Agency of the Year
Runner-up: Special Group
Indie Agency of the Year
Runner-up: Affinity ID
Winner: Special Group
Media Agency of the Year
Runner-Up: Naked Communications
Winner: DraftFCB Media
Direct & Interactive Agency of the Year
Winner: Affinity ID
CEO of the Year
Runner-Up: Bryan Crawford (DraftFCB)
Winner: Sandy Moore (DDB)
Rookie Suit of the Year
Runner-Up: Sonja Corbett (DraftFCB)
Winner: Zoe Macfarlane (DDB)
Wildcard Special Award: Geoff Ross (42 Below)
Advertising Hall of Fame: Ross Goldsack
The 2011 Fairfax AdMedia Agency of the Year citation was handed to DDB ceo Sandy Moore by Fairfax Media ceo Allen Williams at the awards function at 1885 Britomart in downtown Auckland last night.
DDB had enjoyed its third consecutive year of record revenue/profit delivery, new business revenue rose 12%, costs/salaries increased by just 7% and the number of employees rose from 180 to 205. “DDB is a killing machine; a juggernaut,” the judges said. “It’s the new Saatchi & Saatchi.”
The judges were ad industry recruiter Cindy Mitchener, former Colenso BBDO chairman Roger Macdonnell, and writer/publisher Reg Birchfield.
Small independent agency Special Group distinguished itself by achieving runner-up status in the ‘big agency’ category – and winning the Indie category, for the second consecutive year, by doubling revenue and increasing before-tax profit by 118%. “They pulled off that great business performance with really good work – content that demands attention,” the judges said.
In the Media category, DraftFCB narrowly won ahead of spirited independent Naked Communications. “DraftFCB turned in a stunning performance in a hard market,” the judges said. They also paid tribute to Naked for legitimising media strategy as a viable commercial offering. “Naked broke the old model,” the judges said.
The Direct & Interactive category was won by another indie, Affinity ID, which grew revenue 13%, expenses by only 3%, and increased before-tax profit by 129%. “Affinity ID’s interpretation of data is unique,” the judges said.
In the CEO category, DDB’s Sandy Moore won by a slim margin over last year’s winner DraftFCB’s Bryan Crawford. “Sandy set very, very high standards – and achieved them,” the judges said.
DDB’s Zoe Macfarlane won the Rookie Suit category for her brilliant work on DDB client McDonald’s.
42 Below founder (and former adman) Geoff Ross was named winner of the special tribute award – the Wildcard Special Award. This is an award that cannot be ‘entered’ – the judges make the decision themselves.
Former Y&R ceo Ross Goldsack was the sole inductee to the NZ Post Advertising Hall of Fame.
Read the full report in AdMedia March (out now).
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