METHODOLOGY

It’s that time of the year and again adobo measures the creative firepower of advertising agencies, their talent and key supplier categories in the Philippines.

Like last year, adobo worked closely with PwC Isla Lipana for the auditing and tabulation to ensure that the process of compiling an index of creative talent behind the country’s best marketing communications work is both fair and transparent.

The rankings are solely performance-based, tracking the achievements of advertising agencies, creatives, directors and production houses across 12 of the most important local, regional and global advertising awards shows in 2016.

Under The Rankings involve a multi-stage process:

1. The adobo Creative Rankings were concluded using the list of awards received by each advertising agency from selected international and local advertising awards-giving bodies as summarized and provided by adobo to PwC Isla Lipana.
2. The rankings are based solely on performances of agencies over the past year. The list of awards submitted by all agencies are duly reviewed by adobo and verified by each respective agency’s authorized personnel. adobo has identified the following international and local advertising award-giving bodies to be included in the tally of the 2016 Creative Rankings:
   1. International: Cannes, D&AD, Clio, One Show, London International Awards, New York Festival, AdFest and Spikes Asia
   2. Local: Kidlat Awards, Araw Values Awards, Boomerang Awards, Asia-Pacific Tambuli Awards, adobo Design Awards Asia
3. As each advertising award-giving body carries a certain degree of prestige, adobo assigned and placed equivalent points/scores for each award. The table shows the equivalent or points assigned to the different awards show. ]insert table (see below)
4. PwC Isla Lipana made a tally of all the awards received by each agency from the above award-giving bodies. For score tabulation purposes, minor awards and categories including Craft entries, were only given 30% of the indicated score set for the different awards.
5. The total number of awards counted and accumulated for each agency was multiplied by the equivalent points indicated in the table. Accordingly, an agency which won a greater number of international awards is expected to amass more points. The counted awards only include credits earned by the agency (i.e metal and distinction) and do not include any credits from its creatives.
6. The equivalent points tabulated in (5) are added together to arrive at the total points earned by each agency from all categories mentioned, awards (Gold, Silver, Bronze, Finalist/shortlisted) and award-giving bodies. The total points were used to determine the final rankings.
7. Creatives are ranked separately from the agency ranking following the same tabulation process and equivalent points awarded. Credits for creatives do not count for the agency ranking. Talents are listed with the company they were employed at the time of the award wins.