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Economic woes affect Loeries awards

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For the first time in the 40-year history of the prestigious Loeries advertising awards, the number of entries has shown a slight decline. The CEO of The Loeries, Chris Human, ascribes this to the tough economic climate worldwide.

The Loeries is seen as the top-awards for the advertising industry in the whole of Africa and the Middle East region.

Judging of the 2500 entries in 17 categories has started in Durban. This week has also seen the start of what is known as Creative Week, which is expected to see 2 000 to 3 000 delegates flocking to the city. Last year, it had a R170-million direct economic boost for the city.

Creative Week culminates in two award ceremonies on Friday and Saturday night, when the most innovative brand communication will be honoured. Human says it is evident that the poor economy worldwide has had an impact on the industry.

“This year we can see that there is a lot of pressure on the whole industry when you look at South Africa, and we’ve been on the verge of recession with a very small growth in our economy. And when you’re looking at brands again, that’s key, because the only way you’re going to grow brands and the only way you’re going to have money being spent on growth is in a growing economy. So when we’re sitting on a very stagnant economy, it looks like its a very, very tough economy.”

Human says advertising has evolved drastically over the past few years. He says interior design, outdoor advertising, event organising, Facebook, YouTube and different types of media are increasingly being used to portray brands in a particular way.

“We could all live in uglier buildings. Corporate offices could be ugly. So the manifestation of the brand is the environment in which the brand communicates. So the brand adds value to your life through enhancing its own presence. So by using creativity to enhance a band you are adding value to that experience.”

Amid criticism of a lack of transformation in the industry, Human says a number of black-owned advertising agencies have been established over recent years. He says there has also been a change in the overall composition of staff. Human, however, points out that it takes at least 10-years of hard work in a studio to become a creative executive director.

He says The Loeries promotes transformation by offering tertiary scholarships.

“And so you’re having to say here is a career path as an executive creative director, it’s financially viable, it’s satisfying, it’s rewarding, it’s part of the whole creative economy. But the creative economy is not something that is obvious and known. So parents are taught they’re children must be accountants and doctors and lawyers. So your challenge is to convince talented young black learners to choose a creative career.”

Human says their Student Portfolio Day has become a highlight of The Loeries Creative Week. It gives the top 60 students in the country an opportunity to catch they eye of one of the advertising agencies.

“And now the students are sought after. So the agencies actually send their HR teams to the Student Portfolio Day and they’re going there to hire people. Because you don’t get that . . . If you have to go to all the different schools and find out what’s going on. You’re literally going on one day, you get the 60 top students in one room, all presenting themselves. So its really a fantastic part of the week.”

 

 

 

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