More Agencies For 2017 Lorries Creative Awards in South Africa
By Tunji Faleye
No fewer than 10 advertising agencies from Nigeria have submitted their works for Loeries Creative Awards in Durban, South Africa. Loeries Awards Company is a continental creative ranking company and organisers of the awards.
Other agencies that failed to submit their creative works are sending their delegates to observe the continental creative contest.
It will be recalled that fewer agencies participated during the last edition, but the story has changed for this edition due to the visit of Loeries Awards Company Chief Executive Officer, Mr. Andrew Human to Nigeria in the year which enabled the company gain an unprecedented awareness and penetration amongst the advertising industry in the country.
The Loerie Awards is one of the most prestigious creative advertising awards in the Southern Hemisphere, established in 1978 by the Association of Marketers in order to recognize and reward the advertising industry for producing, highly creative, mould-breaking advertising which sells marketers products effectively.
The Loerie Awards first took place in 1978 in Johannesburg. Television was introduced to South Africa relatively late in 1976, and the delay was due to the political belief at the time that television was “undesirable”. Once television had finally been introduced, the first television commercials commenced in 1978, and consequently, the Loerie Awards were introduced in the same year to promote the new medium of television advertising.
Since 1978, new categories were regularly added and today the awards include not only traditional advertising, but recognise virtually every touch-point between a brand and the consumer – including architecture, design, digital media, live events, sponsorship, as well as integrated campaigns. In 2004, the Loeries were almost “consigned to the scrap heap.” Until then, the awards were managed by the Marketing Federation of South Africa, but they were rescued by the Association for Communication and Advertising (ACA) South Africa and the Creative Circle South Africa who formed a new non-profit company to run the awards.
After the inaugural awards in Johannesburg in 1978, the awards were held for many years at Sun City until 2004. In 2005 the Loeries moved to Margate, KwaZulu-Natal, then to Cape Town in 2009, and in 2015 the awards will be hosted for the first time in Durban, KwaZulu-Natal.