Finweek English Edition - - Advertising & marketing -

WITH THE LAST CREATIVE awards for 2006 (the Ads of the Year) now known, Ogilvy SA is con­firmed as South Africa’s most creative award-win­ning agency group for the year. It nar­rowly edged BBDO group, com­pris­ing Net#work, BBDO Cape Town, Gloo and Prox­im­i­tyttp. Its big­gest award-win­ner was a cam­paign for Har­leyDavid­son.

In­ter­est­ingly, BBDO was the leader in lo­cal awards, fol­lowed by Lowe Bull. In­ter­na­tion­ally, the top group was Ogilvy, which com­prises its Jo­han­nes­burg and Cape Town of­fices, and Orange Juice De­sign.

Be­hind them, a resur­gent Lowe Bull group climbed up the rank­ings from fifth last year to third, push­ing the pre­vi­ous year’s creative cham­pi­ons TBWA down to fourth. Lowe’s sig­na­ture cam­paign was a di­verse multi-me­dia cam­paign for Axe de­odor­ant, which was prob­a­bly SA’s mostawarded cam­paign of the year.

Among its achieve­ments were a Gold Lion, among other tro­phies, at Cannes, a Grand Prix and two Golds at the Lo­eries, three Creative Cir­cle Ads of the Year in news­pa­per, mag­a­zine and TV cat­e­gories and a Gold Ea­gle.

FCB, whose crown­ing achieve­ment of the year was SA’s first Grand Prix at Cannes – for a Lego print ad – has emerged as a sig­nif­i­cant creative force, ahead of The Jupiter Draw­ing Room.

Among the in­di­vid­ual agen­cies, Ogilvy Jo­han­nes­burg was top, fol­lowed by Net#work BBDO. How­ever, the cat­e­gory cham­pi­ons’ ta­bles show that TBWA is still the best place to go if you want a good TV com­mer­cial, fol­lowed by Lowe Bull and Net#work. The best news­pa­per and mag­a­zine ads came out of Lowe Bull. But the best place to go for ra­dio was Ogilvy Jo­han­nes­burg.

The full ta­bles will be pub­lished in AdRe­view, next month.


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