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Draftfcb follows Pendoring dominance with strong Loerie haul

After dominating the Pendoring advertising awards with 12 Golds and a Grand Prix, Draftfcb South Africa had an excellent showing at this weekend's Loerie Awards winning a total of 14 Loeries and two craft certificates - making it one of the country's biggest and most consistent winners at South Africa's premiere advertising award shows.

It also took home an accolade in the inaugural New Voice Non-English category - a Silver for a radio commercial for client Vodacom - proving yet again its uncanny ability to communicate with South African consumers in their mother tongues in a manner that touches their hearts and souls.

Commenting on the group's performance at the Loerie Awards, Group Executive Creative Director, Brett Morris, said he was naturally disappointed that they hadn't won any golds but that having won 14 Loeries is a considerable achievement by any standard.

"In an awards competition with as stringent requirements for excellence as the Loerie Awards - only 8% of entries receive awards - every Craft Certificate and 'bird' has tremendous value. With only one or two golds being handed out in each category, the difference between gold and silver is incredibly tight. I am very satisfied that the group demonstrated its ability to develop great creative and I am immensely proud of the acknowledgement we have received from our industry peers over the last two weekends," Morris said.

Draftfcb Johannesburg was the runaway winner at this year's Pendoring awards, with nine Gold and two Silver Pendorings. Draftfcb Cape Town's work for Die Burger received three Gold Pendorings. The awards were announced on Friday, 18 September, at Vodaworld in Midrand, Gauteng.

The Vodacom Player 23 campaign (Jan, Jan & Elton) was Draftfcb Johannesburg's most successful campaign at Pendorings in the mixed media and television categories but the agency also brought home Pendorings for its radio work for Toyota and Nando's.

At the Loerie Awards, which took place in Cape Town for the first time in its 31-year history on 25 and 26 September, Draftfcb Johannesburg again showed its flair for radio advertising taking two Silvers and four Bronzes for work done for Nando's and Toyota, while Draftfcb Cape Town garnered a Bronze for Die Burger. The Johannesburg agency also featured in the Television and Cinema, Print and Mixed Media categories.

The agency group's Group Chairman, Nkwenkwe Nkomo, was also called to the podium during the awards ceremony to receive a Lifetime Achievement Award for his ongoing commitment and outstanding contribution to the industry over the course of a career spanning 26 years.

Nkomo built his own career against the odds in very turbulent times in South Africa's history, but continued to find ways to serve the broader industry and his country while doing so. According to CEO of The Loerie Awards, Andrew Human, he displays the insight, loyalty and vision of a true leader.

Remarkably, in an industry known for job hopping, he has spent all of his 26 years in the brand communications industry at Draftfcb (initially Lindsay Smithers). "It's because I believe that when you finally reach a place where you are given the opportunity to do a job you love, to grow and expand your influence, and are treated with respect, you stay regardless of the other, possibly more enticing, financial offers," he said.

5 Oct 2009 12:39

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