Copywriters’ Forum gets new life

The 'new' CWF was re-established at a function at the Net#work BBDO agency's offices in Johannesburg last week. Annette Nel of Net#work BBDO was elected chairperson, and it was also decided to elect a representative from each agency present to the committee.

Paul Brümmer of Blue, Johan Roux of Ogilvy Johannesburg, Deon Wiggett of TBWA\Gavin\Reddy and Stephanus Nel of Grey Worldwide were elected. Daphné Grundling of the tradename services division of First National Bank also serves on the new Forum. Freelance writers will represented by Madelet du Plessis.

The "new" Forum was established because founder members of the original CWF, which was founded in the early Nineties, felt that it was time for young Afrikaans copywriters and advertising creatives to make their voices heard. "In those days the objective of the CWF was to nurture a feeling of solidarity among Afrikaans copywriters and to give them a stronger voice in the South African advertising industry," says Du Plessis, one of the original founder members.

"Because Afrikaans copywriters were always in the minority, the Forum also gave them an opportunity to meet and to get to know one another – and this is the very purpose of the new CWF."

Du Plessis believes that Afrikaans exudes great energy and that the young writers of today are not saddled with the baggage of the past. "There is enough young blood in the industry to again get the CWF up and running," she believes.

Before 1994 Afrikaans and English advertising enjoyed equal recognition. The SABC had a rule that everything that was done in English also had to be done in Afrikaans. This meant that Afrikaans advertising enjoyed artificial protection.

After 1994 this rule was abandoned and Afrikaans advertising consequently suffered. In addition, a stigma was attached to Afrikaans, and many companies preferred to advertise only in English.

"After 1994 Afrikaans advertising went through a number of lean years, but the Pendoring advertising competition helped to nurture enthusiasm and appreciation for sharp, creative Afrikaans. This year is Pendoring's 10th anniversary and it's going from strength to strength," says Du Plessis. "Over the past few years a number of new and extremely creative young writers have joined the industry, and although they write mainly in English, they make use of every opportunity to write in Afrikaans as well. And in addition, those companies that do advertise in Afrikaans are looking for good, sharp and original Afrikaans," she says.

Du Plessis believes it's important that every agency in the country should join the CWF. "It will mean that the Forum will be widely represented across the whole South African advertising industry. The CWF is also one of the founder members of Pendoring which, among other things, also runs the Afrikaans advertising competition, and it's important to nurture greater solidarity between the CWF and Pendoring," says Du Plessis.

"Young writers must realise that Pendoring is there for them and that it is not a one-off event that they must quickly enter. The CWF and the young copywriters in the Afrikaans advertising industry must become part of Pendoring thereby making a name for themselves and the industry," she emphasises.

Interested parties who would like to join the CWF can contact Du Plessis at 082 417 1680 or Annette Nel at 082 336 3712.

Entries for Pendoring/CWF's second advertisement of the Month competition are now open. The closing date is 18 June, and the winners will be announced later in the month. Details are available on the Web site www.pendoring.mweb.co.za.