Draftfcb Johannesburg is celebrating this week with three television commercials on Millward Brown South Africa's list of the 20 Best Liked Ads of 2012.
The agency is no stranger to the list having won more places than any agency in history. This time they managed to notch up 2nd place and 20th position on the 2012 edition for client Wimpy with 'Missing Lunch' and 'Grand Grillster' and 17th place for 'Amazing' for the Lexus RX300.
The list is compiled using data from Millward Brown's Adtrack, a proprietary advertising testing system that has evaluated the impact and liking of all brand advertising in South Africa over the last 29 years. The resultant database stands at almost 75 000 TV adverts tested, and more than 1.1 million interviews conducted making this database one of the largest of its kind in the world.
Draftfcb Johannesburg managing director, Alistair Mokoena, and Group Creative Officer, Brett Morris, are both thrilled by the news.
"Most often in our industry it is our peers who bestow the accolades but, in this instance, these have been chosen by the consumer as South Africa's best 20 ads of 2012.
"We're thrilled to have made the list again, as reaching ordinary South Africans with messages and creative executions that touch their hearts and minds is what builds brands and makes the tills ring; it's our most important job.
"Over the past few months, our clients have met their financial targets, they've retained or taken up positions as number 1 or number 2 in their sectors, and now consumers have stood up and voted. We've delivered in all three areas, and we're very proud of that," said Mokoena.
Added Morris: "It's fantastic that we've featured in the list yet again. As an agency we pride ourselves on creating ideas that really matter to consumers and there's no better acknowledgement than the vote of the people who our communication is aimed at. And it's great that an iconic South African brand like Wimpy is at number 2."
Three seemed to be the lucky number for this year's list with two other agencies accounting for three positions - The Jupiter Drawing Room Johannesburg (6th, 14th and 18th - the 6th spot a collaboration with Metropolitan Republic) and Black River Football Club (7th, 13th and 19th).
The only other agency to notch up more than one slot on the Top 20 was Cheil USA with 2.