And the award goes to...

Not only does this awards category acknowledge the people behind the work recognised in the other three categories (Loerie Advertising; Loerie Design and Integrated; and Loerie Direct and Effectiveness), but it also hosts the Grand Prix of the Loeries - the sought-after Marketer of the Year Award.

Other awards which will be bestowed here include Marketing Organisation of the Year; Direct Marketer of the Year; Design and Integrated Agency of the Year; Advertising Agency of the Year; as well as Advertiser of the Year.

The Marketer of the Year award will go to a person who has contributed greatly towards the industry over the past year - someone who is a true great effective marketer, while Marketing Organisation of the Year will be awarded to an agency that "truly walks the marketing talk".

The Design and Integrated Agency of the Year Award will be evaluated on creative as well as effectiveness, while Advertiser of the Year is the only category within the Marketing Excellence Awards that will be judged purely on creative.

Advertiser of the Year will be awarded to an organisation that has shown remarkable creativity and a fresh approach to advertising. Previous winners in this category include Exclusive Books and Dulux.

Another twist can be expected in the Advertising Agency of the Year section, as agencies here will be evaluated by their clients and peers, and not by billings and billings growth.

For the first time, advertising agencies will be judged on criteria such as professionalism, BEE status, creativity, participation at Loeries, and awards won, as opposed to their earnings. It is also a first in terms of agencies being judged by clients and peers.

So, not only does this award offer an unparalleled opportunity to celebrate and showcase world-class advertising and creativity, but it will also provide a clear indication of what clients look for in their advertising agencies.