At lthe annual Financial Mail AdFocus awards, Ogilvy & Mather Cape Town won Partnership of the Year with SAB on long-standing client, Carling Black Label.
The agency has held the Carling Black Label account for 25 years. Between 2011 and 2012 Ogilvy Cape Town delivered two editions of the ‘Be The Coach’ campaign, which has been the most awarded integrated campaign anywhere in the world over the past 12 months, including winning a Loerie Grand Prix.
The agency won the same award in 2010 for its partnership with Volkswagen.
O&M Cape Town Deputy MD, Luca Gallarelli, says the award is further proof of the agency’s deeply held belief that the best work comes out of an authentic and established partnership with the client: “Familiarity does not breed contempt in such relationships provided both sides restlessly seek improvement in every area – the knowledge, trust and understanding built up over several years has resulted in an environment of absolute trust from which great creativity and efficient delivery emerges.”
The AdFocus award caps an outstanding year for Ogilvy & Mather Cape Town. They have been the dominant South African agency in the creative rankings, which can largely be attributed to the success of Carling Black Label ‘Be the Coach’ campaign.
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