Welcome to the 4A's O'Toole Awards for Creative Excellence. It's the toughest creative award in the business because it's based on the work you do for lots of brands, not just one. That means you can't win with one great idea, you have to be great again, and again, and again.
Creativity on this scale has to have a winning trophy to match, which is why The O'Toole is the biggest award trophy in the industry. You'll have to get a new table just to hold it.
The Awards Show will be held during our Transformation Conference in Los Angeles in March 2012. It's the perfect venue to showcase the stuff that makes our industry's pulse race. Because, it's all about creativity, isn't it?
Proceeds from the competition are earmarked for the 4A's Foundation, Inc.'s scholarship fund for multicultural students of the advertising creative arts. The scholarship program is one of several 4A's initiatives designed to increase the level of diversity in the creative departments of US advertising agencies.
From a single agency category in 1991, the competition (then known as the A+ Awards) now encompasses three agency awards for three different agency size groups. In 1998, the awards were renamed after John O'Toole, former chairman of FCB and former President-CEO of the 4A's, and we designated all proceeds for the 4A's Foundation, Inc.
The O'TooleBox category was established in 2006 to recognize the great integrated work that agencies are doing for clients across many contact points. The O'TooleBox still recognizes an agency for its body of work, but instead of a body of work across different brands, it is for a body for work across different contact points for one brand.