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Thanks to their PR teams. Some agencies pay to feature their “rockstars”
Eddie Vedder famously made one of these lists
Your agency “sponsors” you and your PR team works with the publication. It’s a “pay to play” scenario like everything else.
Ad age asks leaders at agencies to nominate “someone below CD level who hasn’t been featured in ad age before”. Nominated person answers a series of questions about the work they did this year. They narrow it down from there.
Who’s watching the watchers?
Coach
I was curious about this myself OP: "People get onto "Creatives to Watch" lists through a mix of great, innovative work that gets noticed by industry editors and journalists, strategic submissions by their agencies (often tied to advertising packages), strong personal branding / portfolios on social media, networking, and sometimes just being in the right place at the right time with a standout project. Though some lists have a perception of "pay-to-play" where ad buys influence inclusion, despite editorial claims."
Thank you ChatGPT but the reality is most of them are actually pay-to-play
It’s a lot of people to have to watch.
If they worked on ads for Subway between 2000-2015.
It’s usually pay to play. Was curious and looked at one of their books and it was crap. Then again, I did look…
Fishbowl
This is in fact a great display for any career. This opened so many doors for me.
They have a good PR team.