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All the winners at the 2018 Financial Mail AdFocus Awards.
All the winners at the 2018 Financial Mail AdFocus Awards.

2018 Financial Mail AdFocus Award winners announced


Issued by Samantha Pugh, Pugh Public Relations & Corporate Communications - Nov 28th 2018, 08:40

Members of the South African marketing and communications industry came together last night at The Venue in Melrose Arch, to celebrate advertising effectiveness at the annual Financial Mail AdFocus Awards. Since their inception in 1990, the AdFocus Awards have provided a platform for individuals and agencies to be recognised not only for their creative marketing skills but for their overall business acumen as well. 

Media personality and editor of the Financial Mail AdFocus Magazine, Jeremy Maggs, convened the panel of jurors, headed up by Phumi Mashigo in her first year as Jury Chair. Mashigo is the founding Managing Director of Ignitive, a pre-eminent stakeholder management and communications company.

Mashigo, together with other industry experts, adjudicated entries against four effectiveness measures: New Business and Growth; Business Retention and Relationships; Training and Industry Recognition; and Empowerment/Social Responsibility. Panel members applied their scores in secret, with finalist agencies participating in Q&A sessions with the jurors in order to determine the overall category winners. The judging and scoring were audited by Deloitte.

“In advertising, we are used to competing and have become very good at entering awards or putting our best foot forward for judges. In this exceptionally tight economy the level of creativity displayed by the entrants when displaying their wares made for very robust judging sessions and once again I believe that the winners are a real testament that where creativity leads profits follow,” says Mashigo.

This year also includes some changes with the addition of a new category, the Financial Mail Creative Challenge. The Creative Challenge is a print-advertising contest that gives art directors and copy-writers an opportunity to deliver high impact, tactical print ads for their clients and a chance to win free placement in the weekly Financial Mail magazine.

The Shapeshifter Award replaces the New Broom award from previous years.

The 2018 Financial Mail AdFocus Award winners are:

Lifetime Achiever Award: Prof. Ludi Koekemoer

Shapeshifter Award: Karabo Poppy Moletsane

Industry Leader of the Year: Mariana O’Kelly

Agency of the Year: Ogilvy Johannesburg

Small Advertising Agency of the Year: Collective ID

Medium Advertising Agency of the Year: King James Group

Large Advertising Agency of the Year: Ogilvy Johannesburg

Specialist Agency of the Year: Grid Worldwide

Partnership of the Year (sponsored by IAS/Scopen): FCB Joburg / Toyota

Transformation Award: Collective ID

Independent Media Agency of the Year: TMI Media

Network Media Agency of the Year: Vizeum

African Impact Award: Dentsu Aegis Network

Student of the Year: Felicity Davies

Financial Mail Creative Challenge: M&C Saatchi Abel

The Financial Mail AdFocus Magazine is SA’s largest brand communication review and will be distributed with the Financial Mail on 29 November 2018.

The MediaShop once again sponsored the WiFi at the AdFocus Awards event.


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