Ogilvy topped the 2008 Apex Awards for Effective Advertising, taking home seven awards making it the most awarded agency Group on the night.
The agency dominated the “change’ category, which rewards new campaigns from previously advertised brands that result in significant short-term effects on sales and/or behaviour. In this category, Ogilvy won a gold award for its work on the Audi of South Africa campaign; a silver award for its KFC Streetwise campaign; and a bronze award for its KFC Twister campaign.
In the “sustain’ category, which rewards advertising campaigns that have benefited a business by maintaining or strengthening a brand over a long period, Ogilvy was recognised with a silver award for its work on Exclusive Books Homebru, and a bronze for its Carling Black Label campaign.
Ogilvy was awarded two of the three special awards for long-time award-winning client Exclusive Books – for the most ingenious response to advertising or research funds, and for the case representing uniquely South African advertising.
Ogilvy Johannesburg only entered four campaigns into the Apex Awards this year.
“We know that these campaigns have worked for our clients, because we’re at the coalface of their business. But it’s a great coup to be recognised by our peers for this achievement,’ says Ogilvy Johannesburg MD Julian Ribeiro.
Executive creative director Gerry Human adds that they also serve to highlight, once again, a credo that the agency lives by – “that great creative work delivers great results.’ Audi, KFC and Exclusive Books are all creative award-winning clients.
Director of strategic planning for Ogilvy Johannesburg, Neo Makhele comments that this is a significant achievement for the talented planning team, but even more importantly, the Apex Award wins are testament to a superb job across the agency, from strategic planning and the client side of life, right through to the account management and creative teams.