The system will draw together the winners of the D&AD Awards and The One Show awards – run by New York-based The One Club. Awards achieved in each show will accrue points, which will be added up to create an index of performance across both schemes.
This move aims to create a single measurement of individual advertising and design agencies and networks, as well as a new Client of the Year title.
Clients and agencies will be able to search the Pencil Rankings free of charge to view their performance within individual sub-sets, regions or agency types.
Tim O’Kennedy, chief executive at D&AD, says, ‘We thought it was time to offer our clients – and their clients – a simple and utterly transparent barometer of their creative performance in this, the super-league of shows.’
Kevin Swanepoel, The One Club president, adds, ‘This undiluted worldwide ranking, from the top two creative awards programmes, will be an invaluable resource for agencies, clients and creatives alike.’
The Pencil Rankings will be available online in early 2011 featuring the results from 2010. Results for 2011 will be announced next summer.