Push to create Logie award for best TV ad
Nine boss David Gyngell is talking to the advertising industry about creating a new Logies category for the public’s favourite Australian ad, Mumbrella can reveal.
The push is being led by BWM co-founder Rob Belgiovane, who approached the Nine CEO with the idea in the last few days.
Belgiovane told Mumbrella: “His personal response was ‘yes’, but it still needs to go through those involved in the Logies. But he said he’d also received a call from someone else in the industry proposing the same thing.”
Nine airs the Logies, which are organised by ACP’s TV Week.
Belgiovane, who has a regular slot discussing advertising on Nine’s Today programme, added: “I’m going to be speaking to David more about this. But most of the preparations for the Logies happens four to five months out, so the initial discussion was just to put it on the agenda for next year and then after that put a long list together.”
He said allowing the public to vote for their favourite TV ad would provide an alternative to industry-facing advertising awards which are often criticised for their “incestuous nature, particularly ones where virtually every jury is represented by every agency” entered in the awards.
This year’s Logies are on May 2.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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I reckon there used to be a Logie for most popular ad, way back in the early 80’s or even late 70’s. Leo Burnett won a Logie for a cola brand (which failed) In fact I reckon I have the Logie! I’ll search for it tonight!
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How many awards do creatives need, just for doing their job? Is it just another reason for a piss-up?? All they think about is getting awards, with clients coming in a distant second. Next they’ll want Nobel Ad-Peace Prize………Or prize for best supporting Ad. All we need is more reasons for creatives to churn out crap for awards rather than doing a brand or product justice……C’mon please!!!!
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WTF? Because the advertising industry is craving some of that Logie award, er … “credibility”? Riiight ….
What flavour of Logie would this piece of home-grown Australiana be awarded, I wonder: https://www.youtube.com/watch?v=1JBe3vclO8g
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This has to be April fools day!!!
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Nu u, it’s happened before, Gyngell just doesn’t remember
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Seems like a good idea to me, particularly if it’s just one category.
I could see every agency in Australia wantign the one and only advertising Logie each year.
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Logie the bear?
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Tim,
Belgi’s regular slot is no ordinary advertising slot, it’s a http://www.bestadsontv.com segment, which he has fronted for the last couple of years. Unfortunately, as he’s on at 8.40am, many industry people are on their way to work. You can catch past episodes on Bestads: http://www.bestadsontv.com/news/index.php?cat=8 or here: http://www.bwm.com.au/#/news/BestAds130410
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I agree with Grant. Agencies need to get their heads out of their arses and start creating ads that do what their clients want them to do sell stuff/send a message … not win awards for the agency .
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Awards vs Dollars
The answer to this riddle is would you rather have the takings from Avatar or the bookend Oscars of Hurt Locker.
Your choice indicates you either have enough money and no bookends or no book ends and no money!!
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I think that creatives have enough awards that they can enter, without this one being added to the long list. This is TV’s night of nights* not another advertising award to make us feel like the job we do is more important than it actually is…
And it’s only for TV ads? I wonder how the Walkley Award committee would feel about print and digital ads having a special award during their night?
* quote taken from TV Week, not me.
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But it’s simply a re-hash of something they used to do. Anyway, it’s voted by the people, not a judging panel full of folk with vested interests. So let it happen, what’s more 1 award? At least this one isn’t won by votes from industry peers.
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