Student winner profits from internship

29 Jul 2011

In November 2010, Vega Durban student Sharleen Hollick received the Pendoring award for the best student entry in 2010. In addition to her study bursary of R10 000, she was also the first overall student to win an internship at Draftfcb Cape Town. She has since moved to Cape Town and is constantly inspired by the volume of creativity that she sees around her daily.

Sharleen Hollick

"Starting my first job at such a well-known agency was pretty daunting, but everyone there, particularly everyone in the design department, has been so helpful that I have managed to get into the swing of things quite quickly. You do not realise just how much you still have to learn, once you have completed your studies.

"Even though my degree course was practical, working in industry for six months has taught me more than I could have imagined going into the internship."

A highlight of her year so far was when agency gave her the opportunity to attend the Toffie Festival.

She is using the Pendoring bursary to study part-time. "I'm doing courses in various printing methods such as screen printing and etching. This has allowed me to build on my previous studies and learn some more about traditional design methods. Later in the year I will be doing a short writing course."

She believes her stint at Draftfcb Cape Town is laying a solid foundation for her future career.

Effectiveness of mother-tongue advertising

Although Sharleen is English-speaking, she feels strongly about the merit and effectiveness of mother-tongue advertising.

"It is easy to fall into just advertising in English, as it's obviously the most widely understood language. This is unfortunate as I feel that it is important for South African brands in particular to appeal to the local market in a wide variety of languages, as this is what makes South Africa unique.

The fact that Afrikaans advertising seems to pay more attention to the copy used pleases her. "I love the way certain words in Afrikaans describe a feeling or situation in a way that English or any other language just can't. And it's used most effectively in Afrikaans advertising."

This year's Pendoring student winner will receive a bursary and an internship at Ogilvy.