AOY: Process & Shortlists

Check out the shortlists for Digital, Media, PR and Agency of the Year, and how the winners were determined.
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Pictured: The 2015 Gold winners, Leo Burnett. 

Strategy‘s 2015 Agency of the Year awards began the same way as in years prior, with an open call for Canadian agencies to submit their best campaigns from the past 12 months.
All eligible creative, media, digital and PR agencies entered with comprehensive case studies (five for AOY and three for MAOY, DAOY and PRAOY) for campaigns they had executed over the past year. From there, separate cross-industry and cross-country judging panels marked the work online and in isolation.

Each campaign for the agency, media and digital competitions was given two marks from one to 10 based on strategic insight and creativity, while judges scored the PR agency campaigns based on the same criteria, in addition to a separate score for impact.

Judges who declared conflicts were omitted from the scoring process on the applicable cases or agencies. The top-scoring agencies in each category made up the shortlists, based on a natural drop-off point in the scoring. The MAOY jury also chose the Media Director of the Year.

The scores were totalled and averaged with equal weighting, and the agency with the highest final score was the winner. The shortlisted agencies, in winning order, are listed below.

AOY
Leo Burnett
J. Walter Thompson
Taxi
BBDO
Rethink
Zulu Alpha Kilo
Ogilvy
Cossette
DDB/Tribal Worldwide
TBWA
John St.
Sid Lee
Cundari
Grey

DAOY
DDB/Tribal Worldwide
Grip
Rethink
Zulu Alpha Kilo
Cossette
Lg2
Proximity
KBS
OgilvyOne
Olson
Anomaly
FCB

MAOY
Touche!
Starcom Mediavest Group
Jungle Media
UM
Maxus
OMD
MEC
Carat
Mindshare
PHD

PRAOY
MSLGroup
Citizen Relations
Media Profile
DDB PR
Narrative PR
Edelman
Paradigm
High Road
Weber Shandwick
North Strategic