Share

Fox gains, but not enough

Cape Town creative hot-shop FoxP2 has climbed two places up the creative ladder as a result of the Ad of the Year awards, landing in sixth spot after the final event of the 2010 calendar. But TBWA Hunt Lascaris remains firmly ensconced and unchallenged at the top of the creative league table, thanks to its all-conquering Trillion Dollar Billboard campaign for The Zimbabwean newspaper.

Fox won two Ads of the Year, jointly with Gloo in the digital and solo in the magazine category.

The TBWA billboard was first flighted around September/October 2009 and its one-year qualifying period expired shortly before the 2010 Loeries, which meant the billboard campaign didn’t count for last year’s Loeries.

But if you compare calendar year with calendar year, which is the way most people look at creative results, the Trillion Dollar made a huge impact for two years: 2009 and 2010. In 2009, it contributed two-thirds of Hunt Lascaris’s 712 points and last year it accounted for more than 70% of the agency’s 1 250 points. It was the single reason why Hunt Lascaris topped the table in both years. Without it, the agency fell to sixth position at the 2010 Loeries.

As a small agency with only 25 people, FoxP2 can’t compete against the sheer volume of award-winning power of the big agencies. But pound for pound it’s normally top of the league – though last year it had to surrender even that top spot to The Zimbabwean billboard.

KingJames seems destined to lead the industry through 2011 with its “legends” campaign for Allan Gray, imagining what the world would be like if James Dean or John Lennon had not been killed at a relatively early age. The campaign is sophisticated and has legs. But good though it is, few would bet on it emulating the dreaded billboard. But that was a once-in-a-lifetime event.

The AdReview points system attempts to level the playing field by allocating points to a range of awards on a single scale. So a Cannes Gold Lion earns 60 points, the same as a Loerie Grand Prix. Where two agencies collaborate on an award-winning piece of work, the full points are awarded to both agencies, as long as they contribute from different disciplines. 
We live in a world where facts and fiction get blurred
Who we choose to trust can have a profound impact on our lives. Join thousands of devoted South Africans who look to News24 to bring them news they can trust every day. As we celebrate 25 years, become a News24 subscriber as we strive to keep you informed, inspired and empowered.
Join News24 today
heading
description
username
Show Comments ()
Rand - Dollar
18.94
-0.2%
Rand - Pound
23.91
-0.1%
Rand - Euro
20.43
+0.2%
Rand - Aus dollar
12.34
+0.1%
Rand - Yen
0.13
-0.2%
Platinum
910.50
+1.5%
Palladium
1,011.50
+1.0%
Gold
2,221.35
+1.2%
Silver
24.87
+0.9%
Brent Crude
86.09
-0.2%
Top 40
68,346
+1.0%
All Share
74,536
+0.8%
Resource 10
57,251
+2.8%
Industrial 25
103,936
+0.6%
Financial 15
16,502
-0.1%
All JSE data delayed by at least 15 minutes Iress logo
Company Snapshot
Editorial feedback and complaints

Contact the public editor with feedback for our journalists, complaints, queries or suggestions about articles on News24.

LEARN MORE
Government tenders

Find public sector tender opportunities in South Africa here.

Government tenders
This portal provides access to information on all tenders made by all public sector organisations in all spheres of government.
Browse tenders