Facebook / Twitter: @loeries Instagram: loerieawards #Loeries2017

WHAT ARE THE LOERIES?

A Not-For-Profit association focussed on showcasing

the value that creativity adds to brands

The largest award across Africa & the Middle East – providing the best measure of work across our region

Included in the Gunn Report and recognised internationally by agency networks

Strictest entry criteria and lowest fees across all shows - regional and international

WHAT CAN BE ENTERED

1. CREATED FOR THE REGION: Work that has been created specifically for and to run in Africa or the Middle East, irrespective of where the work was originated or produced.

2. CREATED BY THE REGION:Work that has been created to run globally, or in any market in the world, as long as the work was conceptualized/originated by companies based in Africa or the Middle East.

WHAT CAN BE ENTEREDCRAFTS

1. All work eligible in the MAIN categories can be entered in any Craft categories. EXAMPLE: A Johannesburg agency creates a campaign for a German brand using a Germany production company. This can be entered for any Crafts irrespective of where the Craftsperson or production company is based.

2. Work that is produced by a production company from the region for a global company, to run outside the region, can be entered for the relevant Craft categories, BUT this may not be entered in the main categories. EXAMPLE: A Film Production Company from Dubai produces a commercial for a British agency to flight in Europe. This may be entered for all the relevant film crafts that the production company was responsible for (e.g. Direction, Cinematography, etc.).

KEY DATES 2017

• ENTRY DEADLINE: 15 May

• LATE FEE: 10% late fee after 15 May

• CREATIVE WEEK DURBAN 14 - 21 August

ELIGIBLE DATES1. Entries must be commercially published, launched or

aired to a substantial audience for the first time between 1 June 2016 and 31 May 2017.

2. The launch date is not critical: ARCHITECTURAL AND INTERIOR DESIGN projects - including new additions and upgrades. SHARED VALUE and SERVICE DESIGN.

3. Previous entries and winners in SHARED VALUE and SERVICE DESIGN can be re-entered every year.

4. For EFFECTIVE CREATIVITY all previous Loerie-winning work from 2015 & 2016 is eligible.

5. For campaigns that straddle the eligibility period 2015-2016, the full campaign is eligible for entry this year. If you have previously entered two of the pieces into last year's awards, you can enter all three pieces into the integrated campaign this year.

ENTRY FEES 2017

• SINGLE: R 2,385

• CAMPAIGN: R 3,640

• CRAFT: R 1,785

MAIN CATEGORIES

• Effective Creativity

• Shared Value

• Service Design

• Integrated Campaign

• Communication Design

• Digital & Interactive

• Live Events, Activations & Sponsorships

• Media Innovation

• Outdoor & Out of Home

• Print Communication

• PR & Media Communication

• Radio Communication

• TV, Film & Video

SPECIAL & NEW CATEGORIES

• Shared Value “Doing Good while Doing Good Business”

• Service Design

• Social Media in Digital

• Branded Content - Digital, Film, Print, Radio

• Design for Digital (Communication Design)

• Data Driven Campaign

• Music Videos

• Young Creatives

• Student

• Facebook Challenge

• SANBS Public Service Award

CATEGORYTYPES:

1. Type A – Single Entry A piece of work can only be entered in one Type A category. Individual media elements from a campaign may be entered in their relevant Type A categories. Example: A Newspaper Ad can be entered in the Newspaper category but may not be re-entered as a Poster if it’s essentially the same creative execution.

2. Type B – Campaign Entry Multiple Type A entries for the same campaign can be combined to make up one Type B Campaign entry. Example: A Poster entry, Website entry and a Live Event entry can be re-entered into an Integrated Campaign entry.

3. Type C - Crafts Entries from Type A and Type B can be re-entered in all the relevant Craft categories. Example: A Poster entry may be entered for all the relevant Print Craft entries: Art Direction, Writing, Photography, Illustration, Typography.

CATEGORYTYPESCont:

4. Type D – Multi Entry Entries from all other main categories – Type A & Type C – can be re- entered here Example: An entry in the “Outdoor” category can be re-entered in the media innovation category.5. Type E – Previous Winner Entries in the Effective Creativity Category must have previously won a Loeries award in the past two years – 2016 & 2015.

