HOTSHOPS ON THE RAMPAGE
made most of the running during 2012. Ogilvy Cape Town had remarkable creative success, topping the creative league table with twice as many points as second-placed Ogilvy Johannesburg. This was the position at the end of 2012, but there is still one event to come, The Ad of the Year. The results of that competition are not normally announced until February or later, but they could yet see either Ogilvy Johannesburg or TBWA Hunt Lascaris capturing second spot.
Joe Public, which won the Nedbank account in a final shoot-out against M&C Saatchi, has had a fantastic year, expanding the scope of its business both geographically (with foreign affiliates) and thematically, with new local specialist divisions.
The business has doubled in a year and the agency ranks fifth creatively.
Another agency at full-tilt is M& C Saatchi Abel, which has had stunning success in winning new business, but has been surprisingly unsuccessful in winning awards. It is also moving strongly into sports sponsorship and has started building an African agency network (see alongside).
The ad that attracted most of the attention, and most of the creative points was Black River F.C.’s Last dictator standing.
This told the tragic tale of a forlorn Zimbabwe president Robert Mugabe, eating alone (a Nando’s takeaway, naturally) and reminiscing about his happy days with fellow dictatorial playmates like PW Botha, Muammar Gadaffi and Saddam Hussein.
Black River has languished in the shadows for some years, despite producing much good work of this nature, but 2012 saw its breakthrough into widespread awareness.
Another debutante agency, Machine, made a creative impact by ending up 13th on the creative league table. Machine was cobbled together out of four diversified subsidiaries in the Habari Group.
They were Big Wednesday (media planning and buying), Creature (consumer promotions and loyalty marketing); Domino (digital) and Answered (insights and research).