Entries for the 2017 Pendoring Advertising Awards, which promotes and rewards excellence in indigenous language advertising, will once again be judged by the cream of South Africa’s creative crop.
“Every year Pendoring strives to maintain the highest possible judging standards, hence we invite seasoned creatives who have all made their mark in their respective fields of expertise. This year is no exception,” says Pendoring GM, Franette Klerck.
“As Pendoring is celebrating and rewarding excellent marketing communication in all vernacular languages, the fully representative panel is well equipped to assess and adjudicate work across the full spectrum of South Africa’s indigenous languages (excluding English),” Klerck adds.
Louis Enslin, specialist radio judge and owner of Produce Sound, says radio spots that offer a comprehensive ‘package’ – good copy, good execution and a good soundtrack, are clear winners.
“Generally speaking, in terms of copy and execution, South African radio spots are right up there. The large number of the Cannes radio awards for South African work bears testimony to this.
“Creatives, however, need to bear in mind that it takes time conceptualising, crafting and producing quality radio work. There are no shortcuts: they need to spend sufficient time and effort if they wish to produce award-winning work,” he advises.
With regard to student entries, “a combination of a simple insight, which is executed sharp as a razor, stands the best chance of winning the judges’ favour,” stresses Richardt Strydom, specialist judge of the student section and content director, Breinstorm Brand Architects. “Work that speaks to the target market in a relevant, yet creative way and which is truly South African, will furthermore clinch it for students.”
Strydom says every year entries in student categories lead to a lively debate “and I certainly hope this will remain so. And every year the crop of student entries yields both good and bad work. The good entries hold their own and could easily apply in practice.”
Last year entries in the radio and student categories showed a marked increase compared to the previous year. Tertiary institutions accounted for an increase of 80% in the number of student entries compared to the previous year. At the same time, radio entries also doubled compared to the previous year. On top of this, the radio category accounted for both Umpetha winners.
His message to students is plain and simple: “Dare! Never play safe, but back up your courage with excellent editing and craftsmanship.”
The judging will take place at Media Park in Auckland Park on 6-8 September 2017.
The 2017 Pendoring judging panel
Wynand Botha, Creative Director, Abnormal Group
André de Wet, Group Head: Copywriter, FCB CT
Nerine Gardiner, Senior Copy Writer, Ninety9cents Communications Jhb
Pepe Marais, Chief Creative Officer, Joe Public
Neo Mashigo, Creative Partner, M&C Saatchi Group
Vumile Mavumengwana, Creative Director, VM DSGN
Nkgabiseng Motau, Co-founder & Creative Director, Think Creative Hub
Annette Nel, Executive Creative Director, Baie-Lingual Concepts
Veli Ngubane, Chief Creative Officer, AVATAR
Mariana O’Kelly, Executive Creative Director, Ogilvy & Mather Jhb
Sibusiso Sitole, Executive Creative Director, The Odd Number
Willie Struwig, Creative Director, Publicis Machine
Melui Tshabalala, Executive Creative Director/Managing Partner, Studio 214
Marius van Rensburg, Executive Creative Director, Ninety9cents Communications CT
Carl Willoughby, Executive Creative Director, Openco
Louis Enslin (Radio), Owner/Engineer, Produce Sound
Richardt Strydom (Students), Content Director, Breinstorm Brand Architects
All work commercially published, announced or broadcast for the first time between 1 August 2016 and 31 July 2017 may be entered. Enter online at www.pendoring.co.za.
The extended entry deadline is Tuesday, 8 August 2017.
The finalists will be announced on Thursday, 21 September 2017 and the winners at the prestigious gala event at Vodacom World on Friday, 27 October 2017.
- The overall winners of the Prestige and Umpetha awards each wins a cash prize of R100 000 comprising an overseas study trip.
- Each gold winner in every category receives R6 000 cash, and silver winners R2 500 each.
- Gold craft winners each receives R3 000.
- For students, R20 000 are up for grabs: R10 000 for the overall Afrikaans winner, and R10 000 for the overall winner of the other best indigenous language entry.
- The advertiser of the recipient of the Prestige Award will receive free airtime worth R550 000 from kykNET.
Join the Pendoring Facebook group or follow @Pendoring_ on Twitter and use the hashtag #Pendoring2017.