A LITTLE SHORT OF halfway through the race, the agency battle for South African creative leadership in 2010 is all but over. Thanks to its all-conquering Trillion Dollar Campaign, TBWA Hunt Lascaris is so far ahead of the chasing pack it would take a miracle for any other agency to overtake it. Its points score is already higher than the score that gave it first place over the whole of last year. And with last week’s triumph at the D&AD in London, the Trillion Dollar is now the most-awarded campaign in world advertising history.
For Net#work Jhb (currently third) to catch the leader it would have to earn twice as many points as it did last year from the remaining events – Cannes, Loeries, Eagles and Ad of the Year – if Hunts won nothing more.
The Creative Circle recognises four international awards shows and four South African ones as being of sufficient standard. Clio, The One Show and D&AD are behind us, and the world’s top event – the Cannes Lions – starts on 20 June.
Due to the timing of the Trillion Dollar Campaign launch – it was first entered at Cannes 2009 – its year of validity for competitions is now over. But in that period it won just about everything going: 67 awards in total, including Grands Prix at Cannes, Clio and The Art Director’s Club of New York. It won a D&AD Black Pencil (considered the world’s top design award) and Yellow Pencils in the integrated and outdoor advertising categories.
Design & Art Direction is a British educational charity.
The core element of the Trillion Dollar Campaign is a billboard plastered with Zimbabwean currency notes, overprinted with slogans such as: “It’s cheaper to print this on money than paper.” The client is The Zimbabwean, an exile newspaper.
Without that wellspring of awards, SA’s prospects at Cannes don’t look too bright. But there’s an interesting new name on the leader board: Young & Rubicam, where Mick Blore is rebuilding the creative department.
* We value awards by our AdReview points system and not the Creative Circle system, which makes no distinction between one event and another: for example, treating all Golds as equal. Our D&AD points are: Black Pencil 110; Yellow pencil 65; nomination 25; entry to annual 12.
Archive for awards
AT THE END of the first decade of the third millennium we’re looking for the agency that best sums up the ethos of the changing times. The “Agency of the Decade” will be named in Tony Koenderman’s AdReview, the pre-eminent annual overview of South African marketing and advertising (to be published with Finweek in April) and presented at a gala banquet. It will be a one-off award but part of our normal AdReview Awards.
The winner will have performed well by the normal criteria – creative awards, business development and growth – but will also have demonstrated its adaptation to the structural changes taking place in the marketing world as the digital revolution threatens to sweep all before it.
But that’s not all. We’ll mark the 10-year cycle with a book of tens such as: 10 top agencies of the decade, Ten ideas of the decade; Ten people who’ve made a difference, Ten best advertisements or campaigns.
AdReview 2010 will be a must-read. We’ll be examining social media – the hottest issue in marketing – as part of a bigger takeout on the way technological change has influenced marketing and the ability of the ad industry to respond to the needs of society. A key question will be: Can traditional media survive the digital challenge?
As always, our purpose is to help marketers make those vital decisions. When they’re choosing a new agency or design shop, or want to know who’s hot (and who’s not), or what the latest media and marketing trends are, we aim to provide the best available information.
We’ll carry our usual sections on public relations, sponsorship, the regions, media and media agencies and our agency ratings, in which every agency is rated separately for its creativity and business performance.
Corporate features remain part of the mix. If you’re interested in sponsoring a feature about your company please contact Tian Liebenberg at tianl@finweek.co.za. Questionnaires and guidelines will be emailed to agencies over the next two weeks and will also be available online. Details will be announced shortly.
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