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#Bookmarks2018: Digital jury jabber with... Tseliso Rangaka
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’m a movie-slash-documentary-series fanatic, so broadband allowing services like Netflix to come in locally has been great. I also recently discovered that YouTube is not just a couple of idiots making asses of themselves, there’s actually great content on there. So I spend a lot of time basically watching the internet, which is quite cool.
I’m also enjoying services like Audible. I drive around a lot, and don’t always have time to sit and read a book, so audio books are fantastic.
These days, most people roll their eyes when they hear the word ‘digital’. I get that, because it should be in the very fabric of everything we do. But it isn’t yet. Hence the need for shows such as the Bookmarks. As an industry, we arrived a little late to the party and so we should take every opportunity to shine a light on the kind of work that sets the pace.
The judging process was quite tight. We had experienced judges who knew what to look for. The categories themselves were a lot more defined than in the past. There were one or two that we found a little vague in their criteria, but the rigour and overall process around judging was good.
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.
As with any award show, 80% of the stuff was run-of-the-mill.
People tend to look at what did well in the previous cycle and try to emulate that, so there were a lot of 'me too’s'.We saw a lot of influencer-led campaigns that didn't do much beyond just having a celebrity push a video.
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.
I’m interested to hear what some of the speakers have to share. The Accenture talk is one I'm quite keen to catch, just to find out how they’re approaching this game. The speaker from IBM Watson should be interesting, too. Especially now that AI is the big buzzword and it’s not about to go away quietly.
How will the advertising industry adapt AI at a larger scale? Can we innovate with data analysis and profiling without creeping out customers? I discussed the possibilities and explored the power of digital with three of this year's scheduled female powerhouse speakers for the fourth IAB SA Digital Summit, taking place next week on 1 March 2018 at the Theatre on the Track...
Leigh Andrews 20 Feb 2018
For the past decade, the Bookmark Awards have recognised top industry talent, predicted digital trends and awarded up-and-coming mavericks...
11 Jan 2018
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.