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February 2007 - Strategy Magazine
Creative report card

How we do it

The Creative Report Card was established in 1989 to give the marketing community an idea which agencies, clients and creatives have brought home the most hardware for their mantels. To do this, we keep a database of wins for each Agency, Client, CD, AD and Copywriter and award points. However, we at strategy realize it's likely a tougher field at Cannes than in Calgary. Thus, point values are highest for international awards, followed by national and then regional.

Scoring

We attempt to have the value of points we award to reflect the feedback we receive from our readers and industry people. Points are awarded according to whoever is credited in awards show books. When a credit was omitted in a particular awards show, but the same ad was credited correctly in another award show, we would

use the correct information to make our

own tabulation.

Individuals

In regard to the individual awards, we have done our best to reference the agency for which the individual happens to be working currently, wherever possible.

Agencies

If an agency has offices in multiple cities, that agency is credited only once; however, affiliated agencies with identical parent companies are listed separately.

Clients

Sometimes different clients are named for the same ad. We have attempted to consolidate all points under one client name for the purposes of tabulating our points. No two clients were awarded points for the same ad.

A final thought

The purpose of the Creative Report Card is to give a fair and accurate analysis of Canada's strongest creative advertising work. Bear in mind that the report card accounts for almost 1,000 individual awards (and there are at least five credits for every award).

Therefore this is not a perfect system. But we have tried to do our best both in determining the value of each award show, as well as give credit where it's due.

The awards that count:

Regional*: ICE, Ad Rodeo, Lotus

National: Marketing, Applied Arts, Cassies, ADCC

International: Cannes, Clios, One Show, LIAA, D&AD, Communication Arts

* In 2006 the Coq d'Or, co-ordinated by the Publicité Club de Montreal, was not held and therefore not included in the tabulations.

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