Creative Power List Methodology 2021-2022

Creative Power List Methodology 2021-2022

The ICA’s Creative Power Group, along with leading audit, tax and consulting firm, Grant Thornton LLP, has created the Creative Power List, a transparent ranking of Canada’s agency sector based on success at leading international and national awards shows. Here is more detail on the methodology behind the List.

The group selected the important international awards:

  1. Cannes Lions
  2. CLIO
  3. D&AD
  4. The One Show
  5. The Webby’s

Then the national shows:

  1. ADCC Awards
  2. CMA Awards
  3. Effie Awards Canada
  4. Marketing Awards

Along with Grant Thornton, the Group then began a process of attributing the scoring mechanism for the first ever Creative Power List based on 2019 performance.

In looking at the national shows it was decided that the number of awards presented would be taken into account. The Group decided that each of the national shows should have as close as possible an equal weighting in contribution to the overall ranking system:

In 2019 the following number of awards were issued by the national programs:

ADCC – 259
CMA – 153
Effie – 35
Marketing – 232

Therefore, a scoring multiple was applied to bring close parity:

ADCC = x1
CMA = x1.5
Effie = x5
Marketing = x1

The weighting value being created as follows:

ADCC = 259 or 27%
CMA = 230 or 24%
Effie = 245 or 25%
Marketing = 232 or 24%

This delivered a scoring mechanic as follows:

ADCCCMAEffie CanadaMarketing
Best/Grand Effie

Based on 2019 performance each national award show contributes the following to the Creative Power List scoring formula

ADCCCMAEffie CanadaMarketing

A total of 14,886 points to the scheme.

Now the group needed to weight the above for the value of international awards. It was decided that the international shows contribute more to the scheme.

After much debate the following scoring was agreed on for the international shows

 CannesClioD&ADOne ShowWebby
Titanium and Creative Effectiveness Grand Effie / Black Pencil / White Pencil / Best in Show / Grand Effie1000 10001000 
Best of Discipline   800 
Grand Effie, including Grand Effie for Good700350   
Titanium Lion600    
Gold / Yellow Pencil / Webby Winner500250500500250
Silver / Graphite Pencil / Webby Nominee300150300300150
Bronze / Wood Pencil / Webby Honoree200100200200100

Based on 2019 performance each international award show contributes the following to the Creative Power List scoring formula

CannesClioD&ADOne ShowWebby's

A total of 28,410 points to the scheme.

This means that the international shows contribute 66% of the points and the national shows 34% to the overall scheme.

This scoring mechanic will now be in place for 2021, so that the industry can transparently see what is on offer for their overall ranking from each award show.  The Creative Power Group will take feedback and review this scoring rubric at the end of each coming year and set out the scoring system for the next year.  So, at the end of 2021 the group will review and decide what it should be for 2022.

Entries by multiple locations of the same agency

Sometimes entries to award shows are made as a co / joint-submission by the same agency but multiple offices.  Where this is a by Canadian office and an office in another country, the points allocated will be divided equally between each entrant in the creation of the Creative Power List.