Creative Report Card provides the big picture

Strategy's Creative Report Card pools the results of the major Canadian advertising awards programs held in 1992 to provide an overview of Canada's most celebrated agencies, clients and creative talent. The Creative Report Card is undertaken as a separate exercise...

Strategy’s Creative Report Card pools the results of the major Canadian advertising awards programs held in 1992 to provide an overview of Canada’s most celebrated agencies, clients and creative talent.

The Creative Report Card is undertaken as a separate exercise to the Agency of the Year competition (see page four of this section for an explanation of that process).

While the Agency of the Year competition evaluates current work, the Report Card tends to reflect the performance of agencies during the previous year, since there is about a year’s lag between the time the creative is developed and the time it makes it to the awards circuit.

The grading system works like this: Strategy assigns a point value to each gold, silver, bronze and certificate of merit, weighted according to the relative importance of each awards program, as judged by Strategy editorial staff.

By tabulating the results, Strategy has been able to determine the most frequently awarded advertising agency, client, creative director, art director and copywriter, both nationally and within Quebec.

The Report Card takes into account the results of about a dozen national and regional advertising awards programs that recognize excellence in consumer advertising.

In English Canada, these include: the Art Directors Club of Toronto awards (all media); the Bessies (TV); the Billies (outdoor), the Crystals (radio), the Extras (newspaper); the Lotus awards (all media); the Maggies (magazine); Marketing awards (all media); and the RSVP awards (direct mail).

Les Coqs d’Or and Les Affiches d’Or are the major awards shows in Quebec.

As a group, these shows recognize excellence in seven media categories: television, radio, newspapers, magazines, outdoor, transit and direct mail.

The Report Card begins on this page with the most frequently awarded advertising agencies and continues on pages 27-31, listing clients, creative directors, art directors and copywriters.

Within the seven media categories, results are broken out by agency, client, creative director, art director and copywriter and appear on pages 33-44 in the following order: TV, radio, newspaper, magazine, outdoor, transit and direct mail.

The Quebec report card appears on page 32.

-Since the various awards were announced, a number of creative people have changed agencies. To be consistent, they are listed with the original agency for which they won the award. In categories where an individual won awards for more than one agency, both agencies are listed. Awards programs and annuals were our reference for all credits.

-The Maggies were postponed to February, 1993 and as a result, have not been included in the tabulation of this year’s Report Card.

-To reflect the merger of McKim Advertising and Baker Lovick/BBDO earlier this year, points for both agencies have been credited to McKim Baker Lovick/BBDO.

-Due to limited editorial space, not all listings below five points have necessarily been included.