B&T has launched the third instalment of our Agency Scorecards, the industry’s definitive source of agency analysis and performance. But this year, we’ve launched with a tantalisingly tuneful twist and added rigour with a new advisory panel.
This year promises to be one of the biggest yet on the global sporting calendar. After the Ashes and AO, there’s the Winter Olympics, the Matildas’ Asia Cup campaign, FIFA World Cup and Rugby League World Cup alongside the footy and other regulars.
But that seemed too obvious. So this year, B&T has decided to take a different tack and bring the industry some welcome respite from a tsunami of sport and shift towards the warm embrace of music.
Think record album classics, inspired by some of the greatest bands and artists throughout history, topped with cheesy music clichés, puns and, as ever, industry leading analysis.
Submit your information for B&T’s Agency Scorecards now. We’ll close the survey on Friday, 13 March
Now in its third year, B&T’s Agency Scorecards analyse how agencies performed in the 2025 calendar year, showcase achievements, trophy wins, innovation and industry leadership in a fun and constructive way.
Each scorecard is marked on how an agency has performed against its previous years, with the aim of tracking an agency’s performance over time. This is not an exercise in pitting agencies against one another.
There has been consolidation in the market, and this is always taken into consideration when assessing an agency.
After collecting research about each agency’s performance via the B&T Agency Scorecard portal, agencies are given a mark based on various factors such as: the work, business performance, innovations that move the industry forward, industry accolades, people policies and culture.
This year, B&T will be setting up an advisory panel of industry consultants and experts to provide extra rigour around marking.
B&T shapes Agency Scorecards through a combination of our own proprietary research, which includes the data that agencies provide; publicly available information; and other credible industry sources.
Last year, 23 creative agencies and 23 media agencies took part in the project (see examples of physical scorecards below), the majority headquartered in Sydney and Melbourne. This year the aim is to grow the project geographically—reaching agencies that are based in other regions—and also by encouraging agencies of other marcoms disciplines to take part, including digital, PR/comms and events/experiential.
Here’s what to expect this year
A fun new music theme: This will include a special album record cover physical scorecard for each agency that takes part.
Greater rigour: B&T has partnered with reputable independent industry sources to provide sharper analysis of agency performance. An advisory panel—to be announced—will provide further robustness behind each agency’s scores.
Widening the net: Last year the Agency Scorecards project grew and this year we will be widening the net to include agencies from more geographies and disciplines, including digital, PR/comms and events/experiential.
We’re publishing it sooner: This year the digital phase of B&T’s Agency Scorecards will be published in May, just after the Cairns Crocodiles, and into June. Physical album cover Scorecards will follow shortly.
Key dates
Research phase: Tuesday, 3 February to Friday, 13 March 2026.
Photoshoots: Mid to late May (more details to follow).
Digital Agency Scorecard publishing: Late May to early June.
Physical Album Cover Scorecards handout: June-July.
If you have any questions about the B&T Agency Scorecard project or portal, please email us: [email protected].
Submit your information to the B&T Agency Scorecards portal!
