Pendoring breaks new ground with 2016 ranking

Following requests by advertising agencies and creatives for an official ranking of the 2016 Pendoring winners and finalists, the Pendoring Advertising Awards have heeded the call and decided to issue their first ever ranking based on this year’s gold, silver and overall winners, as well as finalists (shortlisted) in both the professional agency and student categories.

“Pendoring’s new direction to award all indigenous language advertising and marketing communication (excluding English) on an equal footing, not only struck the right chord in the industry, but gave us the ideal opportunity to come up with another ‘first’, namely our own ranking table,”  explains Pendoring GM Franette Klerck.

With the Cannes advertising ranking as guideline, a points-based methodology for shortlisted agencies (2 points), silver (5 points), gold (8 points) and overall winners of the Prestige and Umpetha Awards as well as in the student category (10 points) was used in order to determine the overall performance of each agency and advertising school.

In terms of total points won in the professional agency section, FCB Johannesburg leads the way with 56 points, followed by Ogilvy & Mather Johannesburg with 51 points, King James Group (46 points), Joe Public (39 points) and Mullen Lowe Cape Town (27 points).

In the student section, Stellenbosch Academy of Design and Photography gained the laurels with a total of 27 points, followed by Red & Yellow School of Logic and Magic Cape Town (22 points) and Vega School of Brand Leadership (Johannesburg) with 14 Points. The AAA School of Advertising in Johannesburg and in Cape Town are jointly in fourth place with 9 points each and Northwest University in fifth with 7 points.

“The benefit of this ranking is that it gives a concise and clear-cut overview of the performance of all the agencies, advertising schools and tertiary institutions in terms of gold, silver Pendoring trophies, the Prestige and Umpetha and overall student winners, as well as agencies who were shortlisted. The Pendoring table is also totally independent of any other local creative ranking,” she concludes.

PENDORING RANKING BASED ON 2016 AWARDS’ PERFORMANCEDRING PENDORING RANKINGS 2016

AGENCY

 

Shortlist

2 points

 

Silver

5 Points

Gold

8  Points

 

Prestige/

Umpetha

10 Points

 

Total Points

 

FCB Johannesburg

 

18

 

 

30

 

8

 

56

 

Ogilvy & Mather Johannesburg

10

15

16

 

10

 

51

 

King Kames Group

 

10

 

10

16

10

46

 

Joe Public

24

15

 

 

39

 

Mullen Lowe Cape Town

6

5

16

 

27

 

The Odd Number

 

 

8

 

 

8

10

26

 

FCB 1886

10

15

 

 

25

 

Promise Brand Specialists

 

8

10

 

 

18

 

DDB South Africa

6

10

 

 

16

 

DPK

 

6

10

 

 

16

 

OpenCO

8

5

 

 

 

13

 

FCB Cape Town

6

5

 

 

11

 

34°

6

5

 

 

 

11

 

Ninety9Cents Communications

 

 

 

4

 

5

 

 

9

 

Uppe Marketing

 

8

 

 

 

 

8

 

Jupiter Drawing Room Johannesburg

2

5

 

 

 

7

 

Joe Public Ignite

 

6

 

 

 

 

 

 

 

6

 

 

Birthmark

 

6

 

 

 

6

 

King James II

 

4

 

 

 

4

 

The Make Beautiful Agency

2

 

 

 

2

 

Etiket

 

2

 

 

 

 

 

2

 

M&C Saatchi Abel Johannesburg

2

 

 

 

2

 

Clearwater

2

 

 

 

2

 

Red September

2

 

 

 

2

 

J Walter Thompson

2

 

 

 

2

 

MetropolitanRepublic

2

 

 

 

2

 

The Abnormal Group

2

 

 

 

2

 

The human.kind Group

2

 

 

 

2

 

 

 

 

 

 

 

 

TERTIARY INSTITUTIONS

 

 

 

 

 

 

Stellenbosch Academy of Design and Photography

12

15

 

 

27

 

Red & Yellow School of Logic and Magic Cape Town

 

4

 

8

10

22

 

Vega School of Brand Leadership Johannesburg

4

10

 

 

14

 

AAA School of Advertising Johannesburg

4

5

 

 

9

 

AAA School of Advertising Cape Town

4

5

 

 

9

 

Northwest University

2

5

 

 

7

 

University of Johannesburg

6

 

 

 

6

 

Vega School of Brand Leadership Pretoria

4

 

 

 

 

4

 

Vega School of Brand Leadership Cape Town

2

 

 

 

2