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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.

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