New rules to level the playing field for Loeries

These changes, focused on enhancing the credibility and integrity of the awards, will ensure that the best work is recognised across all media, and at the same time, the changes will level the playing field between small and large agencies.

In detailing the changes, The Loerie Awards MD Andrew Human, stresses the following. "The entry rules for the 2006 Loerie Awards certainly lift the standard considerably, and they also ensure that every agency, regardless of size, has an equal opportunity to shine," he says.

"This year we have three core communication categories: Advertising, Design and Experiential. The new Experiential category includes all communication that involves promotional or direct interaction, including Direct Marketing and Promotional Media and encompassing all media types from flat mail through digital to non-broadcast video and live events. Additionally, Interactive and Online media is finally coming out of its shell and, instead of standing alone as a fringe medium as it has in the past, digital media will take its rightful place within the three main categories.

"In addition to these changes, The Loerie Awards is becoming a true centre of regional excellence - for the first time entries are only eligible from Africa, the Middle East and surrounding island states. This doesn't exclude international work: anything published, built or aired anywhere from Alaska to Zanzibar, including Boston, New York and Berlin is eligible - as long as it has been conceived and produced in our region."

The detailed changes to the entry rules are:

1. All entries can only be entered in one category - once. For example, a newspaper advert cannot be entered with essentially the same creative execution in magazine, poster, outdoor, or in the Design or Experiential categories. The exceptions to this rule are: Mixed-Media Campaigns and Integrated Campaigns can be made up of single entries; and entries can be entered for all relevant craft awards.
2. Unless otherwise indicated for a specific category, only single pieces may be entered. A new entry must be submitted for each piece (e.g. three posters may not be taped together as one entry). If in the opinion of the jury, several pieces constitute a campaign, then these entries will be combined into one campaign award.
3. A piece may be entered for all relevant craft awards; it may not, however be entered in the same craft in multiple categories. For example, a piece cannot be entered in Advertising Print Craft - Illustration as well as Design Craft - Illustration. If multiple pieces form part of what is considered by the jury to be a campaign theme, and are all entered for a craft award, e.g. Newspaper Advert, Poster and Outdoor entered for 'Writing for Advertising', then these entries may be combined into one campaign craft award if, in the opinion of the jury, they reflect the same craft.
4. Only Gold crafts will be awarded (i.e. there will be no Silver or Bronze craft awards).
5. The Grand Prix cannot be won by any Public Service & Charities entries. Public Service & Charity work can be entered in all categories but must be marked as such on the entry forms. The Loerie Awards defines Public service & Charities as work that is carried out for any charitable, welfare or public service organisations, e.g. SPCA, Arrive Alive, religions, etc.

Comments Human, "The Loerie Organising Committee is exceptionally excited by the progress that has been made. Obviously, these changes were brought about after much discussion and through recommendations received from many key players in the industry.

"The South African industry is ambitious and our work is world-class; it is only right that The Loerie Awards - as the industry's leading competition - reflect this," he concludes.

Major sponsors for this year's event are the SABC, Media24 and Tourism KwaZulu-Natal. Other sponsors and partners are the Design Indaba, Gearhouse, Sappi, brandhouse, Lithotech, Ugu District Municipality, Hetzner Internet Hosting, Paygate Internet payment gateway, Joe Public, Six Million Dollar Media, Orchestra Blue, Sonovision and the Ornico Group.

For further information on The Loerie Awards, or to view the call for entries, visit www.theloerieawards.co.za.