Benchmark entries earn high praise from Raptors' judge

"The quality of QVC's presentations were probably the best submitted on the day. They were a pleasure to read, and allowed one to really 'feel' the sponsorship. The SAB entries in particular were like a storybook. The support material was also excellent - entries like this should become the benchmark for the future," Williamson said.

QVC submitted entries for South African Breweries for its sponsorship of Springbok Rugby, the World Cup Soccer campaign, Castle Test Cricket and Castle Loud, all of which received Raptor Awards.

In the field of the arts, QVC showed itself equally adept by preparing the winning entry for Rand Merchant Bank - one of only two entries in this genre to receive Raptor Awards - for its Starlight Classics series.

QVC's Ruth Coggin, who, together with colleague Silvanus Mabaso, prepared the entries, said the key to success was a detailed understanding of the objectives of the Raptor Awards.

"Preparing award entries is a time-consuming process. Many companies believe they can cobble their entries together with little thought or time. The reality, however, is that successful entries require careful preparation and an understanding of what is being sought. As an agency that has prepared Raptor Awards entries for several years now, we are able to present a quality sponsorship to its best advantage. We have a clear understanding of what is a good sponsorship, and will measure up well to the many outstanding sponsorships that exist," she said.

Under the leadership of partners Theo and Ruth Coggin, QVC has built an excellent reputation as a niched agency specialising in writing and media relations. Its clients include blue-chip companies such as Vodacom Group Corporate Affairs, Algorithmics (SA), KPMG, Italtile, Ceramic Industries, New Clicks Limited, among others.

The company has recently completed a commission to rewrite the definitive "Investors' Guide to Sponsorship", a publication that will be launched in Johannesburg next week. Another writing assignment that has recently been concluded is that of the 25th anniversary publication of the Black Management Forum.