The creative ranking 2018ff with new magic formula 7 + 3

The Swiss Creative Ranking, published annually by Werbewoche, needed a revision. An "elephant round" has decided on several adjustments. They will be valid from next year.

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At the end of August, the ADC board and the leading representatives of the top 10 agencies of the last creative ranking met. Also sitting at the table was Werbewoche. The "elephant round" was chaired by ADC President Frank Bodin.

To start with: the principle of "less is more" - which also means less costs for the agencies - will be maintained. The new magic formula is 7 + 3. The main competitions comprise the seven most important awards with correspondingly great appeal: three global competitions (Cannes, D&AD, One Show), two "European Championships" (Eurobest and ADC of Europe), the "Swiss Creative Championship" (ADC) and the Effie, which takes place every two years. Clio is no longer present in the main competitions or now in the "Best of 10" competitions.

From the "Best of 10" competitions, the agencies can add their three best results to the main competitions. Furthermore, some "sector competitions" that cover a specific sector are not counted (for example, "Healthcare Lions"). Other "sector competitions", such as Eurobest Innovation or Cannes Lions Entertainment, are newly included.

The weighting of the competitions and the multipliers of the prizes have also been slightly changed - for example, the "value" of bronze has been increased compared to the shortlist. The new multipliers correspond to a comprehensible and correspondingly simple logic. The new ranking will come into effect on 1.1.2018. The coming ranking for the year 2017 will therefore be calculated and carried out once again on the basis of the previous rules.

The adjustments will be published again with the publication of the upcoming ranking. The rules will be available on Werbewoche.ch at all times.

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Decision 1/3: The magic formula 7+3

Main Competitions:

  • Cannes
  • D&AD
  • One Show
  • Eurobest
  • ADC of Europe
  • ADC Switzerland
  • Effie

5 international and 5 national competitions, from which agencies may add their three best results to the main competitions:

  • Clio
  • London International Advertising Awards
  • New York Festivals
  • Webby Awards
  • Epica
  • Best of Swiss Web
  • Best of Swiss Apps
  • Edi
  • Swiss Poster Award
  • SDV Award

Decision 2/3: The competitions and their weighting

Factor 6 = top global competitions

  • Cannes
  • D&AD
  • One Show

Factor 5 = further global competitions

  • Clio
  • London International Advertising Awards
  • New York Festivals
  • Webby Awards

Factor 4 = European Championship

  • Eurobest
  • ADC of Europe

Factor 3 = Swiss Championship

  • ADC Switzerland

Factor 2

  • Effie (every two years)
  • Epica (International Award given by representatives of the trade press)
  • Best of Swiss Web
  • Best of Swiss Apps

Factor 1 = other Swiss competitions

  • Edi
  • Swiss Poster Award
  • SDV Award

Award quotients (number of awards in % of submissions / source: Horizon/ADC*E) are helpful to justify the award weighting.

  • Cannes: 3.2 percent
  • D&AD: 4.2 percent
  • One Show: 2.6 percent
  • Clio : Unknown
  • London International Advertising Awards: 4.6 percent
  • New York Festivals: 2.4 percent
  • Webby Awards: 9.2 percent
  • Eurobest: 10.6 percent
  • ADC of Europe: 1.3 percent

Decision 3/3: Awards and their weighting

  • Grand Prix: 12 (11 so far)
  • Gold: 8 (previously 7)
  • Silver: 5 (previously 4)
  • Bronze: 3 (previously 2)
  • Shortlist: 1 (unchanged)

The slightly larger point spread gives the top prizes greater value.

For D&AD, the Black Pencil is equivalent to a Grand Prix, the Yellow Pencil to Gold, Nominees to Silver and Book Entries to Bronze. At the Webby Awards, Honorees are equivalent to Bronze. At the ADC of Europe, where there are only Gold and Nominees, the Nominees are rated Bronze. The Edi Special Awards are considered bronze.

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