Loeries: the final countdown #BizInsight | Tony Koenderman

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Tony Koenderman BW on BizRadioThe battle for creative agency supremacy climaxes this week at the Loerie Awards, and will in all probability be decided there in front of some 3 000 delegates at the Cape Town International Conference Centre.  There are only two – maybe three – agencies in serious contention, separated by a sliver-thin margin of 180 Creative Points: Ogilvy Cape Town, TBWA Hunt Lascaris and Net#work BBDO.

Ogilvy Cape Town is in the lead, but TBWA Hunt Lascaris needs only to out-score Ogilvy by the equivalent of one Gold Loerie and one Bronze to move ahead of it. The Pendorings will also be announced at the same weekend, and though they carry fewer points, their contribution could be vital.

 Still undecided

But that would still leave the battle undecided, depending  on the outcome of the remaining awards – the Ad of the Year, the Ads of the Month for August-December, the Bookmarks, Assegais and the Eagles (if they are held).

Between these seven awards platforms, around 4 500 points still wait to be claimed. In theory, therefore, third-placed Net#work BBDO still has a chance to overtake Hunt Lascaris (140 points ahead of it) and even Ogilvy (180 points ahead). But while Net#work may be earning catch-up points, so too will the two front-runners. To take the lead, Net#work would probably have to score two points for every one that Ogilvy earns.

Specialist awards

Bear in mind, too, that the Bookmarks (digital) and the Assegais (direct) are specialist awards where most of the points are won by specialist (not full-service) agencies, and Net#work does not have a great track record in these events. But the Loeries does suit Net#work very well, and it could make up a lot of ground there.

We allocate points to each award based on the level of difficulty in the award. loerie

Ogilvy Cape Town’s best work, which it’s hoping will come up trumps again at the Loeries, includes print work for Volkswagen, “The Blue Motion Label”, and an interactive mobile campaign for VW, “Street Quest,” both of which won Gold at Cannes.  Another gold was awarded to its “Send your Facebook profile to Cape Town” campaign.

Net#work BBDO has also done well overseas this year, picking up two Gold Lions for radio ads for Mercedes-Benz. But Hunt Lascaris has earned many of its points through sheer volume. At Cannes, for example, it won no Gold’s, but was second in the South African rankings by dint of a large number of Silvers, Bronzes and short listings.

 CREATIVE LEADERS

Creative League Table over five years, based on average rank 2008–2012

Agency

2008

2009

2010

2011

2012

2013 so far

Total

Ave 08-12

1

Ogilvy Jhb

1

2

3

5

4

16

15

3.0

2

TBWA HL

11

1

1

2

2

2

17

3.4

3

Net#work BBDO

10

3

4

1

3

3

21

4.2

4

Ogilvy CT

13

4

6

4

1

1

28

5.6

5

FoxP2

6

5

7

3

17

8

38

7.6

6

Jupiter CT

6

8

11

6

11

13

42

8.4

7

DDB

3

9

16

8

6

10

42

8.4

8

Joe Public

8

15

9

12

5

11

49

9.8

9

KingJames CT

2

19

2

18

8

3

49

9.8

10

Draftfcb Jhb

5

6

5

10

26

18

52

10.4

11

140 BBDO

11

7

25

9

10

25

62

12.4

12

Gloo

19

14

12

11

14

 

66

13.2

13

Hello Computer

31

23

13

7

18

27

92

18.4

14

Y&R

32

24

8

15

15

5

94

18.8

15

MetropolitanRep

15

33

16

24

7

20

95

19

Best agencies by media type

With the Loeries looming, which are our best agencies for TV? Or if you want a print campaign, what agencies should you choose? And radio? Here are the top five award-winners in each category to help you decide.

Best TV agencies

Measured by awards in all creative advertising competitions so far this year

 

Agency

Clio

One Show

D&

AD

Cannes

Pendo-

Ring

Loeries

Ad of Month

Total points

1

TBWA Hunt Lascaris

36

 

 

12

 

 

15

63

2

KingJames

25

31

 

 

 

 

2

58

3

Owen Kessel

14

 

6

6

13

 

 

39

4

Net#work BBDO

 

 

 

 

 

 

33

33

5

Black River F.C.

3

 

 

3

 

 

13

19

Best print agencies

Points won in advertising competition for newspapers and magazines

 

 

Clio

D&AD

One Show

Cannes

Ad of Mnth

Loeries

Pendoring

Total

1

DDB

86

13

 

 

13

 

 

112

2

TBWA

9

30

 

59

13

 

 

111

3

Ogilvy Cape

89

 

9

3

 

 

 

101

4

Lowe Cape

25

30

6

28

2

 

 

91

5

Y&R

 

 

12

28

25

 

 

65

Best Radio Agencies

Based on points won in competition for radio advertisements so far this year

 

Agency

Clio

D&AD

One Show

Cannes

Ad of Mnth

Loeries

Pend

Total points

1

Net#work BBDO

 

30

 

175

18

 

 

223

2

FoxP2

3

30

9

15

7

 

 

64

3

Havas

 

 

 

28

13

 

 

41

4

Ogilvy Cape

 

30

3

 

 

 

 

33

5

Draftfcb Jhb

 

 

 

 

30

 

 

30

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eBizRadio is a live multi- platformed social media service providing an online forum to the business community for holding conversations on the key issues related to specific businesses as well as availing a space for cross-business collaboration in response to key issues affecting the world of business. The place to go if you want to know about business and lifestyle

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