Creative Report Card


The 2013 Creative Report Card

Strategy unveils its rankings of big winners at international, national and regional advertising award shows. Leo Burnett and BBDO top the agency list, while P&G and Wrigley are the top advertisers.


Creative Report Card: Brand winner

P&G breaks from tradition to nab top honours.


Creative Report Card: Brand runner-up

Wrigley’s scores big gains in Canadian market share.

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Creative Report Card: Agency winner

Mastery of film propelled BBDO to top spot.

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Creative Report Card: CD winners and runner-up

The pair from BBDO share how luck played into their win.

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Creative Report Card: Agency runner-up

Leo Burnett’s skill in OOH helped boost its spot in the rankings.


Creative Report Card: Art and copy winners

Steve Persico & Anthony Chelvanathan of Leo Burnett reveal their not-so-secret sauce for success.


Creative Report Card: Art and copy runners-up

The award-winning duo Chris Joakim and Mike Donaghey offer advice from their new roles across the pond.


Creative Report Card: Movers and shakers

Canada’s fastest-rising agencies, Draftfcb and Cundari, share their winning creativity secrets.


Creative Report Card: Best of the (regional) bunch

Who stole the show where? A quick glance at Canada’s regional award galas and their big winners.


Creative Report Card: Methodology

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

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Creative Report Card: Big campaign winners

Beyond Cundari’s Pain Squad, who racked up award stage frequent flyer miles for a single campaign this year?

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Creative Report Card: Advertisers full list

Read on to find out which award-winning brands made it into this year’s Creative Report Card.

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Creative Report Card: Agencies full list

Did your agency make the cut this year? Strategy lists Canada’s top shops.

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Creative Report Card: Creative directors full list

To find out which CDs made the grade this year, read on.


Creative Report Card: Art directors full list

For a complete listing of Canada’s award-winning ADs in the 2013 Creative Report Card, read on.


Creative Report Card: Copywriters full list

Strategy lists the top wordsmiths that pulled in the most hardware at award shows this year.



Editorial: Right smart

Strategy‘s executive editor on why effectiveness remains undeniably linked to creativity.


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Nissan’s holographic showroom

The car co offers consumers a high-tech glimpse at its new models.


Target to bring Archer Farms, Market Pantry and Up and Up to Canada

The retail giant is set to compete with the likes of Loblaw and Sobey’s through its private label grocery and household lines.


Brand cupid

From diamonds and wine to bacon bouquets, Strategy plays brand matchmaker ahead of Valentine’s Day.


NFC tagged as trending

The technology is poised to break big in 2013.


CASSIES: Cundari wins Creative Effectiveness

Pain Squad nabs Globe Effectiveness Prize.

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Rank the zombies

The “Undeading” goes up against “Goopocalypse.”


Unilever ramps up guy grooming

The brand unveils a new line called Face Range.

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H&M completes the clothing loop

The retailer will recycle donated clothes as second hand offerings.


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Why analysis and creativity are inseparable

Ken Wong on why brands should never use advertising to put lipstick on a pig.

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Preventing death by yes

The short-term gain of agreeing to everything eventually leads to mediocrity, writes Nancy Vonk.

Back Page


Back page: Honest business cards for advertisers

Grip Limited on what agency folks really do at work.



Marketing’s mobile-first future

Media buyers react to signs mobile is ready to realize its potential as an ad channel.

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Beer borrows vineyard techniques

Amid falling sales for mass brands and increased competition from craft beers, wine and spirits, the big beer cos copied a page out of wine marketers’ handbooks.


Mobile: who’s doing it best

Industry experts weigh in on their favourite mobile-related executions, apps or campaigns of the past year.



The 2013 CASSIES winners revealed

Read all about the winners of the only Canadian awards to recognize business effectiveness proven by rigorous published cases.

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Meet the judging panel for the 2013 CASSIES.


