‘In the spirit of moving the whole organization to be even more idea-focused,’ PHD Canada portfolio director Brenda Bookbinder tells MiC, the media brand’s internal Pioneering Awards have been extended to Canada. Previously limited to PHD shops in the US, the awards are designed to recognize great ideas throughout the year, and culminate in an annual event to reward the best of the best.

Now, says Bookbinder, the honour is open to PHD’s entire North American network, with internal monthly awards presented to any team in the PHD family who demonstrates pioneering work. ‘Then, at the end of the year, annual prizes will be awarded based on the year’s accomplishments, i.e. Idea of the Year, Most Winning Team, Most Winning Office, etc.’ And, she adds, ‘These awards are not limited to the various planning and buying groups; the entire staff is being encouraged to participate regardless of role.’

By year’s end, senior management will select a grand prize winner and the winning team will receive a trip to PHD’s first ever ‘Pioneering Summit,’ to be held in Jackson Hole, Wyoming, next March. Winners will join the agency’s top brass for what Bookbinder calls ‘a very stimulating event focused on pioneering ideas.’ Among other ground-breaking initiatives, PHD Canada plans to submit the Dove Pro Age integrated Quebec program.