As it did last year, Ogilvy Group is making the running at the finalist stage of the Loerie Awards. But this time it’s Ogilvy Cape Town that’s turned in the more spectacular performance to top the first stage of the standings lists, which were released last week. Ogilvy Johannesburg lies joint second, alongside the small but ultra-creative FoxP2.
There’s still a second tranche of finalists to come, but we’ve seen the lists for the newspaper, magazine, TV, radio, design and related categories. While the finalists give a rough indication of the chances of winning awards on Loeries weekend in mid-September, they’re a better indicator of the volume of good work than of the quality. Last year’s overall Loeries leader – KingJames – was placed only 11th at the finalist stage. Ogilvy Johannesburg, first at the finalist stage, ended up fifth overall.
But KingJames creative chief Alistair King has a good record of picking likely winners – and he usually converts a better-than-average percentage.
The finalist table is somewhat at variance with the current league table of award winners so far this year. The winners’ list is headed by Net#work BBDO and TBWA Hunt Lascaris, which lie only seventh and sixth respectively on the Loerie finalist list. DDB – 16th on the winners’ table – is fifth of the finalists.