Strategy’s Creative Report Card tallies the awards given to agencies, advertisers, creatives and strategists over the past year. 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 to win than regional ones. We build a database of wins for each advertiser, agency, CCO, CD, AD, CW, designer and planner, and tally them to determine a ranking in each category. (Note: this accounts for thousands of individual awards and relies on the credits published by the shows. Therefore, there is room for error and/or omission.)
SCORING
Point values are highest for international awards, followed by national then regional. Best of Show and Grand Prix receive more points than Gold, which receives more than Silver, etc. We reserve the right to review and/or change the weight of awards each year based on their level of prestige and difficulty.
AGENCIES
The points for agency offices in multiple cities are combined. Distinct but affiliated agencies (with the same parent) are listed separately, unless considered a single entity by the agency. 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. If a name isn’t listed, the individual receives no points. In some cases, agencies have provided corrections, which have been taken into account on a case-by-case basis.
ADVERTISERS
Points are awarded for the brands as listed in the awards annuals. Sub-brands or brand extensions are grouped together under main brand.
THE AWARDS THAT COUNT
Regional: ACE, Ad Rodeo, IDEA Awards
National: ADCC, Applied Arts, AToMIC, CMA, Marketing Awards, SIA Awards, Strategy Awards
International: Cannes Lions, Clio Awards, Communication Arts, D&AD, Epica, One Show
