The Loeries held a networking and brunch function on 7 June, where industry attendees could hear more about plans for this year’s awards. The entry deadline has also been extended until 15 June 2022.
Loeries CEO, Preetesh Sewraj, said, ‘We plan to have live judging this year. It’s time that we get our industry together and that we’re able to look at the amazing work being produced in-person. The Loeries is also going to Cape Town this year. But this year’s event won’t be a repeat or cookie-cutter experience of last year’s event, everything will be totally new. We will celebrate the best creative work from across Africa and the Middle East.’
‘We have had an unprecedented number of entries this year. So there is a lot of amazing work coming out of our industry. I also spent some time in Cairo and the Middle East region, and there is a great amount of respect for The Loeries there – respect for the governance that goes into the judging, the work we put into it, the events we’re holding as well as for the creative community in South Africa. We’re going to bring people from that region into South Africa to experience the true creative feel in this country. We’d love to have a strong showing of South African work in the awards. We are getting a lot of entries from the Middle East and North Africa (MENA) region, so I’m looking forward to seeing South African work versus the work we see from MENA.’
The Loeries, the premier brand communications awards across Africa and the Middle East, began 44 years ago with the core goal of recognising, rewarding, inspiring and fostering creativity – a mission it continues nearly half a century later.
The Loeries celebrates the innovative work done by brands, agencies, production companies and individuals in their pursuit of communication that creates a positive impact on the lives of consumers and the economy. The focus areas are every point where a brand interacts with people from traditional categories like film, print and radio as well as areas such as digital, design, music videos, architecture, live events, PR, shared value and service design. Enter here.
Xolisa Dyeshana, Integrated Chief Creative Officer for Joe Public United, which has been recognised by The Loeries as Agency of the Year for four years in a row, shared advice on creating impactful work that truly stands out: ‘Always be where the people are. Be innovative in your space, and always be relevant. We’re seeing an amazing upsurge of proudly South African work. For a long time, we struggled with identity, but now we are starting to find our identity. Agencies that help to define that will stand a very good chance in making a difference.’
The globally respected Loeries Creative Week will be held between 3-14 October. Modern Marketing is a proud media partner of The Loeries.