Also in this report:
– Top of the Class p.B37
– BBDO tops list for second year running p.B37
– Breakdown: Clients p.B38
– Breakdown: Advertising Agencies p.B38
– Breakdown: Creative Directors p.B39
– Breakdown: Art Directors p.B39
– Breakdown: Copywriters p.B40
– Breakdown: Television p.B41
– Breakdown: Magazine p.B41
– Breakdown: Newspaper p.B42
– Breakdown: Transit p.B42
– Breakdown: Outdoor p.B43
– Breakdown: Radio p.B43
If you attended a few of the top Canadian advertising awards shows this past year, you probably got used to seeing folks from bbdo troop up to the podium to accept yet another honor.
Maybe it was for those surreal ‘Think Yellow’ Dominion Directory billboards. (How many nightmares, we wonder, have been haunted by the image of that pig’s butt mounted on the wall?)
Maybe it was for that Chrysler Canada tv spot, in which the Minivan’s dual doors foil those snowball-fighting kids.
Or that simple, elegant Costa Rica Tourism magazine ad that begins, ‘There are no atheists in Costa Rica.’
Work for these and other clients brought the agency a bushel of awards in 1996 – and, as a consequence, first-place honors in Strategy’s annual Creative Report Card for the second year running.
The Creative Report Card charts the results of the major Canadian advertising awards programs held in 1996, to provide a snapshot of Canada’s most celebrated agencies, clients and creative talent.
bbdo’s Larry Tolpin finished first in the creative director category for the second year running.
Tolpin, the agency’s chief creative officer in Canada since 1992, recently moved south of the border, to serve BBDO Worldwide as regional creative chairman and president and chief creative officer of BBDO South, Atlanta.
Top copywriter honors went to Randy Diplock, also of bbdo. Graham Lee of Roche Macaulay & Partners Advertising finished first in the art director category.
Among clients, General Motors of Canada generated the greatest number of points, although Costa Rica Tourism came a close second on the list.
Roche Macaulay placed second in the agency category, followed by Vancouver-based Palmer Jarvis Communications and MacLaren McCann. Leo Burnett, the winner of Strategy’s 1996 Agency of the Year competition, came fifth.
The Creative Report Card is undertaken separately from the Agency of the Year. In that exercise, Strategy asks a panel of clients and advertising professionals to evaluate the work of 10 shortlisted agencies (See pages 1-36).
While the Agency of the Year competition evaluates current work, the Creative Report Card tends to reflect the performance of agencies during the previous year, since there is generally about a year’s delay between the time advertising creative is developed and the time it makes it to the awards circuit.
The Creative Report Card, therefore, largely reflects an agency’s work in 1995.
Strategy has developed a grading system that provides a cumulative measure of the hundreds of individual advertising awards presented in the past year.
Here’s how the system works:
Strategy assigns a point value to each gold, silver, bronze and certificate of merit (or their equivalents), weighted according to the relative importance of each awards program, as judged by Strategy’s editorial staff.
National awards programs are accorded greater weight than regional shows.
In the same way, awards shows that honor a cross-section of media are accorded greater weight than those that look at only a single medium.
By adding up the points accorded to each award-winning piece of advertising, Strategy is in turn able to assign points to each agency, client, creative director, art director and copywriter whose work is honored.
The Creative Report Card uses, as its foundation, the results of the major national and regional advertising awards programs that recognize excellence in consumer advertising.
In English Canada, these are:
– The Advertising and Design Club of Canada awards (all media), presented by the Advertising and Design Club of Canada.
– The Applied Arts Awards (all media), presented by Applied Arts magazine.
– The Ad Rodeo awards (all media), presented by an independent advertising industry committee based in Calgary, Alta.
– The Bessies (tv), presented by the Television Bureau of Canada.
– The Billis (outdoor), presented by the Outdoor Advertising Association of Canada.
– The Extras (newspaper), presented by the Newspaper Marketing Bureau (now merged into the new Canadian Newspaper Association).
– The Lotus awards (all media) presented by an industry committee in association with the Advertising Agency Association of British Columbia.
– The Marketing awards (all media), presented by Marketing Magazine.
– The Radio Impact Awards (radio), presented by the Radio Marketing Bureau.
– The rsvp awards (direct response), presented by the Canadian Direct Marketing Association.
As a group, these awards shows recognize excellence in seven media categories: television, radio, newspapers, magazines, outdoor, transit and direct response marketing.
