PR In Canada

PRAXIS Makes Three More Hires

Dave Forde — Thu, 24 May 2012 14:50:04 +0000

As they gear up for a busy summer, PRAXIS announced three new hires to their growing public relations agency. Andrea Burmaster joins as a Senior Account Executive with six years communications experience working on consumer packaged goods accounts. She will be supporting several account teams including Conair Consumer Products Inc., Skinnygirl Cocktails, Lifesaving Society and Galliano.

Michelle Saba has been hired as an Account Director and will be working with the Pepsi team leading the launches of O.N.E. Coconut Water and Pepsi’s Ultimate Taste Challenge, as well as working on Woodbine Entertainment Group’s Turf Lounge. Prior to joining PRAXIS, Michelle was a Senior Manager at Loblaw Companies Limited where she was responsible for President’s Choice Children’s Charity brands and the PC Insider’s Report. Prior to Loblaw, Michelle’s clients included USA Rice Federation, National Watermelon Marketing and Promotion Board and Morton’s Steak House. Michelle was also the former publicist to celebrity chef, Christine Cushing.

Lastly, Danielle D’Agostino joins the PRAXIS team as a Senior Account Director and will be leading the Quaker, Phillips Distilling Company and Lifesaving Society teams. Danielle is a seasoned communications professional with experience across many sectors, including food, wine, hospitality, not-for-profit and government. Previous clients have included Fairmont Hotels & Resorts, S.C. Johnson Wax, Inniskillin Wines and California Walnuts. Danielle serves on the Board of Directors for the Living Arts Centre and has a column “Minding Her Business” in the Mississauga Booster.

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MOVEMBER Selects Brigitte Filiatrault Public Relations As Quebec AOR

Dave Forde — Thu, 24 May 2012 14:24:30 +0000

For the third consecutive year Brigitte Filiatrault Public Relations has been selected as Quebec agency of record for the Movember Campaign. Movember is the annual, month-long celebration of the moustache, highlighting men’s health issues. Movember aims to forever change the face of men’s health through the power of the moustache by raising awareness and funds.

“Movember is a grassroots movement with Mo Bros and Mo Sistas taking up the charge all over the country. One of the largest contingents resides in Quebec and Brigitte Filiatrault’s work has been and is still a fundamental part of effectively communicating the stories of our grassroots movement to media there”, said Adam Garone, CEO and Co-Founder of Movember.

Movember will kick off its 6th annual campaign in Canada next November 1, 2012, challenging men across the country to change the face of men’s health by growing a Mo (slang for Moustache) through November. Movember is the world’s largest non-government funder for prostate cancer. Last year alone, 246,060 men and women across Canada raised more than $42 million making Canada the Number One Moustache Growing Country.

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Fletcher Wants Canadians To Stand Up For Sausage

Dave Forde — Thu, 24 May 2012 14:20:26 +0000

As they latest product hits store shelves, Fletcher turned to H+K Strategies to help launch Ultimate Smokies of Smoked Sausages. For this campaign they are working with Chef Rodney Bowers, the campaign asks Canadians to abandon burgers as their food of choice this summer and stand up for sausage through media relations, a contest and online advertising. Rodney has created a selection of custom recipes for Fletcher’s and the winner of the contest will win a grilling lesson with Rodney, a Napoleon BBQ and a supply of Fletcher’s Smoked Sausages for a backyard BBQ party.

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“Launching Fletcher’s Smoked Sausages we wanted to create a campaign that is as fun as the product is to eat,” says Kathy Whidden, Vice-President, Marketing, Sofina Foods which owns Fletcher’s. “We’re working with Rodney Bowers, who epitomizes the brand, and through the combination of media relations and a consumer contest we’re able to reach our target market on multiple levels.”

All elements of the campaign were developed by H+K Strategies. The contest runs until August 15, 2012 and more information is available at smokielover.ca.

