Table of Contents 6 2012 OVATION Awards Winning Entries

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Entrants: Judy Lewis, Tara McCarthy, Jordanna Shtal Entrant Company: Strategic Objectives and Unilever Canada Award of Excellence Title of Entry: CNIB Eye Remember Entrants: Marsha Rosenberg, Marie‐Christine Garon, Mahafrine Petigara and Candice Bruton Entrant Company: Edelman Canada Award of Excellence Title of Entry: McDonald's Canada McCafe Launch 2011 Entrants: Adam Wall, GolinHarris Canada; Andrea Dart, GolinHarris Canada; Valerie Mendonca, GolinHarris Canada; Julie Owen, GolinHarris Canada; Jackie Elliott, GolinHarris Canada; Yolonda Abrahams, GolinHarris Canada; Janelle Gomes, GolinHarris Canada; Margaret Poole, GolinHarris Canada; Karin Campbell, McDonald's Restaurants of Canada Limited; Louis Payette, McDonald's Restaurants of Canada Limited; Stephanie Sorensen, McDonald's Restaurants of Canada Limited; Jason Patuano, McDonald's Restaurants of Canada Limited; Chris Stannell, McDonald's Restaurants of Canada Limited Entrant Company: GolinHarris Canada Award of Merit Title of Entry: Starbucks 40th Anniversary Entrants: Alexis Redmond, Darren Roberts, Sarah Brandon, Angie Di Rezze, Melissa Goveas, Cynthia Innes, Camille Kowalewski, Matthew Hayles, Arinn Ryan Entrant Company: Edelman Canada View Entry Award of Merit Title of Entry: Real Women of Philadelphia Entrants: Angie Di Rezze, Michelle Elmaleh, Emily Palley‐Samson, Robyn Adelson, Sandra D’Ambrosio Entrant Company: Edelman Canada Award of Merit Title of Entry: Make Your Face a Maynards Entrants: Robyn Adelson, Sarah Brandon, Melissa Legaspi, Kate Kernahan Entrant Company: Edelman Canada Award of Merit Title of Entry: Future Shop Holiday Entrants: Stephanie Nadalin, Nina Kalos, Tonisha Bath, Amber Murphy Entrant Company: Citizen Optimum Award of Merit Title of Entry: Transat Holidays Vacationer for a Year Entrants: Judy Lewis, Adriana Lurz, Jennifer Buchalter, Ive Balins Entrant Company: Strategic Objectives and Transat Holidays Award of Merit Title of Entry: Creating Eminence for Deloitte Canada by Leveraging Its Annual TMT Predictions Entrants: Andrea Lekushoff, Gwen McGuire, Heather McCulligh, Terance Brouse Entrant Company: Broad Reach Communications
Award of Merit Title of Entry: Sale of Maple Leaf Sports and Entertainment Entrants: Fleishman‐Hillard: Daniel Madge, Bill Walker, John Capobianco, Jay Armitage; Ontario Teachers' Pension Plan: Deborah Allan, Andrew Kondraski, Jane Rowe, Glen Silvestri, Ashvin Malkani Entrant Company: Fleishman‐Hillard Inc. and Ontario Teachers’ Pension Plan View Entry Award of Merit Title of Entry: The TOPSHOP TOPMAN Takeover Entrants: Deborah Weinstein, Michael Shipticki Entrant Company: Strategic Objectives and Hudson’s Bay Company Award of Merit Title of Entry: Launch of the Nokia N8 Entrants: Jennifer Atkinson, Ketchum; Laura Jeffrey, Ketchum; Linsey Flannery, Ketchum; Mila Mironova, Nokia Canada Entrant Company: Ketchum View Entry Media Relations with budget greater than $100K Award of Excellence Title of Entry: Elections Ontario Makes Voting Easy Entrants: Jo Langham, ABC; Terry Fallis; Jennifer Fox; Diane Bégin, APR; Andrea Smith and Erin McKay (Thornley Fallis Communications); Cheryl Clarke, Lalitha Flach, Alicia Fowlie and Julia Bennett (Elections Ontario) Entrant Company: Thornley Fallis Communications and Elections Ontario View Entry Award of Excellence Title of Entry: Best Conversation Ever Entrants: Amanda Alvaro, Lindsay Mattick Davidson, Sascha Von Nickisch‐Rosenegk, Amanda Buchanan, Shelley Thomas Entrant Company: Narrative Award of Excellence Title of Entry: The White Cashmere Collection 2011: Fashion with Compassion Entrants: Deborah Weinstein. Catherine Heroux, Jennifer Buchalter, Sarah McConnell Entrant Company: Strategic Objectives and Kruger Products Award of Merit Title of Entry: Best Buy Canada's Holiday & Mom: The Chief Gift‐Buyer Campaign Entrants: Danielle Jang, Robyn Adelson, Jason Kinnear, Michelle Elmaleh, Hilary Bassett, Ryley Murray, Michael Thomson , Brock Penner, Marie‐Pierre Longpre Entrant Company: Edelman Canada Award of Merit Title of Entry: Bring it on: Canadian Tire's Winter Driving Preparation Campaign Entrants: Canadian Tire Automotive Communications Team: Duncan Fulton, Liz Hamilton, David Gollom, Sebastien Bouchard, Jessica Culp, Stephanie Bonk. North Strategic: Justin Creally, Nicole Grant Entrant Company: Canadian Tire and North Strategic View Entry
Page 2 and 3: Table of Contents 4. A Message from
Page 4 and 5: A Message from the IABC/Toronto Pre
Page 6 and 7: 2012 OVATION Awards Gala Sponsors W
Page 8 and 9: Media Relations with budget up to $
Page 12 and 13: Award of Merit Title of Entry: McDo
Page 14 and 15: Award of Merit Title of Entry: Rimm
Page 16 and 17: Award of Merit Title of Entrant: Ci
Page 18 and 19: Award of Merit Title of Entry: RECO
Page 20 and 21: Award of Excellence Title of Entry:
Page 22 and 23: over fifty years of successes as a
Page 24 and 25: 5. Use social media as a conduit fo
Page 26 and 27: hosting a variety of fundraising ev
Page 28 and 29: “The world recognizes the Nike lo
Page 30 and 31: generate widespread awareness of th
Page 32 and 33: In addition to pre‐campaign consu
Page 34 and 35: OVATION Awards Winning Entry Commun
Page 36 and 37: • Volunteer Quiz (What’s your V
Page 38 and 39: even a one‐day delay in the appro
Page 40 and 41: Measurement/Evaluation of Outcomes
Page 42 and 43: Complicating the situation was the
Page 44 and 45: Develop a comprehensive news packag
Page 48 and 49: To resonate with the target audienc
Page 52 and 53: Implementation: MSL Canada executed
Page 54 and 55: generally about current events and
Page 56 and 57: and consumer attention in an authen
Page 58 and 59: stations). UPS wanted to reach both
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leading up to UPS’s peak day ‐
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3. Goals and Objectives: The progra
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See: Work Sample 8 ‐ SBUX40 ‐ O
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would influence the target, tone an
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Issued four press releases at key i
