Digital jury jabber with... Tseliso RangakaThis year, we'll see the 10th ever IAB Bookmark Awards taking place after the fourth Digital Summit on 1 March in Johannesburg. I got some behind-the-scenes insights ahead of the action from Tseliso Rangaka. In addition to his role as ECD at Ogilvy & Mather Cape Town, this year, he's chair of the Bookmarks' 'marketers' jury panel. Rangaka judged the marketers’ category of the Bookmark Awards last year, so he knew what he was getting into ahead of the intensive judging sessions. Here, Rangaka lets us in on some of the digital excitement by sharing his favourite digital innovation from the past decade, and what the judging process was like, as well as the importance of celebrating digital creative work…
I was looking for work beyond just the textbook blueprint. I found a lot of entries saying: “We have a digital campaign, where’s our award?” vs. “We’ve got a very innovative digital campaign that pushes us into fresh territory.” Innovation is important – especially when you're talking digital, it’s the lifeblood of the show. Results are also important. We’re generally not great at tracking results and looping these back into our campaigns to get the effect we want. We tend to just let the ship go out and leave it there.
Then there were great campaigns that were intended for the digital sphere. These are the ones that shone. The Huffington Post work was one such campaign. What are you personally looking forward to from this year's fourth IAB SA Summit and 10th Bookmark Awards? That’s for sure! Keep an eye out for my interviews with others from this year’s #Bookmarks2018 judging panel, and click through to our IAB Bookmarks and Digital Summit Special Section for all the latest updates. You can also follow the IAB SA and The Bookmarks, as well as Ogilvy SA and Rangaka himself, on Twitter. About Leigh AndrewsLeigh Andrews AKA the #MilkshakeQueen, is former Editor-in-Chief: Marketing & Media at Bizcommunity.com, with a passion for issues of diversity, inclusion and equality, and of course, gourmet food and drinks! She can be reached on Twitter at @Leigh_Andrews.
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