Royal Bank Financial Group Consumers were confused and somewhat apathetic about the banks. They felt the banks were concerned only with expansion and global dominance, not with helping them reach their financial goals. The opportunity was to develop a communications platform that focused on these core values and needs. No more chest-beating ads about how big and wonderful the bank is. Instead, we tried to redefine in human terms the real business the bank is in: providing products and services to help consumers attain their goals.

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| Gold: Palmer Jarvis DDB | Silver: Taxi Advertising and Design | Bronze: MacLaren McCann |
| Honourable Mention: BBDO Canada |
| Finalists: Ammirati Puris   Bensimon•Byrne D'Arcy   Gee, Jeffery & Partners Advertising   Holmes & Lee   Ogilvy & Mather |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year |