HOW THE WORK IS JUDGED

• Regional Work for a Regional Show

• Relevant communication to a targeted audience

• The Loeries seeks to reward the best work to Emiratis, the best work to South Africans, the best work to Kenyans… AND the best work produced by our region for the international market.

HOW THE WORK IS JUDGED

• INNOVATION

• QUALITY OF EXECUTION

• RELEVANCE TO THE TARGET AUDIENCE

• RELEVANCE TO THE BRAND

• RELEVANCE TO THE CHOSEN MEDIUM

6 STEPS TO WINNING A LOERIE

1. Start with a great idea

2. Keep the entry simple

3. Don’t create work with the sole purpose of winning an award

4. Study the categories and know where to enter

5. Make your stats relevant

6. A bad presentation could lose you an award

LOERIES OFFICIAL RANKINGS

Loeries rankings list top brands and agencies, as well as specialist focus areas and individuals

1. Brand 2. Regional Agency Group 3. Agency - Small, Medium, Large 4. Educational Institutions 5. Communication Design 6. Digital 7. Production Company, Editing, Post, Recording Studio,

Animation 8. Individual Credits

LOERIES OFFICIAL RANKINGS

1. Points are given for each award - the rankings are calculated using the credits supplied on the entry.

2. You will get points for each award where your name / agency has been credited.

3. You will get points for entries not submitted by you - as long as you have been correctly credited on the entry. For example, if you are the production company for a video production, you need to ensure that your company is listed on the credits on the entry.

4. For companies: points are divided if more than one company name is provided for one credit.

5. For individuals: full points are given for each name listed for one credit.

6. Agencies and production companies get full points, as long as there is one name per credit.

 

BRAND

RANK BRAND

1 KFC

2 ChickenLicken

3 Nando's

4 Ster-Kinekor

5 Wrigley

6 CANSA

7 MulDChoiceDStv

8 Diageo

9 Vodacom

10 VolkswagenSouthAfrica

REGIONAL AGENCY GROUP

RANK GROUP

1 OgilvyEMEA

2 BBDOMEA

3 TBWA\

4 J.WalterThompsonMEA

5 FCBAfrica

6 JoePublicUnited

7 DDB

8 MullenLowe

9 Y&RAfrica

10 CheilNetwork

TOP 5 AGENCIES

RANK AGENCY COUNTRY

1 Ogilvy&MatherJohannesburg SouthAfrica

2 Net#workBBDO SouthAfrica

3 Ogilvy&MatherCapeTown SouthAfrica

4 FoxP2 SouthAfrica

5 DDB SouthAfrica

CREATIVE WEEK DURBAN 14-21 AUGUST

• JUDGING: Monday to Thursday

• MasterClasses - Thursday 17 August

• Loeries Expo - Thu 17 & Fri 18 August

• DStv Seminar of Creativity - Friday 18 August

• Student Portfolio Day - Friday 18 August

• Chairman’s Welcome - Friday 18 August

• Unilever VIP Brunch - Saturday 19 August

• Awards - Saturday 19 & Sunday 20 August

• Agency lunches and after-parties - Saturday along the Promenade

• Craft Market on the Beach - Sunday morning

• Channel O Party - Sunday after-party

• Depart Monday 21 August

CREATIVE WEEK DURBAN 14-21 AUGUST

MASTERCLASSES

• Allon Raiz - Raizcorp - “Why small agencies fail”

• Mindscapes - “The Rules Behind Breaking Creativity Rules”

• Donovan Goliath

• Google

• Accenture

JURY PRESIDENT: DESIGN

Pum Lefebure, Co-Founder & Chief Creative OfficerDesign Army

Washington DC, USA

JURY PRESIDENT: DIGITAL

Markus MaczeyChief Creative OfficerPlan.Net Group

München, GERMANY

JURY PRESIDENT: TV & RADIO

Goetz UlmerChief Creative OfficerJung Von Matt

Hamburg, GERMANY

JURY PRESIDENT: PRINT / OUTDOOR / OUT OF HOME

Keith CartwrightExecutive Creative DirectorBSSP

Sausalito CA, USA

LOERIES 2017

• ENTRY DEADLINE: Monday 15 May 2017

• LATE FEE: 10% late fee after 15 May

• CREATIVE WEEK DURBAN 14 - 21 August 2017

info@loeries.com Facebook / Twitter: @loeries Instagram: loerieawards #Loeries2017