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2018 Year In Review – Strategic Objectives

As we continue to provide you coverage about the Canadian communications industry, the people and the companies involved in the sector we also bring you our annual Year In Review series. A chance to get a clearer look at the agencies that are part of the community.  The Strategic Objective (or SO) team took some time to answer a few questions about their 2018 business year:

Strategic Objectives

Let’s provide a recap of how your agency performed during 2018.
For this part of the conversation we took a look at SO’s Best Campaign of 2018 (a highly successful campaign the agency executed determind by quantifiable metrics) your most successful campaign that your agency executed for a client during 2018; we will let you determine how you measure best). Biggest Revenue Growth Campaign [this might be the same, but a campaign that helped drive revenue for your client either specific dollars or % growth] Some brands fail to see all of the benefits of PR so let’s show them how your helped a brand drive revenue growth!
Strategic Objectives:

This year, we were able to partner with our clients to develop standout programs across the board. We had many excellent campaigns throughout the year, so it is hard to choose just one. We’ve highlighted three that each brought something unique to the market.

VW Canada Arteon Launch – VW Canada engaged SO to develop a fully integrated marketing communications plan that effectively launched the brand’s new vehicle – the Arteon. This unique, impactful campaign leveraged the new category of smart luxury to leave a lasting brand impression in the hearts and minds of Canadians across the country. This robust program integrated digital, social, a dynamic series of videos, and influencer and experiential marketing. The centre-piece of the campaign was an interactive, outdoor art installation as part of the Grand Opening of Toronto’s Museum of Contemporary Art. The launch was celebrated by the community, Mayor Tory, Lieutenant Governor of Ontario Elizabeth Dowdeswell, and other dignitaries. More than 25,000 people interacted with the installation over a month and as part of Nuit Blanche. The art installation successfully captured an historical cultural moment, contributed to changing the conversation around VW, and created positive online news and search results.

Cashmere: 15 Years of the White Cashmere Collection – Our annual fashion show with Cashmere, which features couture fashion creations made from luxurious Cashmere Bathroom Tissue, continues to be a huge success after a decade and a half. This signature, integrated campaign excites consumers year after year and has become an integral part of the brand’s marketing platform. It proves that a strong strategic idea, coupled with trendy annual themes and well-executed events, can continuously develop the premium positioning of a brand and provide beautiful content for new and existing customers to engage with. We are also very proud of the talented Canadian fashion designers we have showcased, and of the millions of dollars raised for the breast cancer cause.
Aurora – Loacker – Through our work with Aurora Importing and Italian Heritage Month, Strategic Objectives was selected to lead Canadian public relations to help advance the success Loacker, the top Italian brand for delicious cream wafer biscuits, made with all pure ingredients. Our Social of PR program propelled the brand story and engaged media, influencers and consumers with its message of pure goodness and savouring serenity. Aurora’s in-house chef created a collection of easy-to-make-delicious wafer deserts and paired these innovative indulgences with key experiences and moments that Canadians hold dear. The program was a big hit for Aurora: receiving the top global marketing award for Loacker and achieving a double-digit sales lift for the brand in Canada. Sweet!

QUESTION:Identify new Account Wins/ Project Wins

Strategic Objectives:

We are thrilled with the many account and project wins that the Strategic Objectives team have brought into the agency in the last year. We’ve compiled a few highlights below.We see tremendous growth in the food category. Through our role with Saputo, we were identified as the best agency to launch a new innovation in milk: Joyya, a proudly Canadian ultrafiltered milk that features higher protein and lower sugar than regular milk. We are partnering with Groupe Marcelle, the largest cosmetics manufacturer in Canada, on it’s exclusive brands – Lise Watier, Annabelle, Marcelle and leading its social media strategy and influencer relations. Through this partnership, as well as our work on Rekitt Benckiser and BIC, we continue to expand our business in digital, social and influencer marketing.Our design portfolio is also experiencing significant growth with the addition of Jardin de Ville, a high-end outdoor patio and garden furniture retailer, and Hanstone, a leading Canadian quartz manufacturer.

Kia Canada has joined our client roster and we are actively involved in a variety of projects and social responsibility partnerships such as Special Olympics Canada and the CHL. We are currently leading a comprehensive three market campaign promoting the brand’s new 2019/2020 vehicle line-up to media and influencers in conjunction with the 2019 Canadian AutoShow circuit.

QUESTION:Promotions/ New Hires

Strategic Objectives: We continue to bring in talented individuals to grow our team as we bring in new clients and advance our business. We welcome applications:

We also continue to promote outstanding members of our team and are pleased to announce the promotion of Adriana Lurz to Senior Vice President. Adriana has been with the company for more than 14 years and continues to showcase her dedication to our agency and passion for outstanding communications.Strategic Objectives is in the midst of an evolution based on our integrated approach to information mining, advancing our agency culture and relevancy, enhancing our leadership team, utilizing new, industry-leading tools, updating our brand (check out our new website), and more. 2019 is already off to a great start and we look forward to exciting new challenges and opportunities!