WHAT’S THE POINT? WHO KNOWS?
TWO RANKING LISTS of Loerie-winning agencies have been issued in the wake of last weekend’s advertising grabfest at Margate – and while similar, they’re not the same. So which one do you believe? For example, The Creative Circle’s version gives the Ogilvy group 5 750 points while the Loerie Awards table accords the group 5 100. Fortunately, the discrepancies don’t affect the ranking order – but it could easily have been otherwise.
What happened is that the Loerie Awards company decided to issue its own ranking list in order to get results out quickly and also to elevate ordinary craft awards (other than gold) to equivalent with silver Loeries, worth 100 points. The Creative Circle makes a Gold Craft equal to a Gold Loerie but doesn’t allocate points to lesser crafts.
The Creative Circle, which invented and maintains the point-scoring system, isn’t happy. “It goes absolutely without staying that our list is the right one,” says chairman Rob McLennan. “Next year there will be only one list – and it will come from the Creative Circle.”
But Loeries MD Andrew Human says Creative Circle members sit on the Loeries board and were party to the decision. The awards belong to the Loeries, he adds, and it would be wrong not to endorse a new one.
There are other differences in the two lists. The Loerie company ranks individual agencies or offices, while the Creative Circle ranks groups.
Third, the Creative Circle has a confusing system of allocating extra points to “campaign elements”. Thus if an ad wins gold (350 points) but it’s part of a campaign with three other executions of the same idea, the other three each get 25 extra points. The Loeries system doesn’t award those extra points.
The Creative Circle’s list doesn’t include non-members, with the result that it ignores the achievements of Trigger and Am I Collective, each with a Grand Prix – out of only four awarded. The Creative Circle’s list can hardly be authoritative without them.
Yet another difference is that points won in collaborations between two agencies on the same account are allocated to the lead creative agency. So the Loerie rankings don’t include Gloo Digital Design. To rank agencies in an equitable way we’ve designed another table we believe can be regarded as definitive – at least for this year. This is explained in the table notes.