Our indicators on the road to success

Posted: June 6, 2013

This year marks a historical first for the Pendoring Advertising Awards: there will be two panels of judges to determine the most creative and outstanding advertising work in South Africa. This mammoth task will fall on the shoulders of 18 giants in the advertising world, and one very successful and internationally proclaimed creative. The names of the judges for this year’s awards have just been announced, and Sue Anderson (Co-Executive Creative Director of Crispen, Porter and Bogusky in Los Angeles, in the US) will head both panels as the international judge.

Anderson, a South African who started her career as a copywriter at BLGK and later became Creative Director at TBWA HuntLascaris in Johannesburg, furthered her international career when she seized the opportunity to work at Wieden + Kennedy in Amsterdam.

TBWAChiatDay lured her to New York to work on Coca-Cola, Honda and Lego. It is here that she also handled the global account of the world famous Swedish export, Absolut Vodka, where she managed to grab the imagination of many creatives with her futuristic ‘Absolut Greyhound’ campaign.

Anderson boasts of a list of sought-after world-famous advertising awards, including six Cannes-Lions, One Show pencils, Clios, Effies, DA&Ds and Epicas. She currently heads the Microsoft account in Los Angeles.

“My focus for this year’s awards will be on good ideas and the execution of the ideas,” says Anderson, “as the drive that South Africans possess is a unique attribute on the world market. When we want to do something, we do it until someone stops us. Ideas are still king no matter what language you speak or where you’re from. Language and circumstance merely inspire and shape them. Any good idea used in outstanding advertising must be able to capture the human spirit and it must be beautifully executed.”

“Sue Anderson is an outstanding candidate to serve as international judge as she already knows what it means to have reached success through of hard work,” says Franette Klerck, general manager of Pendoring. “She has the determination that’s needed to be at the top of your game in the advertising industry, and it is a great privilege for us that she accepted our invitation to be on both our judging panels this year. Pendoring identifies with pioneers who deliver top quality work in the industry who command respect with the creative work they deliver, and who also inspire others in the field. Anderson is definitely one such individual.”

The rest of the panel who will judge the Afrikaans categories with Anderson are:

Theo Ferreira; Executive Creative Director of Aquaonline,
Leon Jacobs; Executive Creative Director of Joe Public Cape Town,
Jerry Mpufane; CEO of Jupiter Drawing Room Johannesburg,
Ricardo Rocha; Executive Creative Director of Etiket,
Reinher Behrens; private consultant,
Mariana O’Kelly; Creative Director at Ogilvy Johannesburg,
Aaron Harris; Creative Director at Draftfcb Cape Town,
Marais Janse van Rensburg; Executive Creative Director at Dojo115,
Konstant van Huyssteen; Creative Group Head of 99c Communications,
Antoinette Johnson; copywriter at M&C Saatchi Abel

The overall winner in the Afrikaans categories will be honoured with the Prestige Award, which includes an overseas study tour worth R50 000. The advertiser that commissioned the winning campaign will receive free advertising space and airtime to the value of R2.2 million.

The panel of judges of the Truly South African categories will hand over a cash prize of R20 000 to the overall winner of this category as part of the Umpetha award.

The judges who will have to make this decision with Anderson as part of the Truly South African panel are:

Festus Masekwameng; Executive Creative Director of Mojo MotherRussia,
Xolisa Dyeshana; Executive Creative Director of Joe Public Johannesburg,
Grant Sithole; Creative Director at Draftfcb Johannesburg,
Kamogelo Sesing; Creative Group Head of TBWA HuntLascaris,
Tseliso Rangaka; Creative Director at Ogilvy Johannesburg,
Ernest “Ray-Ray” Mphande; Creative Group Head of MetropolitanRepublic,
Theo Ferreira; Executive Creative Director of Aqualine,
Leon Jacobs; Executive Creative Director of Joe Public Cape Town,
Jerry Mpufane; CEO of Jupiter Drawing Room Johannesburg

Entries for this year’s awards can be submitted at www.pendoring.co.za. The closing date for entries is 15 July.

The judges will deliberate the entries in Johannesburg on 15, 16 and 17 August, and finalists will be announced on 27 August. The winners will be announced at a glitzy gala event on 20 September at CTICC (Cape Town International Conference Centre) in Cape Town.

A brand new category for students (Truly South African: Campaign) has been introduced this year, and the overall student winner will walk away with a cash prize of R10 000 and an internship at TBWA HuntLascaris.

Rigtingwysers op die suksespad

Dit is die eerste keer vanjaar dat die Pendoring Reklametoekennings twee beoordelaarspanele inspan om die mees skeppende en uitnemende advertensies in Suid-Afrika te bepaal. Hierdie reusetaak val op die skouers van 18 reklamereuse in eie reg, en een baie suksesvolle internasionale individu. Die name van die beoordelaars is pas bekend gemaak, en Sue Anderson (mede- uitvoerende skeppende hoof van Crispen, Porter and Bogusky in Los Angeles, VSA) neem die tuig op as internasionale beoordelaar.

Anderson, ‘n Suid-Afrikaner wat begin het as kopieskrywer by BLGK en later bevorder is tot skeppende hoof by TBWA HuntLascaris in Johannesburg, het na 10 jaar in Suid-Afrika haar pad na internasionale sukses begin deur aan te sluit by Wieden + Kennedy in Amsterdam.

