2024 FM AdFocus Awards winners announced

Halo is the 2024 FM AdFocus Agency of the Year and this year’s Small Agency of the Year. This past year has been a breakout year for the agency as it announced itself as a serious player in the local advertising industry, beating out formidable competition.

The judges were impressed with Halo’s performance across the board: creative, commercial, thought leadership, profile and general impact. “After 14 years the agency has claimed its rightful place among the very best agencies in South Africa, regardless of size. I’m excited that there is now another serious player in the industry, ready to challenge the more established agencies,” says Luca Gallarelli, jury chair of the 2024 AdFocus Awards and group CEO of TBWA\South Africa.

The Group of the Year Award went to Ogilvy South Africa, which has been steadily reclaiming its dominant position.

For the second consecutive year, Joe Public won both the Large Agency of the Year Award and the Transformation Award. The judges were impressed with Joe Public returning to its takeaway roots as it innovates around the commercial model that has vexed the industry.

The Odd Number is Medium Agency of the Year, a well-deserved win from an agency that has consistently punched above its weight creatively.

In a year in which its work and commercial acumen shone through, Magna Carta won Public Relations Agency of the Year.

For the third consecutive year, Levergy, part of the M&C Saatchi Abel Group, is the Specialised Agency of the Year.

A juggernaut in the media industry, The MediaShop was once again crowned the Media Agency of the Year.

The Partnership of the Year Award, sponsored by IAS and Scopen, was awarded to Ogilvy South Africa and KFC.

After previously winning this award in 2021, Khensani Nobanda, group executive for marketing and corporate affairs at Nedbank, has once again been awarded the Industry Leader of the Year Award. The judges made the decision to crown her the industry leader for the second time, pointing out that if agencies can win on multiple occasions, industry leaders should also be able to win more than once. Calling Nobanda a vocal advocate for creativity as a lever for commercial impact, the judges said she has put her money where her mouth is, developing work that is industry leading.

The Shapeshifter Award went to Neil Schreuder, chief strategy and innovation officer for the Shoprite Group and MD of ShopriteX, for his work revolutionising retail in South Africa.

The AdFocus Lifetime Achievement Award is given to an individual who has had a profoundly positive impact on the industry. This year’s award was posthumously given to Kevan Aspoas, who was chair and CEO of The Jupiter Drawing Room Cape Town for 17 years, during which time his name became synonymous with excellence, effective leadership and a keen eye for spotting and nurturing talent.

Nicole Thikeson, a final-year student studying towards a BA in visual communication design at the Cape Town Creative Academy, is the 2024 Student of the Year.

Congratulating the winners, Gallarelli says this year’s judging was tough as the jury resolved to set a new standard. “Shortlisted agencies should be proud as no shortlist was gifted out of sentiment. To the winners, take a bow. You should feel justifiably proud of what you and your teams have achieved amid incredibly formidable competition.”

The AdFocus Awards, its processes and results are audited by PKF VGA. 

The big take-out: This year’s judging was tough as the jury resolved to set a new standard.