In just over two years after it was set up, 7even Interactive, a new generation advertising agency is proving that it can flex muscles with the top players in Africa’s advertising industry.
Shortly after the outfit became the only ad agency in the whole of West Africa to win any kind of medals at the 2017 Loeries Award which held recently in Durban, South Africa, it has now recorded another milestone by becoming Nigeria’s sole representative on the recently released Loeries 2017 ranking for agencies in Africa, excluding South Africa.
Not surprising, some of the big names in Nigerian advertising were conspicuously missing from the top 20 line-up, including Noah’s Ark which came out 6th during last year’s ranking. The agency, led by Lanre Adisa, failed to build upon its success during the 2016 Loeries, where it won one silver and two bronze medals in the CSR, Outdoor and Magazine advertising categories.
Explaining the rationale behind the ranking, Loeries CEO Andrew Human said, “the official rankings are calculated based on performance each year, and they provide a useful and independent measure of who’s doing what across our region.”
Eight Nigerian agencies sent entries for the awards, including Insight Publicis, X3M Ideas, DDB Lagos, Image and Time, Adeptus Nigeria, Noah’s Ark, EXP and of course 7even Interactive. Out of the eight, only three made the nomination list. Noah’s Ark topped that list with a paltry two nominations while X3M Ideas and 7even Interactive got one apiece.
At the end of the show, only 7even Interactive was able to transform its nomination into an award and it is the first of such recognition for the agency outside of Nigeria. While this might be a fantastic accolade for 7even Interactive given its relative young age and experience, it was however a woeful score card for Nigeria.
On the other hand United Arab Emirate dominated the ranking, with seven agencies in the top 20, four of which took the first four positions. J. Walter Thompson KSA Saudi Arabia completed the top five. Ogilvy & Mather Africa Kenya at sixth position became the highest ranked African agency, while Creative Y&R another Kenya took the ninth places to demonstrate that Kenya is indeed a creative power house in Africa. Scanad another Kenya agency was ranked 14.
Other Africa countries that were represented were Egypt, Namibia,Morocco, Tunisia and of course Nigeria.
Meanwhile on the overall ranking, which included agencies from all the African countries, this time, including South Africa and Middle East, no Nigerian agency made it. The ranking was topped by Impact BBDO Dubai United Arab Emirates and Ogilvy Johannesburg South Africa came second. The rating was dominated by South Africa which had 14 agencies on the list. UAE had four agencies. While Ogilvy & Mather Africa was the only Africa agency on the list that is not based in South Africa.
For completed list of the agency on the ranking visit loeries.com/Documents/Loeries%202017%20-%20Official%20Rankings_FINAL.pdf