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The Loeries – A Truly African Award

The substantial growth of Africa and the Middle East has made the region a key part of creative agencies’ growth strategies, and an agency’s ability to flex its creative muscle and showcase its African prowess is becoming increasingly important.

As a founding member of the Loeries, the Creative Circle has always endorsed the Loeries for showcasing and awarding exceptional work from South Africa’s vast pool of creative talent, and indeed the entire African continent. However, a perception seems to exist that the Loeries is purely a South African award, for South African agencies, doing work for South African audiences.

While the Loeries has a rich and proud South African heritage, it has evolved to recognise excellence in advertising from the entire African continent, including the Middle East, and is currently the largest representation of the continent’s most prestigious creative work.

‘In recent years the focus of the Loeries has grown to include the best work across the whole of Africa and the Middle East. This year the total number of entries grew by 20 percent while entries from outside South Africa grew by around 80 percent!’ said Loeries CEO Andrew Human.

In 2015 the Loeries will step up this focus to include ranking tables that represent the entire continent. This means that outstanding work done by agencies in territories outside of their own will be recognised in those territories, as well as in the region as a whole, making the Loeries the official way to showcase an agency’s ability to create and implement work throughout the African region.

Since its inception in 1978, the goal of the Loeries has been to develop the creative industry in Africa. The continent is brimming with talent eager to showcase Africa’s unique identity and rich diversity through creative work, and the development, support, and recognition of this lies at the heart of the awards.

As the Loeries continues to grow as Africa’s quintessential creative accolade, the Creative Circle endorses the success and growth of the awards not only as a showcase of the best in African creativity, but also the awards’ development of future talent, and we encourage you as members to join us in our ongoing support of this cause.
Here’s to African creativity.

Article by Justin Gomes, Creative Circle Chairperson and ECD at FoxP2

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