You know you’re big time when Facebook’s Sheryl Sandberg calls you a friend and “one of the most innovative marketers” Facebook has ever worked with.
That’s the case for Canadian Tire’s senior vice-president and executive officer Duncan Fulton who was named Marketer of the Year at last week’s CMA Awards Gala in Toronto. Sandberg was one of a handful of business and industry executives in a special video praising Fulton’s accomplishments.
The night’s other highest honour was shared by TD Bank, Diamond Integrated Marketing and Leo Burnett. The three shared the Best of the Best honour for #TDThanksYou, a stunt (and subsequent viral video) that saw TD customers surprised with personalized thank-you gifts dispensed from a talking ATM.
The video has been viewed nearly 23 million times and, according to the CMA entry, a Google study found 3.6 million Canadians felt more positively about the bank because of the video.
The CMA Awards Gala is generally considered the largest and grandest industry event of the year with 1,100 well-dressed professionals (yes, formal wear actually means formal wear at the CMAs) from across the industry—client, agency, media, production—gathering for the awards presentation, followed by a dinner and after-party.
Trophies are awarded in seven different disciplines: advertising; community engagement (PR and social media); direct engagement; digital; experiential and innovative media; integrated; and promotion/shopper marketing.
Cossette’s Carlos Moreno and Canadian Tire’s Susan O’Brien served as co-chairs of the judging process with 14 senior judges, two for each discipline, leading judging panels that comprised of nearly 170 people in total evaluating the work.
All of the gold winners are listed below with the complete winners list available at the CMA website.
ADVERTISING
Automotive
Company: BMW Group Canada
Campaign: BMW M3/M4 Ultimate Racetrack
Agency: Cundari
Business Products & Services
Company: 1one Production
Campaign: Jesus
Agency: LG2
Consumer Products – Food & Beverage
Company: Milk West
Campaign: Snack Time
Agency: DDB Canada
Consumer Products – General
Company: Procter & Gamble/Always
Campaign: #LikeAGirl
Agency: Leo Burnett, Toronto
Consumer Services
Company: Bell Canada
Campaign: Bell Let’s Talk 2015
Agency: LG2
Financial
Company: TD Bank Group
Campaign: #TDThanksYou
Agency: Diamond Integrated Marketing/Leo Burnett
NFP/Fundraising/Public Service
Company: Better Tomorrows Campaign
Campaign: The Hospital for Sick Children
Agency: J. Walter Thompson Canada
Retail
Company: Tim Hortons
Campaign: Dark Store
Agency: J. Walter Thompson Canada
COMMUNITY ENGAGEMENT
Automotive
Company: BMW Group Canada
Campaign: BMW M3/M4 Ultimate Racetrack
Agency: Cundari
Consumer Products – Food & Beverage
Company: General Mills
Campaign: Dadhood
Agency: Tribal Worldwide
Consumer Products – General
Company: Procter & Gamble/Always
Campaign: #LikeAGirl
Agency: Leo Burnett, Toronto
Consumer Services
Company: Bell Canada
Campaign: Bell Let’s Talk 2015
Agency: LG2
Financial
Company: TD Bank Group
Campaign: #TDThanksYou
Agency: Diamond Integrated Marketing/ Leo Burnett
NFP/Fundraising/Public Service
Company: Ontario Women’s Directorate
Campaign: #WhoWillYouHelp
Agency: Leo Burnett, Toronto
Retail
Company: Scotiabank
Campaign: Scotiabank – You’re Richer Than You Think
Agency: Bensimon Byrne, Narrative PR, S&E Sponsorship and PHD
DIRECT ENGAGEMENT
Consumer Products – Food & Beverage
Company: PepsiCo Foods Canada
Campaign: Doritos Ketchup The Hold Out
Agency: BBDO Toronto
Financial
Company: Visa Canada
Campaign: Visa Infinite
Agency: BBDO Toronto
NFP/Fundraising/Public Service
Company: The Hospital for Sick Children
Campaign: Better Tomorrows Campaign
Agency: J. Walter Thompson Canada
Retail
Company: Tim Hortons
Campaign: Dark Store
Agency: J. Walter Thompson Canada
DIGITAL
Automotive
Company: Volvo
Campaign: 6 Billion Hours
Agency: Grey
Consumer Products – Food & Beverage
Company: General Mils
Campaign: Dadhood
Agency: Tribal Worldwide
Consumer Products – General
Company: Procter & Gamble/Always
Campaign: #LikeAGirl
Agency: Leo Burnett, Toronto
Consumer Services
Company: TD Bank Group
Campaign: #TDThanksYou
Agency: Diamond Integrated Marketing/ Leo Burnett
NFP/Fundraising/Public Service
Company: Ontario Women’s Directorate
Campaign: #WhoWillYouHelp
Agency: Leo Burnett, Toronto
Retail
Company: McDonald’s Canada
Campaign: Fry Defender
Agency: Tribal Worldwide
EXPERIENTIAL AND INNOVATIVE MEDIA
Consumer Products – Food & Beverage
Company: Labatt Breweries of Canada
Campaign: Corona Summer Campaign
Agency: Zulu Alpha Kilo
Consumer Products – General
Company: Stanfield’s
Campaign: Streak Week
Agency: John St.
Financial
Company: TD Bank Group
Campaign: #TDThanksYou
Agency: Diamond Integrated Marketing/ Leo Burnett
NFP/Fundraising/Public Service
Company: Canadian Centre for Gender and Sexual Diversity
Campaign: The Gay Sweater
Agency: Saatchi & Saatchi Canada
Retail
Company: Tim Hortons
Campaign: Dark Store
Agency: J. Walter Thompson Canada
INTEGRATED
Automotive
Company: Honda Canada
Campaign: Honda Fit
Agency: Grip Limited
Financial
Company: TD Bank Group
Campaign: #TDThanksYou
Agency: Diamond Integrated Marketing/ Leo Burnett
NFP/Fundraising/Public Service
Company: Better Tomorrows Campaign
Campaign: The Hospital for Sick Children
Agency: J. Walter Thompson Canada
Retail
Company: Tim Hortons
Campaign: Dark Store
Agency: J. Walter Thompson Canada
PROMOTION/SHOPPER MARKETING
Consumer Products – Food & Beverage
Company: PepsiCo Foods Canada
Campaign: Doritos Ketchup The Hold Out
Agency: BBDO Toronto
Consumer Products – General
Company: Kimberly-Clark
Campaign: Share Kleenex Care
Agency: Geometry Global
Retail
Company: Tim Hortons
Campaign: Dark Store
Agency: J. Walter Thompson Canada
