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Morneau Shepell recognized by International Association of Business Communicators

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Corporate / Health & Productivity Solutions / Canada

Morneau Shepell recognized by International Association of Business Communicators

Morneau Shepell’s communication and change management solutions wins a Silver Leaf Award of Merit for human resources and benefits communication developed with Canadian Tire Dealers’ Association

TORONTO, December 3, 2019 – Morneau Shepell and Canadian Tire Dealers’ Association (CTDA) have worked together for over a decade to promote CTDA’s profit sharing plan to more than 20,000 Canadian Tire store employees. The winning IABC Silver Leaf Award entry, ”Digital shift: optimizing the employee experience through online communications,” showcases a five-year communication strategy of shifting communications online with the goal of improving CTDA employees’ understanding and appreciation of the profit sharing plan – a key retention tool for more than 500 Canadian Tire stores. Silver Leaf is Canada’s premiere professional awards program celebrating excellence in business communication.

“This is a testament to all the great work Morneau Shepell’s communication consultants have been doing over the years,” said Cam Beach, Chair of the profit sharing committee and associate dealer of Canadian Tire store #20 in Charlottetown, PE. “We are extremely pleased with the level of strategic insight and innovation that the team provides. We are always looking for ways to improve employee experience, and Morneau Shepell has been a great partner on this journey.”

With Morneau Shepell’s guidance, CTDA introduced a profit sharing plan specific website, an interactive annual report, educational videos and much more to meet the changing needs of its employees.

“Our team has built a great partnership with CTDA over the years, allowing us to take a long-term view and establish benchmarks to improve our strategies year over year,” said Isabelle Landry, vice president and practice leader, Morneau Shepell. “We are grateful to work hand in hand with an organization that truly values employees and the importance of effective communication.”

About CTDA

Canadian Tire Dealers' Association (CTDA) is a non-profit organization comprised of over 489 Associate Dealers who own and operate Canadian Tire stores across Canada. The CTDA is dedicated to serving the needs of its membership by providing high quality strategic programs and services in a cost-effective manner as recommended by CTDA committees and endorsed by the CTDA Board of Directors.

About Morneau Shepell

Morneau Shepell is the leading provider of technology-enabled HR services that delivers an integrated approach to well-being through our cloud-based platform. Our focus is providing everything our clients need to support the mental, physical, social and financial well-being of their people. By improving lives, we improve business. Our approach spans services in employee and family assistance, health and wellness, recognition, pension and benefits administration, retirement and benefits consulting, actuarial and investment services. Morneau Shepell employs approximately 6,000 employees who work with some 24,000 client organizations that use our services in 162 countries. Morneau Shepell is a publicly traded company on the Toronto Stock Exchange (TSX: MSI). For more information, visit

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Heather MacDonald