Loeries Masterclasses will take place on 22 August 2019, with morning sessions from 10am to 1pm and afternoon sessions from 2pm to 5pm.
Loeries CEO Andrew Human said, ‘Creativity has an incredible power to transform society. Advertising and brand communication inform opinions and create impressions, and the reality we present has massive repercussions.’
Albert Einstein believed that ‘education is not the learning of facts, but the training of the mind to think’. And training to think is the aim of the many and varied Masterclasses being offered at the Loeries Creative Week (22-25 August) at the Durban ICC.
Topics for the Masterclasses have been chosen to elevate the creative and brand communications industries, to equip marketers and agencies to be leaders in society, to upend negative stereotypes, to be visionary, and ultimately, to tell better stories.
Loeries Masterclasses are priced at R430 each and touch on the following topics:
1. Advertising leading society
Panel: Anne Githuku-Shongwe, Representative UN Women South Africa Multi-Country Office, and Sphelele Mjadu, Unilever Personal Care Senior Public Relations Manager for Africa (Dove).
Topic: Advertising is a powerful tool for all business. It is also a driver for the way woman are viewed in society. The Unstereotype Alliance, convened by UN Women, seeks to eradicate harmful gender-based stereotypes in all media and advertising content, and will be discussing the topic together with Dove, a brand committed to inclusive representation in the media. Its Project #ShowUs has been hugely successful in assisting women to see themselves represented and celebrated.
2. Telling Better South African stories
Panel: Mathe Okaba, CEO of the Association for Communication and Advertising
(ACA); Suhana Gordhan, Creative Director FCB; Loyiso Bala, Channel Director TBN Africa; Yaron Assabi, Founder and Director Digital Solutions Group and Shani Kay, Managing Director Regency Global.
Topic: Brand South Africa wants you to share your stories in this interactive forum so they can identify inspiring stories that must be told and explore ways to tell them for the greater good in the world. This is the start of a new proudly South African creative collaboration with the goal to deliver distinctive work.
3. What do CMOs really need from their agency?
Panel: Journalist Joanne Joseph will lead a discussion with Sydney Mbhele, CMO of Sanlam; Andre Steyn, CMO Builders; Khensani Nobanda, CMO Nedbank; and Katherine Madley, Brand and Customer Director MassDiscounters.
Topic: CMOs from four of South Africa’s leading large corporations will discuss the merits of insourcing agencies, outsourcing agencies, how many agencies to use and reveal what they really think of the agency model today and for the future. They will also explain what they are measured on and what boards expect.
4. The best way to build a brand is not to try
Panel: Deirdre King, GM brand Experience, Nando’s in conversation with Tracy-Lee Lynch, Nando’s Creative Director with Malibongwe Tyilo, Clout magazine editor and Thabiso Mjo, Designer at MashT Design Studios.
Topic: Lessons from Nando’s on authentic brand-building go way beyond huge effort and deep into the realms of authenticity and creativity. Come and hear how brands can create their own ‘fire and soul’ to keep them motivated, to give them an edge and to keep their ears tuned into their people.
5. Rock Your Profile
Speaker: Stewart Samkange, LinkedIn Enterprise Relationship Manager for Team Africa.
Topic: Learn how to connect to opportunity using the LinkedIn platform. Samkange will show you how to optimise your LinkedIn profile and your story, what is important on your LinkedIn profile, how to build thought leadership through your voice on LinkedIn, how to gain knowledge and insights on the platform, as well as best practices.
6. Core competence as a route to building an authentic USP
Speaker: Allon Raiz, Founder and CEO of Raizorp.
Topic: Many entrepreneurs know they need to create a USP but don’t know how to build an authentic one. Raiz, who is passionate about nurturing entrepreneurs and growing profitable businesses, will give you the steps to create a lasting USP that will genuinely differentiate you in the market.
7. Shared Value – a link between profit and purpose
Panel: Abey Mokgwatsane, Managing Executive Vodacom Brand & Communications; Adelaide McKelvey, former Group Sales and Marketing Director JCDecaux; Michele O’Hara, Honours & Postgraduate Diploma Programmes Vega School of Brand Leadership and Tiekie Barnard, CEO and Founder Shared Value Africa Initiative.
Topic: Vodacom would like corporates to both create economic value and value for society, and will be encouraging brand leaders in the corporate and creative spaces to share their ideas on how we can all collectively use business know-how and services to change customers’ lives for a better future.