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August 26, 2014

Sub-Saharan Africa: Creative Minds Collide at The Loeries

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All things creative collide this September at the annual Loeries Creative Week Cape Town. Across the continent people are leaving their boardrooms and cramped offices to converge on the city. Some come looking for inspiration, while others are bringing their innovations with them, eager and hopeful to earn a coveted Loerie Award for excellence in brand communication. The Loeries is the biggest celebration of creativity in Africa and the Middle East, with an eclectic programme that incorporates a variety of speakers from across the globe, the latest thinking from Facebook and Unilever, the best new work in the industry and much, much more. 

Andrew Human, CEO of the Loeries, travelled to Zimbabwe, Tanzania, Kenya, Nigeria and Ghana earlier this year both to educate the brand communication industry and to encourage more entries from further afield. “The Loeries African Roadshow has definitely raised awareness of the Loeries across the continent,” he says “I expect that we will have more delegates from outside South Africa attending this year, and each year going forward.”

Creative Week, which takes place from 15-21 September, will see award finalists announced every day, with the Loeries Expo opening on Thursday the 18th. There are 14 categories this year, including a new one called Branded Content. This category includes the integration of a brand into a content platform – either pre-existing or created specifically for the purpose of promoting the brand. This could be through feature films, mini-series made for television, cinema releases, DVDs or online releases, and includes all genres. Google, the world’s most valuable brand, will also be joining the party this year for the first time. The company will be sponsoring the Digital and Interactive Communication category and has also launched the Loeries to Loeries YouTube Ads Leaderboard – a celebration of the most popular ads on YouTube since the last Loeries.

Judges are also looking forward to being part of the Loeries this year, with a unique variety of people hailing from brand communication agencies from around the world. Gareth Leck, Managing Director of Joe Public, will be leading the Effective Creativity judging panel, and Patrick Barron, Executive Creative Director at McCann Australia will chair the Radio, Television, Film and Video panel, while Caroline Pretorius, Group Creative Director at VWV, will head up the Events and PR category. The Loeries Digital and Interactive Communications judging panel will be chaired by the Emmy Award-winning PJ Pereira, Chief Creative Officer at Pereira O’Dell in San Francisco, while Steven Doyle of New York-based agency Doyle Partners will lead the Communication Design panel. A new highlight for this year is that for the first time ever, all delegates will receive a complimentary one-year access to the Loeries Archive. The archive is a great resource for anyone looking to review winning campaigns dating back to 1978, but also for those looking for added inspiration in years to come. 

Friday the 19th will see the much-anticipated DStv International Seminar of Creativity take place, with a “stellar line-up” of speakers. These include Facebook’s Rob Newlan, who heads up Facebook Creative Shop in Europe, the Middle East and Africa. Unilever Nigeria’s Managing Director, Yaw Nsarkoh, will be speaking about Afrocentric approaches to marketing, while other speakers will offer compelling insights into the link between creativity and the impact on business results. Others on the bill include McCann Sydney’s Executive Creative Director, Patrick Baron; Arno Lindemann, the Chief Creative Officer of Lukas Lindemann Rosinski; PJ Pereira, CEO and co-founder Pereira and O’Dell, San Francisco; the indomitable Stephen Doyle, Creative Director, Doyle Partners, New York City, and Ali Ali, the acclaimed commercial's director from Egypt and former Executive Creative Director and Founder of Elephant.

But that’s just the tip of the iceberg. Delegates can shake off any stress accumulated during the week at the unmissable YFM Chairman’s Party on Friday night. According to the Loeries, the beats will “resonate through the rest of the weekend and set the tone for a celebration of truly African innovation”. 

On Saturday the 20th the creative industry’s top rising stars will introduce themselves at the Adams & Adams Student Portfolio Day, which takes place at Cape Town City Hall. Visitors will have one last chance to see the Loeries Expo before heading off to the V&A Waterfront for the Unilever Brunch. Saturday evening will see the first Loerie Awards announced at an official ceremony at the Cape Town International Convention Centre (CTICC) complete with live music, canapés, cocktails and an exciting red carpeted entrance. 

The awards will culminate on Sunday the 21st, allowing delegates some time for rest and recovery from a busy weekend before another evening of partying. Both nights have legendary programmes, with exclusive access to Saturday Night on Long for Creative Week ticket holders. As the name suggests, it will take place in Cape Town’s renowned Long Street, featuring a variety of VIP events and local venues like Julep, SGT Pepper and Fiction. Sunday evening’s ceremony will be followed by the unforgettable Channel O Party at Shimmy Beach Club – giving delegates the chance to connect one more time.


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