, Zoom miniboardvendors 

in bars, restaurants and fitness clubs, plus TV and web placements provided 

additional exposure. Non-traditional media included innovative and in-your-face stunts 

featuring three artists creating an original work of art “live” using Mentos gums over 

three days in high traffic areas of Montreal, Toronto and Vancouver. 

The promotion not only differentiated the new Mentos Gum product from their 

already well established Mentos mints but also reached above industry norms. 

Consequently, 33% of those surveyed who’d had heard of Mentos Gum had tried it 

during the campaign. 

Credits 

Marketer: 

Product: 







silver 

hellMann’s aWareness 

groWs With ProMotion 

Credits 

Marketer: 

Product: 

Agency: Segal Communications 

Account Director: Nelly Louro 

Account Manager: Rachel Starkman 

Advertising Agency: Ogilvy & Mather 

bronze 

Mott’s ClaMato Caesar 

sChool has sPirit 

Credits 

Marketer: 

Product: 

Agency: Black Rock Marketing 

Account Director: Janet Caruso-Anderson 








Shirin Gunny 



Best cause or charity Marketing caMpaign 

dove takes girls 

under its Wing 

gold 

Since its inception, the Dove Self-Esteem Fund (the DSEF) has been staying 

true to its goals, developing tools and resources to help Canadian women and girls 

build stronger self-esteem, and supporting organizations in Canada that foster 

positive self-image. In 2007, Dove proved that they could both drive sales volume 

and raise awareness of their philanthropic initiative by creating a deeply meaningful 

consumer experience. 

The campaign’s first wave encouraged consumers to purchase three Dove products 

and mail in to receive a free digital camera. Consumers were challenged to take the 

camera and the girl in their life and capture pictures of real beauty. They could then 

submit their photographs online for a chance to have them published as part of Wave 2. 

In the second wave, consumers again purchased three Dove products and mailed in 

to receive a free Dove Self-Esteem Jacket along with an inspirational DVD. The video, 

Real Beauty Through Your Eyes, was a compilation of consumer-submitted photos 

from Wave 1 set to a moving song by acclaimed Canadian musician Melanie Doane. 

The goal was to inspire women to engage girls as mentors with Dove Self-Esteem 

Fund activities online. 

During the program, Dove also hosted Self-Esteem Demos at 50 Wal-Mart stores, 

where 4,457 consumers joined the Campaign for Real Beauty by signing pledge 

posters. Plus, for the first time ever, Dove conducted a Self-Esteem Workshop for 

over 100 Wal-Mart home office employees and their daughters, hosted by a 

self-esteem expert. 

Overall, the 2007 promotion touched the lives of more than 100,000 women 

and girls across Canada and, as a result of sales, Dove donated $50,000 to NEDIC 

(National Eating Disorders Information Centre). 

Credits 

Marketer: 

Product: 





silver 


Account Manager: Kim Sanderson 

Brand Manager Dove: Alison Leung 

Assistant Brand Manager Dove: 

Aleksandra Hoszowski, 

Toula Stathopoulos 

MasterCard ProMotion 

sCores big 

Credits 

Marketer: 

Product: 


Account Director: Cori MacPhee 

Creative Director: John Holm 

Copywriter: Dean Black 

Interactive Director: Kristin O’Shea 

Programmer: Steve Costa 

Account Manager: Dorothy Lee 

bronze 

asPirin CaMPaign gives 

froM the heart 

Credits 

Marketer: Bayer 

Product: Aspirin 


Account Director: Susan Hallsworth 

Account Manager: Dana Fontana 

Account Coordinator: Kellie McCutcheon 

Interactive: Darryl Jonckheere 



Best event Marketing caMpaign 

buiCk event suits 

golfers to a tee 

gold 

Every year, ExpoGolf—the most important golf exhibit in Montreal—takes place 

in mid-March for three consecutive days. Golf industry leaders gather in a huge 

exhibition space to ogle a wide range of golfing equipment, activities and apparel. 

In 2007 ExpoGolf ran for its fifth year and for the second year Buick was the 

main sponsor. 

