The judging panel consists of professionals from both agencies and the client community. The judges score agencies on both strategic thinking and creative execution to arrive at a final score for the five campaigns as a body of work.
The judges will be asked to evaluate an agency’s ability to work in different product categories and in different media. In other words, they will be looking for both versatility and consistency. You should keep this in mind when preparing your submission.
Each judge fills out a score sheet supplied by strategy. Their individual responses are confidential. The judging panel will not meet as a group; they will review the work individually, online. If there is a conflict of interest with an agency or brand, they are asked to abstain from scoring that particular work.
Each case will be given two scores – strategic and creative –which will be combined for an average score. The Agency of the Year will have the highest total score from the five cases.