This section of Strategy is divided into two components: Agency of the Year and Best Media Operation.

Each uses different criteria to evaluate an agency’s performance.

To determine Strategy’s Agency of the Year, we asked an independent panel of clients and agency people to evaluate the work of 10 advertising agencies on the basis of demonstrated strengths in strategic thinking and creative execution. Pages 1-25.

To select the Best Media Operation, we asked about 200 media sellers across the country to nominate media buying houses and the media departments of advertising agencies.

The buying companies were rated on the basis of their understanding of the respondent’s medium, their negotiating ability, and their receptivity to new and innovative ideas.

We also asked the media sellers to nominate individuals as Best Media Planner/Buyer in the Broadcast, Print and Outdoor categories.

The selection of Best Media Director was made through a separate survey of senior media executives. Pages 26-34.

ten advertising agencies were invited to compete in Strategy’s

1994 Agency of the Year

competition.

In alphabetical order,

they were:

BBDO

BCP

Chiat/Day

Cossette Communication-Marketing

Geoffrey B. Roche & Partners Advertising

Leo Burnett Company

MacLaren:Lintas

Padulo Integrated

Taxi Advertising

Vickers & Benson Advertising