THEWEEKINTEN 01

Ogilvy Cape’s hot streak

Cape agency can’t be beaten for 2012’s top creative spot

gilvy Cape Town is on the hottest of hot streaks right now. It heads the creative leaderboard  and has amassed enough points from the awards events so far that it can’t be overtaken in the two remaining events  (see table).  And it actually increased its lead in taking top spot at the Bookmarks, the awards platform for digital/online advertising.

Nine awards platforms are considered for the rankings, five local and four international. So far we’ve had the internationals (Clios, D&AD, Cannes and The One Show) and three locals (Pendoring, Loeries and Bookmarks). Only the Ad of the Year and the Eagles (for print advertising) remain.

The Cape agency has always been a force, but usually not more than that, and often overshadowed by its bigger sister agency, Ogilvy Johannesburg. If you’re selecting an agency, you couldn’t go wrong with Ogilvy Cape, but it’s as well to remember that no agency stays hot for ever.

Others enjoying hotter-than-usual fires in the boiler room are Joe Public up from 12 last year to 5 in the rankings; Black River F.C. nowhere to 9; MetropolitanbRepublic 24 to 7.

After the Bookmarks, Ogilvy Johannesburg moving up from fourth to third, overtaking Net#work BBDO. It now lies only 23 points behind Hunt Lascaris, with areal possibility of overtaking it in the remaining competitions. This would put Ogilvy Cape Town and Johannesburg in the top two spots.There’s a furious skirmish taking place at positions 9-11, where three points separate  Black River F.C., 140 BBDO and Jupiter Drawing Room Cape Town.

The really big falls have been Draftfcb (falling from 5 to  and Jupiter Drawing Room Johannesburg.

The rankings are based on AdReview points, which attempt to put all the awards events on a level playing field. The harder it is to win an award, the more points it is worth. So a Gold Loerie is worth 37 points, but a Cannes Gold Lion takes 88.aFor the first time we have included the Bookmarks, the awards platform for digital/online advertising, as a qualifying competition for the rankings.

The full scoring system is given in the “AdReview Points System” table, with accompanying explanation, so you can check that we haven’t left anything out. If you do find an error in our tabulation, please let us know.

The scores have been adjusted to take account of ads entered by production houses but not credited to the agency in the official Loerie Awards. Several changes in the agency positions have resulted from this. The biggest is 140 BBDO of Cape Town, which is now credited with a Craft Gold award and a Craft Certificate, together worth 36 points. This has pushed the agency to sixth in the Loeries standings, and 10^th overall.

Black River F.C., which has been the agency that has attracted the most international attention this year, with controversial ads for Nando’s pulling huge YouTube attention, has taken a deserved place among the industry leaders.  It is now lying ninth, leading a pack of four agencies with only seven points separating them.

Creative standings after Bookmarks 2012

	AGENCY	Clio	D&AD	One Show	Cannes	Pendoring	Loerie	Book marks	Total points	2011 rank
1	Ogilvy Cape Town	53	43	123	199		608	179	1 205	4
2	TBWA Hunt Lascaris	78	82	179	119	24	125		607	2
3	Ogilvy Johannesburg	103	195	27	33	73	153	20	584	5
4	Net#work BBDO	3	91		220	16	236		566	1
5	Joe Public	3		3		60	280	60	406	12
6	DDB South Africa	3	13	6	187	4	141		354	8
7	MetropolitanRepublic	75	13	3	117	4	71		272	24
8	KingJames	28			18		175	3	224	18
9	Black River F.C.			3	12	16	134	10	175
10	140 BBDO	3					158	13	174	9
11	Jupiter Cape Town	14	13	28	3	12	89	13	172	6
12	Ireland/Davenport	3	30				125	6	164	12
13	Y&R	6	13	-	52		77		148	15
14	Machine	11		3			115	13	142
15	Grey		104	31					135	22
16	Gloo						76	55	131	11
17	FoxP2	3	13		3		103		122	3
18	Jupiter Johannesburg		13		12		72		97
19	Grid						74		74	26
19	HelloComputer						40	34	74	7
21	Native								73
22	Lowe Bull	36	30		3				69	19
23	Saatchi & Saatchi						62		62	27
23	Trigger					12		50	62
25	Draftfcb Jhb					40			40	10
26	Quirk							35	35
27	Both Worlds							33	33
27	Synergize							33	33
29	Liquorice							30	30
30	iLogic							29	29
31	Etiket					24			24
33	JWT CT		13					10	23
33	Touchlab							23	23
35	Home of the Brave					20			20
35	Cerebra							20	20
35	In Jozi							20	20

