Call for Entries

Ad Age's Multicultural Agency of the Year: How to Enter

Deadline Is Nov. 22

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NEW YORK (AdAge.com) -- It's that time again, when agencies get to show us all the phenomenal work they produced throughout the year -- and just as important, how that work is working for their clients.

Ad Age is now accepting submissions for our annual Multicultural Agency of the Year award that honors the best shops targeting ethnic consumers. Last year's winner was LatinWorks, which had an amazing story about growth, creativity and effective solutions for clients. Here's your chance to illustrate why you should be Ad Age's Multicultural Agency of the Year.

The multicultural winner will be named on Jan. 24, as part of Ad Age's annual Agency A-List report honoring the best agencies in adland. Your entry will also be considered for the Agency A-List, and any other agency lists in that report. Last year, Alma DDB made the A-List, and several other multicultural agencies, including Grupo Gallegos and Lopez Negrete, were written about in lists of agencies to watch.

Below are your questions answered about the submission process. If you have additional queries, please contact Ad Age's international & multicultural editor Laurel Wentz at lwentz@adage.com.

What do we look for?
Evidence of business success for the agency, conveyed to us via revenue growth, income growth, and a strong new-business record. Yes, we know it's been a tough few years for the agency business, but the best out there have developed innovative channels for making money, such as collaborative projects, ownership of IP, influencing or even creating product -- so make sure to include those too. And, as always, Ad Age weighs heavily how the agency has delivered strong results for its consumer-marketing clients. In other words, we're looking for shops that are coming up with creative and effective solutions to clients' business problems, with meaningful, measurable results that back up the claim. (Please note, here at Ad Age we don't think "creative" necessarily means the most beautiful or edgy TV commercial, but rather most creative thinking about a problem.)

So what should you submit?

  • Three to five of your best client case studies, including all the relevant work you did for them as well as an explanation of the challenge you were facing, your strategy, your tactics and, most importantly, the results. We're especially interested in insights that helped marketers understand and successfully target multicultural consumers. We prefer hard business results like sales and market share, but we'll also consider other indicators such as evidence of how work has penetrated popular culture; media pickup; consumer engagement numbers (e.g., YouTube views, Tweets). You can also include publicly available data such as the numbers provided by IRI. Share a stock chart for your client, and show us how you moved their market cap. Be inventive -- but be accountable. If creative work is in Spanish, that's fine, you don't have to translate it (we judge Ad Age's Hispanic Creative Awards every year in Spanish; we really don't need translations!).
  • A picture of your growth. We need you to let us know: how your revenue has grown/declined in percentage terms in 2010 and explain a bit about where that revenue comes from (e.g., 5% mobile, 30% digital); your projected calendar-2010 revenue; and explain any major headcount changes.
  • Provide a list of major account wins and losses.
  • In no more than 250 words, describe your agency culture. What have you done to foster talent, a creative workplace, collaboration.
  • Share a few photos that you think represent your agency. They could be of your principals and top execs, the agency space, the bar cart, the pool table. This is for potential use in our A-List package, either print or online, and beyond.

How do you submit?
Just like last year, this is a paperless process. Think green! Put everything up on a website and send us the URL. There are no points for fancy presentation here -- use a Tumblr account, learn Wordpress, we don't care. But obviously the easier it is for us to navigate these entries the more good thoughts we'll be feeling as we evaluate them. Send the URL to Laurel at lwentz@adage.com. There is no charge to enter.

What's the deadline?
Nov. 22. This will NOT be extended.

Can we have an extension to the deadline?
See previous question. This gives you a month to submit and us just a few weeks to read, research, interview, write, photograph, design, etc. We're being fair, so please, please try to get all your entries in by Monday, Nov. 22.

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