As with previous years, the B!G Awards process started with a national call for entries. Agencies were asked to submit a description of a program created and executed from July 2010 that went beyond advertising – something that was big, not just in terms of dollars spent, but also in strategic and creative scope.
Since the goal is to showcase projects outside the advertising remit that major brands are entrusting to their agencies, the brand had to have spent $10 million on media at the parent company level, and the account must be worth at least $1 million in revenue to the agency.
Submissions were then judged, online and in isolation, by a cross-discipline panel of industry experts. Judges graded each entry for its creative and strategic insight as well as its impact, giving each of these elements a score out of 10. Those who declared conflicts did not score the relevant cases. The top three scores are profiled here and will be recognized at strategy’s Agency of the Year Awards on Nov. 10.
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Gold: Taxi and Canadian Tire bring it home
Silver: Sid Lee floats to success with Bota Bota
