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Net#work BBDO produced a burst of speed in the final straight to draw level with Ogilvy Cape Town in the race to lead the Loerie shortlist. Net#work was lying seventh when the first round of finalists was announced two weeks ago but then scored heavily in the television and radio craft categories released last week, lifting it to first in a dead heat. As a result, FoxP2 was pushed back to third.
The digital categories were also in last week’s lists, which resulted in two specialist agencies pushing into the top 15. Hello Computer received 19 entries and Gloo Digital Design 17. Digital advertising isn’t SA’s strength and we rarely get even a finalist at creative awards events overseas. Therefore it was encouraging to see 33 agencies getting work through to the finals in the digital categories.
However, as always a large number of finalists don’t necessarily convert into trophies – though it does indicate something about the volume of good work an agency is turning out. Just more than 30% of total professional entries (excluding student entries) made it through to the shortlist, so it acts more as an incentive to buy tickets to the awards event than an indicator of likely success.
The total number of professional entries fell again this year, by 5% – a clear indication conditions in the ad biz are still tough. Tight times mean clients spend less on advertising and the entries into the Loeries go down in sympathy.
For fuller details of the shortlist, please go to www.squeezeback.com.
The digital categories were also in last week’s lists, which resulted in two specialist agencies pushing into the top 15. Hello Computer received 19 entries and Gloo Digital Design 17. Digital advertising isn’t SA’s strength and we rarely get even a finalist at creative awards events overseas. Therefore it was encouraging to see 33 agencies getting work through to the finals in the digital categories.
However, as always a large number of finalists don’t necessarily convert into trophies – though it does indicate something about the volume of good work an agency is turning out. Just more than 30% of total professional entries (excluding student entries) made it through to the shortlist, so it acts more as an incentive to buy tickets to the awards event than an indicator of likely success.
The total number of professional entries fell again this year, by 5% – a clear indication conditions in the ad biz are still tough. Tight times mean clients spend less on advertising and the entries into the Loeries go down in sympathy.
For fuller details of the shortlist, please go to www.squeezeback.com.
