Creative Report Card

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2012 strategy’s Creative Report Card winners revealed

Leo, DDB and BBDO top agency list, while James Ready, Wrigley and Mars Canada top advertisers list.

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James Ready expands in 2012

After topping this year’s Creative Report Card, Leo Burnett and James Ready plan to introduce a new communication direction, as the budget beer sets its sights on the West and the restaurant market.

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Other Leo award winners

In addition to the agency’s knockout work for James Ready, Leo Burnett nabbed points through campaigns for Bounce and Raising the Roof.

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BBDO and Wrigley get global attention

Skittles “Touch the Rainbow” cleans up on the international awards circuit, earning the brand, agency and creative team runner-up spots in our Creative Report Card.

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Big year for candy and cars

Meet the CRC’s top advertiser runners-up: Mars Canada, BMW/Mini Canada and Subaru.

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Breaking through

Newcomers Red Urban and Dare both crack the Creative Report Card’s top 20, while Saatchi & Saatchi and JWT make big gains.

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Rethinking on a budget

Rethink CD team Chris Staples and Ian Grais take third in our Creative Report Card.

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Art & copy runners-up

We got the vital stats on Jeff Da Silva (formerly Proximity) and DDB’s Neil Shapiro, Chris Moore and Daniel Bonder.

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Methodology

How do we arrive at the rankings for our annual Creative Report Card? Read on to find out.

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Agencies: full list

Where did your agency rank in our Creative Report Card? Read on to find out.

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Advertisers: full list

From James Ready to Xbox, we’ve got the full rankings for advertisers in this year’s Creative Report Card.

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Art directors: full list

For the complete list of ADs included in this year’s Creative Report Card, read on.

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Creative directors: full list

See how the country’s best CDs ranked in this year’s Creative Report Card.

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Copywriters: full list

Who’s got a way with words? See the full rankings for this year’s Creative Report Card.

Editorial

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Editorial: The creativity-effectiveness continuum

How the two areas are more connected than you might think.

Upfront

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Canadian Young Marketers come to Cannes

The Globe and Mail‘s Andrew Saunders talks about ramping up Canadian participation at Cannes, as entries open for the 59th annual edition of the festival.

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Lg2 games for good

The Montreal-based agency is the only Canadian shop recognized as a finalist for “Gaming for Good,” an initiative by Al Gore and the Climate Reality Project.

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Le Château’s chic new look

The retailer is rolling out a makeover as a higher end fashion destination with the launch of redesigned stores across the country.

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Winter tourism humanizes the hills

Whistler and Newfoundland & Labrador give their snow pursuits personalities in this year’s winter promos.

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L’Oreal’s digital makeover

Strategy sits down with CMO and chief communications officer Marie-Josée Lamothe for a Q&A about how the brand is adapting to an increasingly digital world.

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Trends to watch in 2012

When JWT released its global trend report, strategy asked some experts to weigh in on the findings and predict some trends of their own.

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New proof that clients get the advertising they deserve

Rupert Brendon, partner at Aprais, reveals research that shows that the relationship between client and agency is interdependent.

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Telling tales: the power of a good brand story

Cleansheet’s Neil McOstrich on how the great brands embrace storytelling.

Back Page

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Back Page: The new Creative Report Card points system

Get your calculators ready! There’s a slew of new ways to earn points for next year.

Features

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Newfoundland & Labrador evokes childlike curiosity

The new chapter of Newfoundland & Labrador Tourism’s “Find Yourself” campaign includes awareness-building TV and tactical print and online ads.

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Quebec Food Banks’ uncanny report

The organization puts its first annual report in the can (literally) with help from Lg2boutique.

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Jackson-Triggs goes back to its roots

Industry pundits weigh in on the wine company’s new positioning, and whether it hits the mark.

The CASSIES

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The 2012 CASSIES winners revealed

Newfoundland & Labrador Tourism and Target took home the Grand Prix and Gold in Sustained Success at last night’s CASSIES awards.

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CASSIES: Judges

Meet the judging panel for the 2012 CASSIES.

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CASSIES Grand Prix: Newfoundland captures travelling hearts

Target hits the mark with Newfoundland & Labrador Tourism’s “Find Yourself,” a campaign that delivered rock solid results in difficult conditions

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CASSIES Gold: SpongeTowels absorbs success

John St. turns a product feature into a major long-term benefit for the renamed Kruger Products brand.

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CASSIES Gold: ‘It’s all good’ for McCain revamp

Taxi’s campaign announcing the elimination of unpronounceable ingredients leads to a spike in sales and public perception.

