Lessons for SA in Australia's folly
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.