Pinesol Research indicated that while Pine-Sol was a very well-known brand, it was seen as somewhat dated - especially among younger consumers. What’s more, it was seen primarily as a cleaner used only for "tough jobs." We need to carve out a new positioning. Realizing that women have very different ideas of what is "clean," we discovered an opportunity to create a new level of clean - the "Thorough Clean." Using simple real-life scenarios that women could relate to, we showed them why they really need a Thorough Clean.

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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 |