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APCM Announces 2012 Mar-Com Winners At Annual Gala

Dave Forde — Fri, 18 May 2012 14:30:29 +0000

The Association des professionnels de la communication et du marketing (APCM) recently held their annual gala where they took time to recognize some of the best marketing-communications campaigns from Quebec-based agencies. This year’s event drew over 325 professionals from agencies and clients across the province.

STRAT GRAND PRIZE and BEST CAMPAIGN STRATEGY AWARD WINNER

Team: Home Depot Canada and Cossette

Case: “Devenir le n^o 2, c’est beau!”

Case summary: After identifying the attributes likely to differentiate the brand and influence consumers, Cossette developed a campaign focused on the exclusivity and choices offered, while establishing a real dialogue with Quebecers through multiple platforms.

Results: As a result of this campaign, Quebec is now the fastest growing market in Canada and Home Depot is now ranked second among industry leaders.

BEST LAUNCH STRATEGY AWARD WINNER

Team: GSP and Sid Lee

Case: “Lancer la marque Georges St-Pierre”

Case summary: Georges St-Pierre was suffering from the general public’s incorrect association of mixed martial arts with violence. In order to change the public’s perception, Sid Lee proposed positioning the GSP brand as a superhuman being that uses his strength and knowledge to help the weak and the oppressed overcome ignorance and intimidation.

Results: The launch of the GSP brand was hugely successful, earning high visibility, attracting new participants and motivating former participants to become more involved in outreach to the public.

BEST STRATEGY FOR USE OF TECHNOLOGIES AWARD WINNER

Team: Adidas and Sid Lee

Case: “Accroître l’attachement de la clientèle feminine à la marque Adidas”

Case summary: Young women no longer felt targeted by the Adidas Originals brand. Sid Lee used the Instagram mobile platform to offer them the opportunity to define themselves by uploading their style as it reflects the urban look of their city. Participation in this campaign then led to a “battle of the cities”, intensified by a web ecosystem.

Results: The campaign generated impressive quantitative results in various media and a high interaction rate with young women of the next generation.

BEST EXPERIENTIAL STRATEGY AWARD WINNER

Team: Videotron and Wasabi Communications

Case: “Activation de la commandite du RIDE Shakedown”

Case summary: To make a younger audience aware of Videotron’s new cell phone offer, Wasabi recommended sponsorship of Canada’s premier snowboard event, the RIDE Shakedown. Relying mainly on Videotron’s technology to promote the event, the campaign created an unprecedented experience both during the event and in social media.

Results: Taking advantage of its RIDE Shakedown sponsorship generated results for Videotron that far exceeded the planned objectives.

BEST INSTITUTIONAL STRATEGY AWARD WINNER

Team: Canadian Cancer Society and Morrow

Case: “La face cachée des salons de bronzage”

Case summary: To make young people aware of the dangers associated with exposure to UV rays in indoor tanning salons, Morrow developed a shock campaign based on aestheticism, using the face of a young woman who had survived two melanomas and who was a former user of tanning salons. The pictures taken using a UV camera reveal the harmful consequences of such use.

Results: Thirty websites and seven television channels covered the launch of the campaign and the CCS’s petition to regulate the industry, which collected over 60,000 signatures and was tabled in the National Assembly.

BEST MEDIA STRATEGY AWARD WINNER

Team: Chambre des notaires du Québec and Bleublancrouge

Case: “1-800-NOTAIRE”

Results: By connecting with Quebec’s most popular news show, the campaign earned many awards. It was named the best televised campaign in Canada and in Quebec, earned gold at the 2011 Canadian Media Innovation Awards in the television category, and won the Television Media Grand Prize at the Prix Médias du Québec.Case summary: People do not know why they would have to consult a notary. BBR had the spokesperson for the Chambre des notaires, comedian Pierre Légaré, react live to the comments on the television show, Tout le monde en parle, through clips broadcast during the show.

HEART CUP SPECIAL AWARD WINNER

Team: Ministère de l’Éducation, du Loisir et du Sport, CART1ER and Astral

Case: “Ça a l’air bon ce que tu lis!”

