Although the judges were deadlocked in the final round of voting, FoxP2 was the eventual winner based on what the judges called “a spectacular rise that could not be ignored.”
Other finalists included Net#work, Jupiter, King James, Lowe Bull and Joe Public.
Financial Mail judge and Creative Circle chairman Rob McLennan says, “FoxP2's performance is absolutely mind-boggling for an agency that size,” while fellow judge and Loeries chairman, Festus Masekwameng, says, “What is impressive about FoxP2 is that they have done consistently well since the beginning. This is particularly impressive, given that they didn't have the most exciting brands to play with when they started.”
FoxP2 Creative Director and co-founder, Andrew Whitehouse, believes it is because of this beginning that the agency is successful. “As an independent agency, we started the business off a zero base. A number of start-ups begin with a large client that ends up defining the agency culture, but we've been able to define ours from the outset. It's been the tougher, harder road but we are seeing the results come through now.”
These results now include Financial Mail Agency Of The Year, Finweek Small Agency of The Year and Finweek Newcomer Agency Of The Year. Financial Mail went on to describe the agency as, pound for pound, the most creative in the country and highlighted the agency's top two Loerie finishes as another deciding factor in awarding FoxP2 the Agency Of The Year Award.
MD, Charl Thom, is excited about the agency's current trajectory, “FoxP2 has always been known for the quality of its creative product and we see more and more how our clients are benefiting from a different approach in categories that are traditionally quite formulaic. Our Loerie-winning work for Frisco coffee is now being used as a case study for effective advertising by the UCT Unilever Institute of Strategic Marketing for that particular target market. It just shows how strategically applied creativity can get a client disproportionate returns on their investment.”
These clients now include Unilever, Entyce Beverages (ex National Brands Beverages), Coronation Fund Managers, the South African Dairy Board and Brandhouse.
“We've always been defined by our work,” says co-founder and Creative Director, Justin Gomes. “When you start up, it's all you have. We just tried to make every ad as good as possible and marketing managers started calling us from there. It's been a great journey. Long may it continue.”
* Magazine pages published with permission from Financial Mail.
Visit our PRESS OFFICE: FoxP2 is a dynamic, hands-on advertising agency with the ability and people to mutate to find the most creative and effective solution to any marketing challenge. Be that solution traditional advertising, non-traditional or, well, something else.- more....
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