The Loeries Effective Creativity Award complements the well-established Apex Awards for effectiveness by focusing on innovation. While many Apex winners are also Loeries winners, the Loeries Effective Creativity Award is the first to formally acknowledge the value that creativity adds to business results.

Nina Morris, chairperson of Association for Communication and Advertising (ACA) says, "Apex awards are not positioned against creativity. Apex and the Loeries both believe in the power of communication as a business tool, we just award different aspects of this."

Award requires proven results

As proving business results can take time, the Effective Creativity Award gives agencies and brands the opportunity to show the results of their award-winning work, for up to two years after the original Loerie award. Hence, the pairing of the Loeries 14 June entry deadline with that of the flighting deadline, as it is not possible to show results for a campaign that has just launched.

"The Loeries have always been about awarding the most innovative ideas based on relevance to the brand, the target market and the medium. With the Effective Creativity Award, we want to recognise Loerie-winning campaigns that achieved exceptional returns for brands," explains Andrew Human, CEO of the Loeries.

By helping to demonstrate that outstanding creative communication drives effective business results, both Loeries and Apex hope to strengthen the entire brand communication industry, contribute to higher standards and drive better business returns for brands.

Both the entry deadline and the eligibility period for the Loeries have been extended. This means that all work must be commercially published, launched or aired up until 14 June 2013. A 10% late fee will still apply to all entries submitted after the original deadline of 31 May. No further extensions will be given and all entries should be received by the new deadline.