Ponemon Institute and Carlson Marketing Announce Results of 2007 Canada's Most Trusted Companies for Privacy Study

    Respectful Marketing Practices, Positive Data Security Track Record,
    Easy-to-Understand Policies Add Up to Strong Privacy Perception

    TRAVERSE CITY, Mich., and TORONTO, Aug. 21 /CNW/ -- Against a backdrop of
negative publicity related to poor data security and compromised privacy,
Carlson Marketing Worldwide and the Ponemon Institute offer some good news for
a number of Canadian companies: the 2007 Canada's Most Trusted Companies for
Privacy Study, an annual report ranking public perception of companies'
privacy and data security practices.
    The study examined both Canadian companies as well as global brands
operating in Canada, gauging perceptions at the time the study was conducted.
The results of the study should not be interpreted as a reflection of any
company's actual privacy or data security practices, but simply as a measure
of consumer brand trust, which the Ponemon Institute has found often results
in stronger brand loyalty and increased revenue.
    According to the 2007 Canada's Most Trusted Companies for Privacy Study,
Canada's three most trusted brands are:

    1.  Bell Canada
    2.  Bank of Montreal
    3.  Royal Bank of Canada
    "At Bell, the protection of our customers' personal information is baked
into everything we do.  We are constantly striving to develop better products
and processes to further safeguard customer privacy and increase customer
convenience," said David Elder, vice president, regulatory law and Bell
Privacy ombudsman.  "The most recent example of this is the recent launch of
our Voice Identification Service, which can quickly and accurately confirm the
identity of a customer calling our customer service centre, using the unique
sound of the customer's own voice. We are honoured to be selected as the Most
Trusted Canadian Company in the protection of personal information."
    For 2007, financial services and telecommunications companies made a
strong showing, taking six of the top ten positions in the rankings.  Canadian
brands also seemed to perform better than non-Canadian brands, earning seven
of the top ten rankings, including the top four positions.
    The 2007 Canada's Most Trusted Companies for Privacy Study is a web- and
postal mail-based study that gathers information from survey participants
during a 51 day period that ended on June 13, 2007.  A statistical analysis of
useable responses related to 132 companies and/or brands, 56 of which were
Canadian organizations, followed.  A complete description of the study's
methodology is included with the report.
    "As the leading Relationship Marketing agency in Canada, we invest
tremendous energies helping our clients create authentic, trust-based
relationships with their customers, employees and channel partners," said
Stephen Fraser, senior vice president, Strategy, Carlson Marketing Canada.
"Our ongoing relationship with the Ponemon Institute and its cross-border
trust studies is important in demonstrating the value of these marketing
strategies.  Because in relationships, trust is the bedrock."
    "Measuring consumer trust and brand confidence is always interesting,
particularly as it relates to privacy, and our annual Canada's Most Trusted
Companies for Privacy Study is no exception," said Larry Ponemon, chairman and
founder, Ponemon Institute.  "Companies that stand out in this ranking have
successfully managed to build and maintain a positive perception of their
privacy and data security practices at a time when so much of the news is
negative.  Although this study does not examine actual practices, it's a
strong bet that brand trust is built upon a foundation of progressive privacy
and data security policy and programs."

For further information:

For further information: Mike Spinney of Ponemon Institute, 
+1-978-597-0342, mspinney@ponemon.org; or Barry Wegener of Carlson Marketing, 
+1-763-212-5629, bwegener@carlson.com Web Site: http://www.carlsoncanada.com  

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