STRATEGIC PANEL OF JUDGES

Nicole Dubé
director of advertising
La Fédération des producteurs de lait du Québec
Montreal

Prior to her arrival at the Fédération des producteurs de lait du Québec in 1985, Dubé helped launch pay TV in Quebec with Premier Choix. Before that she gained valuable experience in the retail food industry with Métro-Richelieu, and in the pharmaceutical industry with the Pharmacies Jean Coutu and Pharmaprix. The award-winning marketer was president of the Publicité-Club de Montréal in 1991-92, and has been active on many boards in her community.

Favourite advertising
Covenant House print work from Taxi
Viagra "Good Morning" from Taxi
Molson Canadian work from Bensimon

Impressions of the work
It was a great pleasure for me to work as a judge, viewing 35 campaigns for different products and services. I laughed, I smiled and I cried at so many ideas and so many perfect executions. We need a number one, but there are so many number ones.


Paul Meehan
director of marketing
Mike's Hard Lemonade
Vancouver, B.C.

Meehan was born on Queen Street in Toronto more than 30 years ago. He is a very Canadian guy, and has lived all across the country. He calls Vancouver home right now, but he believes his precious few years in Halifax qualify him as what he calls a "Mari-part-timer." Meehan is a music freak, collects guitars and pianos, plays in several "our-guts-may-be-expanding-a-little-but-it's-not-quite-time-for-cover-tunes" bands and has his own self-titled CD. His penchant for social contact and beer-like drinks make him an excellent marketer of all things social and alcoholic.

Favourite advertising
Mini "Anthem" from Taxi
W print work from Zig
ProLine "Bad Oysters" from Bensimon

Impressions of the work
I had a terrific time judging this year's contest. There was a lot of truly original stuff, and campaigns that delivered brand messages effectively.
I was torn between Mini "Anthem" and the W Network print ads for my favourite. Both really got to the point with a lot of energy. W's print ads were hilarious and right on message - it really got the point across without the horrible overstatement or obviousness of a bad joke. The Mini spot got to me as well. Being slightly "vertically challenged" myself, I found that I was almost jumping out of my chair every time I saw it. If there were ever an award for best overall use of music, Taxi would win hands down.


Kirsty Henderson
VP of marketing
Nintendo of Canada
Richmond, B.C.

Henderson is the driving force behind the fierce brand loyalty that Canadian consumers have demonstrated for Nintendo. With more than 15 years in the industry, she brings extensive experience to the creation and execution of high-profile marketing and advertising campaigns that have made Nintendo a household name. Always looking to make the brand relevant to all types of gamers, Henderson has launched award-winning campaigns that draw on guerilla marketing, national sampling programs, consumer advocacy programs, direct marketing, public relations, online programs and promotional partnerships.

Favourite advertising
Toronto Short Film Festival outdoor work from Taxi
Panasonic "Recital" from PJDDB
Frisk campaign from Bensimon

Impressions of the work
Overall, I saw many effective campaigns communicating the core message and reaching the target audience. The campaigns for not-for-profits and the Short Film Festival stood out for me as they drew attention to the cause or event while challenging the viewer to shift his/her view or opinion, prompting some kind of response in emotion or action. The TV execution for Viagra continues to put smiles on faces. And the Bell Olympic spot had a timely tug on Canadian passion and pride while communicating the products and services of the company.


Susan Molenda
VP, product strategy
Nestlé Purina PetCare
Mississauga, Ont.

After working in a variety of marketing and sales roles for Nestlé Purina PetCare in the past 13 years, Molenda now leads a marketing group composed of brand strategists, market researchers, and direct and interactive communications and consumer affairs personnel. Her portfolio of brands is always growing, most recently as a result of the worldwide acquisition of Ralston Purina by Nestlé S.A.

Favourite advertising
Covenant House print work from Taxi
ProLine "Anything Can Happen" from Bensimon
Special K "Look Good on Your Own Terms" from JWT

Impressions of the work
Excellent entries this year, leveraging very strong consumer insight. Those insights immediately resonate with the target consumer and make all the difference in the power of the communications. I noticed a trend towards bolder and more daring creative, which is a tricky balance, but is sometimes what you need to do to appeal to your target audience.


Cheryl Smith
director, refrigerated products marketing
Parmalat Canada
Toronto, Ont.

Over the last 12 years Smith has managed various packaged goods businesses including Lactantia, Astro, Parmalat, Beatrice, Sensational Soy, Lipton, Red Rose, Salada and Oxo, as well as magazine properties such as Chatelaine and Flare. Currently director, refrigerated products marketing, she joined Parmalat to lead the launch of Lactantia cream cheese in Canada. Cheryl holds an Honours Bachelor of Arts degree in economics and a Masters of Applied Sciences degree in information technology, both from the University of Waterloo. Born and raised in Oakville, Ont., she now resides there and is a board member of the Community Foundation of Oakville and chair of the CFO's Oakville Heritage Trust.

Favourite advertising
Viagra "Good Morning" from Taxi
Special K "Old Friends" from JWT
Bell "Online Jam" from Cossette

Impressions of the work
I was very impressed with the quality of entries by each agency. Taxi's "Good Morning" delivered results while cleverly overcoming regulatory hurdles. JWT's "Old Friends" for Special K tops the lineup of outstanding ads. Cossette's "Online Jam" execution for Bell's "Go" campaign rocked both consumers' and employees' images of Bell. Rethink's edgy, consumer insight-based advertising is refreshing. PDJJB's Rick Hansen "Hiking Boots" spot is powerful. Bensimon's ProLine ads are smart successfully expanding their target audience.


Esperanza Teasdale
brand manager of innovation
Unilever Bestfoods
Englewood Cliffs, N.J.

This Jersey girl has worked in the world of consumer packaged goods for nine years. It all began at Best Foods Baking Company in the manufacturing environment where she spent five years "making the stuff you eat." Then she learned how to "sell the stuff you eat" as a district sales manager for Arnold Bread. The next logical step was to "market the stuff you eat" and that's where she's been since. Esperanza has worked on several brands including Mazola Oil, Country Crock Spread and Hellmann's/Best Foods. She's currently working on Skippy peanut butter.

Favourite advertising
Rethink Breast Cancer from Zig
W "Sex with Stu" from Zig
Covenant House print work from Taxi

Impressions of the work
I found most of the work image-oriented where the actual brand is not primary. This is a flaw as brand-awareness and equity-building are core objectives of advertising. We want folks to recall the brand and be incited to purchase and/or care about it.