The New Gen Story: Over a Decade of Architecting Digital Excellence
The Turning Point
In 2012, the South African marketing landscape hit a seismic shift. As mobile and online channels exploded, the industry moved from passive broadcasting to active digital engagement. Recognizing a critical void in the market, Stephen Paxton stepped forward to establish the New Generation Social & Digital Media Awards—a platform designed to codify this new era of innovation into industry legacy.
Empowering the In-House Pioneers
The vision was clear: to provide a stage for corporate marketing teams who were driving groundbreaking results, often without the backing of traditional agencies. Paxton saw the "diligent effort" happening behind corporate walls and created a deserving platform for these teams to shine. Today, that vision has expanded into a massive ecosystem where independent and network agencies compete alongside corporate titans, all vying for the same standard of excellence.
A Rigorous Foundation of Integrity
From its inaugural gala at the Sandton Convention Centre—sponsored by early believers like Unilever SA, Endemol, Old Mutual, Liquorice, and Joe Public—New Gen has prioritized substance over hype. What began with a distinguished panel of six judges has evolved into a powerhouse committee of 30 industry leaders spanning diverse disciplines.
Our evaluation process is now one of the most rigorous in the country. Every entry is meticulously assessed by at least four experts across a multidimensional set of criteria.
- Strategy & Innovation
- Content & Creativity
- Results, Reach & Engagement
- Technical Usability
Cultivating the Next Generation
Leadership is about legacy. In 2018, in partnership with the University of Johannesburg, New Gen launched the Student Category Awards. This initiative has become a vital career launchpad, with past winners now holding key positions at South Africa’s leading agencies and corporates. By acknowledging individual talent across student, agency, and corporate teams, we are ensuring the future of the industry is as bright as its present.
The Gold Standard: 60 Categories of Excellence
Now in its 14th year, New Gen features 60 industry-focused categories, including the prestigious Black Onyx Awards. We have solidified our position as the largest independent, performance-based digital media awards in South Africa.
More Than an Awards Gala
For the industry leaders from corporate, agency, tertiary institutions, and government sectors who gather annually, the New Gen Gala is more than a ceremony—it is "the highlight" of the calendar. It is where aspirations come to life, partnerships are built, and meaningful business opportunities emerge.
Witness the evolution of the awards at our most immersive Johannesburg ceremony yet!
“The 2026 Awards Gala marks a bold new era for the New Gen legacy. We have refined every detail to create a sleeker, sharper, and more impactful ceremony that honours the pace of the digital world. New Gen is shedding the traditional to embrace the dynamic, with a minimalist, industrial setting, creating a stage dedicated to the work and people behind it. Mark your calendars for September 23rd—the night Johannesburg witnesses the pinnacle of South African digital achievement.”
Partner With the Best
Previous Sponsors include: Unilever SA, Endemol, Old Mutual, Liquorice, Standard Bank, Brave Group/Forge by Brave, Volkswagen Financial Services South Africa, MediaCom, FujiFilm SA, Supersonic/MTN, WeGather, Futuretech Media, YOUKNOW Digital, Brandwatch, JustPalm TV, Arc Interactive, Joe Public, Disrupt Technology Advisors, Wunderman Thompson/VML, Helm Digital, Wimpy South Africa, Algorithm Agency, and our current headline sponsor in 2025 & 2026, WesBank.
The digital world never stops evolving. Neither do we...