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For the media relations component o
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Excited by fashions and news trends
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5. Implementation and Challenges: W
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INTENDED AUDIENCE/STAKEHOLDERS The
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TFC identified key major English pr
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• CEO Road Tour: TFC secured 26 m
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In Quebec, a lack of education exis
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According to a recent survey commis
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• Car owners, homeowners and rent
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know that they were covered by thei
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OVATION Awards Winning Entry Commun
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Indigo’s public relations team pr
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durability. Because cork flooring o
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offers both infinite design possibi
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In August 2010, Valerie Pringle tra
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Council Meetings and social media a
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Measurement/Evaluation We relied he
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lieu of a conventional media launch
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secured notable interior design exp
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Challenges Budget The budget presen
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practicing in Halton, Ontario and a
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4. Use website and social media to
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The occasion offered attendees the
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IMPLEMENTATION AND CHALLENGES The o
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too Sexy,” further driving traffi
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d) Being She: The Culture of Women
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two additional WCH events in the la
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esult would be necessary to become
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oyalty‐free stock art. The centra
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Solutions Overview: In 2005, Meridi
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ensure new employees were not inund
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very busy jobs that make taking tim
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Challenges: The guest presenters ar
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Additionally, FH recommended that t
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Company/Brand Mention: 100 percent;
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Goals/Objectives To bring environme
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Implementation and Challenges As a
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these issues: phasing out coal, hig
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exposure. 7 Data released by the On
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1. Educate adult target audiences i
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Budget Resource Quantity/Effort/Cos
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Ontario are facing the same crisis
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produced and printed in‐house at
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features available and to embrace t
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not impact the budget, members of t
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o Incorporate a user‐friendly con
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Sun Life and High Road partnered to
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3. Deepen engagement with potential
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Secondary Audience: MaRS partner an
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Objective 5: Quantitative objective
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In addition, in 2011, Barrick faced
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o Barrick Tanzania/Zambia 6,700 o B
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We include special inserts in selec
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success stories in Issue 1 alone)
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• People‐oriented vs. regulatio
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It was determined that given other
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udget allocated to YouTube promotio
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But most importantly, we surpassed
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Specific demographics can be drille
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• Oakville hosted first‐ever Na
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Through extensive consultation with
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RESULTS October 2011 officially mar
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years. He is a former president of
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The Executive Roundtable, a profess
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with Holocaust Education Week. Tova
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uilding and leading global teams ac
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Judy Lewis Co‐Founder and Executi
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and is now a freelance writer and e
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Daniel Tisch, APR President and CEO
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2011/2012 IABC/Toronto Board of Dir
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Steven Mills Senior Relationship Ma
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