The Pendoring Advertising Awards, which recognises the best advertising in South
Africa’s indigenous languages, took place on 20 September at the Cape Town
International Convention Centre.
Eight Gold and 26 Silver trophies were awarded in the Professional section of the
Pendoring Awards, with only seven Silvers awarded in the Student section.
Says Pendoring general manager Franette Klerck: “2013 saw the introduction of two
separate judging panels, for the Afrikaans section and the Truly South African section
respectively. This ensured that each and every entry was judged by experts familiar
with the different cultures, languages and nuances.’
Judging chairpersons – Ogilvy & Mather South Africa co-executive creative director
Mariana O’Kelly (Afrikaans panel) and Festus Festus Masekwameng, executive creative
director: Mojo MotherRussia (Truly South African panel) – oversaw 18 judges, sourced
from the country’s leading ad agencies.
Says Masekwameng: “The overall standard of entries was ok though not particularly
exceptional. This is especially true of the Afrikaans and Student categories. The Truly
South African work was the strongest in the competition and amazing in how it
reflected current affairs in sports, politics and pop culture. Well done to all the
deserving winners.’
He notes that the language groups which represented the most entries in the Truly
South African categories were Sotho and what he describes as “that universal,
colloquial lingo which I can only call Sefafrican’.
According to O’Kelly, 2013 was perhaps not the best Pendoring ever.
“Judges felt that there was very little breakthrough work, the kind of stuff we’ve never
seen before. There were some nice pieces but way too few entries in the Digital and
Integrated categories.
“It seems like radio is still very popular in terms of advertisers, perhaps because it’s a
channel where ideas can be executed simply without brands having to spend the big
bucks. However, overall, the judges don’t believe that the work within the separate
Pendoring categories was setting any new trends,’ she explains.
O’Kelly points out that the Student category was very weak. “The impression was that
everyone is fishing from the same inspiration pond and that most of the work felt
similar in execution and craft. There was a lack of great ideas overall.
“Digital, Mixed media, Integrated and Activations were weak categories as well, which
is a pity as these should be the homes of the future stars,’ states O’Kelly.
Commenting on the awards ceremony, Klerck says: “Year after year I receive
overwhelmingly positive feedback from a large number of guests praising the
Pendoring awards evening. This year was no exception. In fact, many have hailed this
year’s gala evening as “the best ever’, with specific reference to its inclusive, multi-
cultural vibe.
“Indeed, we consistently strive to raise the bar, not only in terms of staging a vibrant
gala event with top entertainment and due recognition to the winners, but also in
terms of the judging. For example, this year only eight Gold Pendoring trophies were
awarded compared to last year’s 21.’
Klerck reports that over the past two years Pendoring has also benefited handsomely
from being part of Creative Week Cape Town as it is now widely recognised as being
an integral part of the country’s creative industry and fraternity.
“Firmly established as South Africa’s premier “Truly South African’ advertising awards
event, Pendoring is set to grow this section of the awards, while at the same
rewarding the best Afrikaans advertising, thus putting the spotlight on advertising in
all of South Africa’s indigenous languages.’
To see the full list of winners visit www.pendoring.co.za
