John Bradley

John Bradley
SVP of marketing,
Cadbury Trebor Allan

John Bradley was named to his current position this year when Cadbury Schweppes merged its two Canadian confectionery businesses, Cadbury Chocolate Canada and Trebor Allan.
Bradley has been with Cadbury Schweppes since graduating from the University of Manchester, England in 1979. From 1985 to 1991, he held the position of seasonal marketing manager and grew the Easter business by 50% and the Christmas business by 30%.
In 1993, Bradley became GM for Cadbury Limited’s sales and marketing support functions, managing a range of departments including market research, business planning, forecasting, trade marketing, display development, sales administration and telesales.
Bradley moved to Canada in 1996 to assume the position of director of marketing, Cadbury Chocolate Canada. He was promoted to the position of VP of marketing for CCCI in 1997.
Bradley is an active supporter of the Crohn’s and Colitis Foundation of Canada.

Favourite advertising
1. Vaseline "Palm reader," by Ammirati Puris.
2. ABC Canada O-O-H and print campaign, by Taxi.
3. KFC TV campaign, by Ogilvy & Mather.

Impressions of the work
It was exceptionally difficult to choose an overall best. I really liked five campaigns and each of those five came from a different agency. It’s good to see such a spread of creative talent.
However, in every case where I rated one of an agency’s campaigns as a nine out of 10, I also gave the same agency a three out of 10 for another campaign - no agency really stood out for me as being very strong throughout.

Neil Fedun

Neil Fedun SVP of marketing,
Hudson’s Bay Co.

Neil Fedun has been SVP of marketing at the Bay since May 2000. He oversees all aspects of marketing, including advertising, relationship management and client services, in-store marketing and visual presentation, special events and public relations.
Prior to joining the Bay, Fedun was the VP of Federated Department Stores in New York where he also oversaw and directed all aspects of Macy’s creative initiatives for four years. This established him as one of the premier retail marketers in North America. Before that, Fedun spent three years as group VP of marketing for upscale department store Lane Crawford in Hong Kong and China.
His CV also includes stints as VP of marketing at both Woodwards and Simpsons department stores in the early 1990s, and director national advertising for Zellers.

Favourite advertising
1. Kraft Dinner "Funeral," by J. Walter Thompson.
2. Flow 93 hip-hop and reggae outdoor, by Taxi.
3. Bud Light "Announcement," by Palmer Jarvis DDB.

Impressions of the work
The importance of branding products with a consistent message that appeals to the target customer is obviously well understood in many of the executions here. The synergies of broadcast and innovative print and outdoor make some of these campaigns real winners.
Examples include: Ogilvy’s KFC, PJDDB’s Sun-Rype energy bar and Taxi’s ABC Canada advertising.

Tim Goudie

Tim Goudie
NBA/emerging properties manager,
worldwide sports,
The Coca-Cola company

Goudie's professional life of travel and adventure started out with two years of military service in the Cape Town, South Africa Veterinary Medic Corps., followed by degrees in social studies and industrial psychology at the University of Cape Town.
After graduation, marketing beckoned via a job in the Frozen Prepared Foods division of Johnson & Johnson in Cape Town, then a stint with the Cadbury Chocolate distributor in Khobar, Saudi Arabia. In 1995, Goudie returned to J&J, this time in Dubai (United Arab Emirates) for a few years, before finally settling in North America at Pillsbury in Toronto.
In 1999, Goudie began working for his current employer, the Coca-Cola company, where he was senior youth brands leader in Toronto. While at Coke he obtained an MBA (marketing) from the U.K.’s Leicester University.
Last July, Goudie finally found a chance to integrate his love of marketing and sports when he was transferred to the head office of the Coca-Cola company in Atlanta, Georgia to work as NBA/emerging properties manager, worldwide sports.

Favourite advertising
1. Halls "Golfing," by J. Walter Thompson.
2. FedEx "Mockup," by BBDO.
3. KFC "Future Customer," by Ogilvy & Mather.

Impressions of the work
I noted a wide mix in the quality of the advertising. The creative executions that stood out were those that delivered a clear positioning in a memorable way, were entertaining and broke through the clutter.

Stephanie Lett

Stephanie Lett
Marketing business manager,
London Drugs
Richmond, B.C.

Stephanie Lett is marketing business manager and the driving force behind the marketing communications at London Drugs, a 54-unit drug store and mass merchant serving British Columbia and Alberta.
Her 24 years’ experience include both client and agency assignments, ranging from copywriting, media planning and buying to strategic development and campaign execution.
Lett has a firm belief that effective advertising consists of a perfect blend of form and function. She says it can never be viewed just as an art form, because without achieving predetermined results it’s truly useless.

Favourite advertising
1. 7-Up "Little Red Riding Hood," by BBDO.
2. ABC Canada "When you struggle to read," by Taxi.
3. Imperial "All Out of Love," by Ogilvy & Mather.

Impressions of the work
Overall, I was impressed by the body of work from all six agencies.
As a retailer, I was pleased that the diversity among clients extended to include a few retailers, and that not all of the executions appeared to be the result of huge budgets.
I found the bulk of the work fun, hard-working and relatively intelligent.

Jeff Schulz

Jeff Schulz
VP of marketing and
business development,
Future Shop, Burnaby, B.C.

With over 20 years’ marketing experience, Schulz brings a depth of understanding to the areas of brand building, customer-focused marketing, database marketing and analysis. Schulz is responsible for all aspects of marketing at Future Shop, and he has recently implemented a new branding campaign.
Prior to joining Future Shop, Schulz was VP of marketing for VanCity Credit Union. Before going client-side, Schulz spent eight years at Vancouver agency Bryant, Fulton & Shee, where he was responsible for managing accounts such as HSBC, B.C.’s Children’s Hospital, BC Tel and for establishing the direct marketing division.
Schulz lives in Vancouver and when not working or renovating his home, he can be found on the mountains, skiing or riding his mountain bike.

Favourite advertising
1. Kraft Dinner "Funeral," by J. Walter Thompson.
2. 7-Up "Little Red Riding Hood," by BBDO Canada.
3. Fuji "Parking Lot," by Ammirati Puris.

Impressions of the work
I was very impressed with the quality, the strategic insights and the range of work that was demonstrated. The decision was very difficult.
Ultimately (for me) it came down to the agency that used the widest range of approaches to address some very difficult strategy challenges, and executed them in a manner that leveraged the medium and showed great insight into the consumer.

| Agency of the Year |
| Gold: Palmer Jarvis DDB   Silver: Ammirati Puris   Bronze: Taxi |
| Honourable Mention: BBDO Canada |
| Finalists: J. Walter Thompson   Ogilvy & Mather |
| Best Media Operation |
| Gold: M2 Universal   Silver: Harrison, Young, Pesonen & Newell   Bronze: Starcom Worldwide |
| Best Media Director: Hugh Dow, M2 Universal |
| Judges: Creative   Strategic |
| How do you get to be Agency of the Year, Best Media Operation, and Best Media Director |

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