Gerry Human, executive creative director at O&M Rightford Gauteng, and newly elected chairman of the organization, explains the reason for the change: "Along with most things in South Africa, the advertising and communication business has changed dramatically over the past 20 years. In order for our organization to keep pace with what's happening, we felt that it was about time we updated our own image. The name change signifies a new, more inclusive attitude, aimed at dispelling perceptions of the CDF as something of an old boys club."
"Industry bodies such as these often risk being seen as a bunch of old farts who want to maintain the status quo. However, thanks to the prodigious efforts of CDF pioneers, like John Hunt, Robyn Putter, Graham Warsop, Mike Schalit and Matthew Bull, South Africa is now significantly positioned in the global advertising industry as a creative powerhouse." Human says the intention isn't to neglect this hard-won status, but rather to adapt quickly and continue to build on our country's pre-eminent reputation.
The new committee is made up of a combination of seasoned experts and some less experienced, but equally enthusiastic individuals. It's also significantly more balanced in terms of race and gender (45% black, 20% female). The organization intends to promote the industry's successes in the area of transformation, rather than focus on what has yet to be achieved. The lack of award-winning black creatives at this year's Loeries was a case in point. Soon after the ad industry was criticized by the MFSA, the CDF pointed out that there was, in fact, a massive improvement in a relatively short space of time – 23% of the awards were won by black creatives.
The organization's award show, held every month and culminating in an annual floating trophy, will continue, but also with significant revisions and under the new name. Changes include a new, fairer scoring system, more representative panels and a more prominent annual awards event, for which the Creative Circle intends attracting sponsors.
The Creative Circle also intends forming closer ties with the official industry body, the Association for Communication and Advertising (ACA). "Since we are actually members of the ACA, it makes sense to utilize their well-run infrastructure and in-depth involvement in the areas of education and transformation.
"There's no doubt that both parties will benefit from the greater involvement of the creative fraternity," adds Human.
Human's objective for the coming year is characteristically simple: "To encourage and promote creative excellence, which is relevant and meaningful, in the South African advertising and communication industry."
