Digital makes history at AdReview Awards

For the first time in the history of the AdReview Awards, a specialist digital agency has been named overall Ad Agency of the Year. Gloo was awarded the accolade, based on its performance across the last year, in the prestigious national review of communication agencies.
The review headlined that Gloo "has been a trendsetter in its field since it first opened its doors seven years ago, as one of the first digital agencies in South Africa."

With the growing transformation in digital awareness across South Africa, this win starts to signal a monumental shift in the communication industry. As brands battle to gain insights and connection with today's digitally-connected consumer, agencies are simultaneously working to create the most effective model to service their needs.

Digital makes history at AdReview Awards

Templar Wales, Strategic Director, comments: "For the past five years, the question has been whether digital can lead and now the discussion is more about solving integrated marketing, where digital at last has a seat at the decision-making table. We also see this as the start of the next chapter, where digital as a term is removed from the conversation and the subject is purely about creating maximum impact through integrated marketing."

Alistair Irving, Managing Director, adds: "It reflects an extraordinary paradigm shift when both budget and influence shift to digital, where the discussion is now being elevated to the C-suite. As a company, we're showing our ability to answer questions being asked at this level of an organisation."

The review goes on to comment that "Gloo has proven wonderfully adept at innovation, exploring most of the cutting-edge techniques of the digital age in pursuit of commercial communication that stands out. These include touch technology, dynamic digital billboards, social media, viral campaigns, online branded content, mobile Internet, interactive exhibitions, augmented reality and email. In building websites, it has spanned the spectrum from microsites to large, content-heavy corporate sites."

Team Gloo at AdReview 2012
Team Gloo at AdReview 2012

Today, the Glooniverse boasts a broad blue chip client list, which includes brands such as FNB, BMW, Samsung, Garmin, Mini, Allan Gray, Castle Lager, The Spur Group and PUMA. It has 90 full-time staff, a full service office in both Johannesburg and Cape Town, and has received wide recognition for both effective and creative communication, including 63 Loeries (2 Grand Prix), 21 Assegais, and 20 Bookmarks locally, as well as various international awards from Cannes, Echo, D&AD, Clios, and 10 Webbys.

Pete Case, Gloo's founder and CEO, adds: "As a very small start-up, we've come a long way in seven years, so this is an extremely proud moment for all of us. We finally find ourselves at the right place and the right time, but we've had to have huge ambition to get here and we've never stopped pushing what we do every day. Thank you to the AdReview panel, who recognised us with this special award. Also, hats off to our incredible team at Gloo and our clients, who've shared this journey with us. Watch this space, as there's plenty more ambition ahead of us!"

The Agency of the Year criteria are a combination of professional and business performance, including business growth, creative awards, new business acquisition, pitch rates (as a measure of competitiveness), business innovations and good practice.

The full list of 2012 AdReview Awards winners is as follows:

Overall Ad Agency of the YearGloo
Lifetime Achievement AwardNunu Ntshingila
Cape Agency of the YearThe Jupiter Drawing Room
Durban Agency of the YearThe Hardy Boys
Gauteng Agency of the YearIreland/Davenport
Media Agency of the YearThe MediaShop
Small Agency of the YearMediology
Advertising Achiever of the YearDawn Rowlands
Breakthrough Agency of the YearM&C Saatchi Abel
Digital Agency of the YearGloo
Agency Group of the YearOgilvy South Africa
Design Agency of the YearThe Jupiter Drawing Room Cape
Advertising Achiever of the YearMike Abel
Baobab AwardThe Old Shanghai Firecracker Factory
Magazine Campaign AwardIreland/Davenport for National Geographic
Specialist Agency of the Year34

21 May 2012 13:17