CAPE TOWN, South Africa—When Tanya de Jongh, integrated creative director at Rapt Creative, was nominated to serve on the jury of the 2024 Bookmark Awards, it led her to reflect on her career and the valuable lessons she has gained. The Bookmarks hold a special place in her heart, as she received the ‘Student of The Year Pixel’ award from the organization in 2011, which recognizes digital excellence.
Over the years, digital communications have become essential for brands looking to engage with modern audiences. While much has changed, de Jongh notes that some important elements have remained constant. One of the burning questions in the creative industry is whether craft still exists amidst all the debates about ChatGPT, generative AI, and new tech buzzwords.
As de Jongh serves on the Marketing Craft jury, she eagerly anticipates discussing and debating this question. She hopes to find an answer that identifies the elements of digital excellence in South Africa. With over a decade of experience in the creative industry, de Jongh recognizes that receiving an award is not just a pat on the back—it validates hard work, innovation, and excellence.
De Jongh also emphasizes the critical role of jury panels in acknowledging brilliant ideas. Having watched admired professionals in the industry serve on these panels for years, she now understands their pivotal role in shaping the narrative of what constitutes brilliance. Serving on a jury panel is both an honor and a responsibility, carrying far-reaching implications.
The selected judges have significant power in establishing industry standards and trends, setting benchmarks for creative innovation and excellence, and inspiring others. De Jongh highlights the importance of selecting diverse jury panels and involving new talent in award shows to ensure a true representation of the collective standard of excellence.
Jury duty has deepened de Jongh’s appreciation for the idea and craft behind creative work. Engaging with a variety of pieces conceptualized by different creatives provides invaluable insights into emerging trends, techniques, and industry ideologies. This exposure enriches her perspective and equips her to contribute meaningfully in the office.
Being part of a jury panel is also an exercise in humility and introspection. It forces individuals to confront their biases, preferences, and preconceptions, opening their minds in unexpected ways. This contributes to a fair and inclusive representation of creativity within the industry.
Looking ahead, creative award shows will continue to evolve, with a focus on new categories, diverse jury panels, and recognizing young talent. In an ever-changing world, these awards not only honor outstanding achievements but also foster a culture of excellence and collaboration. They serve as a reminder of the profound impact creativity has on shaping collective imagination, building brands, and driving positive change in society.