Entries for the AdNews Agency of The Year Awards 2024 have officially opened.
The judging panel is solely comprised of senior marketers and CMOs from over 50 companies, spanning sectors such as FMCG, finance, retail, automotive, travel and telecommunications. These experts bring a wealth of experience and insight to the evaluation process.
So what did judges rate highest in previous years?
Woolworths MarketPlus CMO Ryan Gracie said effectiveness was a priority for judges assessing large volumes of entries.
“Give me the facts, real numbers around business growth and the metrics that count. For me, creative that sells is the creative that counts, I’m not overly impressed by campaigns that tick all the ‘new gimmicks box’, or make consumers jump through hoops, I just want to know the campaign moved the brand and sales needles in the right direction and made a real difference to the top and bottom lines.”
IKEA ANZ head of marketing Kirsten Hasler also emphasised the need to demonstrate innovation with tangible business outcomes. That formula extends from campaigns to categories around people and culture.
“The work that stood out managed to gain a cut through by using innovative creative or unique channel usage, securing maximum ROMI. Agencies who demonstrated a strong focus on not only profitability and client retention, but also great ways to keep their agency staff engaged and invested, ultimately resulted in better outcomes for their clients.”
Goodman Fielder AU head of digital, media and marketing effectiveness Leah Jackson said it’s evident the media landscape has become increasingly fragmented. The ability to distill complex data into clear, actionable insights is what sets winning agencies apart.
“The interpretation of using data, or specific media channels is vast and varied; however what is clear is that a well-defined consumer insight, brought to life with beautiful simplicity and utilising smart data, made winners clear and easy stand outs,” Jackson explained. “What is also clear is that agencies that have defined and developed a clear EVP and are investing in their people, aren’t facing the talent battle with high retention and staff sentiment stats.”
Afterpay international VP marketing Joel Moran adds that when it comes to D&I initiatives for agency employer categories, it's about breaking away from the ordinary and steering clear of the 'business as usual' laundry list. During his judging phase, several agencies stood out for extending company culture across all touchpoints.
“Exceptional agencies didn't just check the boxes; they had a vibe, a real culture that seamlessly seeped into their client interactions, people policies, and business moves. We were most impressed by those who not only stated what they stood for but boldly declared what they were not doing.
“We saw some cool new tech implementations when judging [some categories] but the real standouts weren't just tech-savvy; they were strategy masters with impressive results to back it up.
“Some dabbled in advanced tech like AI, but the outcomes didn't quite match the buzz. The real heroes were the brands with heart – they executed social responsibility programs brilliantly and made it look effortless, giving their brand a natural boost.
“Amidst the glitz and glam, what set agencies apart was the power of simplicity, blended with killer strategies, execution that oozed impact, and results that spoke for themselves. While many agencies boasted of client loyalty, some of those claims raised eyebrows.
“A handful dared to venture into the honest territory of acknowledging lost clients, learning from those experiences, and truly owning their growth. Now, that's the stuff of winners!”
For Myer GM of marketing Gemma Hunter, there are three qualities that define a winning agency.
“One: Examples of world class creative work, transformative and effective ideas that are born from a cultural insight.
“Two: A commitment to and examples of leading the way in the much needed equality, diversity and inclusion agenda in our industry.
“Three: A culture that adapts to the changing needs of agency talent in today’s world. If you can nail all three, you are the Agency Of The Year, a leader who inspires the whole industry."
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