Publications
Partners
It addresses one of the most intractrable problems faced by awards events: finding a common standard on which to compare them. For example, if your ad agency wins 16 silver Loeries, is that better than another agency that wins, say, four gold Loeries? (According to the new system, 16 silvers are worth 640 points, while four golds rack up 440 points.) It creates a level playing field.
The points scale is:
- Grand Prix 300;
- Gold 110;
- Gold Craft 90;
- Silver Loerie 40;
- Craft certificate 30;
- Bronze Loerie 15.
The points system will make it possible to produce ranking tables for individual agencies, agency groups, agencies according to size (small, medium and large), production companies and brands.
And more. So if you’re looking for the best medium-sized agency, or the best experiential marketing agency, the information will now be available officially.
Loeries MD Andrew Human has put an exceptionally high premium on Grands Prix, and a big discount on bronzes. It now takes 20 bronzes to equal one Grand Prix, so it will be extremely difficult for an agency to come out on top by flooding the event with bronze-level entries.
The previous points system used by the Creative Circle made a Grand Prix equal to 12 bronzes. The Cannes Lions Festival makes a Grand Prix equal to just over three bronzes.
The aim, says Human, is “a transparent report on the outcome of the awards. We have provided a thorough and fair process to avoid different and sometimes confusing claims.”
The points are based on the probability of winning each award. At a later date, the Loeries will publish more extensive rankings, including Top 10 tables for all the individual credits, such as executive creative director, illustrator, copywriter or director.
“The Creative Circle fully supports the system,” says Creative Circle chairperson Brett Morris. “Although we have not issued our own points system this past year, there is huge value in the Loeries publishing a comprehensive report based on their results. Cannes Lions has also done so, and we expect other international award shows to follow suit.”
The Creative Circle formerly used a points system of its own, but abandoned it for last year’s results in the belief that it encouraged a desperate race among agencies for points at all costs. Scam ads became more common, and points were won on volume rather than quality.
Tony
Koenderman’s AdReview introduced its own system last year, with a bigger gap
between low-level awards and Grands Prix. The Loeries has widened the gap even
further, and we will support it.
The 2010 Loeries are open to the Middle East and the whole of Africa. The Loerie Awards Festival Weekend is October 1-3.
- Fin24.com
