TORONTO – May 23, 2014 – In addition to being honoured with four Ovation Awards for its innovative work with L’Oréal Paris, Cowan & Company Communications (C&C) has been named Boutique Agency of Year by the Toronto chapter of the International Association of Business Communicators (IABC Toronto). Awarded at the annual IABC OVATION Awards gala last night, the awards applaud the best work of Toronto-based communications professionals.
This is the third time C&C has been recognized as Agency of the Year in its category. C&C was also recognized as “Small Agency of the Year” in 2007 and 2008 before the “Boutique” category was added.
“C&C is honoured to have our achievements recognized for a third time with the esteemed title of PR Agency of the Year in our category,” said Cathy Cowan, President & Founder of C&C. “It’s a testament to the expertise, elbow grease and ingenuity of our amazing team and clients who are truly the best in the business.”
Taking home an Ovation Award of Excellence in Marketing Communications and an Ovation Award of Excellence in Media Relations, the L’Oréal Paris Age Perfect campaign starring Diane Keaton was truly picture perfect. Nearly 10 years after Age Perfect’s initial launch, new competitors were poised to enter the mature skincare market in Canada and L’Oréal Paris turned to PR to help maintain Age Perfect’s position as the #1 skincare line for mature skin in Canada. L’Oréal Paris created an integrated communications campaign combining media relations, social media, a consumer event and sampling. For the first time ever the brand brought one of its celebrity spokespeople to Canada – Age Perfect’s beloved spokesperson and Oscar-winning actress Diane Keaton. Leveraging 12 precious hours of Ms. Keaton’s time in Toronto, the campaign exceeded its goals generating an Audience Reach of 20+ million, helped the brand maintain its market leadership position, and significantly increased sales of featured Age Perfect products.
L’Oréal Paris’ “Le WOW” Product Launch Events earned an Ovation Award of Excellence for Special Events and an Ovation Award of Merit for Media Relations. Faced with launching more than 100 new products in one month, L’Oréal Paris and C&C created an interactive, informative and innovative media relations campaign and events which allowed each product a chance at the spotlight, yet in an environment which didn’t overwhelm beauty media and influencers. The campaign generated an Audience Reach of more than 99 million, exceeding coverage targets by 67%, with an attendance of 134 of Canada’s top beauty media and digital influencers at the Toronto and Montreal events. This campaign propelled L’Oreal Paris to be ranked as the #1 Beauty Brand in Canadian editorial in 2012 according to Kantar Media.
For more details about these campaigns, visit www.cowanandcompany.ca/results/
For a full list of 2014 IABC Ovation Winners, visit http://toronto.iabc.com/pdf/2014OVATIONAwardsWinnersList.pdf