Independent Agency Rethink Comes Out on Top

The Institute of Canadian Agencies (ICA) has revealed its Creative Power List 2022, with independent agency Rethink named as number one in the ranking of Canada’s most creatively excellent agencies.

Rethink surged from fourth place in 2021’s Creative Power List to reach the top spot, based on strong performances across the major domestic and international advertising awards in 2021.

The agency was ranked number three Independent Agency of the Year at the Cannes Lions festival, and Independent Agency of the Year and Canadian Network of the Year at the Effie Awards 2021, after its campaigns for Kraft Dinner and Science World won Gold awards.

FCB moved seven places up the rankings to claim second place, its highlights included winning its first ever Gold Lion at Cannes in Creative Strategy, with a campaign for Canadian Down Syndrome Society.

Ogilvy climbed 8 places to third. Cossette dropped 1 to 4 while Juniper Park\TBWA shot up 15 positions to fifth, and No Fixed Address became the biggest climber in the top ten, rising 50 places to seventh.

BBDO Canada, which was the most creative agency in the 2021 rankings, slipped 20 places to 21st.

New entrants in the rankings, which were devised by the ICA to drive improved levels of advertising creativity in Canada, and provide transparency around the awards that really matter, included Miami Ad School in 11th place, Concrete in 14th, and Nickel Media in 20th.

Giant Ant was the agency that leapt the most in the rankings, rising from 111th last year to 19th. Wedge also improved its ranking significantly, boosting its position by 70 places to 27th.

The Creative Power List was created by the ICA’s Creative Power Group in 2020 and was based on 2019 awards performance. The body worked closely with RSM Canada, the audit, tax, and consulting firm, to provide the transparent ranking system of Canada’s agencies. A ranking based on 2020 performance wasn’t created due to the ICA’s call to support people rather than enter awards in the wake of COVID-19.

Scott Knox, the President and CEO of the ICA, said: “Congratulations to all the agencies which are recognized for their creative excellence in the ICA’s 2022 Creative Power List. It’s vital to not only pay tribute to those agencies who have created the ideas that have had a profound impact on brands, their audiences, and even on society in Canada and beyond, but also to provide the creative industries with transparency around the awards that really count.”

About the Institute of Canadian Agencies (ICA)
The ICA is the community of Canadian agencies embracing purpose, responsibility, and sustainability in growing stronger as people and businesses. Founded in 1905, the ICA is the not-for-profit association for Canadian advertising, marketing, media, and public relations agencies. Our mission is to Amplify, Protect and Transform the agency sector through advocacy, awards, community, consultancy, insight, networking, research, and training. Our membership and board of directors represent some of the most recognized and influential businesses in our industry, both in Canada and internationally.

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