TAXI DELIVERS KNOCKOUT PUNCH - Strategy
TAXI DELIVERS KNOCKOUT PUNCH - Strategy TAXI DELIVERS KNOCKOUT PUNCH - Strategy
aoy process & scores THE PROCESS As in previous years, the AOY process began by identifying agencies that would be invited to compete. This was based on a poll of 50 senior creatives and client marketers from across Canada. From a comprehensive list of agencies and their major campaigns, each person was asked which shops stood out on the basis of their work over the past year. The agencies with the most yes votes this year were: BBDO, Bensimon Byrne, Cossette, DDB, Dentsu, John St., Leo Burnett, Lowe Roche, Ogilvy, Rethink, Sid Lee, Taxi, TBWA and Zig. Each shortlisted agency submitted fi ve advertising campaigns representing work executed for fi ve different brands over the previous 12 months. Next, we chose the judges: six agency creatives (the creative panel) and six marketing execs (the strategic panel). Working in isolation, the judges gave each agency’s submission an overall score of zero to 10 based on strategic insight and the ability to execute creatively. The cumulative scores from the creative and strategic judges were then tallied and averaged, with equal weighting. The agency with the highest GPA was awarded the gold, with the next highest-scoring agencies winning silver, bronze, honourable mention and fi nalist.
It was a very close race this year, with a few tied scores and hair’s-breadth wins. Here are the judges’ averages that determined the Agency of the Year. THE SCORES Creative Strategic Overall BBDO 7.93 Taxi (tie) 7.73 Taxi 7.48 Taxi 7.23 John St. (tie) 7.73 BBDO 7.40 DDB 7.10 DDB 7.38 DDB 7.24 Rethink 6.75 Zig 7.33 John St. 6.88 Dentsu 6.68 Bensimon Byrne 7.25 Zig 6.78 Ogilvy & Mather 6.58 Sid Lee 7.00 Ogilvy & Mather 6.77 Leo Burnett 6.50 Ogilvy & Mather 6.95 Rethink 6.69 Lowe Roche 6.33 BBDO (tie) 6.86 Leo Burnett 6.68 Zig 6.23 Leo Burnett (tie) 6.86 Lowe Roche 6.52 Cossette 6.13 Lowe Roche 6.70 Bensimon Byrne 6.49 John St. 6.03 Rethink 6.63 Dentsu 6.42 TBWA 6.00 TBWA 6.27 Sid Lee 6.39 Sid Lee 5.78 Dentsu 6.15 TBWA 6.14 Bensimon Byrne 5.73 Cossette 5.08 Cossette 5.41 POP! FIZZ! CRUNCH! (You were expecting champagne and caviar on toast?) Congratulations BBDO, for being SHORTLISTED for Strategy’s Agency of the Year. Your friends at Pepsi-QTG and Frito Lay Canada.
- Page 9 and 10: THE 2009 NABS SWIMSUIT CALENDAR IS
- Page 11 and 12: This Canadian-driven campaign has b
- Page 13 and 14: With minimalist copy that read: “
- Page 15 and 16: Flip over the attached card for a s
- Page 17: sponsored supplement custom publish
- Page 20 and 21: custom publishing Minding content,
- Page 22 and 23: custom publishing However, beyond a
- Page 24 and 25: Cruel Intentions Lucky Numbers GET
- Page 26 and 27: aoy gold TAXI KNOCKOUT Looking at T
- Page 28 and 29: aoy TAXI • THE 15 15 BELOW PROJEC
- Page 30 and 31: aoy gold TAXI • BOMBARDIER 30 Bom
- Page 32 and 33: aoy gold TAXI • PALADIN LABS 32 S
- Page 34 and 35: WE’LL NEVER FORGET WHAT JOHN ST.
- Page 36 and 37: aoy silver DIET 7-UP • BBDO • P
- Page 38 and 39: aoy silver On the list of charities
- Page 40 and 41: LEXUS IS F. The IS F goes where Lex
- Page 42 and 43: STIMULANT. Our new campaign for Sti
- Page 44 and 45: To discuss how BBDO creativity can
- Page 46 and 47: aoy bronze Research showed that whi
- Page 48 and 49: aoy bronze DDB • SUN-RYPE Sun-Ryp
- Page 50 and 51: aoy honourable mention MICHELINA'S
- Page 52 and 53: aoy fi nalist ESKA • ZIG • MOLS
- Page 54 and 55: Solo Mobile hearts Rethink Communic
- Page 56 and 57: aoy fi nalist OGILVY & MATHER • D
- Page 58 and 59: aoy shortlist gallery A B C 58 D ww
- Page 62 and 63: aoy judges STRATEGIC PANEL Rob Assi
- Page 64 and 65: aoy hall of fame 1990 Gold: McKim A
- Page 67 and 68: TH!NK B!G B!GAWARDSB!GIDEASB!GIMPAC
- Page 69 and 70: Ogilvy’s standing ovation Unileve
- Page 71 and 72: Taxi’s mobile workout Koodo Mobil
- Page 73: Juniper Park’s prescription Frito
- Page 76 and 77: media aoy media director of the yea
- Page 79: media aoy gold • Starcom MediaVes
- Page 82 and 83: media aoy gold Johnnie Walker 82 Wh
- Page 84 and 85: media aoy silver • Mediaedge:cia
- Page 86 and 87: media aoy silver Sears Canada Molso
- Page 88 and 89: media aoy bronze • PHD Blazing tr
- Page 90 and 91: media aoy bronze Quebec Foundation
- Page 92 and 93: media aoy judges Strategic panel Su
- Page 94 and 95: Congratulations from your friends a
- Page 96 and 97: the entrepreneur & the academic BY
- Page 98 and 99: ack page. Taxi ECD Steve Mykolyn sp
aoy process & scores<br />
THE PROCESS<br />
As in previous years, the AOY process began by identifying<br />
agencies that would be invited to compete. This was based on<br />
a poll of 50 senior creatives and client marketers from across<br />
Canada. From a comprehensive list of agencies and their<br />
major campaigns, each person was asked which shops stood<br />
out on the basis of their work over the past year. The agencies<br />
with the most yes votes this year were: BBDO, Bensimon<br />
Byrne, Cossette, DDB, Dentsu, John St., Leo Burnett, Lowe<br />
Roche, Ogilvy, Rethink, Sid Lee, Taxi, TBWA and Zig. Each<br />
shortlisted agency submitted fi ve advertising campaigns<br />
representing work executed for fi ve different brands over the<br />
previous 12 months.<br />
Next, we chose the judges: six agency creatives (the creative<br />
panel) and six marketing execs (the strategic panel). Working<br />
in isolation, the judges gave each agency’s submission an<br />
overall score of zero to 10 based on strategic insight and the<br />
ability to execute creatively.<br />
The cumulative scores from the creative and strategic<br />
judges were then tallied and averaged, with equal weighting.<br />
The agency with the highest GPA was awarded the gold, with<br />
the next highest-scoring agencies winning silver, bronze,<br />
honourable mention and fi nalist.
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