THE LOERIES AWARDS
KENYA’S AD INDUSTRY GETS
INVITE TO THE LOERIES
Andrew Human, CEO of the South
African based Loeries Awards, was
recently in Nairobi on a continental
roadshow that took him to the top
advertising markets of Africa and
the Middle East. Marketing Africa
Magazine spoke to him about the
awards.
T
he Loeries are Africa’s answer
to the globally oriented Lions
Festival of Advertising that is
held in the French city of Cannes, the
festival that celebrates and seeks to
promote creativity in the advertising
industry. It is domiciled in Durban,
the beautiful South African port city
where it has been staged since its
inception in 1978.
The awards seek to promote the
creative industry and serve to
show how creativity can be used
as a business tool and how to use
creativity to add value to businesses.
They aim to show and promote
the value of creativity in ideas
and innovation in the brand and
advertising industry.
They are run by a non-profit
organization focusing on Africa
and the Middle East and the focus
at present is to showcase what’s
happening across the whole region
and this is why it’s important for
Kenya to be present at the next
awards festival because it is a large,
important and crucial advertising
market in the region. the Swazi and Zulu royal families
for their flamboyance and thus the
choice of name for the awards.
The Loeries Festival is the largest and
most recognized show in the region
that has up to 5,000 delegates from
the creative industry and is second in
size only to the Cannes Festival. Every year we have official rankings
based on the awards. One format is
to do this by agencies in a country
and now we have started a regional
grouping system. The regions covered
include East, West, South, Central
and Northern Africa inclusive of the
Middle East.
It’s been mainly for South African
entries only for most of its time and
only in the last five years has the
focus expanded to incorporate other
parts of the continent.
The Loeries are named after a
colorful bird, also known as the
Turaco. It is a bold and common bird
of the southern Afrotropics with
brilliant crimson flight feathers that
have been treasured as status symbols
to royalty and paramount chiefs
all over Africa for many centuries.
They are recorded as being valued by
‘‘ The Loeries are Africa’s answer to the
globally oriented Lions Festival of Advertising
that is held in the French city of Cannes, the
festival that celebrates and seeks to promote
creativity in the advertising industry. It is
domiciled in Durban, the beautiful South
African port city where it has been staged
since its inception in 1978.”
08 MAL 15/17 ISSUE
Participation from outside South
Africa is now growing. We have
entries from 23 countries in the last
year and this is growing across the
region.
In the last year Ogilvy Middle East
came out as the top group in the
whole region. This is our second stop
on a pan-African tour that includes
Lagos, Nairobi, Israel and Dubai.
As part of moves to encourage
participation of Kenyan creative
agencies at the 2017 Loeries, Chief
Executive Officer, Andrew Human
held a workshop for the heads of
Kenyan creative agencies at the
Sankara Hotel in Nairobi.
During the workshop, the creative
heads were provided needed
information for award entries,
judging criteria and steps to winning
a Loeries award.
The visit of the Loeries boss is a pointer
to the respect the organizers accord
Kenyan creative market. He encouraged
Kenyan agencies to see the Loeries as a
platform to further showcase their works
to the global market.