*New* Cannabis Strategy

There was a new planning assignment last year. Everyone shared the same strategic challenge and time frame: Launch a cannabis brand in the newly legal recreational market. Explain how your strategy positioned your cannabis brand to stand out in the crowded launch field.

*New* Multicultural Strategy

As Canada grows ever more multicultural, brands need to evolve their strategy to be more inclusive. Explain how you leveraged cultural insights to develop a strategy that uniquely and effectively positions and connects your brand with multicultural consumers.

*New* ROI Strategy

Optimizing spend and amping results is a core strategic focus. This award recognizes ROI-savvy strategic planning that leads to more efficient marcom outcomes. Explain how your strategy drove effectiveness against a primary goal, and prove the impact by showing a direct link between the strategy and the return.

Cause/Public Service 

Strategies for changing minds and saving lives. Government, advocacy, social issues, fund and awareness-raising. 

Challenger Strategy

Budget will always be an issue, so as the challenger brand, what's your strategy to level the playing field? Tell us what your budget/resource challenges were and how you overcame them.

Connection Strategy 

There are more touch points, but engagement is getting harder, so what's the plan for compelling and impactful ways to reach consumers?

Content Strategy 

Crafting unique, relevant, sticky brand content that engages consumers is one thing, keeping it up is the bigger challenge. What's the strategy to build audiences and develop content programs and platforms in a long-term, sustainable way? 

Creative Catalyst 

Great planning leads to great work. This award allows teams to recognize planners who provided the spark that led to brilliant creative and big brand ideas. Must be entered by a brand, media partner or agency creative lead - not the planner.

Data/Tech Strategy 

The value of data (and a direct relationship with consumers) is a key brand priority. There are more ways and means to gather and deploy deeper data, but changing consumer behaviour and privacy concerns make it more challenging, so what's the plan for capturing and utilizing intel effectively? 

Evolution Strategy: Keeping it Fresh 

Your brand has a formula that's been working and has been following it for years. So what's the plan for amping up the interest and evolving the strategy within the existing parameters? Tell us what the brand was doing before and what the new strategy is. 

Game Changer 

Like it sounds. A transformational, category-mind-bending, disruption strategy. 

Launch Strategy 

From the ground up, a blueprint for going to market. From brand new products and services to line extensions and innovation, the segmentation, positioning and marketing strategy behind the launch plan. 

Niche Strategy 

It's hard enough to reach a mass audience, how do you find a strategy to culturally connect with specific communities? From demos (millennials, LGBT, boomers) to geography (regional, rural, urban), effective niche market insights and targeting strategies. 

Research Mastery

To ferret out new insights you need to look at things differently. From analytic gymnastics to guerilla anthropology, what  novel research methodology fueled your planning process?

Social/Conversational Strategy 

Trust, earned media, a conduit to hard-to-engage audiences - no wonder brands want to tap the social power of influencers and sharing. What's the strategy for doing so in an effective way?

Turnaround Strategy 

It was broke. You fixed it! Time moved on so you found a whole new reason for being - a new positioning, a new channel, new targets and a new way to go to market. 


Grand Prix: The Jury will select the planning work that had most impact on the brand's results and future plans. A grand prix calibre strategy informs the way the brand goes to market in a significant ongoing way - from marcom and media strategy to demo shifts and distribution channels. 

For registration inquiries, contact Rowan Traynor at 1-416-408-2300 x213 or
For sponsorship opportunities, contact Lisa Faktor at 1-416-408-2300 x477 or