Every time I drive in the Fourways area and surrounds with the four-year-old in my life, I hear from the back: "Absa, Absa!" The giant tethered hot air balloon that Monte Casino in Gauteng has as an attraction used to be sponsored by Absa bank. The four-year-old can't read, doesn't bank, but the name Absa is imprinted every time she sees the balloon in the sky, even though the name Absa no longer features as the advertiser. The effect of branding on kids is being covered by a very unique conference next week, including what advertising is effective to kids - by a panel of kids. From July 2005 to November 2005, 3000 South Africans, aged 8 - 22 years nominated their favourite pieces of communication. And then over 3000 of them sat down and judged the best entries in the Khuza Awards 2005. The Khuza conference and advertising awards is being hosted by youth marketers Hot Dogz Inc; Digerati and Marketing Mix magazine. Since there are more South Africans under the age of 22 than above, it should make marketers not playing in this lucrative market sit up and take notice. And for those who didn't take the four days leave to get 10 days holiday (unlike the smarter ones), have a restful week regardless! Enjoy! Louise Marsland, editor: editor@bizcommunity.com