Where there are award shows, there is grumbling. About the judges, the rules, the loopholes. The “something-for-everyone” mentality draws in entry fees and fills up gala functions – just ask the local ad industry. The statues are there, if only all of them came out attached with a healthy dose of credibility.
The PICAs are the only ranking magazine award in South Africa but the narrow content categories, particularly in the business-to-business section of the awards, coupled with an ineffective system of judging, meant plenty of trophies doing the rounds with less and less prestige attached to them.