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February 2008 - Strategy Magazine
Creative report card

Method
How we do it

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

Scoring

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

Agencies

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

Advertisers

Sometimes different advertisers are named for the same ad. We have attempted to consolidate all points under one name for the purposes of tabulating our results. No two 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 it accounts for almost 1,000 individual awards (and there are at least five credits for every award). Therefore this is obviously not a perfect system. But we have tried to do our best in determining the value of each award show, and give credit where it's due.

The awards that count:

Regional: ICE, Ad Rodeo, Lotus, Créa

National: Cassies, ADCC, Marketing, Applied Arts

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

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Jump to:

Top advertiser: Unilever

Top agency: Rethink

Top CD: Rethink's Chris Staples and Ian Grais

Top AD: Ogilvy's Tim Piper

Top copywriter: Ogilvy's Tim Piper

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