The American Advertising Awards have always recognized the incredible creative work done by talented ad pros across our city, but never before have they recognized one exemplary agency for standing above the rest for their work, growth, leadership, culture, and industry impact…
Until now.
WHAT IS IT?
The Agency of the Year Award will shine a spotlight on the Houston agency that most exemplifies the best in our business each year. It’s not only a trophy for the creatives, but for every single person that makes an agency’s work possible.
It’s named for Jay Hagins, whose decades of service as president, executive director, and trusted keeper of the organization’s history, rules, and finances made him the go-to resource for anyone involved in AAF-Houston and District 10. Jay’s remarkable leadership, mentorship, service, and numerous honors leave a legacy that will continue to shape and support our industry for years to come.
HOW DO YOU ENTER?
In the entry portal, you will find a link where you can submit a written response that highlights your agency’s performance, showcases key examples of your work, and offers supporting evidence such as case studies, client testimonials, or business results. This written format gives all agencies the chance to tell their stories with clarity, substance, and personality, while the board can evaluate submissions thoroughly and fairly.
All agencies are competing on a level playing field. Complete your submission with detail and context that best represents your agency’s successes relative to your size and resources.
Step-by-step process:
- Click Below to access the American Advertising Awards entry portal.
- Click “Submit Professional Entries” and create a new entry.
- After filling out your agency information and navigating to the next page, select “Local Only” from the dropdown under the “Advertising Industry Self-Promotion” category.
- In the second dropdown that appears, select “LO10 Agency of the Year.”
- Follow the instructions that appear! You will see a link to fill out your written submission via Google form.
Should you have any questions, please reach out to adclub@aaf-houston.org.
HOW IS IT JUDGED?
- Agency of the Year will be awarded by the AAF Houston Board, as well as past AAF Houston Presidents, rather than the panel of judges determining the winners of all other awards.
- The Board and past Presidents will pledge to serve as impartial evaluators and will score each agency’s submission according to the rubric below.
- Any Board Member who is employed by an agency being considered for AOTY (or who is determined to have a conflict of interest relating to an agency being considered) will recuse themselves from scoring that agency or discussing it in any way.
- 3 agencies will be deemed Finalists based on compiled scores. Should there be any ties, the Board will enter a collective discussion about the agencies’ submissions before voting to break the tie. Finalists will be announced publicly prior to the show and given features at the event.
| Criteria | Key Evidence to Consider | Scoring Guide |
1. Business Growth & Momentum 10 points
How has your agency grown or evolved in the past year?
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· Revenue changes or estimates (confidentiality respected) · New business wins or organic growth · Retention or growth of major accounts
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9-10: Demonstrates exceptional growth (revenue, headcount, client base), major new business wins, and strong client retention. 7-8: Solid growth and notable account expansions. 4-6: Moderate growth or stable with some wins/losses. 1-3: Little growth or signs of contraction.
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2. Creative Excellence & Innovation 10 points
Is your work breakthrough, culturally relevant, or creatively exceptional? |
· Key creative successes or innovative brand/media strategies · Results from national/international awards shows · Industry buzz or media attention
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9-10: Outstanding work that has broken through regionally, nationally, or globally. 7-8: Moderately compelling or successful work that shows innovative thinking. 4-6: Modestly successful work that shows consistent creativity. 1-3: Little to no notable creative successes.
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3. Measurable Results 10 points
Does your agency deliver smart solutions that drive client success?
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· Strong outcomes achieved relative to client objectives · Use of research, data, or insights · Client testimonials or metrics (awareness, sales lift, etc.)
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9-10: Work shows strategic insight, audience understanding, and measurable results. 7-8: Good strategic rationale with positive business outcomes. 4-6: Adequate strategy with mixed results. 1-3: Weak strategic underpinnings or unproven outcomes.
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4. Culture & Leadership 10 points
How strong is your agency’s internal culture and leadership?
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· Employee retention · Examples of strong team engagement and agency culture · Office/workplace accolades or recognition · DEI initiatives or successes
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9-10: Vibrant, inclusive culture; excellent engagement or morale; strong DEI efforts. 7-8: Healthy culture with clear values and good morale. 4-6: Stable culture with some challenges or shortcomings. 1-3: Poor morale, retention issues, or overall disengagement.
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5. Industry & Community Impact 10 points
How is your agency contributing to the Houston community and/or the advertising industry?
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· Involvement in AAF Houston and other industry groups · Pro-bono or nonprofit work · Hosting or speaking at events and panels · Publishing thought leadership · Mentorship or internship programs
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9-10: Meaningful local involvement and/or national thought leadership. 7-8: Consistent presence in the community and industry. 4-6: Some engagement without a consistent focus. 1-3: Minimal or no visible engagement.
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6. Client Relationships 10 points
Do clients see your agency as a valuable, long-term partner?
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· Client quote(s) or testimonial(s) required · Longevity of client relationships · Client satisfaction surveys or anecdotes
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9-10: Glowing endorsements and/or long-term client relationships endorsements, proven results. 7-8: Mostly positive client feedback and retention. 4-6: Some successes, but mixed feedback or turnover. 1-3: Short-term relationships or lack of evidence.
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7. Bonus Points 5 points Is your agency an AAF group member?
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5: Yes 0: No |