Draft makes Pendoring bid

Johannesburg - In a determined bid to regain its position as South Africa's top agency for Afrikaans-language advertising, Draftfcb accounts for nearly 60% of the finalists for the Pendoring Awards, named on Friday.

Its Johannesburg office (with 16) and Cape Town office (13) jointly earned 29 finalist slots, out of a total of 51. A further 12 agencies submitted the remaining 22 finalists.

Third-placed agency is Saatchi & Saatchi Cape Town, while Ogilvy nabbed three in Johannesburg and one for its Cape Town office.

Draftfcb has a long history of dominating the Pendorings, but in the last couple of years it has slipped back. In 2008 the top agency was Joe Public with three golds, followed by Baie Lingual Blink Stefanus with two. Draft was in a group of four agencies with one gold and one silver.

The Pendorings are mainly awarded for Afrikaans advertising, though its Truly South African categories (TV, radio and print) can be in any language. The awards were recently given the official endorsement of the Creative Circle.

Many of its entries still seem to be Afrikaans translations of ideas originally conceived in English. However, Beeld journalist Wilma de Bruin, who has a long association with the awards, says the quality and creativity of translations are crucial, and they are judged for their success in becoming genuine Afrikaans ads.

The Pendorings are still a small awards event, with something over 300 entries this year from 40 entrants - agencies, educational institutions, smaller creative companies, freelance copywriters and art directors.

There is also a student section, and 12 student finalists have been named from North West University's Potchefstroom campus and the three advertising schools AAA, Vega and Red & Yellow.

The awards will be presented on September 18.

- Fin24.com