Andy Awards invent the ADLOC, advertising’s version of the EGOT

With the 2025 ad award season fast approaching, the Advertising Club of New York’s Andy Awards are proposing a new benchmark of excellence for creatives: the ADLOC, which is similar to the EGOT in the entertainment industry. To earn the ADLOC designation, creatives must have won gold (or its equivalent) for the same campaign in five top shows: the Andys, D&AD, Cannes Lions, The One Show and the Clios—thus, A, D, L, O and C. A comic documentary-style film from agency Gut features top industry execs—including Keith Cartwright, Gerry Graf, Bianca Guimaraes and Fernando Machado—talking about awards and wondering if they are ADLOC winners. The Andys are one of the earliest shows in the calendar year, announcing their winners in April. (Ad Age also reveals the winners of its Creativity Awards in April.) Also read: Gerry Graf launches ad award show with judges newer to the industry “The Andys really set the tone for awards season. Statistically and emotionally,” said Lucas Bongioanni, chief creative officer at Gut New York. “That insight is really all you have to know to get an ADLOC. And an amazing piece of work that can win gold across five of the most relevant award shows.” “The advertising industry has long been missing its own version of the EGOT. With ADLOC, we're finally giving industry talent a new bar to strive for and measure themselves against,” said Anselmo Ramos, founder and creative chairman at Gut. “We're excited to see how this new benchmark inspires the next generation of creative minds.” In addition to the video above, the Ad Club and Gut developed a website at adloc.org where creatives can check if they meet the requirements of an ADLOC. The site will feature a comprehensive library of ADLOC winners, near-ADLOC honorees, creative rankings and a direct link to submit work to the Andy Awards. Creatives will also be able to track their Andy-winning ideas from the beginning of the award season all the way through to Cannes. More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Andy Awards invent the ADLOC, advertising’s version of the EGOT

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