The framework
Every agency receives a score from 0 to 100, calculated as the sum of four equally weighted dimensions.
Dimension
Range
What it measures
Creative Quality
0–25
Campaign originality, content innovation, format range, and creative awards
Client Impact
0–25
Documented campaign results with named clients, verified outcomes, and case study depth
Industry Recognition
0–25
External validation: awards, platform partnerships, trade press, and conference presence
Revenue & Growth
0–25
Business scale and stability: team size, years in market, geographic reach, and growth trajectory
Each dimension is scored independently against fixed criteria, not relative to other agencies. A score reflects what the agency has actually done, not where it sits in a ranking.
Creative Quality (0–25)
This dimension evaluates whether an agency produces work that stands out. We assess campaign originality, the range of content formats executed, the quality of brand storytelling in published case studies, and whether the agency has earned creative awards from independent bodies.
20–25
Award-winning creative work from major bodies (Cannes Lions, Shorty Awards, Webby Awards, regional equivalents). Innovative campaign formats. Content that defines what others copy.
15–19
Consistently strong creative output with several standout campaigns. Range across content formats: short-form video, long-form, live, branded series, UGC frameworks.
10–14
Solid, competent creative execution across a portfolio. Evidence of professional-grade campaign production.
5–9
Basic campaign execution with limited creative differentiation. Few formats, few standout examples.
0–4
No evidence of creative work in available data.
Client Impact (0–25)
This dimension evaluates the measurable outcomes an agency has delivered for the brands it works with. It is the single largest driver of overall score because it is the hardest to fake: you either have results or you do not.
20–25
Exceptional documented results across a blue-chip client roster. Multiple case studies with specific, named metrics: ROI figures, engagement rates, view counts, attributed revenue. Client-verified results present.
15–19
Strong results with recognisable brands and substantial case study depth. Specific numbers tied to specific campaigns rather than aggregate claims.
10–14
Some documented results across a mid-tier client base. Case studies present but with limited quantitative depth.
5–9
Limited documented results. Smaller client base. Case studies without specific numbers.
0–4
No evidence of client impact.
We verify results because the alternative — self-reported claims without accountability — is exactly what makes existing directories unreliable.
Client-verified case studies carry higher weight. When an agency submits a case study, they can request verification by sharing a unique link with the client named in the study. If the client confirms the campaign details and results through that link, the case study receives a badge and is weighted more heavily in the Client Impact dimension.
Industry Recognition (0–25)
This dimension evaluates external validation. An agency's own marketing is not evidence. Recognition from independent third parties is.
20–25
Major industry awards (Cannes Lions, Shorty Awards, Webby Awards, Global Influencer Marketing Awards). Official platform partner status with Meta, TikTok, YouTube, Snap, or Pinterest. Frequent coverage in trade press (Adweek, Campaign, The Drum, Digiday). Speaking slots at major conferences.
15–19
Notable awards. Some platform partnerships. Speaking slots at industry events. Occasional trade press mentions.
10–14
Regional awards. Trade press mentions. No major platform partnerships.
5–9
Recognition limited to general directory listings. No independent awards or partnerships.
0–4
No external recognition found.
Revenue & Growth (0–25)
This dimension evaluates business scale and stability. A good agency is not always a big agency, but scale is a meaningful signal of the ability to deliver consistently across multiple clients and markets.
20–25
Large team (200+ employees). 10+ years established. Global office footprint. Clear growth signals: hiring, market expansion, public revenue milestones.
15–19
Mid-size team (50–200 employees). 5–10 years established. Multi-market presence. Stable growth indicators.
10–14
Small to mid-size team (10–50 employees). Growing. Single or few markets.
5–9
Small team (fewer than 10 employees). Early stage. Single market.
0–4
No business scale data available.
How we verify
Every agency in the directory passes through a multi-stage verification process before being scored.
01
Data collection
We collect and structure data from publicly available sources including the agency's website, published case studies, award databases, trade press archives, platform partner directories, and public business records.
02
Case study verification
Every case study in the directory can be independently verified by the client named in it. When an agency submits a case study, we generate a unique verification link. The agency shares this link with their client. The client reviews the campaign details and confirms the results. Verified case studies are marked with a Client Verified badge and weighted more heavily in scoring. This is the single strongest trust signal in the system.
03
Cross-referencing
We cross-reference claimed awards, partnerships, and client relationships against independent records. A claimed Cannes Lions win is checked against the Cannes Lions archive. A claimed TikTok Marketing Partner status is checked against TikTok's partner directory. Nothing is taken at face value.
04
Ongoing updates
Scores are not static. They are recalculated when new data becomes available. Agencies that publish new case studies, earn new awards, or win new partnerships will see their scores updated in the next monthly refresh. Case study recency weighting means scores naturally reflect current capability rather than historical performance.
How an agency can improve its score
The fastest way to move up is to improve the underlying data. The path to a higher score is the same as the path to being a better agency.
Improve Creative Quality
Publish detailed case studies that show the creative thinking behind a campaign, not just the brief and the result. Submit work to creative awards. Awards are the single strongest signal in this dimension.
Improve Client Impact
Add case studies with named clients and specific, attributed results. A number tied to a named campaign beats a generic claim every time. Request client verification through our platform to earn the Client Verified badge. Publish recent work.
Improve Industry Recognition
Pursue awards relevant to your work. Apply for official platform partner status with the platforms you use most. Pitch trade press on campaign launches and results. Submit speakers to industry conferences.
Improve Revenue & Growth
Keep your team page current. Hidden headcount cannot be measured. Publish your office locations and the markets you serve. Make founding date and company history easy to find on your site.
What we do not score
It is as important to be clear about what is excluded as what is included.
Pricing
We do not score agencies on how much they charge. Price is not quality.
Client testimonials in isolation
Quotes without verifiable results do not move scores. Client-verified case studies with specific outcomes do.
Agency follower counts
An agency's own social following has no bearing on its ability to run campaigns for clients.
Length of time on this directory
New entries are scored on the same scale as long-standing ones.
Paid placements
No agency can pay to appear in the directory, to improve its score, or to influence where it ranks. This is the founding principle of the Influencer Power Index.
The full Influencer Power Index methodology is published at influencerstrategists.com.
