About

Financial Mail

AdFocus Awards

Since 1990, the Financial Mail AdFocus Awards have become a landmark on the South African marketing and communications landscape. But just as that landscape has changed, so has AdFocus, to reflect the priorities of the industry.

Today it is unique, by recognising agencies and individuals, not just for their creative and marketing skills, but for their all-round business acumen.

We judge each agency against four measures: New Business and Growth; Business Retention and Relationships; Training and Industry Recognition; and Empowerment/Social Responsibility. Every questionnaire response feeds into one of these criteria.

Jurors discuss each entry, then score in secret. Shortlisted agencies in all categories must make themselves available on the day of the final jury session, to answer questions arising from their entries. The judging and scoring is audited by Deloitte. Jurors themselves don’t know the identity of winners until the awards evening.

MAIN CATEGORIES

  • LARGE ADVERTISING AGENCY OF THE YEAR.
  • MEDIUM ADVERTISING AGENCY OF THE YEAR.
  • SMALL ADVERTISING AGENCY OF THE YEAR.
  • LARGE MEDIA AGENCY OF THE YEAR.
  • SMALL MEDIA AGENCY OF THE YEAR.
  • SPECIALIST AGENCY OF THE YEAR.
  • DIGITAL AGENCY OF THE YEAR.
  • PUBLIC RELATIONS AGENCY OF THE YEAR.
  • There is also an overall AGENCY OF THE YEAR, drawn from top performers across the individual categories.

SPECIAL AWARDS

  • AFRICAN EFFECTIVENESS AWARD.
  • TRANSFORMATION AWARD.
  • PARTNERSHIP OF THE YEAR.
  • LIFETIME ACHIEVEMENT AWARD.
  • INDUSTRY LEADER OF THE YEAR.
  • STUDENT OF THE YEAR.
  • NEW BROOM AWARD FOR GROUNDBREAKING INDIVIDUALS OR SMALL AGENCIES.

The AFRICAN EFFECTIVENESS AWARD replaces the former African Agency Network Award. Instead of asking for a broad brush of activities across the continent, we want networks or individual agencies to explain to us how they have made measurable inroads into single or multiple markets. As the award name indicates, we are looking for real effectiveness, not just presence.

The TRANSFORMATION AWARD is new in 2017 and reflects the editorial theme of this year’s AdFocus annual. Agencies or group must tell us about their transformation initiatives in three areas: internally, within the industry and in the community.

What are the key AdFocus dates in 2017? The deadline for entries is midnight August 25th. The final jury session, when shortlisted agencies must be available to answer questions, is on Friday September 15th. And winners will be revealed at the AdFocus Awards event on Wednesday November 22nd.