Creative effectiveness a winning ingredient for Ogilvy & Mather South Africa at the 2014 Apex Awards

JOHANNESBURG, June 12, 2014 – Ogilvy & Mather South Africa (O&M SA) shined on Tuesday night’s Apex Awards, garnering five awards including three silvers. In the past six years, the group has collected 34 Apex Awards, making it the most effective integrated communications agency group in the country’s effectiveness rankings.

The success lies in O&M SA’s unrelenting commitment to delivering creative ideas that have a positive impact on clients’ bottom line. This dual-pronged approach is particularly pertinent for the Apex Awards, which recognise the most effective marketing communications cases across South Africa. An Apex is regarded as one of the toughest local industry accolades to win.

O&M Johannesburg submitted four entries of which three were awarded. Among these was a silver in the Change category for the KFC ‘Faces of Hope’ campaign, which saw donations amount to an incredible R3.7 million (85% above target). The launch of KFC ‘Double Down’, which drove category sales by 50% (33% above target), was awarded a bronze in the Launch category. An additional Change category bronze was awarded to Cell C’s ‘Wake Up South Africa’ campaign, enabling the brand to achieve in one year what it was unable to do in the last ten.

A further four entries were submitted by O&M Cape Town of which two received awards. This included the retail-centric VW Polo Vivo campaign. It was awarded a silver in the Sustain category for having led VW to sell double the amount of Polo Vivo’s to that of its nearest competitor. Finally, OgilvyOne Worldwide in Cape Town, was awarded a silver in the Launch category for spearheading the new Audi A3 Sportback launch, #AudiA3Exchange, a unique social media competition in which winners were able to exchange their existing vehicle for a new Audi A3 Sportback. The digital and social campaign helped exceed target vehicle sales by an impressive 23%.

“Effectiveness is how we show commitment to brands and our clients’ businesses,” said Neo Makhele, Group Strategy Director of Ogilvy & Mather South Africa. “We’re honoured to maintain our leadership position at the esteemed Apex Awards and will continue to strive for excellence through effectiveness and sustained leadership.”

Chief Executive Officer of Ogilvy & Mather South Africa, Abey Mokgwatsane, believes these awards bear testimony to the group’s philosophy of Twin Peaks – work that is both highly creative and highly effective. “This is an ethos that we live by and helps us consistently deliver creative work that positively impacts on our clients’ bottom lines,” said Mokgwatsane. “Our success can also be attributed to the trust and confidence our clients invest in us, to help grow their businesses.”

The table below demonstrates the group’s performance over the past six years at the Apex Awards, showing O&M SA’s leading position.

Apex Awards: 2008 – 2014

 AGENCY  GP  Gold  Silver  Bronze  TOTAL
O&M JHB 1 6 8 6 21
O&M CPT 6 7 13
Network BBDO JHB 1 1 4 6
FCB JHB & Mesh 2 2 1 5
DDB  1  1 4 1 7



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 800 staff across 14 specialised companies. 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.

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Issued for Ogilvy & Mather South Africa by:
Ogilvy Public Relations, Johannesburg
Ivana Naidoo, Account Manager
+27 (0) 11 709 6858

On behalf of:
Ogilvy & Mather South Africa
Mark Zeller
Manager, Marketing & Communications
+27 11 709 6705