Cream of the crop judges for Pendoring Awards 2014

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With entries for the Pendoring Awards 2014 closing in less than a month, on 21 July, the judging panel for the Awards has been finalised and comprises, as always, the cream of the crop from South Africa’s creative industry.

Judging takes place on 21, 22 and 23 August with the announcement of the finalists on 5 September.

The judges represent some of the top creatives in the country, and some of the best and most awarded agencies, both locally and abroad. FCB, Ogilvy and Joe Public recently won awards locally in Tony Koenderman’s AdReview, with Joe Public taking Agency Group of the Year.

Says Gary Stroebel, CEO of Pendoring-sponsor OFM and Pendoring board member: “Any award is only as credible as the adjudication process that confers recognition. This year, Pendoring is proud to boast a world-class adjudication panel, with creatives of the highest calibre. This ensures that any recognition for creative work will be deserved and undoubtedly of the highest quality.”

Last year, FCB JHB walked away with the Prestige Award. Mike Barnwell, Executive Creative Director at FCB Cape Town, is a judge this year and says he has always loved the Pendoring Awards, and how, over the years, it has been a great showcase for some of our most iconic South African work. What he will be looking for as a judge: “As far as entries are concerned, of course I’ll be looking for ideas that can transcend the medium, but most of all they’ll need to strike an emotional chord with their audience. These days, more than ever, the only way to get people to notice you, is to move them.”

Also from FCB, but the Johannesburg agency, Alistair Mokoena, Managing Director of FCB Johannesburg, says the Pendoring Awards are meaningful because it is crucial to recognise that we live in a diverse society. “And it is in this society where, for advertising to be most potent and most relevant, it has to be conceptualised and delivered in the language of the receiver. To get to a man’s heart, you need to address him in his language of choice. Vernacular advertising, done correctly, is a manifestation of this insight while the Pendoring Awards are a celebration of this effort by advertisers. This is why I love the Pendoring Awards and agreed to be a judge.”

Mokoena will be looking for entries that are authentic: “Be authentic, be respectful of the receiver, participate without judgment and let your work be a hearty celebration of the receiver’s world.”

Last year the Umpetha Award went to Black River FC, and this year its Executive Creative Director, Ahmed Tilly, is a judge. Tilly says he is pleased to be a judge for the Awards, “This is particularly relevant to the Truly South African category because I believe the Pendoring Awards have grown into a reputable awards show that acknowledges truly South African content. Pendoring also encourages agencies to produce ideas that are relevant to the people within our borders, teasing out unique South African nuances and cultural insights.”

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