CASSIES earn record entries

When times get tough you want to showcase your ROI, so the advertising effectiveness awards are up 34% in entries from last year.

The CASSIES, the only Canadian awards show that recognizes proven business effectiveness, received a record amount of entries this year despite the downturn.

The awards program received 177 entries, up 34% from last year. Part of the success can be attributed to the introduction of a new category, ‘Success Despite the Recession,’ that proved to be quite popular, said spokesperson Joanne Ingrassia in an email to the MiC offices yesterday. The new category was launched to attract case studies of companies that not only made it through the recession but came out ready to take advantage of better times, a recent release stated.

The success of this year’s awards is likely a product of the recession itself as people look for value in their investments, David Leonard, chair of this year’s CASSIES and president of DDB Canada, tells MiC.

‘I’m thrilled at the numbers that are there and to me it says that the whole market has been saying, ‘Look, we need to show proof of the worth of the work that we do for our clients and that’s the bottom line,” says Leonard.

The CASSIES also include two categories for media, ‘Best Use of Media’ and ‘Best Integrated Program,’ which received seven and 24 entries respectively. ‘Success Despite the Recession’ attracted 10 entries.

Entries will be judged this month on Sept. 21 and 22 by an industry panel representing client, agency, media, academic, interactive and research disciplines. The winners will be announced this winter at simultaneous evening events on Jan. 28, 2010 in Toronto and Montreal.

Judges include:

Rob Assimakopoulos, SVP Marketing and Commercial Assets, CFL
Lucie Bouthillette, Directrice Commercialisation, marché des particuliers, Fédération des caisse Desjardins
Patrick Beauduin, VP Création convergente, Cossette
Carmen Ciotola, VP Communications Marketing, Tourisme Montréal
John Finkelstein, Partner, Creative, Grip Limited
Cynthia Fleming, COO, Carat Canada
David Gibb, EVP, MD, JWT
Karen Lee, Senior Media Manager, Coca-Cola Ltd.
Mandeep Malik, Professor, Strategic Market Leadership and Health Services Management, McMaster University, DeGroote School of Business
Terry O’Reilly, Writer and Director, Pirate Toronto/New York, Pirate Toronto
Martin Sansregret, Président, TAM-TAMTBWA
Tom Shepansky, Founding Partner, Rethink