Proof Strategies Named 2024 Large Agency Team of the Year by Canadian PR Society
Secures 14 Awards for Excellence in Digital, Creative and Integrated Marketing Campaigns
June 19, 2024 – Toronto, ON – For the second consecutive year and third time since 2020, Proof Strategies has been recognized as a Large Agency Team of the Year by the Canadian Public Relations Society (CPRS). The three-peat was among a 14-award haul by Proof Strategies at the CPRS National Awards of Excellence ceremony in Mont Tremblant and the CPRS Toronto Chapter’s 2024 Achieving Communications Excellence (ACE) Awards.
“These wins are a testament to our incredibly talented Proof Strategies team, who are obsessed with delivering on strategies to bring our clients measurable results,” said Vanessa Eaton, President of Proof Strategies. “The smart and creative people and work that won these awards also exemplify the trust and collaboration of our excellent client partners, without whom none of this could happen.”
Proof Strategies’ latest awards showcase excellence and expertise across a variety of disciplines including integrated marketing, digital, creative, brand development and internal communications for clients in healthcare, regulated industries and authorities and consumer packaged goods.
Notably, Proof Strategies’ collaboration with the Electrical Safety Authority on the “Don’t Risk It” Campaign took home seven awards, including Creative Campaign of the Year. The campaign, developed to educate homeowners on the importance of hiring a Licensed Electrical Contractor (LEC), drove a 41 per cent increase in year-over-year usage of the contractor look-up tool. Those who saw the campaign were twice as likely to be familiar with the need to hire an LEC.
“Our partnership with Proof Strategies has been instrumental in communicating the importance of electrical safety in Ontario, which measurably prevents property damage, injury and death,” said Josie Erzetic, President & CEO at Electrical Safety Authority. “Proof’s expertise and innovative thinking has made our work more accessible and relatable to the public, ultimately protecting Ontarians.”
Category award highlights, showcasing Proof’s breadth of capabilities, include:
Integrated Marketing Communications – Driven by data insights and powered by an integrated approach that included fake ads for unlicensed electricians on Kijiji and radio, the ESA “Don’t Risk It” campaign drove measurable improvements in electrical safety education. For Snack Factory® Pretzel Crisps®, Proof partnered with a live holiday musical to position the brand as the go-to holiday hosting snack, resulting in a significant sales increase.
Digital Communications – Awarded to campaigns for effectively engaging target audiences via digital channels to build engaged communities and raise product awareness. The Purina Fancy Feast® “Power of the Purr” campaign won two awards for its partnership with Grammy award-winning producer Nineteen85, who created a trending Spotify playlist with the soothing sounds of purring cats recorded after they sampled the product.
Employee Engagement & Internal Communications – Awarded to Proof and Novo Nordisk Canada for the “Novo Nordisk 100th Anniversary – Driving Change for Generations” campaign, this program saw success in fostering togetherness amongst employees spread out across the country and generating company pride. The program not only surpassed the campaign’s positive sentiment goal, but more importantly, celebrated a historic milestone for Novo Nordisk while reinvigorating the employees’ commitment to their corporate mission.
Brand Development & Experiential Marketing – Awarded to Proof for commissioning diverse, Ontario-based artists to reimagine iconic, archived covers of LCBO’s Food & Drink magazine to celebrate its 30th year. The artwork was unveiled at a sold-out event for over 500 consumers, stakeholders, brand partners, media, and influencers, with prints available as collector’s items online and at retail following the event.
About Proof Strategies
Proof Strategies is a communications, public affairs and government relations partner that Asks Better Questions™. As an independent agency founded in 1994, Proof Strategies has earned more than 325 awards for client work and industry leadership, including Best Workplace in Canada in 2010 by Great Place to Work™, a Large Agency Team of the Year in 2020, 2023 and 2024 by the Canadian Public Relations Society and Caring Company Certification in 2022 and 2023 by Imagine Canada. The Proof Strategies CanTrust Index™ is a leading source of insight on trust in Canada. Learn more at getproof.com and follow @get_proof on X, LinkedIn and Instagram.
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Maddy Porter
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Proof Strategies