The Judges – Creative

Jim Burt is partner and creative director at Montreal-based Watt Burt Advertising, an agency he co-founded in 1980.Burt's work for the Ontario Milk Marketing Board and the Dairy Bureau of Canada has garnered numerous awards including Marketing golds, Bessie golds, an...

Jim Burt is partner and creative director at Montreal-based Watt Burt Advertising, an agency he co-founded in 1980.

Burt’s work for the Ontario Milk Marketing Board and the Dairy Bureau of Canada has garnered numerous awards including Marketing golds, Bessie golds, an Irish Festival silver, a New York Art Directors Club silver and a Clio.

From 1970-80, he worked for McKim Advertising in Montreal, where he received awards for his work on Sun Life, Gillette and the Ontario Milk Marketing Board.

In 1990, Burt was named co-recipient of the Speiss Lifetime Achievement Award.

General comments:

‘Canadian Airlines continues to behave like the better airline, with original ideas for all media, all extremely well executed.

‘This campaign stands as a model for all advertisers, regardless of category. This year offers no breakthroughs.’

Favorite advertising:

1. Canadian Airlines International ‘Walk the Wing’ campaign – ‘Wingwalker’ and ‘Exercise’ (TV) by Chiat/Day.

2. Amstel Brewery Canada ‘We Have One for You’ campaign for Amstel Beer (TV) by Vickers & Benson.

3. Molson Breweries spot ‘Applause’ for Molson Special beer (TV) by MacLaren:Lintas.

Bill Cozens is partner and art director at Vancouver-based Wasserman Cozens Dundon, a creative resource he co-founded in March 1992.

For 16 years, he worked at McKim Baker Lovick/BBDO (formerly McKim Advertising.)

He is probably best known as the art director who created the award-winning look for the ‘Super, Natural’ campaign for Tourism British Columbia.

Cozens’ clients have included MacMillan Bloedel, Canadian Airlines International, Greece Tourism, Blackcomb Mountain, Victoria Tourism and Environment Canada.

He has won numerous awards, including two Clios, Marketing golds, New York Advertising Festival golds, a Mobius gold and awards from the Toronto Art Directors, New York Art Directors and Communication Arts clubs.

General comments:

‘It was difficult to pick only three favorites – there were others.

‘The work that I considered outstanding, in every case, had a simple, strong idea and was simply and often brilliantly executed. These were also the ones that communicated quickly and convincingly.’

Favorite advertising:

1. Labatt Breweries of Canada campaign for Labatt .5 beer – ‘Skier’, ‘Driver’ and especially ‘Bedroom’ (TV) by Chiat/Day.

2. Loyalty Management Group and Sears Canada ‘Sears Club Now Offers Air Miles Travel Miles’ campaign for Air Miles, especially ‘Birdwatchers’ (TV) by Franklin Dallas.

3. Canadian Association of Broadcasters ‘We Need to Talk’ campaign – ‘Maze’ and ‘Sign Language’ (TV) by Cossette Communication-Marketing.

Marta Cutler is vice-president, creative group head at DDB Needham Worldwide with clients such as Volkswagen, Harlequin, Rubbermaid and Hershey.

Cutler, who trained as an art director at Ontario College of Art, was associate creative director at Saatchi & Saatchi Compton Hayhurst, with accounts such as British Airways, Holiday Inn, Canadian Sugar Institute, Cunard Lines and Xerox.

General comments:

‘There is a rather large gap between the top three or four agencies and the rest in terms of good ideas. I would love to see that filled.

There also seems to be more work that is thoughtful, more ideas that touch the heart, and less `flash’. It’s encouraging to see traditional clients, like Lever Bros. and Sears, flex their wings.

The advertising appears to be a bit more playful than usual. Perhaps Canadians are finally learning to laugh at themselves.’

