Previously the agency of the overall winner, automatically handled the following year's campaign, but after a request from the Copywriters' Forum, all interested agencies were invited to pitch.
For Reinher Behrens, CEO of Lobedu Leo Burnett, one of the major challenges of the award is the fact that the advertising industry is the target group. "I love Afrikaans as there is no other language which can communicate so effectively using so few words. One doesn't need Latin to be short and to the point when you can use Afrikaans! I believe the language also has an important role to play in the further development of South Africa," he said.
"Since Pendoring's campaign is mainly handled on a pro bono basis and there is not really 'big money' for the agency involved, we find it very encouraging that the industry was so enthusiastic about it," says a spokesperson for Pendoring.
