Creative Circle chairman, Brett Morris said the award remained an important yardstick in measuring the growth of creative talent in the industry. "The calibre of work throughout 2010 was very high and there's no doubt that overall the top contenders would hold their own at any award show around the world."
The announcement of the winners of the Ad of the Year would also affect final rankings for agencies in 2010. Morris said he was confident and satisfied with the revised system it was using to allocate points for agency rankings. Historically, it had its own points ranking system but in recent years all the endorsed award shows had started publishing their own points ranking system.
"This is great because it gives us an objective view of how SA agencies rank against each other. We then simply take those rankings and award overall points based on where the agencies placed in those award shows," he said. "Since the points are based on where you place and not the number of actual awards won, the playing field was level for all SA agencies that entered the various shows. So there's no need to give one award show more value than another."
Primedia Unlimited, sponsors of both Ad of the Month and Ad of the Year reiterated the importance of the awards in showcasing the growth of creative talent in the country. "These awards are a credible measure of the growth of creativity of not only traditional media but more especially ambient media as well," says Ken Varejes, Primedia Unlimited CEO.
The 2010 Loeries Annual will also officially be launched at the awards.
