Apex Grand Prix for Ogilvy Joburg

Founded in 1995, the Apex Awards promote greater accountability in the industry by rewarding campaigns that work, sell and resonate in the minds of their target audiences, and in so doing, deliver results. The adjudication process is notoriously stringent, as entrants must provide evidence of the effectiveness of their marketing communications - and in so doing, prove that their entries have achieved performance excellence by contributing a measurable return on investment. This year's ceremony marked the first true annual cycle of the awards.

Ogilvy Johannesburg receiving its 2010 Apex Grand Prix.click to enlarge

The winners were awarded in one of three categories: Launch, Change, and Sustain. Launch recognises brands or services that are less than 12 months old with no significant history of advertising. In Change, new campaigns from previously advertised brands which resulted in significant short-term effects on sales and/or behaviour (short-term being within a period of no more than 18 months) are recognised and awarded. Sustain is for campaigns that benefited a business by maintaining or strengthening a brand over a long period, eg 36 months.

All the winners

Category	Award	Agency	Campaign	Client
Grand Prix		Ogilvy Johannesburg	KFC Finger Lickin' Great	KFC
Special Award	The most ingenious response to limited advertising or research funds	TBWA\Hunt\Lascaris Johannesburg	Trillion Dollar	The Zimbabwean
Special Award	The most successful submission for non-profit or charity organisation or cause 21 Awards	Saatchi & Saatchi	WWF SA Earth Hour 'The power of one hour'	WWF SA
Launch	No Gold awarded
Launch	Silver	DDB South Africa	McDonalds Breakfast	McDonalds
Launch	Silver	Coley Porter Bell SA	Packaging Redesign	Fairview Cheese
Launch	Silver	Ogilvy Cape Town	Stimorol 3-Piece	Cadbury SA
Launch	Silver	Wunderman	Discovery 4 Launch	Land Rover
Launch	Bronze	Zoom Advertising	UN EP Finance Consider Us	UN Sustainability Forum Cape Town
Launch	Bronze	The Jupiter Drawing Room Cape Town	Bushmills Bromotion	Brandhouse
Launch	Bronze	Saatchi & Saatchi	WWF SA Earth Hour 'The power of one hour'	WWF SA
Launch	Bronze	Ogilvy Cape Town	VW New Golf	Volkswagen SA
Change	Gold	TBWA\Hunt\Lascaris Johannesburg	Trillion Dollar	The Zimbabwean
Change	Silver	DDB South Africa	Mrs Balls Chutney	Unilever
Change	Silver	Ogilvy Johannesburg	KFC Hope	KFC
Change	Silver	morrisjones&co	Innoxa Neck & Bust 'Show it off'	Innoxa
Change	Silver	Ogilvy Cape Town	Goodbye Citi	VW SA
Change	Bronze	Net#work BBDO Cape Town	David vs the Goliaths	Capitec Bank
Change	Bronze	Ogilvy and Publicis	Lunch Bar	Cadbury SA (which submitted the campaign directly)
Change	Bronze	Ogilvy Cape Town	Dentyne	Cadbury SA (which submitted the campaign directly)
Change	Bronze	Net#work BBDO	Woza Wheneva	Cell C
Change	Bronze	Euro RSCG	Talent War	PNet
Sustain	Gold	Ogilvy Johannesburg	KFC Finger Lickin' Great	KFC
Sustain	Silver	Ogilvy Johannesburg	DStv Compact 'Making less so much more'	MultiChoice
Sustain	Bronze	Joe Public	Sustaining growth in a mature market	Tracker

Before the announcement of the Apex 2010 Grand Prix.click to enlarge

The list of winners tells a tale of a year in which campaigns had to be truly exceptional to overcome the challenges presented by a global recession, according to the organisers.

"One only has to look at the remarkably high caliber of entries to realise that this year's winners each produced something phenomenal," said Odette Roper, CEO of the Association for Communication and Advertising (ACA) and host and MC for the night. "Agencies were faced with small budgets, sceptical clients, and a disillusioned consumer, yet many still managed to create transformative and hugely effective campaigns during 2010."

"Unlike other awards, an Apex symbolises a demonstration of both strategic and creative effectiveness - and positions award winners as true leaders in their field," added Roper.

The ecstatic Ogilvy Johannesburg and Ogilvy Cape Town teams.click to enlarge

According to 2010 Apex keynote speaker and judge Geoff Whyte, who is outgoing commercial director: Africa, Middle East at Cadbury SA, the "general standard of Apex entries this year was extremely high - and the campaigns that [picked up] awards [last] night of any colour are all truly exceptional.

Whyte continued: "And reviewing the winning case studies there was a clear pattern for me: Where there was great marketing thinking, great creativity followed. And where these two elements aligned, the impact on sales was significant and sustained.

"But, perhaps more importantly, where campaigns were really successful the client and agency had had the courage to do something different. So let's all be brave enough to stand up for what we believe in, challenge every conventional wisdom and aim to be world class. Let's be driven by our ambition for greatness, not by fear."

Judges

• Andy Rice - chairman of Yellowwood Future Architects and chair of the 2010 APEX adjudication panel
  
• Ivan Moroke - group MD of Yellowwood Future Architects and vice chair of the 2010 APEX adjudication panel
  
• Geoff Whyte - outgoing commercial director: Africa, Middle East at Cadbury SA
  
• Nicola Lawson - CMO at Yum! Restaurants Africa
  
• Natasha Velen - marketing manager of Oracle Airtime Sales
  
• Emmet O' Hanlon - MD of DDB SA
  
• Lynn Madeley - CEO of Euros RSCG SA
  
• Neil Higgs - director: innovation & development of TNS Research Surveys
  
• Charles Foster - MD of Millward Brown
  
• Lou Boxall-Davies - head of planning at morrisjones&co
  
• Jason Knight - strategic director at Brand Activation
  
• Pepe Marais - ECD of Joe Public
  
• Sandile Mkhasibe - ECD at Momentum McCann

Four student bursaries

Four bursaries of R10 000 each were also awarded to two students from the AAA School of Advertising in Johannesburg, and two from the AAA School in Cape Town. This is the first time that funding from the APEX Awards has been directed toward skills development, and the ACA is exploring the possibility of making it an annual initiative.

According to Ludi Koekemoer, principal and MD of the AAA School, there is a great need for additional financial support for students, and the AAA School is proactive in applying for funding from various institutions every year. In addition to the APEX bursaries, the AAA School has secured financial aid from MAPPP-SETA and the National Arts Council for 2010.

"These four students are all highly deserving of this award, and I have no doubt that they will make the most of it and continue to excel," said Koekemoer.

The 2010 Apex Awards, tickets for which sold out a week before the white tie event, took place at the Vodadome, Vodaworld, in Midrand, Gauteng. Comedian and ventriloquist Conrad Coch had the audience of advertising professionals, industry captains, key stakeholders from Government and the media.

For more:

• 2010 Apex Awards: Keynote speech by Geoff White [Well worth reading for White's concerns for the South African advertising industry.]
  
• 2010 Apex Awards: Opinion piece by Louise Boxall-Davies [Agencies need to be willing to embrace effectiveness and able to produce entries that persuade the adjudicators of the contribution of the advertising to the success of the case.]
  
• Apex Awards:www.acasa.co.za/apex.aspx
  
• ACA CEO Odette Roper on Twitter: @odette_roper
  
• Mandylives!com: Effectiveness awarded by APEX