Ogilvy & Mather SA continues to dominate Apex

JOHANNESBURG, June 14, 2013 – Ogilvy & Mather South Africa (O&M SA) has entrenched its position as the most successful agency in the history of the Apex Awards. Last night it dominated the event, garnering nine out of the 18 finalist positions and winning four out of the nine awards.

This success lies in O&M SA’s unrelenting commitment to delivering creative ideas that have a positive impact on clients’ bottom lines. This dual-pronged approach is particularly pertinent for the Apex Awards, which are regarded as one of the toughest local industry awards to enter and even harder to win.

O&M Johannesburg campaigns led the O&M SA haul. Significantly the agency submitted five entries and all five were shortlisted. The agency received three awards – one of the two Gold awards handed out on the night for its work on the launch of Cadbury Bubbly, a Silver for SAB’s Castle Lager (Sustain category) and a Bronze for KFC Krushers (Change category). O&M Cape Town continued their extraordinary winning streak on SAB Carling Black Label in the Sustain category by winning a well-deserved Silver.

O&M SA CEO Abey Mokgwatsane says the awards bear testimony to the long-standing relationships the agency has established with KFC, SAB and Cadbury over the years. “These relationships are built on the fundamental tenets of commitment and consistency. The success of this strategy is evident in the results that our clients achieve year-on-year and we are also grateful to them for putting their faith in our Twin Peaks credo (work that is as creative as it is effective) and supporting our entries.”

O&M JHB strategic planning director Neo Makhele says, “Effectiveness is at the heart of what we do each day. We believe that great work produces great results for our clients’ brands. It is for this reason that we have committed ourselves to live up to what David Ogilvy promised, “we sell, or else”.

“I think our industry has intuitively always known that amazing creative work produces great results, and now we have the analytics to prove it. There is a strong correlation between creativity and effectiveness. Recent research has shown that, on average, highly creative campaigns grow a brand’s market share 11 times more at the same weight. (Peter Field, The Link between Creativity and Effectiveness, 2011 Update IPA, 2011 UK),” she says.

Ogilvy & Mather SA has excelled consistently at Apex since its inception in 1995. The table below demonstrates its performance over the past six years, showing O&M SA’s leading position – well ahead of its nearest competitors.

Apex Awards: 2008 – 2013

AGENCY

GP

Gold

Silver

Bronze

TOTAL

O&M Jhb

1

6

7

4

18

O&M CT

4

7

11

Network BBDO Jhb

1

1

4

6

Draft FCB Jhb & Mesh

2

2

1

5

DDB

4

1

5

 

END

About Ogilvy & Mather South Africa

Established in 1984, Ogilvy & Mather South Africa has been a leading advertising and communications group in South Africa for over 25 years. It currently employs over 700 staff across 14 specialised companies. In 2012, O&M SA was the most awarded South African agency at the Cannes Lions and dominated the Apex Awards for creative effectiveness for the fifth consecutive year. O&M SA has industry leading capability in the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, CRM, mobile, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and specialist communications. It is at the forefront of integrated communication, with a mission to work with clients to develop breakthrough ideas that release the potential that exists in their brands, thereby creating measurable value. Clients include both global multinationals and local businesses.

For more information, visit www.ogilvy.co.za or follow us on: Twitter, Facebook, Flickr and Vimeo.


Issued for Ogilvy & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 79 108 8471
Ivana.Naidoo@ogilvypr.co.za