NOTES FROM A SMALL TOWN

Finweek English Edition - - Advertising & Marketing -

WITH A ONCE-A-YEAR SNAP­SHOT of the creative health of the ad in­dus­try, the Lo­erie Awards throw up a myr­iad of in­ter­est­ing snip­pets. Some tit­bits:

Un­her­alded Draftfcb

The Draftfcb group, long known as an agency that can win awards (re­mem­ber its Cannes Grand Prix two years ago?) but does so on a rel­a­tively mod­est scale, was the sec­ond big­gest award-win­ner this year. Its 3 725 points put it ahead of such po­tent creative lead­ers as BBDO (in­clud­ing Net#work), The Jupiter Draw­ing Room and KingJames.

Pre­vi­ously, Draftfcb has hand­i­capped it­self by en­ter­ing its star agency – Joe Pub­lic – sep­a­rately from the group. But Joe is cur­rently still a wholly owned sub­sidiary and this year it per­formed out­stand­ingly (fifth best among in­di­vid­ual agen­cies). Putting them to­gether turned the group into a pow­er­house.

The last (fi­nal) word

The num­ber of en­tries that reached fi­nal­ist sta­tus turned out not to be a very good pre­dic­tor of re­sults in the end, as some agen­cies con­verted a much higher per­cent­age of fi­nal­ists into tro­phies than oth­ers. Only Ogilvy Jo’burg was con­sis­tent, get­ting the most fi­nal­ists and con­vert­ing 78% of them to top the tro­phy list as well. It earned 62 Lo­eries of vary­ing cal­i­bre, in­clud­ing cam­paign el­e­ments. (Note: Fi­nal­ists don’t in­clude craft fi­nal­ists).

One could take a suc­cess­ful con­ver­sion rate (let’s say, any­thing more than 55%) as an in­di­ca­tor of re­al­is­tic self-ap­praisal. By that stan­dard only five of the top 14 agen­cies qual­ify. But lower down the scale there’s the 100% record of Trig­ger (one fi­nal­ist, one Grand Prix). The least re­al­is­tic would ap­pear to in­clude Saatchi Jo’burg and TBWA Hunt Las­caris.

The po­si­tion­ing dis­crep­an­cies, ex­cept for Ogilvy, are in some cases quite large. FoxP2 was eighth in the fi­nal­ists, third in tro­phies; Hunt Las­caris was fifth in fi­nal­ists, 18th in tro­phies.

Nei­ther Jupiter nor KingJames is on this list, be­cause we’ve in­cluded only agen­cies with 20 or more fi­nal­ists. But KingJames Cape con­verted its 15 fi­nal­ists into 12 tro­phies (80%), mostly of high cal­i­bre, to come third in the points count.

Pro­duc­tion house ris­ing

For ev­ery TV award cred­ited to an agency, there’s a pro­duc­tion com­pany that prob­a­bly con­trib­uted an equal or greater amount to the re­sult. Ve­loc­ity stood out this year as the lead­ing pro­duc­tion house win­ner of Lo­eries. It took home a Grand Prix, five Golds, five Sil­vers and seven Bronzes for 3 200 creative points, as well as five craft cer­tifi­cates.

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