The Agency of the Year is selected by MEDIA's senior editorial
staff, who assess the performance of agencies around the region through
their own editorial coverage during the course of the year, and by
seeking the opinion of respected industry professionals.
The award can go to a network - in which case at least three of the
countries in the network must be star performers - or to an individual
agency, which must have a track record of excellence for several years
in order to demonstrate resiliency and commitment.
Among factors considered in the selection of Agency of the Year are the
quality of creative, business innovations, new account wins, and the
regard with which the agency is held by fellow professionals.
MEDIA makes a point of asking key executives throughout the region their
opinion on which agency should receive the award.
At the same time, weighting is given to the performance of agencies in
those categories of the Agency of the Year Awards which can be entered -
Advertiser of the Year; Creative Use of Media; Suit of the Year and
China Ad Campaign of the Year.
MEDIA looks for agencies which set a shining example and send a positive
message to the industry and the general public about the practice of
advertising.