2007 was a special year because Montreal also hosted one of golf’s most 

prestigious events, the 2007 edition of the Presidents Cup. This meant that Tiger 

Woods, Buick’s spokesperson, would be visiting Montreal—Buick decided to take 

advantage of his presence and created an incredible event at ExpoGolf to showcase 

their new Enclave. 

Exciting and interactive, the Buick Zone featured a replica of the famous 

St. Andrews sand trap and invited golfers to test their skills for prizes. Even though 

many golfers had seen these unique bunkers on television, very few had ever 

swung a club in one. Prizes for getting on the green and closest to the hole included 

Buick-branded caps, balls, polo shirts and golf bags, a Buick/Nike golf bag (just like 

Tiger Woods’ official bag), VIP packages for four to go see Tiger Woods at the Presidents 

Cup, and, for the lucky golfer who sunk the shot: a brand new Buick Enclave. 

Even though no one won an Enclave, reviews for the Buick Zone were high. The 

sand trap provided superior on-site presence; people were lined up all day to try it 

out and over 1,000 golfers attempted the shot. Furthermore, the sand trap was so 

successful, Buick decided to recreate it for ExpoGolf 2008. 

Credits 

Marketer: 

Product: 


Creative Director: Patrick Brodeur 

Art Director: Jean-Marie Bédard 

Copywriter: Richard Villeneuve 

Client Services: Daniel Juillet, Isabelle Poulin, Sophie Gadoua, Caroline Epiney, 

Rachel Jalbert 

silver 

Malibu ruM 

heats things uP 

Credits 

Marketer: 

Product: 


Account Managers: Pam DePetrillo, Tom Attard 

Creative Director: Eric Ramirez 

Interactive Director: Eric Wang 

Production: Tammy Maynard 

Partner: Craig Bond 

bronze 

dove ads fly 

in the faCe of aging 

Credits 

Marketer: 

Product: 


Account Manager: Carrie Badame 


Brand Manager, Dove: Barbara Owen 

Assistant Brand Manager, Dove: Jessica Grigoriou 


Copywriter: Julie Song 



Best sMall BuDget caMpaign 

sunsilk launCh 

teases the CoMPetition 

gold 

Start with a new shampoo brand, add a big risk, a small budget, and a $3,000 viral 

YouTube video called “Bride Has Massive Hair Wig Out”, where a bride supposedly 

cuts off her hair, and what do you have? An unbelievably successful product launch 

that garnered world wide attention on the Web, broadcast television and print. 

Competition in the hair care category is high. So when Sunsilk launched its 

shampoo line, they knew it needed to make a big impact to get noticed. Their insight: 

do it through viral and social media, not television. Simple yet effective, Sunsilk’s idea 

was to tap into women’s often severe emotional reactions to bad hair and establish 

the word ‘Wig Out’ as the expression for this reaction. Once successful, Sunsilk could 

set the stage for their larger activation plan to set up the new brand as the one that 

best stops ‘Wig Outs.’ 

“Bride Has Massive Hair Wig Out” was launched on YouTube and emailed to 38 

key opinion formers. Within a day the video was appearing on blogs and people were 

flocking to YouTube to watch it. When Ryan Seacrest mentioned it on his nationally 

televised American radio show, the video crossed from viral to mainstream media 

overnight. “Bride Has Massive Hair Wig Out” quickly became one of the top 100 

watched videos in YouTube history, the #1 most discussed, #1 top favourite and 

#1 recently featured. 

That $3,000 video was created in Canada, achieved $100,000,000 + of media 

impressions and was featured around the world in newspapers, blogs, talk shows and 

magazines. Among the 300+ shampoo brands in the hair care category, Sunsilk’s new 

line definitely got noticed. 

