News & Events

Effectiveness Index

FOR IMMEDIATE RELEASE
January 18, 2017

A New Ranking of Agency Excellence and Effectiveness

Toronto, ON — January 18, 2017 — The CASSIES Effectiveness Index is set to be introduced for the very first time at the CASSIES Gala on February 22, 2017, at the Arcadian Court in Toronto. This new index ranks agencies based on the effectiveness of their marketing communications campaigns.

Scott Knox, President and CEO of the Institute of Communication Agencies (ICA) and co-owner of the CASSIES Awards, had this to say about the new index: “The CASSIES Effectiveness Index was designed to highlight the expertise of agencies in producing proven success across a variety of brands and industries. Business results are at the centre of all our activities and it is an honour for an agency to be included in such a high level ranking.”

For each edition of the CASSIES, agencies will be ranked using a precise scoring system. The agency with the most points will be awarded the CASSIES Effectiveness Index prize. Points are awarded as follows: judges attribute points based on award level: Bronze (2), Silver (3), Gold (4) and Grand Prix (5) and one point is given to each case which passes the extremely demanding first stage of judging (benchmarking).

The points accumulated by the participating agencies are published in two rankings. The first is based on the total number of points accumulated over the course of the year and the second shows the agencies’ achievements taking into account the sum of the last three years (2015, 2016, 2017).

In order to create a rolling chart of these three years, the results have already been calculated for the 2017, 2016 and 2015 CASSIES. Here’s the top ten agencies for each year:

2015

Leo Burnett

23

TAXI Canada Ltd.

22

Ogilvy & Mather

18

DDB Canada

14

Grip Limited

12

Publicis Montreal

10

Rethink

10

Grey

9

john st

9

Cossette

8

2016

Leo Burnett

22

Grey

21

DDB Canada

14

Anomaly Inc.

11

Bensimon Byrne

10

Sid Lee

8

Rethink

8

TAXI Canada Ltd.

8

lg2

7

Ogilvy & Mather

7

2017

BBDO Toronto

19

Cossette

15

Anomaly

14

Ogilvy & Mather

14

Bensimon Byrne

13

Leo Burnett

13

Grey Canada

11

Zulu Alpha Kilo

11

Juniper Park\TBWA

8

DDB Canada

6

Tank

6

TAM-TAM\TBWA

5

Sid Lee

4

UNION Advertising Canada LP

4

Camp Jefferson

3

Grip Limited

3

kbs

3

McCann Canada

3

Publicis Montreal

3

TAXI Canada LTD.

3

APEX (on behalf of Walmart)

2

Sandbox Advertising

2

The Hive

2

ds+p

1

FCB Montreal

1

Jan Kelley

1

john st.

1

JWT

1

Saint-Jacques Vallée Y&R

1

This is a cumulative index of the top 25 Agencies from 2014-2017.

CASSIES Effectiveness Index 2014-2017 Cumulative

1

Leo Burnett

58

2

Grey

41

3

Ogilvy & Mather

39

4

DDB Canada

34

5

TAXI Canada LTD.

33

6

Bensimon Byrne

27

7

Cossette

27

8

Anomaly

26

9

BBDO Toronto

23

10

Grip Limited

21

11

Rethink

18

12

Zulu Alpha Kilo

18

13

Sid Lee

17

14

Juniper Park\TBWA

13

15

lg2

13

16

Publicis Montreal

13

17

john st.

12

18

JWT

9

19

Tank

8

20

Saint Jacques Vallée Y&R

6

21

Cundari

5

22

TAM-TAM\TBWA

5

23

WestJet

5

24

cleansheet communications

4

25

Credit Counselling Society

4

26

UNION Advertising Canada LP

4

27

Blue Ant Media

3

28

Camp Jefferson

3

29

ds+p

3

30

FCB Toronto

3

31

kbs

3

32

Marshall Fenn

3

33

McCann Canada

3

34

Saatchi & Saatchi Canada

3

35

APEX (on behalf of Walmart)

2

36

Ariad Communications

2

37

DentsuBos Inc.

2

38

Havas Worldwide Canada

2

39

Lowe Roche Advertising

2

40

Marketel

2

41

McKim Communications Group

2

42

Sandbox Advertising

2

43

Target

2

44

The Hive

2

45

Bleublancrouge

1

46

ChangeMakers

1

47

Diamond Integrated Marketing

1

48

FCB Montreal

1

49

Jan Kelley

1

50

OneMethod Digital & Design

1

51

PLAY Advertising

1

52

Revolve

1

53

Tactic Direct

1

54

Y&R

1

ABOUT THE CASSIES

The CASSIES, currently in its 24th year, is the only contest in Canada to recognize the effectiveness of marketing communications campaigns based on rigorous case studies. The contest is held by the Institute of Communications and Advertising (ICA), the Association of Creative Communications Agencies (A2C) and the Association des professionnels de la communication et du marketing (Réseau APCM), and is produced by Strategy magazine. Globe Media Group is the Platinum Sponsor and Millward Brown Canada the Exclusive Judging Sponsor of the 2017 CASSIES. Since its creation in 1993, the CASSIES have recognized the business achievements of more than 500 campaigns from the best advertising and communications agencies in Canada. The winning case studies can be found in the library section of the CASSIES website at www.cassies.ca.

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Information:

Yanik Deschenes, APR
438-390-8244