Nike leads medal score

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Award show winners tend to be the perennial same crowd, and 2004 is no exception, with names like Nike, Volkswagen and Anheuser-Busch filling out the top 10 list of advertisers ranked for the first time as part of Advertising Age's Awards Year in Review.

With data supplied by Ad Age sibling Creativity, this project encapsulates all the major award show winnings, from the Cannes International Advertising Festival to the One Club's One Show, the Clios, D&AD Awards, Art Directors Club Show, Andys and Association of Independent Commercial Producers' AICP Show. (For more in-depth coverage, see Creativity's August issue and AdCritic.com.)

Creativity also puts those winnings into context with a weighted, or "cooked," list, with each award assigned a different value based on show and gold, silver, bronze or grand prize level. Reflecting how much advertising is evolving away from traditional media, the rankings include every award at every show, including TV, print/outdoor, cyber and media. Some shows had categories called integrated marketing, innovative marketing, innovative media, content and contact; all were included.

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