"Every year, Pendoring strives to maintain the highest possible judging standards, hence we invite seasoned creatives who have all made their mark in their respective fields of expertise. This year is no exception," says Pendoring GM, Franette Klerck.

"As Pendoring is celebrating and rewarding excellent marketing communication in all vernacular languages, the fully representative panel is well equipped to assess and adjudicate work across the full spectrum of South Africa’s indigenous languages – excluding English," Klerck adds.

Louis Enslin, a specialist radio judge and owner of Produce Sound, says, "Radio spots that offer a comprehensive ‘package’ – good copy, good execution, and a good soundtrack, are clear winners."

"Generally speaking, in terms of copy and execution, South African radio spots are right up there. The large number of the Cannes radio awards for South African work bears testimony to this. Creatives, however, need to bear in mind that it takes time conceptualising, crafting, and producing quality radio work. There are no shortcuts; they need to spend sufficient time and effort if they wish to produce award-winning work," he adds.

With regard to student entries, “a combination of a simple insight and razor-sharp execution stands the best chance of winning the judges’ favour," says Richardt Strydom, specialist judge of the student section and content director at Breinstorm Brand Architects. “Work that speaks to the target market in a relevant, yet creative way and which is truly South African, will furthermore clinch it for students."

Strydom adds, "Every year entries in student categories lead to a lively debate, and I certainly hope this will remain so. And every year the crop of student entries yields both good and bad work. The good entries hold their own and could easily apply in practice."

His message to students is plain and simple – 'Dare. Never play safe, but back up your courage with excellent editing and craftsmanship'.

The 2016 entries in the radio and student categories showed a marked increase compared to 2015. Tertiary institutions accounted for an increase of 80% in the number of student entries compared to 2015. At the same time, radio entries also doubled compared to 2015. On top of this, the radio category accounted for both Umpetha winners.

The judging will take place at Media Park in Auckland Park from Wednesday, 6 September to Friday, 8 September.

The 2017 Pendoring judging panel includes:

  • Wynand Botha – Creative director, Abnormal Group;
  • André de Wet – Group head: copywriter, FCB Cape Town;
  • Nerine Gardiner – Senior copywriter, Ninety9cents Communications, Johannesburg;
  • Pepe Marais – Group chief creative officer, Joe Public;
  • Neo Mashigo – Creative partner, M&C Saatchi Group;
  • Vumile Mavumengwana – Creative director/designer, VM DSGN;
  • Nkgabiseng Motau – Co-founder and creative director, Think Creative Hub; and
  • Annette Nel – Executive creative director, Baie-Lingual Concepts.

For more information, visit www.pendoring.co.za. Alternatively, connect with them on Facebook.