The judging panel consists of professionals from both the client community and agency professionals. The judges each 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 panels will not meet as groups; 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. They will score each agency’s performance on an Olympic-style scale of 0 to 10.
Each agency will be given two aggregate scores – strategic and creative. The Agency of the Year will be the agency that achieves the highest average score.