Pendoring’s 17th awards event at Vodaworld, Midrand, on 21 October, once again promises to be an evening of big ideas, big winners and big prizes. There are 74 Pendoring finalists in total. Of the 345 entrants 21 agencies accounted for 59 finalists, advertising schools and tertiary institutions accounted for 15 finalists, and the student category increased from four last year to seven this year.

Over the past 17 years, Pendoring has, however, also become much more than just an awards event. It has steadily grown into an ongoing campaign aimed at creating greater awareness of the importance of Afrikaans advertising and marketing among marketers, creatives and the broader public, culminating in the prestigious annual Pendoring Advertising Awards.

Gauteng have 10 finalists. Gauteng agencies Draftfcb Johannesburg boasts the most Pendoring finalists this year. TBWA/Hunt/Lascaris, The Jupiter Drawing Room and Etiket of Johannesburg have three each. In the student category, AAA School of Advertising Johannesburg as well as the University of Johannesburg are finalists.

The judging panel, under the chairmanship of Jan Teulingkx, executive creative director of Saatchi & Saatchi in Brussels includes Theo Ferreira, founder/executive creative director, Hello World, Antoinette Fourie, copy writer, TBWA\Hunt\Lascaris Johannesburg, Ivan Johnson, executive creative director, Net#work BBDO Cape Town, Hanlie Kriel, group creative director, The Jupiter Drawing Room Johannesburg, Pepe Marais, executive creative director, Joe Public, Annette Nel, creative director, Baie Lingual Blink Stefanus, Mariana O’Kelly, executive creative director, Ogilvy Johannesburg, Tseliso Rangaka, creative director, Ogilvy Johannesburg,

Grant Sithole, joint creative director, Draftfcb Johannesburg, Morné Strydom, senior copy writer, Draftfcb Johannesburg, Marius van Rensburg, creative director, ninety9cents, Cape Town, Marius Vorster, marketing manager, DANONE and Paul de Klerk, executive creative director, Etiket.

Specialist judges are Rian van Heerden, presenter, Jacaranda 94.2 – radio, Hanneke Schutte, freelance students, and Mbuso Ndlovu, creative group head, Open Collaboration – Truly South African.

Franette Klerck, Pendoring GM says as all the judges on the panel have achieved significant success in their respective fields, Pendoring is indeed privileged to have so many proven advertising experts on the judging panel.

“We are not only looking forward to receiving a bumper crop of top entries, but also to award the best of the best under the guidance of a formidable judging panel,” she stresses.

Widely regarded as a highlight on the annual advertising calendar, the awards will lure more than 600 guests from all corners of the country to witness who will be rewarded for their remarkable Afrikaans and Truly South African creative work.

The evening will most certainly belong to South Africa’s top advertising creatives who will be rewarded for the sterling work of the past year. Besides a cash prize of R6 000, a sought-after gold Pendoring trophy (silver for runners-up), and a framed certificate for category winners, the overall winner will receive the Prestige Award comprising an overseas study trip worth R50 000, while the overall student winner will bag a study bursary of R10 000 as well as an internship at Ogilvy. On top of that, the client/company of the Prestige award will receive free advertising space/airtime worth a whopping R2,3 million.

According to Klerck this year’s campaign theme showing the prestige winners ‘jolling’ overseas will also be evident at the awards event. “From the invitations and menu to the audio-visual presentation and entertainment, all are aligned to this year’s campaign.”

She stresses that Pendoring’s role is not limited to merely rewarding excellent Afrikaans and Truly South African advertising. “It’s an ongoing project aimed at spreading the message of the importance and value of Afrikaans advertising across the entire value chain. Despite the emigration of a great number of Afrikaans-speaking South Africans, the Afrikaans-speaking consumer market still has considerable buying power. Marketers, who realise this and communicate with Afrikaans speakers in their home language, tend to reap rich rewards.”