and Creative Y&R and SCANAD Kenya
are also winners.
To reach this level and master advertising,
agencies have to work hard. To be
effective, great advertising doesn’t need to
be pretty. It doesn’t even need to be visual.
It certainly doesn’t need to be expensive.
What it does need – and here’s the real
secret – is a quality of unexpectedness.
Advertising that is memorable and truly
delights the audience is unpredictable, a
little out-there, and sometimes crazy. It’s
important not to forget to have some fun.
I believe that advertising needs to be
everywhere the customers are, and today’s
customers are in wildly different places.
Our attention is divided by multiple
platforms and it’s very difficult to attract
our focus. This means that brands need to
work a great deal harder to engage with
us, putting award-winning creativity front
and centre for the foreseeable future.
Purchase decisions are often based on
emotion not logic. And it’s the role of
advertisers to sway those emotions in
favour of your product. Humour is really
good at delivering a compelling message,
and any time people share your advertising,
you’re onto a winner.
From this year, in August, the Loeries is
now including points for Finalists in its
Official Rankings across Africa and the
Middle East. In the past the Loeries only
awarded points for Bronze awards and
above. From 2018, ten Finalists awards
will be equivalent to one Bronze award,
and Finalist points will be capped to a
maximum of 30 Finalists – equival