G.B. Roche & Partners gets high marks on Creative Report Card

Geoffrey B. Roche & Partners was declared the top agency in Strategy's Creative Report Card for winning more Canadian advertising awards than any other agency over the past year.Agency President Geoffrey B. Roche chalked up the most points for a creative...

Geoffrey B. Roche & Partners was declared the top agency in Strategy’s Creative Report Card for winning more Canadian advertising awards than any other agency over the past year.

Agency President Geoffrey B. Roche chalked up the most points for a creative director, while the agency’s art director, Scott Dube, took the top spot in the art director category.

Not surprisingly, Roche client Ikea Canada was declared the top client.

Ogilvy & Mather took second place in the agency category. McKim Baker Lovick/BBDO followed in third.

The Creative Report Card pools the results of the major Canadian advertising awards programs held in 1993 to provide an overview of Canada’s most celebrated agencies, clients and creative talent.

The Report Card is undertaken as a separate exercise to the Agency of the Year competition (see page XX of this section for an explanation of those rules.)

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 report card, therefore, tends to reflect an agency’s performance throughout 1992.

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 is able to determine the most frequently awarded ad agency, client, creative director, art director and copywriter, both nationally and within Quebec.

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

In English Canada, these include: the Advertising and Design Club of Canada awards (all media); the Bessies (tv); the Billis (outdoor), the Extras (newspaper); the Lotus awards (all media); the Marketing awards (all media); and the rsvp awards (direct mail.)

Les Coqs d’Or (all media) and Les Affiches d’Or (outdoor) are the major awards shows in Quebec.

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

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

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

The Quebec report card appears on page XX.

A summary of the top performers in each category appears on page XX.

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 in which 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 and the Crystals, which award excellence in magazine and radio advertising respectively, were not held this year, and, as a result, have not been included in the tabulation of this year’s Report Card.

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