Jupiter cleans up at AdReview Awards
THE JUPITER DRAWING ROOM made a party of the AdReview Awards last Thursday, taking the Oracle Ad Agency of the Year accolade after its Johannesburg and Cape Town agencies both won their categories. Both Jupiter offices were shortlisted for the Large Agency category, but Johannesburg got the nod, thanks to its outstanding new business achievements.
The runner-up in the category was Ogilvy Johannesburg, which the judges noted would probably have been the winner in any other year. Ogilvy topped the creative league for the year and also won R487m in new business.
And Jupiter Cape Town took the southern regional award, thanks to a combination of an outstanding creative award-winning record and more than R100m in new billings. Jupiter Cape only recently qualified for the Large Agency category (employment of 120 or more).
The group’s major achievement was to win R1,2bn in new billings with the acquisition of five large new clients in six weeks towards year-end 2006. They were MTN (SA’s fourth biggest advertiser, at R424m last year), Absa (R230m), SA Airways (R75m) and Sasol (R65m). It was an achievement that may never be repeated.
The Ad Agency of the Year award is sponsored by Oracle/M-Net.
The Big Idea award, which is presented to an idea-led campaign that can be interpreted across a range of disciplines, went to TBWA Hunt Lascaris for its Tsotsi antipiracy campaign. The idea was ingenious: sell a DVD of the new movie on street corners for R40. But after a few minutes’ viewing the film grinds to a halt and you realise you’ve bought a fake. Then the words come up on screen: “Thank you for buying this DVD. Your R40 has been donated to the Anti-Piracy Foundation.”
The ostensible intent was to sell the DVDs in their thousands, each one making a statement against video piracy. While the idea was a good one, the judges noted that the idea worked in a rather different way – through the secondary effects of publicity. Most of the evidence provided was about the publicity effects surrounding the idea. That included an estimated R2m worth of media coverage. The award was sponsored by Paarl Web. Nota Bene, the media strategy-only agency, was named Ads24 Media Agency of the Year. That was because of its all-round performance: billings growth of 38%, new business of R410m and a Roger Garlick award, Brand Strategy magazine and client awards. Nota Bene was also rated by RECMA, the Paris-based monitoring service, as SA’s top media agency for the second straight year.
An excellent turnaround showing from Universal McCann earned it the runner-up slot. Two years ago it was languishing in a backwater; today it’s a competitor to be feared in new business pitches. Billings grew by 45%, new business was R280m and it won a Roger Garlick Gold award.
But several other media agencies did well in a good year for media expenditure: The MediaShop, MediaCompete, OMD and Mercury Media.
The Campaign of the Year was Lowe Bull’s “Get a girlfriend” programme for Axe male deodorant. The judges commented that, unlike other contenders, it was a genuine campaign using a full range of media channels to reinterpret the core theme: a stream of nerdy, sexual failures engaged in meaningless tasks because they didn’t have girlfriends. The solution, of course, is to use Axe.
Other winners were:
Advertising Person of the Year: Groovin Nchabeleng. Design/Branding Agency: Grid. Marketing Services Company: Mortimer Harvey. Mid-size Agency: KingJames. Durban Agency: FCB Durban. Small Agency: Ireland/Davenport. Newcomer: FoxP2. Digital Agency: Gloo. PR Consultancy: Magna Carta.
BMW “Aesthetics” ad by Ireland/Davenport.