This year, the Apex Awards launched the first NeXt Level of Thinking Master Class that was held in the morning on of 7 July, prior to the awards ceremony. The Master Class provided an essential perspective for all professionals in the business of marketing, advertising and communications. Five highly respected industry leaders each presented the latest trends and thought leadership in various disciplines across the value chain. Each presentation was followed by a hard-hitting, investigative question and answer session led by Jeremy Maggs.
“The Master Class was an inspiring learning opportunity for those who attended. Each speaker provided insights, thought leadership and very useful information on the latest trends in campaign measurement, the do’s and don’ts of effective creative campaigns, the use of media, breaking through clutter and digital marketing to name a few. The Master Class was an excellent introduction to the awards ceremony that was held later the same day,” says Odette van der Haar, ACA CEO.
The Apex Awards recognise communications campaigns’ performance excellence across three key categories:
1. Launch - sponsored by the SABC, for brands or services that are less than 12 months old with no significant history of advertising;
2. Change - sponsored by Unilever, for new campaigns from previously advertised brands that resulted in significant short-term effects on sales and/or behaviour (short term i.e. 18 months); and
3. Sustain – also sponsored by the SABC, for campaigns that benefited a business by maintaining or strengthening a brand over a long period, i.e. 36 months;
Additionally, this year the jury awarded two special awards – they are:
1. Special Award for campaigns that demonstrated the most ingenious response to limited advertising or research funds sponsored by Millward Brown; and
2. A Special Award for the most successful campaign for a non-profit or charity organisation or cause sponsored by Alexander Forbes.
| APEX CATEGORY: LAUNCH | |||
| APEX Submission Name | Client | Name of Agency | Award |
| One-up!ping the competition | Volkswagen South Africa | Ogilvy & Mather Cape Town | Silver |
| APEX CATEGORY: CHANGE | |||
| APEX Submission Name | Client | Name of Agency | Award |
| Savanna Premium Cider Redefining Normal | Distell Group Limited | FCB Cape Town | Bronze |
| The Better Gift Challenge | South African National Blood Service | DDB SA | Bronze |
| 1818: Lighting Up Moments to Ignite Sales | Brandhouse Beverages (Pty) Ltd | J Walter Thompson Cape Town | Bronze |
| “Africa is Absolut” | Pernod Ricard South Africa | Native VML | Silver |
| Iliadin® “Man Flu” | Merck (Pty) Ltd South Africa | Joe Public Ignite | Silver |
| APEX CATEGORY: SUSTAIN | |||
| APEX Submission Name | Client | Name of Agency | Award |
| Brothers for Life Medical Male Circumcision Drive | Centre for Communication Impact | Joe Public and Mediology | Bronze |
| Nedbank Savvy | Nedbank | Joe Public | Silver |
| SPECIAL AWARDS | |||
| APEX Submission Name | Client | Name of Agency | Award |
| Brothers for Life Medical Male Circumcision Drive | Centre for Communication Impact | Joe Public and Mediology | The most successful submission for non-profit or charity organisation or cause |
| The Better Gift Challenge | South African National Blood Service | DDB SA | The entry that demonstrates the most ingenious response to limited advertising or research funds |
“An Apex represents more than just a trophy – it is a symbol of efficacy and represents the contribution that an agency and its winning campaigns make to a client’s bottom line. It also demonstrates an agency’s ability to be both strategically and creatively effective. Apex winners are therefore positioned as true leaders of the profession, with the entire profession benefiting from this recognition,” says Odette van der Haar, ACA CEO.
It was announced at the 2016 Apex Awards ceremony that eight bursaries were being awarded to deserving students from the AAA School of Advertising. This brings the total number of Apex bursaries awarded since the programme launched in 2010 to 60. Four bursaries were awarded to students from the AAA School’s Johannesburg campus and four to students from the Cape Town campus. The AAA School of Advertising is the official tertiary institution of the profession and is regarded as the birthplace of brilliant.
"It is with honour and privilege that we applaud the winners, finalists and bursary recipients of the 2016 Apex Awards - an opportunity made possible through the investment, generosity and support from Apex key partner, SABC, and sponsors, Alexander Forbes, Millward Brown and Unilever.
The Apex Awards programme reinforces and continues to bring credibility to, and confidence in, the business of advertising and communications. In association with our partner, sponsors and contributors on Apex 2016, the ACA celebrates the efficacy our profession delivers, and thanks all involved for the opportunity to provide a brighter future to the young bright minds on the cusp of entering the profession," concludes van der Haar.
The ACA is the official, representative body for the Communications and Advertising profession in South Africa, representing agencies in the profession (who at present contribute approximately 95% of South Africa’s measured ad spend) to government, media and the public. The ACA is a voluntary body formed by and for the industry, focused on and committed to self-regulation and to defending the highest standards of ethical practice.
