NOTES FROM A SMALL TOWN
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:
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.