Loeries Creative Week Provides Thought Leadership in 7 Masterclasses

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Jeremiah Agada from Durban, South Africa.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

The International Convention Centre, Durban, South Africa, was today a beehive of activities as seasoned professionals and brand communicators from different parts of the world were on hand to provide thought leadership to delegates made up of designers, marketers, Production Company and advertising agency professionals among others, at the ongoing Loeries 2019 Creative Week. Seven Masterclasses were held with three in the morning while the rest were in the afternoon.

For the morning session featured a masterclass on ‘Telling better South African stories.’ It had such speakers as Mathe Okaba, CEO: ACA; Suhana Gordhan, a Creative Director; Loyiso Bala, Channel Director for TBN Africa); Yaron Assabi, Founder and Director of Digital Solutions Group and Shani Kay (Managing Director: Regency Global)

Also for the morning session, an interesting masterclass that provided insights on what boards and executives think of marketing department and their advertising agencies and the value they bring was held. Titled ‘What do CMO’s really need from their agency,’ it featured Sydney Mbhele, CMO of Sanla; Andre Steyn, CMO Builders; Khensani Nobanda, CMO Nedbank and Katherine Madley, Brand and Customer Director MassDiscounters as speakers. The highly engaging panel was moderated by media extraordinaire, Joanne Joseph. Among other things, the speakers discussed merits of insourcing agencies, outsourcing agencies, the agencies they use and what they think of the agency model today and in the future.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

The third masterclass for the morning had Stewart Samkange, LinkedIn Talent Solutions, East & Sub-Saharan Africa as the sole speaker. The insightful session titled ‘Rock Your Profile’ taught delegates how to maximise opportunity on Linkedin as well as leveraging other features in building thought leadership, gaining knowledge and learning best practices on the platform.

Allon Raiz, Founder & CEO of Raizcorp was also the only speaker of one of the masterclasses that held in the afternoon. Titled ‘Core competence as a route to building an authentic USP,’ Raiz who is regarded both locally and globally as a pioneer and maverick in the business incubation industry, gave insights on how to practically create a sustainable USP for business.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

The focus on yet another masterclass was on how brands can significantly help alter society’s perception of women by changing the way they are represented in all forms of advertising. Done as a collaboration between Dove and UN Women, speakers comprising Anne Githuku-Shongwe, Representative UN Women South Africa Multi-Country Office; Sphelele Mjadu, Unilever Personal Care Senior Public Relations Manager for Africa; Asanda Sizani, Elle-Rose and Khanyi Mpumlwana, Azania Mosaka, spoke on eradicating harmful gender-based stereotypes in all media and advertising content.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

Nando’s spellbinding story of the rise of a mega brand informed the topic of another masterclass, ‘’The Best Way to Build a Brand is Not To Try.’ Deirdre King, GM brand Experience for Nando’s gave an inspiring and eclectic presentation on the evolution of the Nando’s and how its pursuit to create meaningful experience for the customer led to building what has today become a mega brand. Nando’s in conversation with Tracy-Lee Lynch, Nando’s creative director with Malibongwe Tyilo, Clout magazine editor was another enlightening segment at the masterclass as well as Thabiso Mjo’s inspiring story on her journey to becoming a designer of global repute designer, riding on the back of the brand. She is a designer at MashT Design Studios.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

Shared Value also had a focal point at a masterclass with the topic, ‘Shared Value – A link between profit and purpose.’ It had speakers as  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 – The Business Case for Shared Value.

DURBAN, SOUTH AFRICA – AUGUST 22: General view during the Master Classes at Durban ICC on August 22, 2019 in Durban, South Africa. (Photo by Al Nicoll/2019 Loerie Awards)

As quoted by local media,  Loeries CEO Andrew Human had said that topics for the 2019 Loeries Masterclasses have been carefully 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.

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