Based on peer recognition
Now in its second year, the award is done purely on peer recognition and not by a judging panel. It is seen as a true reflection of the advertising industry's sentiments towards players and their work. All agencies are invited to vote for the company they feel most deserving of the title, as well as those in second and third place. Agencies are not allowed to vote for themselves, or for their affiliates.
Next, says Neil Higgs of TNS Research Surveys, points are awarded according to the number of votes received. One point is granted to each agency voted into third place; two for those receiving a second-place bid and three for those believed to merit first place. "The final tally revealed Ogilvy Johannesburg to be the winning agency by a clear margin," says Higgs.
Group marketing director at Ogilvy Johannesburg, Lauren Woolf, believes that it is the agency's ethos and an emphasis on doing the right thing which is at the root of its winning culture. "We have created a virtuous circle, where we produce great work by concentrating exclusively on meeting the objectives of the current task. Awards happen to be a lucky spin-off of work that answers clients' goals, but the real rewards come in the form of the excellent talent and clients we are able to attract as a result."
The Annual's editor in chief, Jeremy Maggs, agrees that the agency has produced a "swathe of fine work" which ensures it is worthy of title as the Agencies' Agency. He singles out the Topsy Foundation's Selinah campaign as one of the best pieces of work to emerge from the industry during 2009 and is similarly complimentary about the agency's work on behalf of KFC. What sets these ads apart, he maintains, is the agency's strategic insights.
Indeed, says Ogilvy Johannesburg MD Julian Ribeiro, insights are the agency's hallmark. All work is crafted around an intuitive understanding that strikes a chord with the audience. But what really sets the work apart is its execution in a manner that makes the insight new and fresh all over again.
Maggs says that this year's Agencies' Agency of the Year project has proven the resilience and innovativeness of South Africa's advertising, design and branding agencies, especially during a year that must rank amongst the most difficult experienced in recent times. "While the 2010 FIFA World Cup proved to be a huge fillip to brands and agencies, we also saw a range and breadth of output that showed how agencies were able to adapt to shrinking budgets and embrace the power and influence of digital solutions."
He adds that while this year was one of consolidation and even survival for many agencies, 2011 is likely to be one of growth and creative and strategic innovation. "This means that next year's project is certain to be even more exciting," he concludes.
For more, go to www.theannual.co.za.
