Creative Report Card: Methodology

How do we arrive at the rankings for our annual Creative Report Card? Read on to find out.

Strategy‘s Creative Report Card tracks and tallies the gold-, silver- and bronze-ware 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 incorporate a variety of media and assign every award a point value, weighted to recognize that international shows are bound to be tougher fields than regional ones. As the books arrive through the awards season, we keep a database of wins for each advertiser, agency, creative director, art director and copywriter and add them up to determine a ranking for each category.

The purpose of the Creative Report Card is to provide an overview of Canada’s strongest creative advertising work on a yearly basis. Please bear in mind that it accounts for more than 1,000 individual awards (with at least 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. Best of Show and Grand Prix will receive more points than Gold, which receives more than Silver and so forth. We reserve the right to change the weight of awards based on their level of prestige and difficulty.

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 receive the same points.

Points are awarded to the individuals credited in the award show books as they appear. If a name isn’t listed, it doesn’t receive any 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 fix any discrepancies in spelling of individual names between various books.

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

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