Methodology

How we calculate the card, and which shows count.

Strategy’s Creative Report Card tracks and tallies the gold-, silver- and bronzeware taken home by agencies, advertisers and creatives over the calendar year to help the marketing community track who’s on top of their game. To do this, we select a range of shows that each incorporate a variety of media and assign every award a point value, weighted to recognize that Cannes is bound to be a tougher field than Calgary. As the books arrive through the autumn awards season, we keep a database of wins for each advertiser, agency, creative director, art director and copywriter and add them up to identify the top 20 in each category.
The purpose of the Creative Report Card is to give a fair and accurate analysis of Canada’s strongest creative advertising work on a yearly basis. Please bear in mind that it accounts for over 1,000 individual awards (with five credits for each award, in most cases), and relies on the credits as published by the various regional, national and international shows. Therefore, there is room for error and/or omission, although we have done our best to give credit where it is due.

Scoring (the fine print)
Point values are highest for international awards, followed by national and then regional awards. Best of Show and Grand Prix receive more points than Gold, which in turn receives more points than Silver, and so forth.

Agencies
The points for agency offices in multiple cities have been combined. However, distinct but affiliated agencies (with the same parent company) are listed separately. If two agencies are listed on a single campaign, each receives the same points.

Individuals
Points are awarded to the individuals credited in the award show books as they appear. If a name is not listed, it does not receive points. In some cases agencies have provided corrections which have been taken into account on a case by case basis. We have done our best to reconcile any discrepancies in the spelling of individual names between the various books.

Advertisers

Points are awarded at a company level, rather than for individual brands.

The awards that count
Regional: ICE, ACE, Ad Rodeo, Créa, Lotus
National: ADCC, Applied Arts, CASSIES, Marketing, CMA
International: Cannes, Clios, Communication Arts, D&AD, One Show, LIAA