TBWAChiatDay in New York het haar later oorreed om haar by hulle aan te sluit en haar horison weereens te verbreed met die kans om op veldtogte van Coca-Cola, Honda en Lego te werk. Dit is ook hier waar sy die wêreldwye bekendstelling van die bekende Sweedse uitvoerproduk, Absolut Vodka, op haar skouers geneem het, en waar sy die verbeelding van menigte skeppendes aangegryp het met haar futuristiese ‘Absolut Greyhound’ veldtog.

Anderson spog met ‘n lys gesogte wêreldbekende reklametoekennings, onder meer ses Cannes-Lions, talle One Show-potlode, Clio’s, Effies, DA&D’s en Epicas. Sy staan tans aan hoof van die Microsoft-rekening vanuit Los Angeles.

“Ek gaan my aandag vanjaar toespits op goeie idees en hoe hulle voorgelê word,” sê Anderson, “juis omdat Suid-Afrikaners se dryfkrag uniek in die wêreldmark is – as ons iets wil doen, doen ons dit na ons beste vermoë, of tot iemand anders ons keer om voort te gaan. Idees kraai koning bo taal en omstandighede, omdat die laaste twee faktore slegs die ‘geboorteplekke’ is van die idees wat ons gebruik in ons bedryf. Enige idee wat deur ‘n treffende reklameveldtog weergegee word moet die menslike gees kan raakvat, en vasvat, en dit moet natuurlik op ‘n baie unieke manier aangebied word.”

“Sue Anderson is ‘n uitstekende kandidaat om te dien as internasionale beoordelaar, aangesien sy reeds weet wat dit beteken om sukses te bereik deur harde werk,” sê Franette Klerck, hoofbestuurder van Pendoring. “Sy beskik oor die deursettingsvermoë wat dit verg om die toppunt van ‘n loopbaan in die wêreld van reklame te bereik en daarom is dit vir ons ‘n groot voorreg dat sy ingestem het om vanjaar deel te wees van die panele. Pendoring vereenselwig hom met baanbrekers wat werk van topgehalte in die bedryf lewer, wat nie net vir ander ‘n toonbeeld in die bedryf is nie, maar ook respek afdwing met die skeppende werk wat hulle lewer – Anderson is beslis een van hierdie individue.”

Die volledige paneel wat saam met Anderson die Afrikaanse kategorieë gaan beoordeel is:

Theo Ferreira; uitvoerende skeppende hoof van Aquaonline,
Leon Jacobs; uitvoerende skeppende hoof van Joe Public Kaapstad,
Jerry Mpufane; uitvoerende hoof van Jupiter Drawing Room in Johannesburg,
Ricardo Rocha; uitvoerende skeppende hoof van Etiket,
Reinher Behrens; private konsultant,
Mariana O’Kelly; skeppende hoof by Ogilvy Johannesburg,
Aaron Harris; skeppende hoof by Draftfcb Kaapstad,
Marais Janse van Rensburg; uitvoerende skeppende hoof van Dojo115,
Konstant van Huyssteen; skeppende groephoof van 99c Communications,
Antoinette Johnson; kopieskrywer by M&C Saatchi Abel

Die algehele wenner in die Afrikaanse kategorieë sal met die Prestigetoekenning vereer word, wat ‘n oorsese studiereis ter waarde van R50 000 insluit. Die maatskappy wat dié algehele wenveldtog laat skep het ontvang reklameruimte en
-lugtyd van ongeveer R2.2 miljoen.

Die beoordelaarspaneel van die Eg Suid-Afrikaans kategorieë sal aan dié algehele wenner ‘n kontantprys van R20 000 toeken as deel van die Umpetha-toekenning.

Die beoordelaars wat hierdie besluit saam met Anderson moet neem as deel van die Eg Suid-Afrikaanse paneel is:

Festus Masekwameng; uitvoerende skeppende hoof van Mojo MotherRussia,
Xolisa Dyeshana; uitvoerende skeppende hoof van Joe Public Johannesburg,
Grant Sithole; skeppende hoof by Draftfcb Johannesburg,
Kamogelo Sesing; skeppende groephoof van TBWA HuntLascaris,
Tseliso Rangaka; skeppende hoof by Ogilvy Johannesburg,
Ernest “Ray-Ray” Mphande; skeppende groephoof by MetropolitanRepublic,
Theo Ferreira; uitvoerende skeppende hoof van Aquaonline,
Leon Jacobs; uitvoerende skeppende hoof van Joe Public Kaapstad,
Jerry Mpufane; uitvoerende hoof van Jupiter Drawing Room in Johannesburg

Inskrywings kan ingedien word by www.pendoring.co.za. Die sluitingsdatum vir inskrywings is 15 Julie.

Die beoordelaars sal op 15, 16 en 17 Augustus in Johannesburg beraadslaag oor die inskrywings, en finaliste sal op 27 Augustus bekend gemaak word. Die wenners word op 20 September by ‘n glansgeleentheid by KIKS in Kaapstad (Kaapstad Internasionale Konferensiesentrum) bekend gemaak.

Vir studente is daar vanjaar ‘n splinternuwe kategorie (Eg Suid-Afrikaans: Veldtog) geskep, en die algehele studentewenner stap weg met ‘n kontantprys van R10 000 en ‘n internskap by TBWA HuntLascaris.