MacLaren: Lintas the judges’ favorite

It was, as they say, down to the wire.With only three judges left to return their scoresheets, frontrunners MacLaren:Lintas and bbdo were tied to one one-hundredth of a point.In fact, it wasn't clear until the last scoresheet arrived in Strategy's office...

It was, as they say, down to the wire.

With only three judges left to return their scoresheets, frontrunners MacLaren:Lintas and bbdo were tied to one one-hundredth of a point.

In fact, it wasn’t clear until the last scoresheet arrived in Strategy’s office that MacLaren:Lintas had won the day.

Both agencies got overall high marks from our client and agency judges.

But, in the end, MacLaren:Lintas, which chose to submit campaigns for Vim liquid cleanser, Splenda sweetener, Pontiac cars, Molson Canadian beer and Delta Faucets, proved to be the favorite.

Second place went to bbdo, which submitted work for Molson Red Dog, Polaroid instant cameras, Bell Advantage long distance services, Federal Express courier service and The Salvation Army.

In third place was Toronto-based Geoffrey B. Roche & Partners Advertising, winner of Strategy’s 1993 Agency of the Year title.

Roche & Partners submitted work for the Canadian Egg Marketing Agency, The Toronto Star, Roots Canada and Ikea Canada, plus pro-bono campaigns for the Evergreen Foundation, the Metro Toronto Police and the Sick Children’s Hospital telethon.

Honorable mention status was accorded fourth- and fifth-place finishers Leo Burnett Company and Chiat/Day, since there was less than a single point separating the top five scores.

The work of all 10 agencies that participated in Strategy’s Agency of the Year competition is highlighted in this section.

Shops that finished in sixth through 10th place appear in alphabetical order, as follows: BCP, Cossette Communication-Marketing, Padulo Integrated, Taxi, and Vickers & Benson Advertising.

For an explanation of the judging process, see page 25.

Gold MacLaren:Lintas 7.83

Silver BBDO 7.61

Bronze Geoffrey B. Roche & Partners 7.20

Honorable mention Leo Burnett 7.17

Honorable mention Chiat/Day 7.03