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 designed to honor the exceptional creativity and innovation exhibited by in-house marketing teams. By leveraging the capabilities of social and digital media, these teams have developed groundbreaking online strategies, compelling storytelling content, and have employed technology in pioneering manners. The awards provide a well-deserved platform for these teams to shine and to attain the recognition that they rightfully deserve.
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 and Endemol South Africa, 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 celebrates 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. The judging process is rigorous, ensuring each entry is marked by at least four judges, measuring them against criteria such as strategy, innovation, creativity, content, results, reach, engagement, and usability.
New Gen has experienced a notable increase in submissions from the agency sector, alongside the emergence of new trends over the years. In 2018, Stephen initiated the student category awards in partnership with the University of Johannesburg. He also refocused his efforts on acknowledging 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 13 years and have established themselves as the largest independent performance-based digital media awards in South Africa.
The esteemed awards gala attracts numerous industry leaders from both corporate and agency sectors. Many participants regard these awards as "The Highlight" of the annual industry awards calendar, where aspirations are realized, and significant business agreements are forged.
New Gen's growth continues, just like the digital world it represents...