Creative Power List Methodology 2025

Creative Power List Methodology 2025

The ICA’s Creative Power Advisory Group decided on this methodology that will be used to create the Creative Power List 2025 based on performance in 2024.  Supported by leading audit, tax, and consulting firm, Grant Thornton LLP, the ICA will publish the 2025 rankings in January 2025.

Creative Power List Methodology 2025 pdf

The international awards that count:

  1. Cannes Lions
  2. CLIO
  3. D&AD
  4. Effie Awards (Global and non-Canadian national schemes)
  5. Immortal Awards
  6. The One Show

Then the national shows:

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

Building the national weighting

In 2023 the following number of awards were issued by the national programs:

  1. ADCC Awards - 328
  2. CMA Awards - 146
  3. Effie Awards Canada - 38
  4. Marketing Awards – 47

Therefore, a scoring multiple is applied to bring impact balance:

  1. ADCC = x1
  2. CMA = x2.25
  3. Effie Awards Canada = x8.64
  4. Marketing = x6.98

The weighting value being created as follows:

  1. ADCC = 328 or 25%
  2. CMA = 328.5 or 25%
  3. Effie Awards Canada = 328.32 or 25%
  4. Marketing = 328.06 or 25%

This delivered a scoring mechanic as follows:

ADCCCMAEffie Awards CanadaMarketing
Best/Grand Effie3578.75302.4244.3
Shortlist / Finalist12.258.646.98

The international scoring across the selected awards is:

Cannes LionsPoints
Titanium and Creative Effectiveness Grand Effie1000
Grand Effie, including Grand Effie for Good700
Titanium Lion600
Gold Lion500
Silver Lion300
Bronze Lion200

Grand Effie350

White Pencil1000
Yellow Pencil500
Graphite Pencil300
Wood Pencil200

Effie Awards (non-Canada)Points
Global Best of the Best - winner1000
Global Best of the Best - contender100
Grand Effie - National399
Gold - National285
Silver - National171
Bronze - National114
Shortlist - National11.4


The One ShowPoints
Best of Show1000
Best of Discipline800
Gold Pencil500
Silver Pencil300
Bronze Pencil200

This scoring mechanic will now be in place for 2024, so that the industry can transparently see what is on offer for their overall ranking from each award show.  The Creative Power Advisory Group will take feedback and review this scoring rubric at the end of 2024 and set out the scoring system for the 2026 Creative Power List.

Co / Joint Entries

Sometimes entries to award shows are made as co / joint-submissions either by multiple agencies or by the same agency but multiple offices.  The points allocated will be divided equally between each entrant in the creation of the Creative Power List.

The Creative Power Advisory Group welcomes feedback on this initiative and its methodology.  It is created by the industry for the industry.  Please email any feedback and nominations for the Creative Power Group to

Creative Power List Methodology 2025 pdf