Loeries’ Chairperson and Ogilvy Cape Town Executive Creative Director Tseliso Rangaka shared his views on the upcoming 2019 Loeries. He was part of the team that scooped the Cannes Grand Prix Win for ABInBev Carling Black Label in 2018 and was a Cannes Jury member for Radio and Audio category this year.
When asked what makes him excited about brand communications, Rangaka said ‘It allows our clients to have meaningful connections with people. The power and ubiquity of modern media means that brands, now more than ever, can have a profound influence on consumers. It is up to us to help shape that influence into a positive force.’
Rangaka mentioned that technology is advancing at a rapid pace, so a firm grasp on innovation and trends is more important than ever. This, combined with extreme human empathy and understanding, is what will drive the industry forward. ‘Africa and the Middle East have long, perhaps unfairly, been the underdogs when it comes to this industry. We have exacerbated this by emulating what the other regions do at the expense of our unique voice. I’m happy to say that the trend is shifting and we are seeing the value of infusing our work with stories, insights and the diversity of culture that is unique to us,’ he said.
In this year’s Loeries entries, Rangaka is looking forward to seeing strong local and regional work that can stand with the best in the world. He said that ‘The tenets of a successful media campaign are universal, and a strong consumer insight, innovation, and brilliant execution will always lead to success.’
Exposing high school kids to the advertising industry as a possible future career path
‘The industry is its own best kept secret and has been attracting a very specific type of creative person. If we all agree that diversity is the fuel we need to run, then we must widen the aperture and look in places we haven’t traditionally searched for talent. High school kids need to be exposed to the industry in order for them to consider advertising as a potential career.’
The Loeries as a platform for creative talent
‘Advertising awards are the best way for creative talent to profile themselves within the industry. Shining on the Loeries stage is a really good way to build one’s brand as a creative. It’s also a way to inspire other creatives to make the best work they can for their clients and agencies,’ he concluded.