All work is judged according to the following criteria:

  1. Innovative concept that inspires new and fresh thinking.
  2. Excellent execution.
  3. Relevance to the brand.
  4. Relevance to the target audience.
  5. Relevance to the chosen medium.


The Judges

The judging panel comprises a jury chairperson and 10 seasoned South African advertising industry leaders.

The judging panel will be announced on 20 July 2017.


Judging Procedure

All entries are judged anonymously. This means that the judges are not told the name of the agency that entered the work, or those of the teams that created it. This facilitates judging on merit.

Entries are judged according to the criteria given above and the scoring process does not guarantee that an award will be given to all finalists, or that an award will be given in every category. Entries in the main categories are eligible for the Prestige and Umpetha awards, Gold and Silver, while Craft entries are eligible for a Craft Gold or a Craft Certificate.

Judges' votes are confidential and are only seen by the Jury Chairman and the Pendoring GM. Judges are not allowed to score their own work, and are not allowed to participate in any discussion regarding their own work. Judges are not allowed to move entries between categories during judging.

Entries are judged in two rounds. In the first round, judges vote In/Out for each entry. Entries that make it through the first round are not finalists. In the second round, judges vote independently on the entries that made it through the first round scoring them between 0 and 100. All judges’ votes are submitted electronically and counting is automated. There is no manual ballot counting. The results for each round are printed out and signed by both the jury chairperson and Pendoring GM.

The final scores are not shared with the judges and it is the Jury Chairman's role to review the scores and determine which entries will be awarded.

Signed copies of the ballots are kept for one year after the judging takes place.

The judging process and results are independently audited and certified.


  Discussion during judging

  1. All discussions must take place in the presence of the chairperson of the panel.
  2. Judges may not participate in a discussion on their own entry. They should leave the room during a discussion of their entry. If necessary, the Jury Chairman or Pendoring GM can direct questions to the judge in private and accordingly give feedback to the jury.
  3. Judges will be allowed to introduce a discussion by pointing out positive aspects of the work, but not by passing negative comments.
  4. If a judge has any claim against an entry, such as he feels the concept is not new and ‘has been done before’, or he would like to question the flighting dates, then the judge must take this up with the GM or the Jury Chairperson. Each query will be recorded in writing and followed up while the judging continues. The entry must be treated by the panel as “innocent until proven guilty” and scored accordingly. Judges should not be influenced by unsubstantiated negative comments. The Jury Chairperson, with assistance from the Pendoring GM, will make a decision on each query. In this way, the entry will not have been compromised, if the query is found to be invalid (e.g. if the entry did meet the flighting criteria).
  5. Under no circumstances should judges make negative remarks during the judging process, such as “This has been done before”. 



The finalists are announced on Tuesday, 19 September 2017.

The winners will be announced at Vodacom World at the gala event on 27 October 2017 in Midrand.