According to the awards, its 2024 edition attracted over 500 submissions from 100 corporates and agencies, with the winners announced at a packed banquet awards ceremony in Sandton, on Thursday, 26 September.
Stephen Paxton, founder of the awards, has remarked on the exceptional quality of the submissions, highlighting the innovative and engaging work displayed by many new agencies and corporates, representing hundreds of South Africa's best-loved brands.
The analysis of numerous submissions indicates an increasing prevalence of:
- influencer marketing
- technical innovation, and
- strategic employment of content marketing.
According to the awards, the pivotal role of virality in numerous campaigns is notable, particularly in the success of low-budget executions. Additionally, a growing number of brands are venturing into the realm of podcasting.
Paxton has expressed gratitude to all the participants for their remarkable campaigns and to the 24 esteemed judges for their hard work and valuable insights during the three-week judging period.
The 2024 awards saw the unveiling of its newly redesigned New Gen trophies and the rebranding of the Main Overall Awards to The Black Onyx Awards.
Paxton says that winning one of these prestigious awards was an absolute triumph. The Black Onyx symbolises enhanced communication and self-expression, just like the winners of these top honours, whose individual performances and creative work are sure to leave a lasting impression.
New Gen says that if a campaign exceeds its three primary benchmarks by a significant margin, it will not receive a highly commended award. Instead, it will be given multiple Gold, Silver and Bronze awards as appropriate.
To provide some context, some campaigns that were awarded Silver had achieved Gold status, and some that received Bronze had achieved Silver status. As a result, the top-scoring campaigns will be recognised in the order of their ranking. New Gen also awards multiple Gold, Silver and Bronze awards to campaigns that have received the same overall score from the judges, the awards say.
The big winners on the night included Dialogue, which was were crowned the Black Onyx Small Agency of the Year. Clockwork walked away with the Black Onyx Med-Large Agency of the Year, and SA Rugby, who stole the show, won multiple awards, including the:
- Black Onyx Award for Digital Brand of the Year
- Online Strategy of the Year, and
- Overall Social & Digital Corporate of the Year Awards, by Dialogue.
Paxton concludes, "Congratulations to all of this year's deserving winners!"
The winners of the 2024 awards can be viewed here.
For more information, visit www.newgenawards.co.za. You can also follow the New Gen Awards on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor