An audience rarely gets insight into the life of an awards judge, but luckily we had the opportunity to take a look at some thoughts from the 2020
New Generation Awards judges.
We chatted to them about everything from the media industry in South Africa all the way to how it feels to be included on the judging panel.
So without future ado, let’s dive into the Q&A:
Why do you think awards, like the New Generation Awards, are such an important part of the marketing and social media industries in South Africa? Darren Leishman:
New Gen Awards are important because they are not [just] about feeding creative egos — they are about awarding campaigns that deliver
measurable results for the brands that invest in digital platforms.
The way these awards are judged allows brands and agencies to benchmark themselves in the local market to gauge how they are measuring up against their peers.
What we have seen in the last few years is a marked improvement in the
quality of the entries, which means that, through the awards process, entrants are able to focus on what is [most] important and [that] which allows them to deliver better results.
This is good for the customer, for the brands and it is good for the industry as a whole. The more competitive and driven we are, the better the work becomes.
We have a massive opportunity in South Africa to build a digital knowledge economy that delivers work across the globe, and awards like these stretch us to do better.
Why do you think awards are such an important part of the marketing and social media industries in South Africa?Lynne Krawchuk: Industry awards provide opportunities at both a local and international level. Peer recognition helps distinguish your agency from the herd. The key is to apply for awards that mean something to your market.
Current clients may not care about your agency’s award history, but prospective clients certainly do. If a client is considering several agencies for a project, awards could tip the scales in your favour.
Some industries, such as B2C food and beverage companies, value awards more than others. But even in smaller industries, [having] a record of award-winning client work shows that an agency has the talent to deliver on its campaigns.
Agency leaders often object to applying for awards because the judging criteria focus on campaign creativity rather than results. But awards shine a spotlight on your clients as well, and you can increase this positive impact by highlighting their role in the creative process.
People want to work for winners, and employees who feel like they’re part of a successful team are going to do better work. Awards are also a great selling point for new recruits.
They want to work for agencies with visibility and growth potential. Awards tell them that yours has both.
How does it feel to be included in the judging panel? And what do you hope to gain from the experience? Uyanda Manana: It’s an honour to be included in this year’s
New Generation Awards judging panel, particularly given the impact of COVID on our people, economy and the industry at large.
I am very interested in seeing which campaigns have used
innovation and
tech to drive results.
Even more so, [I am interested in] those that have offered communities and consumers solutions that are authentically helpful and go beyond pure advertising.
How does it feel to be included in the judging panel? And what do you hope to gain from the experience? Lebo Madiba: I am thrilled to be part of the awards in what has been a watershed year for digital and social media.
What we will see in the entries will most likely give us a window into the ingenuity that’s to come in the post-COVID world, particular as the
New Generation Awards have specific focus on results and insight-based success, and this year has proven that this is the value that clients look for in campaigns.
Being part of any awards judging panel is gaining front row experience and exposure to the best that the industry has got to offer.
I am anticipating that there will be interesting dialogue and debates among the panel on what constitutes a winning entry.
[This is] something that I personally don’t take lightly, as a lot of investment in strategy, creative and media go into campaigns that we will review, so the task ahead is
huge. The best experience will be walking away with a full understanding of industry best practice.
What do you think marketers from Africa have to offer that marketers from other countries do not? Mpume Ngobese: Africa as a continent is a rich, vibrant and diverse continent that cannot be replicated by any other continents in the world.
This makes it a special region. The sheer breadth and depth of the
various cultures and influences allow for the richness of thinking, the vibrancy of communication and diversity of creativity and innovation.
Patrick Palmi: Markets from Africa offer more local insights that other markets cannot offer in our continent.
Local insights enable the marketing team to think and create marketing campaigns that resonate well with the local market and ultimately drive sales.
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Awards signify a token of recognition for your great efforts, but there are benefits to award sponsors too. Learn more about The value of awards and sponsorships in marketing here.