By combining data, which covers the views of clients and industry leaders, and award track records, the aim is to create the industry’s most robust methodology in terms of identifying the best companies.
Gordon Young, editor-in-chief of The Drum, said: “It is our mission to recognize the best agencies, the best work and the best people. This will help inform our community when deciding who they either want to work with or for.
“By combining all these data sets we will create the most meaningful list yet of who are the best players in the industry.”
The research will be used to decide the Agency of the Year awards for each of the main elements of the marketing ecosystem including digital, design, marketing and experience.
These categories will be announced throughout the year as part of The Drum Awards, which includes 18 competitions covering every marketing discipline.
Agencies will be invited to register for the process by first signing up to The Drum Recommends system. Once they gather enough client ratings to become recommended they will automatically become part of the process as a whole.
In addition, The Drum will also be using research to identify other major categories such as the Rising Star award.
Young said: “By identifying and recognizing new talent, we also want to congratulate agencies and brands for developing and investing in the people who will be the future of this business.”