Case summary: The goal of the reading awareness and promotion campaign was to interest young people in reading, by helping them realize that they are already reading a lot and that not only is reading useful but it can be fun.

ExSTRATordinaire COMPETITION

Two exSTRAT awards and a special Honorary Award were presented as part of exSTRATordinary competition, the general public component of the STRAT contest:

AGENCY AWARD WINNER

Name: Véronique Desrosiers

Company: Écorce Atelier Créatif

ANNOUNCER AWARD WINNER

Name: Chloé Boissonnault

Company: Astral Média Radio

HONOURARY AWARD WINNER

Name: Normand Grenier

Company: Grenier aux nouvelles

DÉFI MARKETING TD ASSURANCE 2012 COMPETITION

For the 13^th edition of the Défi marketing TD Assurance 2012 competition, four university teams had been given the task of developing a marketing plan for the Fondation maman Dion, to help with its expansion into all regions of Quebec and to ensure its continuity. In addition to addressing the foundation’s objectives, the program had to meet the competition’s criteria of excellence, defined jointly by Quebec’s universities and the American Marketing Association.

WINNING TEAM: Lychee Marketing of l’École des sciences de la gestion de l’Université du Québec à Montréal, represented by Julie Auclair, Julie Coulombe-Cloutier, Fanny Forgues, Émilie Marinier, Catherine Ménard and Line Ricard (professor).

LA RELÈVE PUBLICITAIRE CHALLENGE

For the 21^st edition of the La Relève publicitaire challenge, the APCM was proud to partner with the National Bank of Canada and its consultant, Bos. Some 42 students from six universities participated in the challenge, which involved developing an integrated advertising plan targeting young adults to interest them in the financial institution’s products and services. The competition gave students the opportunity to apply the theoretical concepts learned during their studies.

WINNING TEAM: Eureka! Solutions of Concordia University – JMSB represented by Amber Cochrane, Mélissa Ferrara, Joëlle Gourdji, Alexandra Heiman, Ashley McDonough, Simon Weber and Harold Simpkins (professor

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Chris Olsen Joins Peak Communicators

Dave Forde — Fri, 18 May 2012 13:51:55 +0000

Peak Communications recently hired Chris Olsen as a Consulting for the Western Canada-based communications agency. Chris has spent over three decades as a radio and television news reporter and government advisor,he will be working in Peak’s Vancouver office. Prior to this, he worked as Premier Christy Clark’s first press secretary. He is best known for building the feature report Olsen on Your Side and was honoured with the 2009 Better Business Bureau Consumer Leadership Award.

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Kaiser Lachance Communications Is Open For Business [Pics]

Dave Forde — Thu, 17 May 2012 17:50:26 +0000

As they say good-bye to Fleishman Hillard Canada, David Kaiser and Anne Lachance have partnered to form Kaiser Lachance Communications in the heart of downtown, Toronto. The two seasoned communications professionals have over 20 years in the industry, and with their new agency will have a core focus on verticals such as finance and retail. Anne will serve as Managing Partner and President, while David is a Managing Partner and along with the team they have assembled will deliver various communications services such as media relations, executive training and crisis communications.

We had the opportunity to attend their launch event last night, below are some of the photos from the event.

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energi PR Goes Global, Joins Public Relations Global Network

Dave Forde — Thu, 17 May 2012 17:00:06 +0000

Carol Levine and Esther Buchsbaum have some lofty goals for their public relations agency, and as energi PR has grows their Montreal and Toronto offices the Co-Founders are now turning their attention globally. As they look to expand their agency, they have been invited to join Public Relations Global Network (PRGN) as the Canadian partner in Eastern Canada – energi PR is now one of only two Canadian agencies to be part of this global network.

According to PRGN membership chair David Landis, of San Francisco based Landis Communications Inc. (LCI), the international network was seeking to bolster its presence in Canada, as well as the UAE. “We are pleased to welcome these established practices to the Public Relations Global Network,” said Landis. “The inclusion of energi PR of Montreal and Toronto, and The Content Factory of Dubai, underscores PRGN’s steadfast commitment to continued growth and further strengthens our long-established position as a leading global PR network.”

