WHAT’S THE POINT? WHO KNOWS?

Finweek English Edition - - Advertising & Marketing -

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.

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