Loeries Creative Week Durban

Official 2017 Loeries rankings revealed!

The Loeries has released its seventh annual official rankings which provide a comprehensive overview of the annual performance across the brand communications industry throughout Africa and the Middle East based on the awards won at the 2017 Loeries Awards.
Mike Middleton, chief marketing officer at KFC is ranked as the top brand representative.

“The official rankings are calculated based on performance each year, and they provide a useful and independent measure of who’s doing what across our region,” says Loeries CEO Andrew Human.

This year, for the second year running, KFC is the top brand, having won 11 Loeries, including a Grand Prix. Flight Centre and Marble take second and third place respectively.

Mike Middleton, chief marketing officer at KFC has emerged as the top brand representative, followed by Divan Viljoen of Flight Centre, Jacques Cronje of KFC, Gary Kyriacou of Marble, and Melanie Campbell of Absolut, in fifth place. Mike was also awarded the coveted Loeries Marketing Leadership & Innovation Award at the awards held in Durban, KwaZulu-Natal in August.

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Agencies and creatives

The top three Agencies of the Year are: Impact BBDO Dubai, Ogilvy Johannesburg, and Hunt Lascaris Johannesburg; and the top three Regional Agency Groups of the Year are: BBDO MEA, TBWA, and Ogilvy EMEA.

The top three ranked agencies in South Africa are Ogilvy Johannesburg, Hunt Lascaris Johannesburg and Native VML. From the region excluding South Africa, the top three places all go to the United Arab Emirates: Impact BBDO Dubai ranks as the top agency, followed by Y&R Dubai and TBWA\RAAD. Other countries included in the regional agency rankings are Saudi Arabia, Kenya, Israel, Egypt, Namibia, Morocco, Lebanon, Tunisia, and Nigeria.

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Impact BBDO has taken the top position in the large agency category, while Y&R Dubai has the highest ranking among medium-sized agencies, and Grid Worldwide Branding and Design leads the small agency table.

The top-ranked chief creative officer for 2017 is Pete Case from Ogilvy Johannesburg, with Peter Khoury of Hunt Lascaris Johannesburg coming in at number two and Jason Xenopolous of Native VML in third place. Fadi Yaish of BBDO Dubai leads the executive creative director table, followed by Mariana O’Kelly from Ogilvy Johannesburg, and Jenny Glover from Hunt Lascaris Johannesburg.

Vega School is the top education institution and The Open Window, AAA School of Advertising Cape Town, Stellenbosch Academy of Design & Photography and Red & Yellow School make up the top five in the category.

Overall ranking by brand 2017
2Flight Centre
6The Cartel 
8La Libanaise Des Jeux 
10Landmark Group 
11Surf Shack 
13Mada Masr 
15Ol Pejeta Conservancy 
17Volkswagen South Africa
18Law Andak Dam 
19HuffPost SA 
20Interreligious Council of Bosnia and Herzegovina

Overall ranking by agency 2017
1Impact BBDO DubaiUnited Arab Emirates
2Ogilvy JohannesburgSouth Africa
3Hunt Lascaris JohannesburgSouth Africa
4Native VMLSouth Africa
5Grid Worldwide Branding and DesignSouth Africa
6Y&R DubaiUnited Arab Emirates
7King James GroupSouth Africa
8Y&R South AfricaSouth Africa
9TBWA\RAADUnited Arab Emirates
10J.Walter Thompson DubaiUnited Arab Emirates
11J. Walter Thompson KSASaudi Arabia
11Net#work BBDOSouth Africa
13DDBSouth Africa
14FoxP2 Cape TownSouth Africa
15Ogilvy Cape TownSouth Africa
16Joe Public UnitedSouth Africa
17Ogilvy & Mather AfricaKenya
18The Odd NumberSouth Africa
19Grey AdvertisingSouth Africa
20Leo Burnett IsraelIsrael


The overall ranking includes agencies from across the region – Africa & the Middle East – as well as international agencies that produced work to be flighted within the region.

Ranking by regional agency group 2017
3Ogilvy EMEA
4Y&R Africa & Middle East
5J. Walter Thompson MEA
7King James Group
8FCB Africa
9Joe Public United


The Regional Agency Group ranking is for the group networks across Africa and the Middle East

The full rankings, available here, includes more tables on specialist agencies, production companies and individual credits. Entry for Loeries 2018 opens in February 2018.
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