loeries
November 7, 2018

The Loeries 2018 Official Rankings


The Loeries has released its annual Official Rankings which provide a comprehensive overview of the performance across the advertising and brand communications industry throughout Africa and the Middle East based on performance at the 2018 Loerie Awards, held in Durban in August.

This year, for the first time, the Loeries included points for Finalists in calculating its Official Rankings. In the past, points were only awarded for Bronze winners and above.

“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,” says Loeries CEO Andrew Human who believes that the inclusion of Finalists has had a positive impact on small agencies and countries in the region by giving them recognition for their achievements.

This year Sanlam is the top brand, having won 16 Loeries, including a Grand Prix. Chicken Licken and Kimberly-Clark take second and third place respectively.

Mariska Oosthuizen, Head of Brand at Sanlam is the top brand representative, followed by her colleague Kelly Driscoll. John Clark and Morné van Emmenes of Kimberly-Clark ranked third and fourth and Chantal Sombonos van Tonder from Chicken Licken, placed fifth.

The top three Agencies are: Joe Public United, Impact BBDO Dubai and King James Group; and the top three Regional Agency Groups are: TBWA\, Ogilvy EMEA and Joe Public United.

From the region excluding South Africa, the top three places go to Impact BBDO Dubai, TBWA\RAAD in the UAE and TBWA\Istanbul in Turkey. Other countries included in the top 20 regional agency rankings are: Angola, Israel, Kenya, Lebanon, Namibia, Nigeria, Saudi Arabia and Zimbabwe.

Joe Public United has taken the top position in the large agency category, while King James II has the highest ranking among medium-sized agencies, and Utopia tops the small agency table.

The top three ranked Chief Creative Officers for 2018 are Joe Public United’s Pepe Marais and Xolisa Dyeshana in joint first place, followed by Pete Case of Ogilvy Johannesburg who is ranked third. King James Group tops the table for Executive Creative Directors with Devin Kennedy and Dan Pinch ranking first and second respectively, followed by Gordon Ray from M&C Saatchi Abel in the third spot.

AAA School of Advertising is the top educational institution. The Open Window, Vega, North-West University and the University of Johannesburg follow to make up the top five in the category.

OVERALL RANKING BY BRAND 2018
Rank Name
1 Sanlam
2 Chicken Licken
3 Kimberly-Clark
4 Nando’s
5 La Libanaise Des Jeux
6 Joburg Ballet
7 AB InBev
8 Landmark Group
9 Toyota
10 Louvre Abu Dhabi
11 Fear and Fantasy Festival
12 Flight Centre
13 Unilever
14 Pernod Ricard South Africa
15 GreatStock
16 Nedbank
17 Nissan
18 Tiger Brands
19 Explorers Club
19 M-Agriculture

 

OVERALL RANKING BY AGENCY 2018
Rank Agency Country
1 Joe Public United South Africa
2 Impact BBDO Dubai United Arab Emirates
3 King James Group South Africa
4 TBWA Hunt Lascaris Johannesburg South Africa
5 M&C Saatchi Abel South Africa
6 Ogilvy Johannesburg South Africa
7 TBWA\RAAD United Arab Emirates
8 Ogilvy Cape Town South Africa
9 FCB Johannesburg South Africa
10 TBWA\Istanbul Turkey
11 VML South Africa South Africa
11 King James II South Africa
13 Grid Worldwide South Africa
14 Net#work BBDO South Africa
15 Scanad Kenya
16 Digitas Liquorice South Africa
17 Utopia South Africa
18 Meow Meow Woof South Africa
19 Ogilvy & Mather Africa Kenya
20 Horizon FCB Dubai United Arab Emirates
 

Note:  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 2018

Rank Name
1 TBWA\
2 Ogilvy EMEA
3 Joe Public United
4 BBDO MEA
5 King James Group
6 FCB MEA
7 M&C Saatchi
8 VML
9 WPP Scangroup
10 Publicis
 

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

The full rankings, available on loeries.com, includes more tables on specialist agencies, production companies and individual credits.

About Loeries Africa Middle East

The Loeries has been rewarding creativity for 40 years. As Africa and the Middle East’s premier award that recognises, rewards, inspires and fosters creative excellence in the advertising and brand communication industry, winning a Loerie is the highest accolade for creativity and innovation across our region. The Loeries, a proudly not-for-profit company, promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of fresh thinking, innovative ideas and outstanding execution.

Culminating in the biggest creative gathering in the region, Loeries Creative Week brings together the best innovative minds from our industry for a festival that offers networking, creative inspiration and the recognition of great work.

The creative economy across Africa and the Middle East is world-class and has great potential to offer employment to our talented youth, and the Loeries places a significant emphasis on education and development.

Major Partners of the Loeries 2018
Tourism KwaZulu-Natal (TKZN), The Department of Economic Development, Tourism and Environmental Affairs, KwaZulu-Natal Province (EDTEA), eThekwini Municipality – Durban Tourism, DStv Media Sales, Gearhouse Group

Category Partners
AB InBev, Accenture, Brand South Africa, Facebook, Gagasi FM, Google, JCDecaux, SANBS, South African Airways, Tsogo Sun, Unilever South Africa, Woolworths

Additional Partners and Official Suppliers
AAA School of Advertising, Absolut, Antalis South Africa, Aon South Africa, Association of Practitioners in Advertising Kenya, Backsberg, BEE Online, Circus Circus, First Source, Fresh RSVP Guest Logistics, Funk Productions, Gallo Images, Grid Worldwide, Hetzner, Multiprint Litho, Jameson, Lingo Communications, Newsclip, Paygate, Rocketseed, Scan Display, Shift Social Development, Spitfire, Vega School, VQI Communications Nigeria

Official Media Partners
Between 10and5, Bizcommunity.com, B&W Report, Brand Communicator Nigeria, Book of Swag, Business Insider by Pulse, Campaign Middle East, Creative Feel, Design Times, Film & Event Media, Goliath and Goliath, iDidTht.com, MarkLives.com, Marketing Edge Nigeria, Marketing Africa Kenya, Media Update, The Redzone.