Once the scores for campaigns have been calculated, it is possible to assign points to the organisations behind them – both on the client and agency side.
The scores that have been generated for every campaign in the database are assigned to both an agency and a brand. This information is based on publicly released data, such as the winners lists published by awards organisers.
This allows WARC to build rankings of individual agencies, agency networks, agency holding companies, brands and advertisers.
These rankings reflect the points generated from all campaigns in the database, not just the top 100 campaigns in the WARC 100.
As with campaign scores (see above), there is a cap of 10 Award Points (equivalent to the Grand Prix) that a brand or agency can win from a single campaign in a single competition.
We have also capped the overall Award Points a single brand or agency can win from a single awards scheme (ie from all its winning entries in one competition) at 20.
We have done this because a small number of competitions in the database award a very large number of prizes, making it possible for agencies or brands eligible for those competitions to pick up a lot of points from a single award scheme. This is unfair on agencies or brands ineligible to enter those competitions (for example, if the competition is in a local market and not open to entries from outside that market).
In reality, it is difficult to reach 20 Award Points from a single show (it is the equivalent of winning a Grand Prix, Gold and Silver for multiple campaigns). As a result, the 20-point cap affects a very small number of organisations in the database.
As with campaign scores, all Award Points are multiplied by the relevant Competition Weighting to produce the scores for agencies and brands.
Agencies listed as 'contributing agencies' for a campaign in the database are awarded half the Award Points assigned to 'primary agencies' for the same campaign (ie 1 for Bronze, 2 for Silver, 3 for Gold, 5 for Grand Prix, with a points cap of 5 for a single campaign in any competition).
WARC has used the information released by awards schemes to determine which agencies are classed as 'primary agencies' and which are classed as 'contributing agencies'.
We have introduced a Table Builder feature to allow users to create their own rankings from the database. This feature is available only to WARC subscribers.
Users can build rankings of agencies, agency networks, agency holding companies, brands or advertisers, which they can download to an Excel file. They can filter these rankings by product category, geography, or (for agencies, networks or holding companies) agency type.
We have divided agencies in the database into one of three broad groups: Creative, Media and Digital/Specialist Agencies – a broad category that includes pure-play digital, specialists in PR, brand consultancy and other marketing services.
Because of the effects of the points cap (see above), there may be a very small number of minor discrepancies between custom-built filtered rankings from the Table Builder and the company's overall ranking as published by WARC.