Nigerian Agencies Miss Out Of Loeries Official Ranking For 2020


By Tunji Faleye

The Nigerian creative advertising agencies have once again missed out of the Loeries official ranking for the year 2020.

In a document released by The Loeries and made available to Brand Communicator as its exclusive media partner, (see the rankings here ) no agency from the country is among the top 20 agencies in Africa and Middle East. Also no Nigerian agency is among the top 20 based on the regional grouping.

Recall also that, Nigerian agencies were conspicuously missing in the 2019 and 2018 Loeries official rankings.

The Loeries Official Rankings are a useful and independent measure of the most innovative brands, agencies, organisations and individual’s across Africa and the Middle East in the brand communication space.

Since 2018, the Loeries has included points for Finalists in its Official Rankings across Africa and the Middle East. In the past, the Loeries only awarded points for Bronze awards and above. The reason for this change was that around 20 countries enter the Loeries and the spread of results is large.

Some brands and agencies walk away with several awards, while others manage one of two finalists. By including finalists in the analysis, Loeries was able to drill deeper for a better representation of performance across the whole region. However, in order to prevent a domination of the Rankings with Finalists, these points are capped at a maximum of 30 Finalists – equivalent to 3 Bronze awards.

In general, the Loeries has been able to publish longer Rankings across all categories, thereby providing more information on the performance of the industry across the region. This change is especially positive for small agencies and countries just beginning to improve their creative output. On the lower end, Loeries is now be able to distinguish regions, countries and agencies through Finalists, while on the upper end the Grands Prix and Golds make the difference.

This year, the organisation has included the rankings from 2018 and 2019. This will allow readers to get a view of sustained excellence over a period of time versus monadic data which focuses on a single year.

The Loeries, a non-profit company, is Africa and the Middle East’s premiere initiative that recognizes, rewards, inspires and fosters creative excellence in the brand communication industry. As the highest accolade for creativity and innovation across our region, the Loeries promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of ideas and fresh thinking.

The Loeries is the only award across Africa and the Middle East that informs the global WARC Creative 100, a showcase for the best creative work in the world. Successor to the prestigious Gunn Report, WARC collates the most important advertising awards from around the world to produce a global list that ranks the most creative companies and campaigns.

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