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Johannesburg - Ogilvy Johannesburg heads the interim pecking order for the Loerie Awards in September, with 54 finalists. But will it be able to convert them into enough metalwear to overtake current creative front-runner TBWA Hunt Lascaris?
A number of possible permutations would allow it to close the gap of 3 450 creative points. If it, for example, won a Grand Prix, four golds, 10 silvers and 10 bronzes, and Hunt Lascaris won nothing at all, it would scrape through.
It's possible for Ogilvy (last year it won 4 350 points at Loeries) though a big ask. But Hunt Lascaris is unlikely to come away empty-handed, even though its tally of finalists is relatively modest.
Net#work BBDO, currently lying second in the awards count, has an even bigger task, as it has only 30 finalists. Two points of interest are the impressive performance of The Jupiter Drawing Room Cape Town, and Joe Public. DDB, last year's rising star, makes the Loerie top 10, but has not had a good year otherwise.
This year's emerging heroes are Volcano Advertising (14 finalists) and Hello World (11).
The *12 agencies with the most finalists are:
- Ogilvy Johannesburg - 54
- Jupiter Cape Town - 42
- Draftfcb Jhb - 39
- Ogilvy Cape - 38
- Net#work BBDO Jhb - 30
- Joe Public - 26
- FoxP2 - 24
- DDB - 20
- TBWA Hunt Lascaris Jhb - 18
- Jupiter Jhb - 16
- KingJames Cape - 15
- Volcano - 14.
Last year there were 800 finalists, and conversion into trophies ranged from 9% (Saatchi & Saatchi Jhb) to 89% (FoxP2). Ogilvy converted 78%, and Hunt Lascaris 16%. The average of the top 12 was 46%.
This year, off a lower base of entries, the over-generous Loerie judges again named 800 finalists - 25% of the total entries. So one can assume that achieving finalist status doesn't amount to much. Perhaps 10% would have a better ratio.
Internationally, at events like Cannes, Clio, The One Show or D&AD, only 5% to 7% of entries reach the shortlist, and less than 2% are given awards.
The Loeries will be held in Cape Town from September 24 to 27.
If you would like to receive the full table of Loerie finalists, e-mail Tony Koenderman at tonyk@finweek.co.za.
