FoxP2 raised eyebrows when they announced in December last year that they were taking a year off from creative awards shows to pursue internal agency project #FoxFlame. Self-imposed sabbatical notwithstanding, in true FoxP2 style the agency has been awarded a Gold Loerie in the Effective Creativity category for their work on the Ster Kinekor “Great Moments at their Greatest” campaign. How is this possible despite actively choosing not to enter the Loeries you may ask?
“When a campaign wins at Loeries, it’s automatically eligible to enter the effectiveness category the following year, by submitting business results to assess how it performed.” explains Charl Thom, Group CEO FoxP2.
“Our latest Loerie Award reaffirms what we have always believed: that creativity lies at the heart of all solutions to a client’s business problem. The Gold win is not only a great honour, but also confirms our decision to invest in our creativity.
“As a creatively driven agency our edge lies in approaching everything we do with a unique and fresh perspective. That philosophy extends to our staff enrichment initiative #FoxFlame. Bowing out of the award circuit for a year has allowed Foxes to attend conferences around the world such as 99U in New York which focused on how to implement Creative Thinking and SXSW in Texas.
“Michael Lees-Rolfe FoxP2 Creative Director is currently en-route to Rio, Brazil for TED Global to take part in the world’s “ultimate brain spa”. Here he will witness some of the leading minds of our time discuss ground-breaking concepts – that’s when he’s not surfing Ipanema Beach,” says Thom.
This novel approach is designed to further foster creatively led work that has kept FoxP2 at the helm of industry innovation and excellence.