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CASSIES Gold: Subaru gets out more

The Canadian launch for the 2010 Outback, handled by DDB, becomes the most successful in the world for the model.

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CASSIES Gold: Subaru’s sexy sumos

DDB’s campaign shakes up the market and triples long-term sales.

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CASSIES Gold: James Ready’s helping hand

Leo Burnett’s “Help Us, Help You” campaign woos fans and more than doubles business, also picking up the Globe Creative Effectiveness Prize.

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CASSIES Gold: OLG plays a winning hand at poker

The Poker Lotto launch campaign by Due North Communications results in sales that triple objectives.

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CASSIES Gold: Caramilk’s success is no secret

With help from The Hive, Kraft Canada brings back the Caramilk Secret, giving it a Willy Wonka-style twist.

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CASSIES Gold: Smarties Blue Cat has purrfect timing

JWT’s “Blue is Back” reignites the Nestlé Canada brand, reversing a decline in sales.

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CASSIES Silver: Tetley sets the mood

John St.’s colour therapy helps Tetley Herbal Teas take over as number one.

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CASSIES Silver: Boston Pizza becomes a wing expert

Taxi’s creation of the Flatties & Drummies Association make wings the fastest selling item on the menu.

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CASSIES Silver: Tassimo cracks the (bar)code

The Kraft Canada brand breaks away from the global campaign with “The barcode brews it better,” an Ogilvy initiative with spectacular results.

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CASSIES Silver: Tetley Infusions targets powder addicts

John St. and Tetley Canada ask Crystal Light drinkers to break the habit, and they do just that.

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CASSIES Silver: Familiprix puts itself in consumers’ shoes

The pharmacy chain uses empathy and a touch of humour to build the business through a campaign by Lg2.

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CASSIES Silver: Kruger Products dresses up Cashmere

With help from John St., Cottonelle becomes Cashmere, and a dominant number one.

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CASSIES Silver: Reactine gets serious

JWT’s “Not Just Allergies” campaign propels the Johnson & Johnson brand ahead of the competition.

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CASSIES Silver: Molson Canadian 67 targets non-beer drinkers

CP+B and Molson Coors Canada find a new way to position a low-cal beer, reaching out to those who choose wine, cocktails and coolers.

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CASSIES Silver: STM puts society in motion

Montreal Transit launches a green campaign with Sid Lee, attracting six million riders.

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CASSIES Silver: SpongeTowels woos Quebecers

A comedic mascot named Spongie helps build the Kruger Products brand after its name change, in this campaign by Saint-Jacques Vallée Y&R.

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CASSIES Bronze: Yellow Pages unveils its 360º Solution

The brand dramatically improves its digital credentials with small business through a campaign by Taxi 2.

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CASSIES Bronze: Telus goes pink

A Facebook campaign by Taxi Toronto raises money for breast cancer while building sales.

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CASSIES Bronze: Buckley’s gets mucous ‘up and out’

A campaign from Saatchi & Saatchi catapults the Novartis Consumer Health Canada brand’s new product into a leading position.

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CASSIES Bronze: Quaker Oatmeal makes breakfast amazing

Juniper Park’s campaign for the PepsiCo Foods brand gives consumers a wake-up call and doubles sales objectives.

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CASSIES Bronze: Boston Pizza finger cooks

A mock cooking show created by Taxi Toronto encourages takeout and delivery, generating a big lift in business.

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CASSIES Bronze: Pepsi MAX mouths off

Nolin BBDO swears by a new Quebec campaign to build the zero-cal product’s business.

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CASSIES Bronze: Vector targets moments of sweat

Leo Burnett helps turn around the Kellogg Canada brand, attracting ambitious actives with its “Get Out What You Put In” campaign.

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CASSIES Bronze: Kit Kat Chunky gets a big boost

The Nestlé Canada brand recovers from decline with a JWT campaign starring a fun-loving crash test dummy.

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CASSIES Bronze: WRX gets animated

DDB illustrates high-speed performance without speeding for Subaru.

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CASSIES Bronze: Sexy comes standard with 2011 Forester

Subaru and DDB bring back the sumos for another quirky campaign.

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CASSIES Bronze: Sapporo builds a mythology

A Dentsu campaign comprised of samurais, geishas and dragons helps turn Canada into the Japanese beer’s most successful international market.

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CASSIES Bronze: CTC asks visitors to keep exploring

A digital-heavy campaign from DDB creates millions in Canadian tourism revenue.

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CASSIES Bronze: Libro shares customers’ life stories

Libro and Tenzing use brand character, rather than product sell, to build the credit union’s business.

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