O'Toole Awards for Creative Excellence 

Overview

The O’Toole Awards program is known as one of the toughest industry competitions because entry requires that an agency submits a body of work representing different brands.

Chuck Porter, Chair, Crispin Porter + Bogusky and Chair, 4A's Creative Committee, spearheaded several changes to the 2009 O’Toole program, starting with a redesigned trophy, which now officially makes the O’Toole Awards the biggest award in advertising (clocking in at almost 40 pounds). Previously limited to 4A’s member agencies, the award is now open to all agencies, including international. Judging was brought to a new, peer-to-peer level as agencies called upon their creatives to judge categories of non-competing size groups. The Public Service category was divided into two sub-categories― National and Local. Additionally, in recognition of the future of our industry, a new Portfolio School Category was introduced.

The Portfolio School category adheres to one of the basic tenets of the O’Toole Awards, as proceeds of the awards are donated to the 4A’s Foundation, Inc. A primary goal of the Foundation is to award scholarships to multicultural students of the advertising arts.

» O'Toole Awards Web Site

Creative Excellence

Agencies may submit any combination of print and broadcast (including direct mail, interactive, newspapers, magazine, non-traditional, outdoor, radio and television ). Self-promotion is not accepted. We encourage you to submit a variety of media that demonstrates your agency's range.

Four trophies are awarded, one each for the following categories:

• Best Large Agency--Defined as having 300+ full-time employees. Entries must consist of ten pieces of work across ten different brands.
• Best Mid-Sized Agency--Defined as having 100-300 full-time employees. Entries must consist of seven pieces of work across seven different brands.
• Best Small Agency--Defined as having less than 100 full-time employees. Entries must consist of four pieces of work across four different brands.
• Best National Public Service--Defined as "cause-oriented work that is not overtly selling a product/service for profit.” Entries must consist of more than one piece of work, and no more than four. All entries must have appeared nationally. 

In addition, two categories receive certificates of merit:

• Local Public Service Campaign--This category follows the same definition as National Public Service, but awards the agency that has done the best local or regional campaign.
• Portfolio School--Invited schools must enter 10 pieces of students' work.

For additional information on deadlines and how to enter, contact Cathay Brackman, (212) 850-0728 or e-mail your questions to awards@aaaa.org.