Favorite advertising:

1. Labatt Breweries of Canada spot ‘Bedroom’ for Labatt .5 beer (TV) by Chiat/Day.

2. Lever Bros. ‘Dove is Mildest. Bar None.’ ad for Dove soap (print) by Ogilvy & Mather.

3. General Motors of Canada ad ‘Two Men Being Struck by a Car’ for Cadillac Seville (print) by MacLaren:Lintas.

Paul Lavoie is president and creative director of the Montreal-based TAXI, an agency he founded earlier this year.

taxi provides advertising and design to local and national clients.

Previously, Lavoie worked as group head and creative director at Cossette Communication-Marketing (Montreal.)

He has won more than 100 local, national and international prizes, including Clios, Bessies, Communication Arts, Hollywood Film Festival and Cannes Gold Lion awards, for work on accounts that include Kraft, McDonald’s Restaurants of Canada, General Motors of Canada, Air Canada, Delisle Yogurt, Provigo supermarkets and Gilbey.

General comments:

‘I was looking for consistency. Every agency had one or two great campaigns.

‘The acid test, however, is five out of five campaigns submitted. Most fell short.

‘Smaller agencies like Geoffrey B.Roche and Franklin Dallas have fewer clients, but are more consistent with their work.

‘In the bigger agencies, Ogilvy & Mather was a nice surprise.’

Favorite advertising:

1. Lever Bros. ‘Dove is Mildest. Bar None.’ campaign for Dove soap (TV and print) by Ogilvy & Mather.

2. The Royal Ontario Museum ad ‘O snake avoiding tomato soup’ (transit) by Geoffrey B. Roche & Partners.

3. Fisons Consumer Health ‘The Act of Lovemaking’ spot for Clearblue Easy (TV) by Franklin Dallas.

Bill Martin has worked at a number of Toronto advertising agencies over the years.

In the last 10 years, Martin has produced nationally and internationally recognized advertising for Scali McCabe Sloves, Bozell Palmer Bonner and J. Walter Thompson.

Recently, Martin moved to Young & Rubicam, where he is a vice-president, group creative director.

General comments:

‘If we didn’t already know that these are serious times, we have this advertising to remind us.

‘I’m a big fan of demonstrations of product or service benefits, but this was definitely a case of too much of a good thing.

‘As a result, the advertising that distinguished itself did so, not by zigging when the other guys zag, it simply zagged better than the other guys.

‘It’s pretty cold and somewhat detached. A lot of it probably researched beautifully. My question is, `Where is the joy?’ ‘

Favorite advertising:

1. McDonald’s Restaurants of Canada ‘Pizza’ logo (outdoor) by Cossette Communication-Marketing.

2. Lever Bros. ‘Dove is Mildest. Bar None.’ spot for Dove soap (TV) by Ogilvy & Mather.

3. Polaroid ‘Describe it with Polaroid’ campaign – ‘Part’, ‘Fireplace’ and ‘Mint Condition’ (TV) by McKim Baker Lovick/BBDO.

Margo Northcote is vice-president/associate creative director at Toronto-based advertising agency BSB Canada, a position she has held for the past three years.

Before that, Northcote was a creative director at Saatchi & Saatchi, also in Toronto.

Northcote’s clients include Warner-Lambert Canada, Simmons Canada and Eveready.

General comments:

‘Almost invariably, the most arresting and captivating entries seemed to utilize more traditional media – tv, print.

‘Conversely, MacLaren’s Cup-a-Soup campaign, very innovative from a media perspective, was more traditional creatively.

‘Cossette’s work seemed to me to present meaningful benefits across a wide variety of product categories, in a fresh and memorable way.

Still, ‘best of show’ has to go to the [Lever Bros.'] Dove campaign. Congratulations to [Ogilvy & Mather] for recognizing a true product difference, and communicating it simply and elegantly.’

Favorite advertising:

1. Lever Bros. ‘Dove is Mildest. Bar None.’ campaign for Dove soap (TV and print) by Ogilvy & Mather.

2. L & F Canada ‘Clean Yes. Germ No’ campaign for Lysol products, especially ‘Kitchen’ (TV) by Cossette Communication-Marketing.

3. Honda Canada spot for the Accord ‘Garage Sale’ (TV) by Doner Schur Peppler.