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A panel of esteemed and seasoned South African advertising creatives and specialists under chairmanship of Antoine Houtsma, executive creative director of Joe Public Amsterdam, will judge the entries for the 18th annual Pendoring Advertising Awards for excellent Afrikaans and truly South African advertising.
Entries close on 25 July and judging takes place from 16 to 18 August at Media Park in Auckland Park, Johannesburg.
Houtsma (41), this year’s international judge, has been in the creative industry for twenty years. “For someone who did not know that you could make a living by creating ideas, it was quite a surprise when I ended up in the advertising industry at the young age of 21!” he quips.

He started out as junior copywriter, and forty international and national awards later – amongst them four Cannes Lions – he still loves his job. “I have never stopped loving great ads, and I have never stopped being amazed at how hard it is to get good ideas produced.”

The industry taught him at least one big lesson. “Create the work that you think is good, not what you think juries might like. Once I figured that out, I won more awards than I ever could imagine.”

He has some tongue-in-cheek “advice” for young creatives. “Create the work you think juries might like. That way we, the old guys, will remain the best, because you won’t surprise us with really fresh work.”

Houtsma has been happily married for the last 21 years to Marielle, his first girlfriend. They live about 30 km from Amsterdam with their sheepdog Pluto. He loves South Africa. “About 10 years ago I tried to get into South African advertising because I love the country, the climate and the advertising. Although I still live in the Netherlands, I am now connected to South Africa in a very special way through my own agency.”

He believes awards are important. “Without gold, silver and bronze medals at the Olympics, there would be no reason for anybody to work harder than the rest of the competitors.”

Antoine knows exactly what he will be looking for in a winning entry. “I am looking for something memorable. Therefore it needs to stand out. Not only from the rest of the entries in this year’s competition, but also from all the other great ads that are stored in my head.”

He is very excited about being a Pendoring judge. “And I wouldn’t mind getting an invitation to the Pendoring awards evening in September in Cape Town!”

The other members of the judging panel – all achievers in their respective advertising and marketing fields – are:

Marcelle Labuschagne, art director, MetropolitanRepublic

Ryan Barkhuizen, art director, FoxP2

Deon Wiggett, freelance copywriter

Morné Strydom, creative director, Etiket

Coenie de Villiers, director, Brandwealth

Mandie van der Merwe, senior art director, Black River FC

Hanlie Kriel, creative director, Trigger/Isobar

Pepe Marais, executive creative director, Joe Public

Renier Zandberg, art director, Ogilvy

Antoinette Johnson, copywriter, TBWA\Hunt\Lascaris Johannesburg

Anthony de Klerk, head of art, Draftfcb Cape Town

Festus Masekwameng, creative director, 76-MotherRussia

The specialist judges are:

Romano Cardinal, art director, Bester Burke Slingers (students)

Marcus Mashapalo, art director, DDB (Truly South African)

Neo Mashigo, executive creative director, Draftfcb Johannesburg (Truly South African)

Khaya Dlanga, senior communications manager: content excellence, Coca-Cola South Africa (Truly South African)

Franette Klerck, Pendoring GM, describes Pendoring as a unique competition that celebrates Afrikaans while, at the same time, promoting it as a marketing language. “We look very carefully at expertise and experience when selecting our panel of judges. Apart from the normal panel of judges who will be responsible for judging in all the categories, we also brought in three specialist judges to judge the Truly South African-category, as well as one specialist judge for the student category.”

  • This year’s finalists will be announced on 28 August. Winners will be announced at a gala event on 21 September at Cape Town’s CTICC. Winners in all categories will receive a cash prize of R6 000, while the overall winner will walk away with the Prestige Award as well as a study tour abroad worth R50 000. This year also marks the first time that the overall winner of the Truly South African-category will walk away with a whopping R20 000 in cash. The advertiser of the recipient of the Prestige Award will receive free airtime and advertising space worth R2,2 million. The overall student winner also wins an internship for 2013 with Draftfcb, as well as a R10 000 study bursary.
  •  Book your ticket for the gala event now! Visit for more information. Click on Gala Event.


Antoine Houtsma, executive creative director of Joe Public Amsterdam, who will be chairing the Pendoring judging panel this year.

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