2012 Agency of the Year | Scores & Methodology

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As in the past, strategy‘s awards (AOY, MAOY and DAOY) kicked off with an open call to Canadian agencies to submit their best campaigns from the previous year.

For Agency of the Year and Digital Agency of the Year, we shared the submitted work with senior agency and marketing executives across the country, asking them to choose the agenies they felt should advance to the shortlist based on their body of work. Points were awarded based on how many times an agency was selected, and those with the most points were invited to be on the shortlist.

The finalist agencies were then invited to submit campaigns (five for AOY and three for MAOY and DAOY) that represented the best work they had done in the 12 months preceding. Separate judging panels, all industry professionals, then marked the campaigns online and in isolation.

In all categories, each campaign was given two marks from one to 10 based on strategic insight and the ability to execute the idea creatively. Judges who declared conflicts were omitted from the scoring process on the applicable cases or agencies. The MAOY jury also chose the Media Director of the Year and the Next Media Star.

The scores were totalled and averaged with equal weighting, and the agency with the highest final score was the winner. The shortlisted agencies and their scores are listed below and on the next page.

AOY SCORES

Creativity

DDB                      7.17
John St.              7.10
Taxi                     6.92
Lowe Roche     6.72
BBDO                   6.70
Leo Burnett      6.64
Ogilvy                 6.58
Cundari              6.47
Sid Lee                6.32
Capital C            6.02
Rethink              5.93

Strategy

DDB                       6.88
John St.               6.77
Taxi                        6.61
Ogilvy                   6.41
Lowe Roche        6.36
Cundari                6.21
Sid Lee                  6.11
BBDO                     6.08
Leo Burnett         5.99
Rethink                 5.94
Capital C               5.66

Total

DDB                       14.05
John St.               13.87
Taxi                       13.53
Lowe Roche        13.08
Ogilvy                   12.99
BBDO                     12.78
Cundari                 12.68
Leo Burnett        12.63
Sid Lee                12.43
Rethink                11.87
Capital C               11.68

MAOY SCORES

Creativity

Jungle                  7.53
OMD                      7.33
Media Experts    6.85
ZenithOptimedia    6.78
PHD                            6.65
Mindshare               6.56
MEC                             6.44
Target                          6.43
MediaCom                  6.39
MPG                              6.28
Starcom MediaVest Group    6.28
Cossette                     6.25
Carat                              6.18
Maxus                          5.19

Strategy

OMD                                         7.15
Jungle                                      7.09
Media Experts                     6.83
ZenithOptimedia                6.69
PHD                                           6.67
Target                                      6.63
MediaCom                             6.55
Carat                                        6.51
MEC                                          6.37
Mindshare                              6.27
Cossette                                   6.16
Starcom MediaVest Group    6.15
MPG                                                6.10
Maxus                                          5.49

Total

Jungle                              14.62
OMD                                  14.48
Media Experts              13.68
ZenithOptimedia    13.47
PHD                                    13.32
Target                                13.06
MediaCom                       12.94
Mindshare                             12.83
MEC                                            12.81
Carat                                             12.69
Starcom MediaVest Group    12.43
Cossette                                  12.41
MPG                                      12.38
Maxus                                  10.68

DAOY SCORES

Creativity

Tribal DDB                7.95
John St.                       7.81
Taxi                              7.48
Leo Burnett             7.28
Zulu Alpha Kilo       7.27
BBDO                              7.26
Cundari                         7.15
Proximity                   7.11
Grip Limited               6.77
Twist Image               6.77
Capital C                     6.64
Cossette                      6.52

Strategy

Tribal DDB             7.69
John St.                    7.49
Leo Burnett            7.24
Taxi                            7.23
Zulu Alpha Kilo    7.21
Cundari                   7.20
Proximity                7.18
Grip Limited            6.87
Twist Image          6.69
Capital C                   6.69
BBDO                         6.60
Cossette                   6.28

Total

Tribal DDB            15.64
John St.                    15.30
Taxi                           14.71
Leo Burnett            14.52
Zulu Alpha Kilo    14.48
Cundari                 14.35
Proximity            14.29
BBDO                      13.86
Grip Limited       13.64
Twist Image         13.46
Capital C                13.33
Cossette                 12.80

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