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Spikes Asia revamps point scoring method after Cannes row

Spikes AsiaSpikes Asia, the region’s top advertising awards show, has announced changes to the way it tallies the points that go towards Agency of the Year.

The changes follow a row at Cannes Lions – which part owns Spikes – last month between WPP and Omnicom over who should have been named Agency of the Year in the media category.

According to the Spikes organisers, the Agency of the Year award will be given to an agency that gets the most points for shortlisted and winning entries in all entry sections – except media. Ad agencies, clients and media owners can enter the media category – but won’t be eligible to win Media Agency of the Year.

An agency is eligible to win Agency of the Year if it has entries in at least two entry sections. All of these entries are taken into account regardless of which company entered. If an entry is shortlisted then wins an award, the shortlist point is no longer counted.

“In previous years, this award only considered points from Film, Film Craft, Print, Print & Poster Craft, Radio and Outdoor. This change reflects the growing importance for agencies to span all disciplines and in particular the digital channels,” the festival said in a statement.

An agency gets 10 points for a grand prix, seven for a gold Spike, five for a silver Spike, three for a bronze Spike and one for a shortlist.

There have been similar changes to how points are scored in the production category. The Spikes Palm Award will go to the production company that earns the most points in film, film craft and – new for this year – branded content and entertainment, regardless of what sort of company entered.

Terry Savage, Chairman of Lions Festivals, said in a statement: “We need to reflect the importance of all media channels in the points earned for the coveted Agency of the Year award to bring it in-line with the Independent Agency of the Year and Network of the Year awards points as well as showing the growing importance of Branded Content & Entertainment in creative communications and echo this in the Spikes Palm award.”

Spikes is to take place at Suntec City in Singapore on 15-17 September.

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