[APEX awards 2015] Peak praise resonates with ACA APEX awards wins

Advertising award season is in full swing. Some see it as unnecessary self-congratulation, others see the need to celebrate work that stands out and exceeds expectations.

For more insight into how exactly the APEX awards do so, I spoke to Van der Haar about what they celebrate, how they're judged, and why a Grand Prix isn't necessarily awarded each year...

A glittering history of redefining creativity, whatever the medium

Since its inception, the Association for Communication and Advertising (ACA) has been hosting the APEX awards. They recognise and celebrate the achievement performance excellence in an industry that is constantly refining and redefining creativity.

Van der Haar

We recognise that during the current economic climate, marketers and advertisers are forced to be accountable for their marketing and ad spend. That said, marketers and advertisers are faced with increased pressure to account for results and to use media where results can be tracked and measured. As a result, alternative media and mediums are being sought as the use of traditional above-the-line media is less desirable when faced with budget constraints.

In doing so, APEX awards champions greater accountability by rewarding communications campaigns that work, sell and resonate in the minds of their target audiences, and in so doing, deliver results.

Accountability makes effectiveness obvious

Entrants are required to systematically provide evidence of the effectiveness of their marketing communications as opposed to the effects of other non-communication variables and in so doing, prove that their entries have achieved performance excellence by contributing a measurable return on investment. An APEX award represents a demonstration of both strategic and creative effectiveness and positions award winners as leaders in their field, thus the award is highly sought after amongst both advertising agencies and their clients.

More than just a night of celebration...

The awards programme represents more than just the trophies it awards, or the gala event for that matter. Apex is an annual event, which means APEX awards-related activities that take place across South Africa throughout the year. These include workshops in Cape Town and Johannesburg, a marketing and communications campaign promoting APEX awards, calling for entries and advertising ticket sales to the annual gala event.

Most importantly, in an effort to transform our industry, proceeds from APEX awards fund deserving students of the AAA School of Advertising (AAA) in desperate need of financial aid.

High standards and high expectations make the APEX awards a highlight

The standard for the APEX awards is very high, and this is one programme that does not merely award trophies for the sake of awarding trophies. If the entries submitted meet the criteria for the various awards, they accolade accordingly. So if a Grand Prix is not awarded, it means that the entries simply have not met the standard required for the award of a Grand Prix. That said, a Grand Prix was awarded last year to DDB South Africa and First National Bank for their FNB Switch - 'Beating the beep out of beep bank' campaign.

Grand Prix winners

That's a clear sign that we can expect this year's APEX awards winners to be disruptive, with extensive reach and strong customer resonance.

Van der Haar is of course also tasked with adjudicating this year's entries, along with 34 other industry greats. Of the judging process, she says: "The collective experience and sheer brain power of the panel is extraordinary," and that "winning an APEX award is the ultimate testament to the vital role that effective advertising and marketing communications play in business success."

Click here for more on this year's jury. For more information on the APEX awards, visit the official website or see Van Der Haar's most recent BizTrends piece.

We'll have more industry insights and expectations during the week from agencies attending this year's APEX awards gala evening, with Ann Nurock attending the event at the Sandton Convention Centre on Monday, 20 July, so watch this space!