Talk­ing shop

Net#work and SA are top dogs

Finweek English Edition - - ADVERTISING & MARKETING -

AN OUT­STAND­ING per­for­mance at the Cannes Lions Fes­ti­val last week by Net#work BBDO shot it back to the top of the cre­ative pile af­ter a pe­riod dur­ing which its tro­phy cabi­net has looked rather bare. The re­sults made Net#work the world’s best ra­dio ad agency for the mo­ment and helped South Africa claim the po­si­tion of the world’s best ra­dio coun­try. Two-thirds of SA’s points earned at Cannes were in the ra­dio cat­e­gory.

TBWA Hunt Las­caris also has rea­son to be pleased with it­self, hold­ing sec­ond spot af­ter an ap­par­ent dip in re­sults fol­low­ing the end of its all-con­quer­ing “Tril­lion dol­lar bill­board” cam­paign. That was a hard act to fol­low, but Hunt Las­caris man­aged to push Ogilvy Jo­han­nes­burg down to third spot.

In the film (TV and other screens) cat­e­gory, where SA rarely does well, we had our best re­sult in years, grab­bing four Lions (two Sil­ver and two Bronze). In that cat­e­gory, still con­sid­ered the high­light of the Cannes week, Ogilvy Jo­han­nes­burg led the way, win­ning Sil­ver for its Peo­ple Op­pos­ing Women Abuse com­mer­cial, and bronze for Ex­clu­sive Books (which re­cently shifted its ac­count to Net#work). FoxP2 also won Sil­ver with its “They’d love to meet you” cam­paign for brand­house, and JWT added weight to its in­cip­i­ent cre­ative surge by tak­ing a Bronze for its Avril El­iz­a­beth Homes.

Other talk­ing points: Bester Burke Slingers also broke a long cre­ative si­lence by win­ning Sil­ver for Yard­ley, for SA’s only win in the pre­vi­ously strong press cat­e­gory; At­mos­phere won the first recog­ni­tion for pub­lic re­la­tions in SA with a short­list; Grey also ev­i­denced a cre­ative re­cov­ery, tak­ing home five short­lists.

It wasn’t a great year for SA. Com­pared with 2010 our en­tries and cre­ative points were both down 10%. The num­ber of win­ning agen­cies also fell – but by a third. Last year 25 agen­cies shared the spoils; this year there were only 17 at the trough.


Rob McLen­nan, Brent Singer and Jenny Glover with jury chair­man Eu­gene Cheong


for Bester Burke Slingers

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