London-based companies earn what is positioned as Canada's toughest
marketing award to win
TORONTO, Jan. 25, 2012 /CNW/ - Libro Financial Group and advertising
partner Tenzing Communications, both of London, shared the only Cassie
awarded in financial services for Canada Monday night at the kick-off
of Canadian Advertising Week in Toronto.
"We're the first Ontario-based credit union to win the award," said
Stephen Bolton, incoming
Libro President & CEO. "What's even sweeter is that we're the only
Canadian financial services company,
including the much larger banks, to be recognized at the Canadian
Advertising Week event this year."
Mr. Bolton's stated goal for Libro's future is to guide the community
credit union to world-class performance in personal financial service
and innovation. The Cassie win is an early sign that the journey has
"It's widely accepted in Canada's marketing profession that a Cassie is
very tough to earn," said Tenzing President Gary Lintern. "That's
because the metrics and case study requirements are so rigorous. The
work Libro and Tenzing do together has earned professional recognition
for years - this win encourages us to keep exceeding expectations."
Creating a case study that spans 14 months of strategy and activity
serves a business purpose beyond gaining national recognition according
to Libro Vice President, Brand, Tania Goodine. "This win reinforces the
discipline we'll need to compete as the world changes around us. For a
comparatively small, $1.4 billion financial institution to win at that
level means a lot. Our evolving Be Libro TV and print advertising along
with our new video-based, educational web presence suggests we've
continued to excel since."
The Cassie Awards were started in 1993 and over 300 case studies now
reside at the Institute of Communications Agencies, the national trade
association and sponsor of the program. For more information about the
Cassies, please visit www.cassies.ca/about.
Libro Financial Group is southwestern Ontario's full-service credit union operated by a
community of owners and open to everyone. With 57,000 owners and more
than 1.9 billion in assets under administration, Libro delivers a full
range of chequing, savings, investment, RRSP, insurance and loan
products along with financial coaching and advice for consumers, and
farm and business owners. Libro has been operating for over 60 years
and has 15 branches in southwestern Ontario. Owners have access to a
surcharge-free network of 3,000 ATMs across Canada. For more
information, see www.libro.ca.
Tenzing Communications Inc. is a brand and integrated communications agency with clients in all
business sectors across Canada and in the U.S. Tenzing is focused on
new principles in Collaborative Branding™ and specializes in
stakeholder engagement through a wide variety of advertising, PR and
interactive digital strategies. Tenzing services range from content
development and design to media deployment and tracking. Tenzing
commenced operations in 1989. For a few more details, visit www.gotenzing.com. Be prepared to sing along.
SOURCE Libro Financial Group
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