Geoffrey B. Roche & Partners tops the honor roll

To the surprise of perhaps no one who sat through the numerous advertising awards ceremonies in 1994, Geoffrey B. Roche & Partners Advertising of Toronto was awarded more often and with more first-place awards than any other agency - and, as...

To the surprise of perhaps no one who sat through the numerous advertising awards ceremonies in 1994, Geoffrey B. Roche & Partners Advertising of Toronto was awarded more often and with more first-place awards than any other agency – and, as such, made the honor roll in Strategy’s annual Creative Report Card.

The Creative Report Card charts the results of the major Canadian advertising awards programs held in 1994 to provide an overview of Canada’s most celebrated agencies, clients and creative talent.

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

Top copywriting honors went to Brant Mau, also of Geoffrey B. Roche.

The agency’s client, furniture retailer Ikea Canada, was declared top client.

bbdo came second in the agency category, largely due to its work on Molson Breweries’ Red Dog brand.

MacLaren:Lintas placed third.

The Creative Report Card is undertaken as a separate exercise to the Agency of the Year competition, in which Strategy asks a panel of clients and advertising agency talent to evaluate the work of a short-list of agencies.

(In that competition, MacLaren:Lintas was judged to be Strategy’s 1994 Agency of the Year. The second section of this issue is devoted to that exercise.)

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

The Creative Report Card, therefore, reflects an agency’s work in 1993.

Strategy has developed a grading system, which, we believe, provides an objective, cumulative measure of the more than 600 individual advertising awards presented this year.

The 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 adding up the points accorded each award-winning piece of advertising, Strategy is able to determine the most honored advertising agency, client, creative director, art director and copywriter, both nationally and within Quebec.

The Creative Report Card takes into account the results of the 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), presented by the Advertising and Design Club of Canada; the Bessies (tv), presented by the Television Bureau of Canada; the Billis (outdoor), presented by the Outdoor Advertising Association of Canada; the Extras (newspaper), presented by the Newspaper Marketing Bureau; the Lotus awards (all media) presented by an industry committee in association with the Advertising Agency Association of British Columbia; the Marketing awards (all media), presented by Marketing Magazine; and the rsvp awards (direct response), presented by the Canadian Direct Marketing Association.

Les Coqs d’Or (all media), presented by the Publicite Club de Montreal, and Les Affiches d’Or (outdoor), presented by Mediacom, 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 marketing.

The Creative Report Card begins on page 18 with the most frequently awarded advertising agencies and clients, and continues on pages 19-22, listing 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 25-28 in the following order: tv, newspapers, magazines, transit, radio, direct marketing and outdoor.

The Quebec report card appears on page 23.

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

Since the various awards were announced, a number of creative people have changed agencies.

To be consistent, they are listed with the 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.

Due to limited editorial space, listings below 10 points have not necessarily been included.