• by Richard Whitman , Columnist, January 13, 2015

As if we really needed another Super Bowl ad performance metric. But this being the narcissistic, ego-driven ad industry, hey, it makes perfect sense. CLIO Awards has announced the CLIO Creative Bowl, a jury-driven effort which aims to identify the best creative during the game.

Developed by McCann Worldgroup Global Creative Chairman Rob Reilly, the Creative Bowl will have its own online home here and, as well, be spewed across CLIO social media channels. The winner will be announced February 2. A live award presentation will be given by CLIO President Nicole Purcell and CLIO Executive Director of Marketing Brooke Levy on February 3 in the winning agency's home city.

Of the awards and about 20 years late regarding the impetus for the awards, Purcell said, “We’ve seen more people tuning in for the ads than the game itself. It’s become the prime showcase for the most innovative and inventive creative of the year. At CLIO, we wanted to capitalize on our knowledge base and a network of experts to recognize the work around this moment. It’s a fun competition, but one that acknowledges an agency with a true pulse on the industry.”

2015 jurors will include Ted Royer, chief creative officer, Droga5; Gerry Graf, founder and chief creative officer, bfg9000; Glenn Cole, founder and chief creative officer, 72andSunny; Colleen DeCourcy, global executive creative director, Wieden+Kennedy; David Lubars, chief creative officer, BBDO Worldwide and chairman, BBDO North America; Susan Credle, chief creative officer, Leo Burnett USA; Steve Simpson, chief creative officer, Ogilvy & Mather North America; Rob Schwartz, CEO, TBWA/Chiat/Day New York and Tim Nudd, creative editor, Adweek .