Jupiter leads group stand­ings

Creative fron­trun­ners now un­beat­able

Finweek English Edition - - Communication & Technology -

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.

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