Loerie finalists' creativity to go on display at Sandton Square

The main objective of the highly competitive Loerie Awards function is to encourage creative advertising by recognising and rewarding those who strive for advertising excellence.

This year's event - now in its twenty-fifth year - will be the inaugural Loerie Awards Ceremony to be hosted under the banner of the Marketing Federation of Southern Africa (MFSA. Since its inception in 1978, the Loerie Awards had been held under the auspices of ASOM.

Referring to the hitherto unprecedented move of exhibiting finalists' efforts, Yusuf Ganief, MFSA General Manager, said that "this would be a great opportunity for finalists to exhibit their entries and to create a wider recognition and applause for the creative and advertising industry".

Ganief added that this year's ceremony would be more glamorous than past Loeries, especially with the Sandton Square's generous sponsorship of their venue and marquee for the display of the Loerie finalists' entries.

"A final call is hereby made for advertising agencies to timeously submit their entries so that they do not miss out on the opportunity of participating in the most glittering Loerie Awards ceremony ever or of having their creative efforts exhibited at the Sandton Square," emphasised Ganief.

The deadline for the submission of entries is 3 March 2003.

According to Ganief, this year's Loerie Awards would see a greater emphasis on the youth and transformation. He explained that this special initiative to involve the youth in the Loeries was fully endorsed by the MFSA as the Loerie Committee believed that the promotion of advertising amongst South Africa's youth was fundamental to the greater transformation process.

In a bid to maximise youth involvement in this year's function, advertising educational institutions have been invited to produce menus, tickets and posters for the Loerie campaign as well as the main event.

The exhibition of finalists' entries at this year's function was born from a post-Loerie marketing research that highlighted the need for the creative industry to display their highly accredited work.

Ganief believes that the exhibition would also provide impetus to the transformation process. "One of the future aims of the initiative is to nurture, develop and empower young creative talent from previously disadvantaged backgrounds. We would like the exhibition to attract students from technikons, universities and affiliated advertising institutions to view the displays and incline their perspectives of their future in a more positive way," remarked Ganief.

Santie Botha, Executive Director of the ABSA Group and student sponsor at this year's Loeries, commented that "the initial steps towards a new frontier for the Loeries have been taken".

"It is now up to the youth to seize the moment and capitalise on this opportunity," added Botha.

"With so many trimmings being added to what is undoubtedly the panacea of the advertising industry, we are confident that this final call for entries will result in a glut of participants," said Ganief.