As in past years, the AOY process began by selecting which agencies would be invited to compete. This was based on
a poll of 50 creatives and client marketers
from across Canada.
From a comprehensive list of agencies, each person was asked which stood out on the basis of their work over the last year.
Points were earned based on the number of times a particular agency was selected to be on the shortlist.
Next, we chose the judges: seven marketing execs and seven agency creatives, two of whom were from abroad: one the U.S.; the other the U.K.
Each selected agency was asked to submit five advertising campaigns representing work executed for five different clients over the previous 12 months. The agencies were advised that the judges would consider their ability to work across different product categories and across different media.
Working in isolation, judges were instructed to give each agency’s submission an overall score of 0 to 10. The cumulative scores from both the creative and strategic panels were then totaled and averaged, with equal weighting. The agency with the highest final score was the winner.
THE SCORES
The Agency of the Year competition is judged by two separate panels: a creative panel of agency creatives and a strategic panel of client marketers. Here are their votes which helped crown the Agency of the Year.
Creative Scores
Rethink 8.3
TAXI 8.1
Zig 7.41
DDB 7.4
BBDO 7.14
Lowe Roche 6.91
Downtown Partners 6.81
Diesel 6.75
Grip 6.52
Bos 6.1
Strategic Scores
TAXI 8.4
BBDO 7.88
Lowe Roche 7.78
Rethink: 7.08
Grip 6.94
Diesel 6.8
Zig 6.8
DDB 6.72
Downtown Partners 6.24
Bos 6.18
Overall Scores
TAXI 8.25
Rethink 7.69
BBDO 7.51
Lowe Roche 7.35
Zig 7.1
DDB 7.06
Diesel 6.77
Grip 6.73
Downtown Partners 6.52
Bos 6.14
