For the first time in its history, the Canadian Newspaper Association’s annual Extra Awards competition will be broadened to include ads that have run in community newspapers. The innovation is a first step in implementing the organization’s previously announced co-management agreement with the Canadian Community Newspapers Association.
Created in 1989 to honour creative excellence in Canadian daily newspaper advertising, the Extra Awards program invites advertising agencies and newspapers across the country to compete by submitting their best work in 20 categories. The grand prize is a trip for two to the Cannes Festival.
‘As a member of the creative community, I’m pleased that these two organizations have joined forces to advocate for the effectiveness of newspapers as an advertising vehicle,’ says Tony Miller, 2008 Extra Awards co-chair and CD/partner at Toronto-based Smith Roberts Creative Communications. ‘And now the Extra Awards will properly recognize the excellent creative work that appears in newspapers, both daily and weekly, all across Canada.’