CASSIES Grand Prix: AutoTrader boasts the most cars in one place

An online reimagination saves the brand from an existential threat.

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CASSIES Gold: Zellers’ festive finale

Shoppers take charge of the retailer’s final holiday sale to soaring success.

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CASSIES Gold: SickKids transforms pain into play

Gaming and cop show stars solve a treatment problem.


CASSIES Gold: Budweiser’s fan brew

The brewer crafts celebratory suds for the Winnipeg Jets’ return and gets national mileage.


CASSIES Gold: BMW Canada’s 1M launch

The car co recaptures its top performer status with thrilling high-speed videos.

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CASSIES Gold: EOS reinvents lip balm

The indie brand storms the U.S. lip balm category to deliver outstanding results.


CASSIES Gold: El Tabador boosts Koodo

A tiny Mexican wrestler body slams the telco competition.


CASSIES Gold: Plan Canada’s girl power

Hopeful messages conquer a tough environment for cause-related marketing.


CASSIES Silver: Mitsubishi cures electric fears

i-MiEV’s digital push tackles purchase barrier.


CASSIES Silver: MTS rolls out Morty 2.0

The beloved bison returns to lead a brand turnaround.


CASSIES Silver: Larsen relaunches a local favourite

Atlantic Canada welcomes home a prodigal wiener.


CASSIES Silver: Oreo’s two cultures

Canadian-created TV serves up a “Twist, Lick and Dunk” home run.


CASSIES Silver: Heart & Stroke makes death wait

The non-profit’s haunting message alerts Canadians to the risks of heart disease.


CASSIES Silver: Activia returns to feeling its best

The yogurt brand diagnoses digestive health as the key to reviving its sales.


CASSIES Silver: Hellmann’s grants real food wishes

The Unilever brand strengthens family and community ties.

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CASSIES Silver: Gatorade’s G Series packs a wallop

The three-step system performed beyond expectations thanks to staggered launch.


CASSIES Silver: Home Depot goes local to win Quebec

The home renovation retailer created unscripted moments to take second spot in the province.


CASSIES Silver: Ikea’s moving day

The humble cardboard box hits the street, putting the retailer centre stage in Quebec.


CASSIES Silver: Maple Leaf quells sliced meat concerns

Making heroes out of butchers helps the brand’s additive-free line win over moms.


CASSIES Silver: Wiser’s welcomes and wins over recruits

Loyalty to the brand’s club for uncompromising men continues to pay off.


CASSIES Silver: Mini’s big decade

The little car’s irreverent attitude has driven success over the long haul in Canada.


CASSIES Bronze: Boston Pizza scores with all-meat wings

The restaurant chain re-invents the boneless chicken wing amid much fanfare.


CASSIES Bronze: Bell gets people talking

The telco breaks the taboo around discussing mental health.


CASSIES Bronze: Mountain Dew charges back onto the scene

The PepsiCo drink comes back with a bang.


CASSIES Bronze: Quebec Pork producers campaign for change

Fédération des producteurs de porcs du Québec touts healthy pedigree of local meat.


CASSIES Bronze: Western Union taps holiday traditions

The money transfer company spreads Christmas cheer with virtual card stores.


CASSIES Bronze: Ikea brings it home

A refocus on home being where the heart is revives sales.


CASSIES Bronze: Lottery invites Atlantic Canadians to ask away

Transparency pays off in an effort to change public opinion about the lotto.


CASSIES Bronze: Scotties thinks outside the box

The tissue brand designs its way to the top.


CASSIES Bronze: TD gets comfortable

Grumpy old men help build the most valuable brand in Canada.


CASSIES Bronze: It’s all good for McCain

The food manufacturer ditches unpronounceable ingredients for real ones.


CASSIES Bronze: President’s Choice gets personal

The private label casts its chairman in a food-supporting role.


CASSIES Bronze: Boston Pizza introduces finger cooking

The restaurant chain targets men with a fool-proof cooking program.

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