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.
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
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 Year||Gloo|
|Lifetime Achievement Award||Nunu Ntshingila|
|Cape Agency of the Year||The Jupiter Drawing Room|
|Durban Agency of the Year||The Hardy Boys|
|Gauteng Agency of the Year||Ireland/Davenport|
|Media Agency of the Year||The MediaShop|
|Small Agency of the Year||Mediology|
|Advertising Achiever of the Year||Dawn Rowlands|
|Breakthrough Agency of the Year||M&C Saatchi Abel|
|Digital Agency of the Year||Gloo|
|Agency Group of the Year||Ogilvy South Africa|
|Design Agency of the Year||The Jupiter Drawing Room Cape|
|Advertising Achiever of the Year||Mike Abel|
|Baobab Award||The Old Shanghai Firecracker Factory|
|Magazine Campaign Award||Ireland/Davenport for National Geographic|
|Specialist Agency of the Year||34|