The Creative Report Card begins on the previous page with advertising agencies and clients, and continues on pages 39-40, listing creative directors, art directors and copywriters.
Within the seven media categories, results are broken out by agency, client, creative director, art director (with the obvious exception of radio) and copywriter. These appear on pages 40-43 in the following order: tv, magazines, newspapers, transit, outdoor, radio and direct marketing
Please note: the report does not include a separate creative report card for the Quebec market this year, since there is, at present, only one major awards show in that province – Les Coqs d’Or (all media), presented by the Publicite Club de Montreal.
A summary of the top performers in each category appears on the first page of this report.
Since the various awards were announced, a number of creative people have changed agencies.
To be consistent, they are listed with the agency for which they won the award.
In categories where an individual won awards for more than one agency, each agency is listed.
Awards programs and annuals were our reference for all credits.
Due to limited editorial space, listings below 10 points have not necessarily been included.
DIRECT MARKETING:
AGENCIES
Wunderman Cato Johnson 28
FCB Direct 21
Publicis-BCP Direct 14
Roche Macaulay & Partners 14
BBDO Response 12
Ogilvy & Mather Direct 12
Sprint Communication-Marketing 8
Cormark Communication 7
Grey Direct 7
Ammirati Puris Lintas 6
Bates Canada 6
Bimm Communications Group 6
MacLaren McCann Direct 6
TBWA Chiat/Day 6
BBDO 5
Cossette Communication-Marketing 5
CLIENTS
The Co-Operators Group 14
Canadian Recording Industry Association 11
IBM Minneapolis 9
Canada Trust 7
Canadian Tourism Commission 7
Gerber Canada 7
Royal Bank of Canada 7
Advertising & Design Club of Canada 6
Hilton International 6
Ralston Purina Canada 6
Royal Canadian Mint 6
Yves Rocher 6
American Express 5
Bell Canada and Bank of Montreal 5
Brasserie Molson O’Keefe 5
Cossette Communication-Marketing 5
CREATIVE DIRECTORS
Lynn Sproatt
Wunderman Cato Johnson 23
Geoffrey B. Roche
Roche Macaulay & Partners 14
Mike McGovern
FCB Direct 13
Fransi Weinstein
BBDO Response; Ogilvy & Mather Direct 12
Kirk Fischer
MacLaren McCann Direct;
Vickers & Benson Direct 9
Guy Tasse
FCB Direct 8
Grant Beamish
Cormark Communication 7
Peter Weis
Grey Direct 7
Brad Riddoch
Bates Canada 6
Doug Robinson
Ammirati Puris Lintas 6
Duncan Bruce
TBWA Chiat/Day 6
Kim Dunn
FCB Direct 6
Nathalie Cusson
Cossette Communication-Marketing 5
ART DIRECTORS
Jocelyn McTavish-Renaud
Wunderman Cato Johnson 14
Claude Dumoulin
FCB Direct 13
Deborah Prenger
Roche Macaulay & Partners 11
Ian Mason
Cormark Communication 7
John Halley
Grey Direct 7
Benjamin Bensimon
Ammirati Puris Lintas 6
Dick Chin
TBWA Chiat/Day 6
Lydia Moscato
FCB Direct 6
Lynn Sproatt
Wunderman Cato Johnson 6
Peter Day
Wunderman Cato Johnson 6
Steve Murray
Ogilvy & Mather Direct 6
Wain Choi
Bates Canada 6
Chris Fraser
Cossette Communication-Marketing 5
Mike Smith
BBDO Response 5
COPYWRITERS
Sally Benson
Wunderman Cato Johnson 16
Bob Snow
FCB Direct 13
Glen Hunt
Roche Macaulay & Partners 11
Colin Cunningham
Ogilvy & Mather Direct 9
Fransi Weinstein
BBDO Response 9
Deborah Geneau
FCB Direct 8
Grant Beamish
Cormark Communication 7
Pete McLeod
Grey Direct 7
Allan Marr
Wunderman Cato Johnson 6
Brenda McNeilly
Wunderman Cato Johnson 6
Chris Tropak
Bates Canada 6
Dennis Forbes
486 9597 Creative; Eastroad Design 6
Greg Freir
Ammirati Puris Lintas 6
Michael Griffiths
TBWA Chiat/Day 6
Chris Fraser
Cossette Communication-Marketing 5
Steve Denvir
BBDO Response 5
Brant Mau
Roche Macaulay & Partners 5
