AdReview's Ad Agency of the Year Awards open for entries

"One of the toughest decisions in advertising," says Tony Koenderman, who assembles the team of judges that makes the choice on behalf of AdReview, the annual overview of the ad biz.

"A lot hangs on the result and the difference between a winner and an also-ran is very narrow. There are very few unchallengeable measures of achievement on which to base our decisions, so we rely on the experience and integrity of the jury to make the right judgment call."

More balanced weighting of criteria

A searching re-examination of the criteria for choosing the winners has begun with the assistance of Yardstick, the pitch consultants, but it will not be completed in time for this year's judging. As a first step, a more balanced weighting of criteria will be introduced this year so that the winning of creative awards plays a less important role.

"Creative awards will still be important, but the trend of advertising generally is towards more integrated solutions which involve many communications channels in addition to traditional media," says Koenderman.

The winning agency is the one rated for delivering the best combination of business and professional performance during the year. Criteria include new business acquisition, business growth, advertising effectiveness. Case studies may be submitted to illustrate excellence in any sphere. There are also individual awards for personal achievement.

Winners chosen in several categories

Agency winners are chosen in several categories based on the regions in which they operate and on their specialties. Therefore, there are winners for Gauteng, Cape, Durban, design, digital and media agencies. The overall winner is chosen from the category winners.

For entry forms, email Sarita Isaacs at moc.42aidem@scaasi.atiras or download from www.advantagemagazine.co.za/entry-forms-2012/.