Jupiter cleans up at AdRe­view Awards

Finweek English Edition - - Advertising & marketing -

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.

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