Loeries Official Rankings
Loeries® Official Rankings™ 2016
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After winning a combined total of 32 awards; including four of the Grand Prix's - KFC, Chicken Licken and Nando’s emerge as top three brands on the 2016 Loeries® Official Rankings™ in 2016. And it comes as no surprise that Ogilvy & Mather Johannesburg, following its success at Loeries® Creative Week™ Durban in August, was named the number one agency for 2016.
Now in it’s sixth year, the Loeries® Official Rankings™ provide an authoritative and independent indication of who’s who in the brand communications industry across Africa and the Middle East. The rankings are calculated on a methodology that allocates points to brands, agencies and individuals based on results from the Loeries® Creative Week™ Durban held in August,” says Loeries® chief executive Andrew Human.
This year the Loeries introduced a Regional Agency Group table, with Ogilvy EMEA taking the top position, followed by BBDO MEA, TBWA\, J.Walter Thompson MEA and FCB Africa rounding up the top 5 networks across Africa and the Middle East.
Ogilvy & Mather Johannesburg and Cape Town took the top 2 positions in the large agency table, while Net#work BBDO received the highest ranking amongst medium-sized agencies, and FoxP2 took the honours as the top small agency.
From the region excluding South Africa, TBWA\RAAD from the United Arab Emirates (UAE) ranked as the top agency, with J Walter Thompson KSA from Saudi Arabia in second place. Following in third place is Memac Ogilvy Dubai (UAE), with J Walter Thompson Beirut (Lebanon) in fourth and the FP7/DXB (UAE) in fifth. At number 9 in the table, Noahs Ark Communications (Nigeria) is the first sub-Saharan agency in the table.
In line with the overall agency winners, Ogilvy & Mather’s Pete Case claimed the top spot as the number one Chief Creative Officer, with Mike Schalit from Net#work BBDO coming in at number 2. DDB’s Liam Wielopolski took third place, followed by Joe Public’s Pepe Marais in fourth, and Memac Ogilvy’s Paul Shearer rounding out the top five.
Thabisa Mkhwanazi and Mike Middleton, both of KFC, emerged as the top two brand representatives followed by previous Marketing Leadership & Innovation Award recipient, George Sombonos of Chicken Licken, with Hloni Mohope (KFC) and Bradley Knowles (Ster-Kinekor) making up the top five.
In education, the Stellenbosch Academy of Design and Photography moved to the number one slot, followed by the AAA School of Advertising Cape Town. The Vega School of Branding came in at number three, with the University of Pretoria and the Red & Yellow School of Logic and Magic making up the top five educational institutions.
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Note: Numbers in brackets indicate 2015 Ranking.
How are rankings calculated?
While there can be many ways of analysing any competition, we have provided a thorough and fair process to accurately report on the results of the awards. The exact methodology that is used for the ranking is described here, and publication of the chosen procedures in advance of our entry deadline and judging ensures no bias in favour of any particular outcome.
- BRANDS GET POINTS: A credited brand gets full points, irrespective of the entering Agency. For example, if a Brand wins two awards with two separate agencies, the Brand gets full points from both awards
- POINTS ARE GIVEN FOR EACH AWARD.
- POINTS PER AWARD:
300 points for Grand Prix;
110 points for Gold; 40 points for Silver;
15 points for Bronze;
90 points for Craft Gold;
30 points for Craft Certificate.
- CAMPAIGN ENTRIES GET 1,5x POINTS: All Campaign categories (Type B) will all be awarded 1,5 times the points.
- COMBINED CAMPAIGN ENTRIES ALSO GET 1,5x POINTS: Single entries (Type A) that are combined into one campaign award during judging will receive 1,5 times the points. For example, if three print posters are combined and awarded a Campaign Gold, then the award will be worth 1,5 x 110 = 165 points.
- FOR COMPANIES; POINTS ARE DIVIDED IF MORE THAN ONE NAME IS PROVIDED FOR ONE CREDIT:
Where more than one company has been credited for any one credit, the points will be divided equally between the parties. For example, a Gold Winner receives 110 points. If two companies are listed under "Agency", each will receive 55 points. However, one "Agency" and one "Production Company" will each receive the full points.
- NEW IN 2016: FOR INDIVIDUALS; FULL POINTS ARE GIVEN FOR EACH NAME LISTED FOR ONE CREDIT:
Where more than one individual has been credited for any one credit, each individual will get full points. For example, a Gold Winner receives 110 points. If two Creative Directors are listed, each will receive 110 points, or if three people share the “Writer” credit, then each person will receive 110 points.
- NEW IN 2016: A Regional Agency Group table has been added – listing the top group networks across the region.
- AGENCIES AND PRODUCTION COMPANIES GET FULL POINTS: As long as there is one name per credit, then each credit gets full points. For example, if a TV Commercial wins gold, the credited Agency gets full points and the credited Production Company gets full points. If two agencies share one credit, then each agency get half the points.
- A COMPANY CANNOT RECEIVE POINTS AS BOTH AN AGENCY AND AS A PRODUCTION COMPANY.
- CRAFTS: Production companies will receive points from International Craft entries; however agencies will not receive any points. For example, if an illustrator from within our region does work for a London agency to be flighted in Europe, based on a brief and concept created in London, then the work is eligible for an Illustration craft award and craft points. But the London agency gets no points.
PLEASE NOTE: Our knowledge is only as good as the information we receive! Please remember that all rankings are calculated according to the information you provide on the entry forms.
Ranking information and methodology last updated 31 August 2016