Jupiter leads group standings
Creative frontrunners now unbeatable
WITH ONLY one awards event to go, the Jupiter Drawing Room & Partners has entrenched itself as the year’s leading creative group, while Ogilvy Johannesburg remains unchallenged at the top of the individual league table. That follows the result of the Eagle Awards for print advertising, which are recognised by the Creative Circle as one of its seven accredited awards events.
Jupiter headed the Eagles table, picking up 900 points and lifting its total for the year to 14 800 points. The remaining 2008 award – Ad of the Year – will be announced early in 2009, but it’s not possible for second-placed Ogilvy South Africa to catch Jupiter.
The individual table, ranking agencies within the groups, is equally a done deal, with Ogilvy Johannesburg uncatchable by secondplaced Jupiter Johannesburg.
Among the groups, KingJames had an outstanding year, sliding into third spot ahead of the creatively powerful BBDO group. Draftfcb, a frequent winner but not normally in the very top rank, also played above itself to capture fifth spot.
The individual agency performance was notable for the third place captured by DDB South Africa (which included a Cannes Grand Prix) and the continued rise of a number of smaller agencies, including FoxP2, MetropolitanRepublic and Joe Public.
This is the last year for which the Creative Circle will be using its points system to rank agencies, having decided it encourages the pursuit of awards to the detriment of client interests. The feeling is that too many agencies make ads in order to win awards instead of doing them to meet client needs for brand building, increased sales or awareness.
However, the advantage of the points system is that it levels the playing field, allowing people to compare, for example, a Gold Lion at the Cannes festival with a Gold Loerie at SA’s premier awards. It also selects and endorses credible awards events. Without that, agencies are free to boast about awards from events that have no cachet.
It also serves the needs of clients, many of whom genuinely want to know which are the best creative agencies, or which of them are currently hot.