The Odd Number tops 2017 Pendoring ranking

With a total of 64 points, the Johannesburg based advertising agency The Odd Number, winner of the 2017 Pendoring Umpetha Award, has emerged at the top of this year’s Pendoring ranking. In second place is Joe Public with 58 points, followed by 7Films with 40 points. The agencies Black Khaki and Ogilvy Mather Johannesburg are in joint fourth place with 34 points, and Abnormal Group in fifth position with 26 points.

“At the request of participating agencies and on the ground of its unique positioning to judge and reward marketing communication in all of South Africa’s indigenous languages (excluding English), Pendoring last year decided to create its own ranking. With the Cannes Advertising Festival’s ranking as guideline, points were awarded according to a points based methodology to determine the overall performance of each agency, production company, tertiary institution and advertising school,” explains Pendoring GM Franette Klerck.

Other agencies that also feature on the 2017 Pendoring ranking of the top 20 agencies are:  J. Walter Thompson Johannesburg (25 points), 1886 (24), FCB Cape Town and Y&R South African (19 each), Mortimer Harvey (14), The Make Beautiful Agency (13), FCB Johannesburg (12), Lucan (11), Clearwater (10), Newton’s Third, Just Design and Fort (7 each) and Ninety9Cents Communications with 6.

Among the five top tertiary institutions and advertising schools, North West University leads the pack with 26 points, followed by Greenside Design Center College of Design with 20 and Stellenbosch Academy of Design & Photography with 18. Red & Yellow School of Logic & Magic Cape Town is in fourth place with 9 points, followed by Vega School of Brand Leadership Johannesburg and AAA School of Advertising Cape Town with 6 points each.

The points were awarded on the strength of finalists (2 points), craft certificate (4 points), gold craft (7 points), silver Pendoring (5 points), gold Pendoring (8 points), Umpetha/Prestige (10 points) and Public Service Award (8 points).

 “The benefit of the Pendoring ranking is that it gives a clear and concise overview of the performance of all the agencies, production homes, tertiary institutions and advertising schools in terms of the above criteria. It is also done totally independent from any other local creative ranking,” Klerck concludes.

Agency

 

Shortlist

2 pts

Craft Certificate

4pts

Gold

Craft

7 pts

Silver

5pts

Gold

8pts

Umpetha/

Prestige

10pts

Public Service Award

8pts

Total Points

The Odd Number

16

8

14

 

16

10

 

64

Joe Public

26

4

 

20

8

 

 

58

7Films

12

 

7

5

8

 

8

40

Black Khaki

12

12

 

10

 

 

 

34

Ogilvy & Mather Johannesburg

10

4

 

20

 

 

 

34

Abnormal Group

8

 

 

10

8

 

 

26

J. Walter Thompson Johannesburg

6

4

7

 

8

 

 

25

1886

10

4

 

10

 

 

 

24

FCB Cape Town

10

4

 

5

 

 

 

19

Y&R South Africa

4

 

7

 

8

 

 

19

Red September

16

 

 

 

 

 

 

16

Mortimer Harvey

14

 

 

 

 

 

 

14

The Make Beautiful Agency

8

 

 

5

 

 

 

13

FCB Johannesburg

12

 

 

 

 

 

 

12

Lucan

6

 

 

5

 

 

 

11

Clearwater

10

 

 

 

 

 

 

10

Newton’s Third

2

 

 

5

 

 

 

7

Just Design

2

 

 

5

 

 

 

7

Fort

2

 

 

5

 

 

 

7

Ninety9Cents Communications

6

 

 

 

 

 

 

6

Tertiary Institutions

 

 

 

 

 

 

 

 

North West University

16

 

 

10

 

 

 

26

Greenside Design Center College of Design

2

 

 

 

8

10

 

20

Stellenbosch Academy of Design & Photography

8

 

 

10

 

 

 

18

Red & Yellow School of Logic & Magic Cape Town

4

 

 

5

 

 

 

9

Vega School of Brand Leadership Johannesburg

6

 

 

 

 

 

 

6

AAA School of Advertising Cape Town

6

 

 

 

 

 

 

6