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My EventSuite Launch Party [Pics]

Dave Forde — Wed, 09 May 2012 18:49:41 +0000

Last night, a few hundred people attended the official launch party for My EventSuite, which is a brand new service that looks to help event planners organize events faster and more efficiently. As explained on the site:

My EventSuite is a fresh, dynamic web service that is committed to providing the most comprehensive and trustworthy event planning service available anywhere. Use My EventSuite to get quotes from the most recommended professionals in Toronto, and to keep all your research and decisions organized in one place. Our budget tools and comprehensive calendar will help keep your event organized, while our resourceful blog will provide you with creative inspiration and sound event planning advice. Your FREE My EventSuite account also lets you create a personalized website for your event.

Smart idea, and could come in handle next time you are planning an event and need a “one-stop” resource for venues, staff or a DJ.

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Walmart Canada Wants To Know, Are You “Mom Of The Year”

Dave Forde — Wed, 09 May 2012 17:20:04 +0000

Moms – in so many ways we would be nothing with out them! In honour of that special woman in everyone life, Walmart Canada has launched the Mom of the Year Award, a new annual national award program designed to celebrate the enormous contribution moms make as role models and integral members of the community.

Starting May 10, 2012, all Canadians are encouraged to visit www.momoftheyear.ca to nominate the important women in their lives by sharing inspirational stories about their journeys as moms.

They have also enlisted the help of three Canadian moms, including Olympic champion and women’s hockey icon Hayley Wickenheiser, Editor-in-Chief of Today’s Parent Karine Ewart and celebrated opera singer Natalie Choquette, who will take part in the program as part of the Selection Committee. They will work alongside two Walmart Canada moms, President and CEO Shelley Broader, and Senior Vice President of Marketing Emma Fox, to choose eight finalists.

The eight finalists will be flown to Toronto in the fall for a day of pampering, a photo shoot and an awards gala where the Mom of the Year Award recipient will be announced. The recipient will receive $100,000 for donation to a Canadian charity or cause of her choice, plus an additional $10,000 to spend on herself. All other finalists will receive $10,000 and an additional $10,000 each for donation.

“We’re excited about launching this new program that celebrates the achievements of everyday moms and gives those who care about the women in their lives a way to show their appreciation for them,” says Emma Fox, Senior Vice President of Marketing for Walmart Canada. “As a brand that is consistently in conversation with moms, we know and understand all that they do every day for their families.”

Being a Mom Is A One Of The Toughest Jobs

The retailer enlisted Leger Marketing for survey and found that more than 80 per cent of Canadians think that being a mom is one of the toughest jobs there is. The Walmart Canada Mom of the Year Award aims to create a dynamic, annual appreciation program that gives thanks to the women who spend their lives giving to others.

The Mom of the Year Award marketing campaign is a comprehensive program with a number of activations beginning in May to coincide with Mother’s Day and will run until the event’s awards gala scheduled for late September.

Program elements include digital media and a newly developed microsite, created by Twist Image; paid print and broadcast advertising, with creative development, program strategy and design by JWT, and media buying by Mindshare; a national public relations program, including media tours with the award program Selection Committee members led by APEX Public Relations Inc., supported by Morin Relations Publiques in the Quebec market; a blogger outreach program with Mom Central; and event development and execution from TraffikGroup.

Highlights of the advertising buy include 30-second spots that will begin airing in May, integrated buys with The Marilyn Denis Show, and print buys with key outlets including Today’s Parent, Chatelaine and Enfants QC.

Digital Agency: Twitst Image
Print & Broadcast Agency: JWT
Media Buying: Mindshare
Public Relations: APEX Public Relations

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Arcadian Court Launch Event [Pics]

Dave Forde — Wed, 09 May 2012 14:04:44 +0000

With a packed house last week, the Oliver & Bonacini team organized a launch event for the Arcadian Court. Toronto’s Strategic Objectices was also on hand to handle media relations.

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