Loeries headed for transformation

The awards, which will for the first time be held under the auspices of the newly-formed industry body, coincide with South Africa's Youth Day commemoration on June 16. MFSA general manager for Events, Yusuf Ganief, has been given the mandate to form a Loerie Transformation Committee, aimed at addressing the topic of change within the advertising industry. The committee will be spearheaded by Ganief and partnered by major industry players, including R Mohale (CAFÉ Chairperson and Hunts Lascaris MD), Ross Chowles (CDF Chairperson), Mark Steinhobel (CEO VWV) and Nunu Ntshingila (O & M Chairperson). The sole purpose of the committee is to develop a transformation strategy around the influence of the Loeries within the Ad Industry.

"Discussions resulted in consensus that the promotion of advertising amongst SAs youth was fundamental to the greater transformation process," said Ganief. To this end, he stated that an initiative to broaden the 'student' category is currently in development stage for 2004. He further stated that a pilot project would be undertaken with Sandton Square Management to display the Loerie Finalist Entries to students and public in May 2003 at Sandton Square. "MFSA would co-ordinate with advertising schools and technikons to provide transport and access for students to view the best ad work for 2003. In addition to this Sun City is providing Luxury Coach transport for students to and from JHB to Sun City, as well as 70 free rooms to accommodate students", said Ganief.

Chairperson of the Creative director's forum, (CDF) Ross Chowles added: "Our aim this year is to increase levels of representation on the Loerie Judging Panels, which is in line with demographics. At the same time we wish to develop young creative talent from previously disadvantaged backgrounds."

"The CDF and MFSA have agreed that we need to elevate the local standards of advertising by reducing the number of categories and amount of Loerie Grand Prix Awards, but increasing the points accredited to a Loerie Grand Prix".

"MNET and Media24 have confirmed their continued support and belief in the Loerie brand by sponsoring the Electronic and Print night respectively for 2003. New sponsors this year will include the IMC and Proudly South African and an exciting new category is being jointly developed to showcase cultural diversity within advertising," added an enthusiastic Ganief.

JWT Cape Town has been given the enviable and coveted brief to conceptualise the creative for the Loeries 2003's Call for Entries campaign. As such, says JWT creative director Wendy Moorcroft, "The campaign will embrace the themes of youth and transformation, both of which are important issues in the advertising industry today."

The Loeries is now calling for entries for 2003. The invitation is open to all advertising agencies and students to test their creative prowess and flair once again.

Deadline for entries is 3 March 2003 and agencies are advised to enter early to avoid costly late penalty fees. Entries can only be done online by visiting the Loerie website, www.loerie.org.za.