METHODOLOGY

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I asked 20 cyber luminaries (including Florian Dengler of Pixelpark, Aaron Sugarman of Agency.com, Marek Grabowski of Hub Communications, Bronson Smith of U.S. Interactive, Glen Sheehan of McCann-Erickson/A&L, Leo Lipp of Fluid, Becky Power of Millini, Glenn Pennock of Euro RSCG, Doug Rice of InterActive8, Jan Leth of Ogilvy Interactive, Michel Sergio of Red Sky Interactive, Marcello Povoa of Nicholson NY and Effie Samios of IMC) what they believed to be the most recognized new-media award schemes from around the world.

Not surprisingly, the final list includes most of the advertising industry favorites together with one or two newcomers. Those awards that didn't make it into the list were considered too regional, too media-centric or simply too eccentric.

CRITERIA

Each of the top 10 completed a questionnaire covering the following criteria: number of participating countries, total number of entries, category breakdown, whether they had an education program and/or a student award and entry fees. Even ceremony attendance and whether the cost of a table represented value for money were taken into consideration.

Responses were assessed and marked from 1 to 10 to calculate their relative position in the first ranking for new-media awards.

One of the top award givers for new media (according to the new-media industry) is the Cyber Lions in Cannes, although only in its second year. Carried on the back of the well-established International Advertising Festival, this event has it all: seminars, top jurors, a Young Creatives competition, the biggest international call for entries and a great venue. An expensive gig, but worth it for the networking opportunity. Another one (certainly worth winning) is the One Show Interactive Award: a breakaway from the One Show award for advertising, but destined to become one of the major accolades for new media.

SCORING SYSTEM

Each new-media award won by an agency within the past 18 months through the Cannes festival in June was assigned a numerical value.

A Grand Prize or Best of Show was worth 10 points and a category win 7. Silver and Bronze awards scored 5 and 3, respectively, and inclusion on the shortlist was worth 1. For those awards with only winners and finalists, Winners were worth 7 and finalists 2.

One exception was the British Design & Art Direction Awards with a Gold (Black Pencil) worth 10: a Silver, 7: a nomination, 3; and "in book", 1.

When two or more agencies scored the same number of total points, the league table for award schemes was brought into play to rank joint scorers. The value of the different prizes was finely recalculated based on the ranking of the different award schemes. Effectively, to win a Gold from the No. 1 award scheme was worth a fraction more than a Gold from the award scheme placed at No. 2,

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