Credits 

Marketer: 

Product: 




Creative Directors: Kjirsten Georgison 

Group Account Director : Michelle Smyth 

silver 

fuse adds to its 

body of Work 

Credits 

Marketer: 

Product: 

Agency: FUSE Marketing Group 

Creative Directors: Brenda McNeilly, John Rocca 

bronze 

barbie.Ca gets all 

dolled uP 

Credits 

Marketer: 

Product: 

Agency: Ryan Partnership 

Creative Director: Marko Vejar 

Production Manager: Brent Wees 

Advertising Agency: O&M 



Best in show 

sunsilk’s launCh 

Was a Cut above 

Some campaigns rate their success on an impressive ROI. Some campaigns are 

successful because they become a part of our collective consciousness. Only a select 

few campaigns can claim these successes while also revolutionizing the way we think 

about advertising. The Sunsilk “Wig Out” campaign is one of those select few. It had 

an activation plan that unfolded unlike any the Canadian marketplace has ever seen. 

Sunsilk’s viral video “Bride Has Massive Hair Wig Out” released on YouTube became 

a national water cooler topic and its actresses went from unknowns to superstars, 

appearing on many national and international television shows. The video was viewed 

over three million times in less than two weeks and nearly one million samples of 

Sunsilk were given out by sampling teams and direct mail via the Sunsilk website. 

Consequently, Sunsilk successfully outpaced all Procter & Gamble hair brands, 

resulting in share growth of 105% during 2007 and achieving the #7 liquid brand 

following Sunsilk’s four-week partnership with MuchMusic. 

Furthermore, Sunsilk knew it had successfully seeded its coined phrase ‘Wig 

Out’ into the mainstream when, 18 days after the launch of the viral video, Britney 

Spears shaved her head, and the media around the world announced: ‘Britney Spears 

Wigs Out.’ 

Credits 

Marketer: 

Product: 



Assistant Brand Managers Sunsilk: Kelly Graham, Cathleen Raiferio 




Art Director: Francine Genchi, Connie Groeneveld 




Digital Account Supervisor : Erik Goldhar 


1/2 page ad Aquity 

BEST IN SHOW 


Capping the year-long 

celebration of our 100th 

anniversary in grand style, 

Marketing magazine looks to 

the future with three non-stop 

days of keynote speakers, panel 

discussions and workshops, 

bringing together the best 

and brightest minds in media, 

advertising, marketing and 

PR from across Canada and 

around the globe 

REGISTRATION AND SPONSORSHIP OPPORTUNITIES 

Register online at www.marketingmag.ca/ 

marketingweek or call 1-877-301-9590 

LEAD SPONSOR 

PANEL SPONSOR 

Coupons 

Contests 

Promotions 

Games 

Sweepstakes 

Presenting the 1st annual 

Marketing Week 

TORONTO, NOVEMBER 3–5, 2008 

Monday, November 3 

DIGITAL DAY 

As the digital landscape becomes 

increasingly complex, navigate through 

the maze with 10 dynamic sessions 

covering everything from emerging 

international trends to mobile marketing 

to behavioural targeting, social media 

and Chuck Brymer’s cutting-edge 

Swarm Theory 

MONDAY EVENING: THE 9th ANNUAL 

DIGITAL MARKETING AWARDS 

GOLD SPONSOR 

ASSOCIATE SPONSORS 

Tuesday, November 4 

MEDIA EXCELLENCE 

DAY 

Where are the world’s biggest media 

purchasers planning to direct their 

multibillion-dollar spends? How are 

traditional media evolving and adapting 

to enlarge their slice of the media pie? 

As the media universe expands to 

embrace everything from word-of-mouth 

to digital billboards, what can marketers 

do about consumers’ attention deficit? 

TUESDAY EVENING: THE 9th ANNUAL 

MEDIA INNOVATION AWARDS 

11.03–05.08 

PRESENTING SPONSORS 

Wednesday, November 5 

CANADIAN CREATIVITY 

SUMMIT 

Three-dozen mavericks, trendsetters 

and visionaries assemble to address 

and debate one vital topic: how to keep 

Canadian creativity and innovation strong 

and vibrant while shaping a starring role 

for Canada on the world stage 

PRODUCED BY 

week

2008 PROMO! Awards - capma

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?