Rethink wins Best of Show at Extras

The Canadian Newspaper Association's Extra Awards, which honour the best creative advertising in daily newspapers, wrapped up in Toronto last night, and those assembled were entertained not only by the innovative award-winning creative on display, but also a funny and thought-provoking keynote on how to create great newspaper advertising.

Tim Roper, CD of Crispin Porter + Bogusky, deaked around Rita to fly in from Miami to deliver his creativity-inspiring speech,in which he pronounced newspaper advertising as 'an intimate conversation,' and 'the one media left - O.K., the Web's better - that allows you to interact on an individualistic, ritualistic basis.' He went on to describe his agency's approach to newspaper advertising: 'We go around breaking stuff, rules mostly, and whenever you do that you have to replace them.' Some of the new rules include forgetting about the iron curtain between newspaper and magazine creative, and the old retail-style haranguing formulas for newsprint, and instead treat everything as branding. 'Every time a brand goes out in the world is a form of branding.'
By Staff 
September 23, 2005

The Canadian Newspaper Association’s Extra Awards, which honour the best creative advertising in daily newspapers, wrapped up in Toronto last night, and those assembled were entertained not only by the innovative award-winning creative on display, but also a funny and thought-provoking keynote on how to create great newspaper advertising.

Tim Roper, CD of Crispin Porter + Bogusky, deaked around Rita to fly in from Miami to deliver his creativity-inspiring speech,in which he pronounced newspaper advertising as ‘an intimate conversation,’ and ‘the one media left – O.K., the Web’s better – that allows you to interact on an individualistic, ritualistic basis.’ He went on to describe his agency’s approach to newspaper advertising: ‘We go around breaking stuff, rules mostly, and whenever you do that you have to replace them.’ Some of the new rules include forgetting about the iron curtain between newspaper and magazine creative, and the old retail-style haranguing formulas for newsprint, and instead treat everything as branding. ‘Every time a brand goes out in the world is a form of branding.’

His New Rule manifesto includes: Ads are a replacement for interpersonal communication. A brand has a voice, so why not converse? Don’t generalize or talk down. Say something provocative and listen to consumers. Engage in a dialogue. Roper went on to point out that newspapers are ideally suited to deploy in this manner, as ‘newspaper is immediate, ritualistic and intimate.’

As to who has mastered the art in Canada, Vancouver agency Rethink took home Best of Show for its ‘Dolly/Saddle/Carriage’ campaign for the Royal BC Museum. The shop won a total of 12 Extras. DDB Toronto won eight awards for work done for the Royal Ontario Museum, Epson Canada and Energizer Canada, while Toronto’s ACLC and DDB Vancouver both walked away with seven. Publicis Toronto landed six awards. Also of note, Ogilvy Calgary stood out in a new category: Best Use of Medium. The shop took home four awards for First Calgary Savings, three golds and a bronze.

Nancy Vonk, co-CD at Ogilvy & Mather in Toronto, and Yvon Brossard, VP/CD at Cossette Quebec, co-chaired the judging panel.

A complete list of winners is available on the Extras Web site at http://www.prixextraawards.com.