The following were the strategic judges of Strategy’s 1995 Agency of the Year:
– Richard Foster is president of Toronto-based executive recruitment firm The Richard Foster Company.
Foster has worked in the executive recruitment field since 1972 and specializes at the senior levels of advertising and marketing on the agency and client side of the business.
His major focus is account services and creative at leading Canadian advertising agencies, as well as special projects on the consumer marketing side.
Foster immigrated to Canada in 1970 from the u.s., where he was born.
Favorite advertising:
1. Pontiac Sunfire ‘One car, one driver’ spot (tv) by MacLaren McCann for General Motors of Canada.
2. Costa Rica Tourism campaign (tv and print) by bbdo.
3. Molson Canadian ‘I am’ campaign (tv) by MacLaren McCann.
General comments:
‘There is some wonderful work developed in Canada.
‘I was very impressed with the quality and content of the General Motors and Chrysler automotive ads.
‘The larger agencies have been able to show some very diverse styles of work.
‘No one agency is a 10 out of 10.’
– Louise Hendrickson is director of marketing for White Spot Restaurants.
She has 11 years’ experience in food services and multi-unit operations.
Hendrickson’s marketing career has also extended to the telecommunication industry and to market planning for small business projects.
Favorite advertising:
1. Tourism Canada campaign (tv) by Vickers & Benson Advertising.
2. Bell Canada call answer and call display campaign (tv) by Leo Burnett.
3. Fruit of the Loom ‘Really, really comfortable underwear’ campaign (tv and transit) by Leo Burnett.
General comments:
‘The advertising work that I’ve seen clearly builds a bridge between the product and the consumer.
The creative is very targeted, with greater emphasis today on interactive, call-to-action responses (for example, World Wide Web addresses, 1-800 numbers, and so on.)’
– Sharon McCarry is marketing manager at Montreal-based Benetton Sportsystem of Canada, distributor of products such as Rollerblade in-line skates and accessories, Nordica ski boots and sportwear, Kastle skis, Prince tennis and squash apparel, Killer Loop boots, boards and apparel, and Asolo mountain climbing boots.
McCarry was formerly marketing manager at Toronto-based Rollerblade Canada, which was bought by the Benetton family in 1992.
McCarry’s previous positions include event marketing project manager at BMW Canada and marketing co-ordinator at Reebok.
Favorite advertising:
1. Canadian Recording Industry Association ‘It’s better with music’ campaign (tv and newspaper) by Roche Macaulay & Partners Advertising.
2. Fruit of the Loom ‘Really, really comfortable’ campaign (tv and transit) by Leo
Burnett.
3. United Parcel Service ’10:30 a.m. tomorrow’ campaign (print and tv) by Ammirati & Puris/Lintas.
General comments:
‘Most submissions reflected our growing desire for change or assistance to cope in our fast-paced world.
I refer to this as the `anxiety of the ’90s.’
With a large proportion of the workforce feeling overwhelmed, I felt that the submissions enveloped the `I understand, I can relate,’ creative philosophy.
As for the other side of the `anxiety of the ’90s,’ many submissions reflected our need to work quickly and more efficiently as our world constantly evolves into profound automation.
– Susan Ross is vice-president of marketing at ytv, where she is responsible for audience and affiliate marketing.
Before joining ytv in 1988, Ross was manager of advertising and promotions at Rogers Cablesystems.
Before that, she held various other positions in marketing and programming with the Rogers organization.
Favorite advertising:
1. Coke Classic ‘Shapes’ campaign (tv) by MacLaren McCann for Coca-Cola.
2. FedEx Extras ‘The review’ (radio) by bbdo for Federal Express Canada.
3. Fruit of the Loom ‘Ex-boyfriends’ spot (tv) by Leo Burnett.
General comments:
‘The ads work hard to hit on the viewers’/listeners’ wavelength.
‘The best work connects with the consumer and is meaningful on their terms – and when humor is used, it’s linked to the product.’
– Susan Skene is director of marketing at Toronto-based Hershey Canada, marketer of Oh Henry!, Reese, Skor, Glossette, Eat-more, Life Savers, Twizzlers, Chipits and Planters, among other brands.
Skene joined the company in 1988 as director of marketing on the Licorice/Life Savers business and was soon promoted to general manager of the unit.
In 1990, the company was reorganized and Skene was appointed director of marketing, confectionery. After successive increases in responsibility, she was appointed director of marketing for the entire business.
Before Hershey, Skene worked in marketing at Effem Foods and spent five years at Imperial Oil in corporate communications, marketing and sales.
Favorite advertising:
1. Fruit of the Loom ‘Stuck in the middle’ spot (tv) by Leo Burnett.
2. Insurance Corporation of British Columbia ‘Human cost’ commercial (tv) by Palmer Jarvis Communications.
3. Fruit of the Loom ‘Ex-boyfriend’ spot (tv) by Leo Burnett.
4. Bell Canada call display spots ‘Stewart Horsley’ and ‘Tessa Anglin’ (tv) by Leo Burnett.
General comments:
‘The submitted work showed a great variety.
‘There were very few examples of campaigns demonstrating strength in more than one medium.
‘I very much prefer the ones that had a simple, consumer-relevant message with an inextricable brand link.’
– Kent Thexton is vice-president of marketing at Toronto-based Rogers Cantel, a position he has held since September 1993.
Thexton joined Cantel in 1990 and was most recently the company’s director of marketing for Ontario. He also served as the director of Cantel’s National Digital Task Force, overseeing the implementation and marketing of the company’s digital cellular service.
Thexton is responsible for developing and directing Cantel’s strategies in all areas of marketing, including product management, advertising, promotions, customer communications and public relations.
Favorite advertising:
1. Molson Canadian ‘Time’ spot (tv) by MacLaren McCann for Molson Breweries.
2. Buckley’s Mixture ‘People swear by it. And at it.’ execution (print) by Bensimon Byrne for W.K. Buckley.
3. Pontiac Sunfire ‘Chili peppers’ execution (magazine) by MacLaren McCann for General Motors of Canada.
General comments:
‘There was an excellent range of work, but the advertising that I rated most highly contained the following consistent elements:
– singular message that was highly relevant to the brand positioning (for example, Molson `I AM’) or to the consumer benefit (Buckley’s, Pontiac `Built for drivers.’);
– memorable, very intrusive creative;
– entertaining, able to stand some frequency without being annoying.’
