Each year Ad Age honors the best and the brightest of the agency and marketing worlds with our reports including the Agency A-List, our Marketer A-List, Women to Watch and the Creativity 50. Today, we're excited to announce that we are taking our awards program to the next level with the expansion of the Ad Age Agency A-List into the Ad Age A-List & Creativity Awards.
While the program will continue to showcase the top agencies and creative innovators of the year, it will also honor the best work and the brightest ideas in the advertising and marketing worlds.
The Ad Age A-List and Creativity Awards will not be your typical industry fete, as we will celebrate work and ideas in categories that matter to advertisers and consumers today, created with the input from marketing leaders around the world. They include such areas as humanity, innovation, collaboration and sustained success. (See the full list below).
Entries for the Ad Age A-List & Creativity Awards will open in August 2016. They will be judged by members of the new Ad Age Academy, an elite, diverse group of advertising and marketing leaders who have been recognized for their accomplishments by Advertising Age in the last few years. The Ad Age editorial team will continue to select the Ad Age A-List, which will be announced in January 2017. Winners in the new categories will be unveiled at the Agency A-List and Creativity Awards event in Spring 2017.
The Ad Age A-List (to be determined by the Ad Age editorial team):
Agency of the Year and Agency A-List
Creativity Agency of the Year and Creativity Innovators List
Media Agency of the Year
BtoB Agency of the Year
International Agency of the Year
Multicultural Agency of the Year
Production Company of the Year
Creative Director of the Year
Spokesperson of the Year (Includes Celebrities and Non-Celebrities, Human and Non-Human)
Executive of the Year
The Creativity Awards
Innovation: This category recognizes game-changing innovations -- no matter what the platform, medium or category. Winners could be a new product, smart use of a new technology or surprising use of a tried and true medium, such as outdoor or television. Think in terms of that smart idea that has us wondering, "Why hadn't that been done before?"
Humanity: This category recognizes programs created with social good in mind. It comprises both marketing initiatives and corporate social programs that have a positive impact on society and/or a company's own personnel -- impact that can be game-changing to a business. It encompasses everything from campaigns to internal moves such as parental policies or wage gap initiatives. Being good to people is good for business. These ideas will prove that.
Collaboration: This category recognizes fruitful, innovative creative partnerships between two or more organizations that lead to groundbreaking ideas or initiatives.
Ideas that Cross Borders: Acknowledging that brands are more global than ever, this category showcases campaigns that have successfully resonated across regions.
Sustained Success: This category celebrates long-running campaigns that continue to impress us with their creativity. They should have been in market for three years or more.
New Products: This category awards the best new product in the past two years.
Consumer Connection: This category celebrates a brand's overall customer service program, a standout initiative or single event that shows excellence in the realm of customer service. These programs inspire customer loyalty and deeper connections with the consumers.
Design: This category recognizes smart brand embrace of design. This includes everything from logos, to site redesign, product, package design and retail design.
Conversation: This category awards brands who have demonstrated skill and creativity in engaging with consumers in the social media space.
Experiential Marketing: What are brands doing out there, in the real world, to get consumers talking about them? This category celebrates best of breed experiences created by brands that excite customers in the real world. As we've seen, such ideas can lead to fun films that tell the story of what happened, but more important, the winners should show how brands interact creatively with consumers in the real world.
Big Events: This category celebrates best ads and brand ideas created for major events -- Super Bowl, political campaigns, The Masters, holidays, etc. They don't necessarily have to be paid-media campaigns, but they should be ideas that make the most of a major cultural moment for a brand.
Content: This category recognizes creative uses of storytelling on any number of platforms -- such as long-form films, branded content, native advertising on publishing sites. Of course, great traditional ads can be considered "content," but work that wins in this category represents the sort of storytelling you would not expect to find within a traditional ad buy.
Data-Driven Creativity: This category recognizes campaigns that leverage data or a specific data- driven insight to reach consumers in a compelling way.
Effectiveness: To capture this award, entries must showcase equal measures of creativity and results. Results must be provided through initial KPIs and significant outcomes.
Best In-House Campaign: This category celebrates best ideas to emerge from a brand's in-house creative department.
Campaign of the Year: This category recognizes the best overall campaign. There will be winners in the categories of Business-to-Consumer and Business-to-Business.
Member Favorite: This category recognizes the campaign of the year short-listed entry that receives the most votes from members of Advertising Age.