Slick and sassy Saturday Loeries
By: Louise Marsland
Despite the fact that by the second category it was evident that many people knew the results from the leaked Loerie list debacle last week, the Loeries this year – kicking off with Freshly Ground raising the metaphorical roof of the big top – was one of the slickest and most professional productions. Starting two hours earlier and herding everyone in one section of the awards venue for drinks worked, bringing the spontaneity and gaiety back to Loeries.
Everyone was nicely tanked up and merry from a day of drinking in beautiful sunshine with beautiful promo girls galore and being made to feel special by the attentive local population who have plastered the town with Loerie paraphernalia and sponsor activity.
Freshly Ground and Tamara Dey provided the musical entertainment – accompanied by Vuvuzela's and singing from the raucous audience – with witty repartee by MC John Vlismas.
The whole event went off smoothly with huge cheers from the winning agencies on the night, dressed in corporate colours, wild wigs, waving ‘big fingers' and leading the cheers as team members walked off the stage clutching Loeries.
Although the Loerie list was leaked – ironically by the official Loerie website in a claimed IT glitch – the industry did not disappoint with their enthusiasm and fashion savvy, providing lots of fun on the night.
The town heaved afterwards at after party venues –and for once, there seemed to be enough food on offer before and after the ceremony, albeit snacks and fast food: ‘boeries at the Loeries' was a huge hit outside the tent.
More by Louise Marsland
More...ABOUT THE AUTHOR
Louise Marsland is editor and editorial director of Bizcommunity.com, Africa’s leading provider of daily media, marketing, and advertising news and information. She is also the South African joint-coordinator and founder of the Trade, Association, Business Publication International (TABPI) Editor’s Chapter. She has recently also been appointed to head up the Magazine Publishers’ Association of South Africa (MPASA) Business-to-business Media Sub-committee. A journalist with 21 years’ experience, Marsland started in daily newspapers in South Africa in the 1980s and has specialised in media strategy and B2B and online media in the last decade, editing and launching publications in the main in the marketing and FMCG retail market, both print and online. She recently researched the sustainability of the B2B media sector for her Masters in Commerce degree: Strategy & Organisational Dynamics, through the Leadership Centre of the University of KwaZulu-Natal. She is currently researching a book in her field and develops training programmes in the B2B media sector; and marketing communications arena in knowledge management from a media perspective. Contact her on:
editor@bizcommunity.com.
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