Key tips to help you create a winning entry!

The window period for work to be considered:

  • The entry window for the New Generation Awards will open in May 2024. Entries will be considered for work that has been commercially launched in South Africa between May 1st, 2023, and June 14th, 2024.

  • Should you be working on a campaign that is due to go live before 19 July 2024, and you wish to enter this campaign, we will accept it; provided the relevant results and stats are supplied to support the campaign before the judging begins.
  • If you are entering the Most Viral Campaign Category, please supply the actual numbers to back up the results, and not just the % result. It is hard to judge a piece of work on percentages alone.
  • If you are entering multiple categories, please remember to consider entering the Overall Main Award categories such as Digital Brand of the Year, Overall Social & Digital Corporate of the Year, Online Strategy of the Year, and Agency of the Year. If you do exceptionally well during the night and bag several awards, and you do not have work in the above categories, you could miss out on winning one of our main awards. (Remember - a separate panel of 10 judges marks the main award categories, based on each entrant's work submitted across all other categories)
  • Be sure to include measurable objectives and benchmarks for success. Without these, we are unable to accurately assess the results and the efficiency of the campaign. This includes putting in your budget – even if the budget is R0.00, we need to know that. Rest assured, the figure will be kept completely confidential and will not be published.
  • Customise your entry to the category into which it is entered. Give the judges a reason why you deserve to win in that particular category. Many entrants submit the same entry into multiple categories, 'which is perfectly acceptable' but when judging, we consider the merits of the entry according to the specific category. The information that you would need to provide for the “Best Low Budget Campaign” would need to be different from, say, “Best Use of Technical Innovation” Highlight the main parts that apply to each of the categories being entered. NOTE: If you intend to 'copy and paste' the same content across multiple categories, judges reserve the right to deduct points from the final score.
  • Don’t assume that the readers have prior knowledge of your campaign. Write a succinct summary providing all relevant information, and please make sure that you proofread your entry!
  • Please note that if you wish to submit an entry for the 2024 awards that were previously submitted in 2023, please show any significant changes made to the campaign that have affected the overall outcome and results in 2024. (All changes must be identified and highlighted on the entry form attached)
  • Quantifiable, measurable objectives need to be identified, and evidence provided that these have been met or exceeded.
  • The entries that address all the judging criteria, are creative, and go beyond standard practice – developing into something magical – make for award-winners.
  • Please ensure that the project you are entering meets required category objectives and is not just a “copy-and-paste job” across multiple categories.
  • Entry submissions should not be long and confusing. Try to give relevant and clear points that apply to each campaign and limit the accompanying documents, PowerPoints, and videos – be more in sync with answering the brief requirement for that particular award.
  • Make sure that the response mentions why it should win that particular award. e.g. Why was it a “best in class” integrated campaign, and what were the elements?
  • Show articulated results for short-, medium, and long-term goals, and/or return on investment for the client. Supporting evidence helps tremendously when judges are marking the work.
  • Make sure your entry is well written – STAND OUT, be clear, spell-check, and be concise about why it’s been entered.
  • Winning campaigns will need to show on-strategy creative execution that displays a clear link between the original business objectives and the outcomes enabled by the work.

Brief notes

  • Focus on work that has flighted commercially from 01 May 2023 - 14 June 2024.
  • Keep your answers brief, as judges only want to read what is relevant.
  • Judges will be looking for campaigns that go beyond the norm, beyond just doing one’s job.
  • Videos can add immense value to back up your entries, especially if you are entering Agency of the Year or the Individual Award Categories. 
  • Please supply larger files via WeTransfer or Google Docs.
  • Email your entries to
  • For Q&As visit our FAQ page or contact Stephen on - 076 413 1339.