 

Ogilvy Cape takes digital honours

The Bookmarks has record entry, also tightens standards

gilvy Cape Town put in a commanding performance to take top spot at the Bookmarks, the awards platform for digital/online advertising. Its three Golds, five Silvers and three Bronzes clearly put it on top, however you measure it, though, somewhat obscurely, the Digital Media and Marketing Association named Gloo as “best agency”, followed by Quirk and Liquorice.

Based on our AdReview points system, Gloo was fourth, Quirk was sixth and Liquorice 10^th.

Quirk was also awarded for the “greatest company contribution to digital”, followed by DigiVox and Everlytic.

Among other awards, Branko Brkic of Daily Maverick and iMaverick was cited for best digital editorial.

The Bookmarks had a record entry of 590, making it the second biggest awards event in the country, after the Loeries. This year, for the first time, the Bookmarks has been included as a qualifying competition for the AdReview Creative League Table.

In awarding only six Golds, it also made the Bookmark Gold Award the hardest to win, even tougher than the Loeries, and as a result its point allocation under our AdReview Points System) was substantially revised. However, its total award count was high, making Silver sand Bronzes less valuable than other competitions.

Interestingly, Gloo was named Ad Agency of the Year by Tony Koenderman’s AdReview in May, although it is a specialist digital agency. Now a non-specialist, Ogilvy, is top digital agency.

See table.

Bookmarks 2012

		BEST OF SHOW	G 40	S 10	B 3	Spec* 20	Points
	AGENCIES
1	Ogilvy CT		3	5	3		179
2	Native			3	1	2	73
3	Joe Public		1	2			60
4	Gloo			4	5		55
5	Trigger/Isobar		1	1			50
6	Quirk			2	5		50
7	Hellocomputer			1	8		34
8	Both Worlds			1	1	1	33
8	Synergize			1	1	1	33
10	Liquorice			3			30
11	iLogic			2	3		29
12	Touchlab			2	1		23
13	Cerebra				2	1	20
13	In Jozi			2			20
13	Ogilvy Johannesburg			2			20
16	Prezence				6		18
17	World Wide Creative			1	2		16
18	140 BBDO			1	1		13
18	Jupiter Cape Town			1	1		13
18	Machine			1	1		13
21	Thingking				4		12
	MEDIA OWNERS
2	Daily Maverick			3	3	2	139
3	DStv Online			3	11		63
4	FNB		1				40
5	24.com				10		30
6	Demographica			1		1	30
7	Acceleration Media					1	20
8	Sarie			2			20
9	ZANEWS NETWORK					1	20
10	New Media Pubg			1	3		19
11	Yuppiechef			1	1		13
	*Special awards.

This sporting life

M&C Saatchi Sports  & Entertainment has opened in SA, with Justin Sampson as CEO.  It specialises in leveraging the value of sports  sponsorships and promotions, and will work hand in glove with its parent ad agency, M&C Saatchi.

Newsweak!

After 80 years as a printed magazine, Newsweek will convert to digital-only on January 1. The writing’s on the wall, clear as daylight. In SA, circulation of all printed titles declined 6% last year.

For fast talkers

Telkom is piloting a high-speed broadband trial in Benmore Gardens, Fourways, Waterkloof, Durban North and Durbanville. About five years late.