CASSIES panel wants to see proven ROI

The awards show yesterday announced its 2010 judges and made a first call for submissions. CASSIES editor David Rutherford reveals what the Best Use of Media judges will be looking for.

The case entry deadline for the 2010 CASSIES is July 22, organizers announced yesterday, in the first call for submissions for this year’s competition. A list of this year’s judges was also released, and this year’s Chair of Judging is Geoff Craig, SVP marketing and innovation, Maple Leaf Consumer Foods at Maple Leaf Foods. 

CASSIES sets itself apart from other marketing awards shows by placing emphasis on business results – all cases submitted must prove that a client’s improved brand positioning was a direct result of the advertising campaign.

Speaking about the ‘Best Use of Media’ category, CASSIES editor David Rutherford says there are different ways to show that a campaign was a ‘prudent and sensible investment,’ but ultimately it all boils down to the money.

‘Information about intermediate effects such as impressions obtained, time spent and click-through rates can help build a case, but ultimately a case has to show an effect on hard numbers such as incremental sales,’ Rutherford says. Rutherford, who has worked for Proctor & Gamble and Ogilvy & Mather, Toronto, will be hosting a case-writing workshop for interested agencies through the Institute of Communication Agencies (ICA).

‘Judges will also be looking for innovation. This could be the unusual use of conventional media or groundbreaking effort with digital media,’ he adds. ‘It would be fair to say that the overarching themes [this year] – as pointed out by Brian Fitzpatrick of Mindshare – have been social media and engagement.’

The new judging panel includes Chris Williams, managing director, Media Contacts; Jason McCann, VP, co-executive creative director, Taxi Toronto; Craig Hutchison, SVP, marketing, Loblaw Companies Ltd.; Sharon MacLeod, marketing director for Dove and skin care, Unilever Canada; Mario D’Amico, CMO, Cirque du Soleil; Claire Payette, marketing director, Dairy Farmers of Canada; Francois Lacoursiere, VP, Sid Lee; Anne-Marie Leclair, VP, strategy, lg2; Donna McCarthy, creative director, Dory Advertising; Prasad Rao, partner, business director, Rao Barrett and Welsh; Adam Froman, CEO, Delvinia; and Alnoor Ladha, director of strategy, Purpose NY.

The awards will take place on Monday, Jan. 24, 2011 in Toronto and Montreal.