METHODOLOGY

Strategy’s Creative Report

Card tallies the awards given to agencies, advertisers, creatives and strategists over the past year. We select a range of shows that incorporate a variety of media and assign every award a point value, weighted to recognize that international shows are bound to be tougher to win than regional ones. We build a database of wins for each advertiser, agency, CCO, CD, AD, CW, designer and planner, and tally them to determine a ranking in each category. (Note: this accounts for thousands of individual awards and relies on the credits published by the shows. Therefore, there is room for error and/or omission.)

Scoring

Point values are highest for international awards, followed by national then regional. Best of Show and Grand Prix receive more points than Gold, which receives more than Silver, etc. We reserve the right to review and/or change the weight of awards each year based on their level of prestige and difficulty.

Agencies

The points for agency offices in content on social media and within co-worker areas. This approach helped us build stronger moments of connection and energy with our co-workers and customers and increased overall awareness, connection to IKEA and pride to work at IKEA. multiple cities are combined. Distinct but affiliated agencies (with the same parent) are listed separately, unless considered a single entity by the agency. If two agencies are listed on a single campaign, each receives the same points.

Have you been able to gauge the impact of all that work?

When efforts to highlight the unique IKEA store and web experience in a fun and twinkly way have resulted in more consumers visiting and purchasing in store and online (+123% store visits, +1.3% sales), we know we’re heading in the right direction.

What difference has “Tough Turban” made?

Pfaff HarleyDavidson is proud to champion an idea that celebrates the diversity of our ridership. We’re honoured to be part of an initiative that helped build awareness of a core issue and drive innovation to support our vast community of riders across Canada and around the world.

And the business impact?

“Tough Turban” was featured in mainstream media around the world and had a positive impact on how people feel about the Pfaff Harley-Davidson brand. This initiative contributed to last year being our biggest year ever.

Individuals

Points are awarded to the individuals credited in the award show books. If a name isn’t listed, the individual receives no points. In some cases, agencies have provided corrections, which have been taken into account on a caseby-case basis.

Advertisers

Points are awarded for the brands as listed in the awards annuals. Sub-brands or brand extensions are grouped together under main brand.

The Awards That Count

Regional: ACE, Ad Rodeo, IDEA Awards

National: ADCC, Applied Arts, AToMIC, CMA, Marketing Awards, SIA Awards

International: Cannes Lions, Clio Awards, Communication Arts, D&AD, Epica, One Show

Every year, strategy looks to the AToMiC awards program to explore the alchemy behind the ideas and new thinking that disrupted the status quo. These new mash-ups of creativity, tech and content innovation push the boundaries (and some buttons) as they show the way forward. > We admire brands that went beyond fronting to truly throw their weight behind a worthy cause and fight injustice. We highlight creative partnerships with celebrities and influencers that challenge the expected. And we look to digital and tech executions that truly drove change. > The winners, chosen by a jury of digital, agency, marketing and media execs, offer examples of how to engage audiences on multiple screens and in new environments. > Read on for the insights that shaped this year's remarkable work. And, to see a full list of this year's winners, be sure to visit strategyonline.ca. > BY

WENDY KAN