Lessons for SA in Aus­tralia's folly

Finweek English Edition - - Front Page -

THE LO­ERIE AWARDS, South Africa’s top cre­ative ad­ver­tis­ing fes­ti­val, is in­tro­duc­ing a points sys­tem to rank its win­ners and will pre­pare lists of top achievers each year in a range of cat­e­gories. There will be rank­ing ta­bles for in­di­vid­ual agen­cies, agency groups, agen­cies ac­cord­ing to size (small, medium and large), pro­duc­tion com­pa­nies and brands.

And more. So if you’re look­ing for the best medium-sized agency, or the best ex­pe­ri­en­tial mar­ket­ing agency, the in­for­ma­tion will now be avail­able of­fi­cially.

The key thing about a points sys­tem is that it makes it pos­si­ble, for ex­am­ple, to rank an agency with one Grand Prix and 16 Bronzes against an­other with four Golds, two Sil­vers and a Bronze. (In this ex­am­ple the scores are al­most equal: 540 for the first, 535 for the sec­ond.)

Lo­eries MD An­drew Hu­man has put an ex­cep­tion­ally high pre­mium on Grands Prix and a big dis­count on Bronzes. It now takes 20 Bronzes to equal one Grand Prix, so it will be ex­tremely dif­fi­cult for an agency to come out on top by flood­ing the event with Bronze-level en­tries.

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