Johannesburg - TBWA won its first Gold Lion at this year's Cannes Lions Advertising Festival - and South Africa's second - but the overall performance is a dismal one, and there is no chance of matching the 2009 trophy haul.
There are only three categories (of Cannes' 12), still to announce, and these are not categories in which SA traditionally does well. They are film/TV, film craft and Titanium/integrated. We might have a chance of some recognition in the Titanium/integrated category, but the two film categories must be regarded as long shots.
So far, SA has won two Golds, one by Y&R South Africa in the outdoor category, and the other by TBWA Hunt Lascaris in the design category. But this is meagre compared to last year's haul of two Grands Prix and five Golds. Even if we were to win another Grand Prix (which is unlikely), our tally this year will be only three-quarters of that of last year.
The leading agency is TBWA Hunt Lascaris, with a Gold, two Silvers, one Bronze and six shortlists, worth 138 AdReview points. It is followed by Y&R (72), Draftfcb Jhb (56), Ogilvy Cape Town (40), Net#work BBDO Jhb (35), Ogilvy Jhb (34), JWT Cape Town (25) and FoxP2 (22).
South Africa submitted a record 793 entries this year, at a cost of R2.9m in entry fees.
(AdReview points are Gold 60, Silver 25, Bronze 10, shortlist 3.)