The year 2012 represented a significant turning point for the digital industry, characterized by rapid growth in online and mobile marketing channels along with a surge in innovation. This transformation resulted in an increased emphasis on social and digital media among numerous brands. Stephen Paxton, the founder of the awards, recognized a gap in the market and boldly took the initiative to establish the New Generation Social & Digital Media Awards.
Paxton envisioned the creation of an awards program that would empower corporate marketing teams to showcase their most effective marketing campaigns. He observed that many corporations lacked agency partnerships, which hindered their ability to gain recognition for their diligent efforts.
The New Gen Awards were established to recognize the exceptional creativity and innovation shown by in-house marketing teams. By utilizing the power of social and digital media, these teams have developed groundbreaking campaigns and online strategies that deliver impressive results. They excel in creating compelling storytelling content and employing technology in innovative ways. The awards provide a deserving platform for these teams to shine and receive the recognition they rightfully deserve. Since the awards' inception, the agency categories have expanded significantly, attracting a diverse range of both independent and network agencies alongside the corporate categories.
The New Generation Awards
In 2012, Stephen's vision was realized with the launch of the inaugural New Gen Awards, designed to recognize excellence in marketing and business practices. He assembled a distinguished panel comprising leading figures from the industry to serve as the initial judging committee. This esteemed group of six judges meticulously evaluated the inaugural submissions, thereby establishing a foundation for a new paradigm of industry recognition.
Shortly thereafter, the awards garnered sponsorship from prominent organizations, including Unilever SA, Endemol South Africa, and Old Mutual, which significantly enhanced the program's credibility. The first awards ceremony took place at the Sandton Convention Centre, attended by industry leaders who celebrated their respective accomplishments.
Since that initial experience in judging, Stephen has refined the New Gen Awards' evaluation process, now featuring a panel of 30 judges drawn from diverse industry sectors and disciplines. The New Gen Awards celebrate creativity, with a specific emphasis on results and insight-driven success. The judging process is rigorous; each entry is assessed by a minimum of four judges, who evaluate submissions based on multiple criteria, including strategy, innovation, creativity, content, results, reach, engagement, and usability. New Gen celebrates ingenuity with a specific focus on results and insight-based success.
New Gen currently caters to both the Agency and Corporate sectors, Creative Individuals, Marketers, Development & Tech Companies, as well as Tertiary Institutions. In 2018, Stephen initiated the Student Category Awards in partnership with the University of Johannesburg. He also created a platform to acknowledge individual talent within corporate, agency, and student teams.
Since the establishment of the student categories, numerous student winners have successfully launched their careers, securing positions with prominent agencies and corporations throughout South Africa.
Currently, New Gen features 60 industry-focused categories, including the Corporate Awards, the Agency Awards, the Online Media & Tools Awards, the Student Awards, and the prestigious Black Onyx Awards. The New Generation Awards have been conducted for 14 years and have established themselves as the largest independent performance-based digital media awards in South Africa.
The prestigious awards gala draws numerous industry leaders from the corporate, agency, tertiary, and government sectors. Many participants view these awards as "the highlight" of the annual industry awards calendar, where aspirations come to life and significant business opportunities arise.New Gen's growth continues, just like the digital world it represents...