Toronto's PR Elite Honoured as AI and Innovation Steal the Show

TORONTO, ON – May 01, 2026 – The Canadian Public Relations Society (CPRS) Toronto Chapter celebrated the pinnacle of industry achievement last night, handing out 130 trophies at the annual ACE Awards gala. Held at the historic Carlu, the event brought together the Greater Toronto Area's top communicators to honour the most creative, innovative, and impactful campaigns of the past year, revealing an industry rapidly embracing new technologies while doubling down on strategic excellence.

A total of 42 gold, 47 silver, and 41 bronze awards were presented to a diverse group of agencies, corporations, not-for-profits, and students. The evening underscored the dynamism of Canada's largest and most competitive public relations market.

"Congratulations to every winner of the 2026 ACE Awards," said Erin Griffin, Co-President of the CPRS Toronto Chapter, in a statement. "As the largest chapter in the country, we received entries that showcased some of the most creative and impactful communications work of the past year. These winners represent the best of our profession."

Crowning the 'Best in Show'

The night's most coveted prize, Best in Show, was awarded to Chevrolet Canada and Weber Shandwick for their 'Chevrolet High IQ Baseball Fan Campaign'. The campaign distinguished itself by creating a deeply engaging, multi-platform experience that celebrated baseball fandom itself, cleverly designed to succeed regardless of the Toronto Blue Jays' playoff performance.

Instead of focusing solely on the game, the campaign engaged fans directly. An experiential hub at home games invited attendees to test their baseball knowledge for a chance to win a new Silverado, distributing hundreds of branded t-shirts that created a visible sea of support in the stands. This physical activation was amplified by a sophisticated digital strategy, including paid social media targeting the area around the stadium on game days and integrated broadcast placements that extended the campaign's reach nationally. Early analysis showed it was the brand's highest-performing social content of the year, a testament to its focus on community and enduring fandom over fleeting victories.

The AI Frontier: Technology Redefines Storytelling

Perhaps the most significant trend highlighted at this year's awards was the formal recognition of artificial intelligence in public relations. For the first time, the ACE Awards featured a category for 'Best Use of Artificial Intelligence in a PR Campaign', signaling a pivotal shift in the industry's toolkit.

The inaugural Gold award in this category went to Edery & Lord Communications and Target for their 'Hello Humpback' campaign with Newfoundland and Labrador Tourism. The initiative is a groundbreaking example of how AI can be used to create deeply personal and educational connections. The campaign's website allows tourists to upload photos of whale tails, or flukes. Using advanced image recognition, the system matches the unique fluke markings against a global scientific database. A custom generative AI model then crafts a personalized, data-driven biography for that specific whale, drawing on decades of real sighting data to detail its history and travels in the brand voice of Newfoundland and Labrador Tourism.

By turning tourists into 'citizen scientists' who contribute valuable data to marine biology research, the campaign masterfully blends technology, sustainability, and tourism marketing. It demonstrates a move beyond AI as a simple tool for efficiency and towards its use as a core component of creative and meaningful storytelling.

A Showcase of Strategic Excellence

Beyond the top honours, the sheer volume of awards demonstrated the depth and breadth of talent in the Toronto PR scene. Several agencies emerged as powerhouses, showcasing consistent excellence across multiple clients and categories. Craft Public Relations had a remarkable night, securing a stunning number of Gold awards in categories like Special Events and Experiential Marketing for its work with major brands including Tim Hortons, Reese's, Canada Dry, and CYBEX. Their wins highlighted a mastery of creating immersive brand experiences that generate significant buzz.

Weber Shandwick also had a dominant presence, sharing the Best in Show award and winning multiple Golds for campaigns with McDonald's Canada, The Coca-Cola Company Canada, and HomeEquity Bank. These wins spanned brand development, social media, and community relations, proving the value of integrated, full-service communications strategies.

Other agencies like Earnscliffe, Agnostic, and Burson Canada also featured prominently among the winners, earning accolades in critical areas like public affairs, media relations, and corporate social responsibility. The winning campaigns showed a clear trend towards demonstrating measurable business outcomes, with a strong emphasis on data analysis and return on investment.

Cultivating Future Leaders and Honouring Service

While campaigns took center stage, the ACE Awards also made a point of celebrating the people who power the industry. The individual leadership awards highlighted the importance of nurturing talent and recognizing selfless contributions to the profession.

Olami Ogunnote was named New PR Professional of the Year, an award recognizing the significant achievements of those with less than five years of experience. Her win, coupled with a Silver award for a campaign she worked on, signals the immediate impact that emerging talent is having in the field. At the other end of the spectrum, the Lois Marsh Award for exemplary service to the CPRS Toronto chapter was presented to Samiha Fariha, honouring the deep commitment and volunteer effort that sustains the professional community.

Recognizing the crucial role of education, Lucy Luc was named PR Student of the Year, rewarding academic excellence and a demonstrated commitment to professional development. These awards collectively paint a picture of an industry that is not only celebrating its current leaders but actively investing in its future talent pipeline.

As the evening concluded, CPRS Toronto Co-President Andrea Chrysanthou extended her gratitude. "I'm so grateful to our Board of Directors and the volunteers who gave their time and energy to make these awards a success," she stated, also thanking the event's sponsors. The 2026 ACE Awards ultimately showcased an industry in dynamic evolution, one that honours its foundational principles of strategic communication while boldly embracing the technological and cultural shifts that are defining the future.