Process
Who qualified?
Now in its fourth year, the B!G Awards celebrate big projects for big brands. We invited agencies to submit case studies from clients that have media budgets of over $20 million, whose business results in at least $2 million in revenue for the agency. The deep pockets focus indicates that these are players with the resources to outsource projects to any partner they desire, so choosing their agency over consultants is a big vote of confidence.
What we asked for
We requested work that went beyond the comfort zone of everyday advertising in a case study format that the agency had completed for a client in the past year. The cases were structured to highlight the insight, solutions and impact that the agency’s contributions have made to solve a broader business problem.
How we chose a winner
We invited seven judges with experience in every aspect of advertising and to evaluate the cases submitted. We asked them to consider each case study in three areas: strategy (strategic brilliance), creativity (from innovation to execution) and impact (the broader effects of the idea) and offer a score from one to 10.
We then averaged each agency's score to determine the winners.