FCB Joburg, the largest full-service agency within the FCB Africa group, has taken pole position on the first-ever Pendoring official ranking table with a total of 56 points while its sister agency, FCB 1886, placed in seventh position with 25 points. FCB Cape Town, with 11 points, just missed a position in the top 10 ranked agencies.
The ranking was created by the organisers of Pendoring 2016 and uses the Cannes Advertising Festival ranking as a guideline. This is a points-based methodology for shortlisted agencies (two points), Silver (five points), Gold (eight points) and overall winners of the Prestige and Umpetha Awards.
FCB Joburg’s haul included one of the only eight Gold Pendorings awarded to professional agencies on the night for a newspaper campaign in Afrikaans for Toyota ‘Hilux’tjie’ and added six of the 29 Silver trophies to its haul, making it the most awarded agency in terms of Silver.
Here its wins included several in the newspaper advertising category – NetFlorist ‘A War of Words’ (Afrikaans and Sotho), Toyota ‘Bad Parts’ (Afrikaans and Zulu) and Lexus Multi Terrain ‘Directions’ (Zulu); a Silver in the online & mobile advertising/social media & email marketing category for Toyota ‘Rampartytjie’; and two Craft Silvers – one for writing and one for music & sound design for NetFlorist ‘A War of Words’ (Afrikaans and Sotho).
FCB 1886 and FCB Cape Town also took Silver in the newspaper advertising category – FCB 1886 for Cell C’s campaign ‘Lugtyd-oordrag’ (Afrikaans) and FCB Cape Town for BMW Motorrad (Afrikaans) while FCB 1866 two Craft Silvers – both for writing – for Cell C ‘Lugtyd-oordrag’ (Afrikaans) and Lexus ‘Stiller Kajuit’.
“We’re nearing the end of the year and what a good one it’s been for FCB, both creatively and on the new business front,” said Group CEO and Chief Creative Officer Brett Morris.
“This latest outing comes after a sterling performance at the 2016 Loerie Awards, especially for FCB Cape Town and Hellocomputer whose ‘Testi-monials’ campaign for Cancer South Africa notched up a total of six awards including three Golds,” he said.
In addition, FCB Africa claimed the Robyn Putter Award for the third consecutive year at the 18th annual Sunday Times Top Brands awards function – making its fifth Robyn Putter Award in total – with 32 points. The agencies placing second and third achieved 18 and 17 points respectively.
“Altogether, these make for an exciting 12 months for the group and its clients; I’m very pleased with the creative momentum we’ve been able to achieve,” Morris added.