Ogilvy in pole po­si­tion

Finweek English Edition - - ADVERTISING & MARKETING -

AS IT DID last year, Ogilvy Group is mak­ing the run­ning at the fi­nal­ist stage of the Lo­erie Awards. But this time it’s Ogilvy Cape Town that’s turned in the more spec­tac­u­lar per­for­mance to top the first stage of the stand­ings lists, which were re­leased last week. Ogilvy Jo­han­nes­burg lies joint sec­ond, along­side the small but ul­tra-cre­ative FoxP2.

There’s still a sec­ond tranche of fi­nal­ists to come, but we’ve seen the lists for the news­pa­per, mag­a­zine, TV, ra­dio, de­sign and re­lated cat­e­gories. While the fi­nal­ists give a rough in­di­ca­tion of the chances of win­ning awards on Lo­eries week­end in midSeptem­ber, they’re a bet­ter in­di­ca­tor of the vol­ume of good work than of the qual­ity. Last year’s over­all Lo­eries leader – KingJames – was placed only 11th at the fi­nal­ist stage. Ogilvy Jo­han­nes­burg, first at the fi­nal­ist stage, ended up fifth over­all.

But KingJames cre­ative chief Alis­tair King has a good record of pick­ing likely win­ners – and he usu­ally con­verts a bet­ter-than-av­er­age per­cent­age.

The fi­nal­ist ta­ble is some­what at vari­ance with the cur­rent league ta­ble of award win­ners so far this year. The win­ners’ list is headed by Net#work BBDO and TBWA Hunt Las­caris, which lie only sev­enth and sixth re­spec­tively on the Lo­erie fi­nal­ist list. DDB – 16th on the win­ners’ ta­ble – is fifth of the fi­nal­ists.

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