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Johannesburg - For the third straight year, Ogilvy South Africa has dominated the Apex Awards for advertising effectiveness. Ogilvy Johannesburg's campaign for KFC, Finger-lickin Great, won the Grand Prix, and the agency also won two Silver Apexes. Ogilvy Cape Town snagged three silvers and two bronzes, while other group agencies Coley Porter Bell took silver, and Zoom, the group's retail specialist, also won a bronze.
The group won 10 of the 23 awards presented on the night.
TBWA Hunt Lascaris' already much-awarded Trillion dollar campaign for The Zimbabwean exile newspaper won the only other Gold Apex handed out. The campaign is one of the world's biggest winners of creative and other awards in the past year, having taken innumerable trophies at the Loeries, the Cannes Lions festival, the Art Directors' Club and others. It also received an Apex special award for "the most ingenious response to limited funds".
The KFC campaign in the "sustain" category transformed a traditionally retail-led business with a more segmented, individually targeted strategy that used different creative executions for each segment. The brand has grown 20% a year for six years.
Apex Awards are made in three categories: launch (first-time new-product advertisers); change (new short-term campaigns for previously advertised brands) and sustain (maintaining or strengthening a brand over a long time-frame).
The Trillion Dollar Campaign was centred on a billboard plastered with Zimbabwean currency, making the point that the currency has been destroyed by the Robert Mugabe regime. It generated a 45% increase in revenue for the exile newspaper and delivered an 8 000% return on marketing investment.
Winning agencies, ranked by AdReview points, were:
- Ogilvy Jhb: 74 - TBWA Hunt Lascaris: 50
Winners of single bronzes, worth 5 points, were Joe Public, Jupiter Drawing Room Cape Town, Publicis, EuroRSCG and Zoom.
Points are awarded on the following basis: Grand Prix 50; Gold 30; Silver 12; Bronze 5; special award 20. The gold that was elevated to a Grand Prix only scores once.
- Fin24.com