The ICA’s Creative Power Group, along with leading audit, tax and consulting firm, Grant Thornton LLP, has created the Creative Power List, a transparent ranking of Canada’s agency sector based on success at leading international and national awards shows. Here is more detail on the methodology behind the List.
The group selected the important international awards:
Then the national shows:
Along with Grant Thornton, the Group then began a process of attributing the scoring mechanism for the first ever Creative Power List based on 2019 performance.
In looking at the national shows it was decided that the number of awards presented would be taken into account. The Group decided that each of the national shows should have as close as possible an equal weighting in contribution to the overall ranking system:
In 2019 the following number of awards were issued by the national programs:
ADCC – 259
CMA – 153
Effie – 35
Marketing – 232
Therefore, a scoring multiple was applied to bring close parity:
ADCC = x1
CMA = x1.5
Effie = x5
Marketing = x1
The weighting value being created as follows:
ADCC = 259 or 27%
CMA = 230 or 24%
Effie = 245 or 25%
Marketing = 232 or 24%
This delivered a scoring mechanic as follows:
| ADCC | CMA | Effie Canada | Marketing | |
|---|---|---|---|---|
| Best/Grand Effie | 52 | 245 | 35 | |
| Gold | 25 | 37 | 175 | 25 |
| Silver | 15 | 22 | 105 | 15 |
| Bronze | 10 | 15 | 70 | 10 |
| Shortlist | 1 | 7 | 1 |
Based on 2019 performance each national award show contributes the following to the Creative Power List scoring formula
| ADCC | CMA | Effie Canada | Marketing |
|---|---|---|---|
| 3625 | 3855 | 3647 | 3647 |
A total of 14,886 points to the scheme.
Now the group needed to weight the above for the value of international awards. It was decided that the international shows contribute more to the scheme.
After much debate the following scoring was agreed on for the international shows
| Cannes | Clio | D&AD | One Show | Webby | |
|---|---|---|---|---|---|
| Titanium and Creative Effectiveness Grand Effie / Black Pencil / White Pencil / Best in Show / Grand Effie | 1000 | 1000 | 1000 | ||
| Best of Discipline | 800 | ||||
| Grand Effie, including Grand Effie for Good | 700 | 350 | |||
| Titanium Lion | 600 | ||||
| Gold / Yellow Pencil / Webby Winner | 500 | 250 | 500 | 500 | 250 |
| Silver / Graphite Pencil / Webby Nominee | 300 | 150 | 300 | 300 | 150 |
| Bronze / Wood Pencil / Webby Honoree | 200 | 100 | 200 | 200 | 100 |
| Shortlist | 20 | 10 | 20 | 20 |
Based on 2019 performance each international award show contributes the following to the Creative Power List scoring formula
| Cannes | Clio | D&AD | One Show | Webby's |
|---|---|---|---|---|
| 7640 | 4790 | 4190 | 7140 | 4650 |
A total of 28,410 points to the scheme.
This means that the international shows contribute 66% of the points and the national shows 34% to the overall scheme.
This scoring mechanic will now be in place for 2021, so that the industry can transparently see what is on offer for their overall ranking from each award show. The Creative Power Group will take feedback and review this scoring rubric at the end of each coming year and set out the scoring system for the next year. So, at the end of 2021 the group will review and decide what it should be for 2022.
Entries by multiple locations of the same agency
Sometimes entries to award shows are made as a co / joint-submission by the same agency but multiple offices. Where this is a by Canadian office and an office in another country, the points allocated will be divided equally between each entrant in the creation of the Creative Power List.
