The Loeries were established in 1978, when they were started as a mechanism to support and grow television advertising. The advent of television had only hit South Africa three short years before, so the Loeries have been around almost since the dawn of the medium in this country.
In the eighties, as television as a medium matured in South Africa, the Loeries also expanded to recognise advertising in print media and on the radio as well.
The nineties saw the advent of democracy in South Africa, and the country's re-entry onto the world stage. It speaks volumes about our homegrown talent that in that first decade of global participation, South African advertisers scooped Grands Prix, Golds, Silvers and Bronzes at Cannes, D&AD Silver Pencils and One Show Golds, Silvers and Bronzes. Clearly the Loeries has proven to be a stringent testing ground for international successes.
The turn of the millennium heralded a new era for the Loeries. The awards evolved and embraced all forms of brand communication, not just advertising. Wherever an interaction took place between a brand and its consumer, the Loeries were there to reward creative excellence. New categories recognise architecture, interior design, integrated campaigns and digital media.
The Awards have also expanded to focus on Africa and the Middle East, with winners emerging from all corners of the region. The Festival Weekend itself, having shaken things up at Sun City for years, has now found a new home in the sleepy seaside town of Margate on the KwaZulu-Natal South Coast.
The Loerie Awards have expanded to celebrate creative excellence throughout the year, not just in awards season. The Loeries now produce a biannual magazine, a hard-cover printed annual and DVD of the year's leading brands and agencies, which has become a handbook of creative talent in the region, seminars, and a Travelling Exhibition of winners' work inspiring people throughout the region.
The SABC was instrumental in the launch of the Loeries in 1978 and in recent years rejoined as a major sponsor of the awards. Media24, the Zulu Kingdom and the Ugu District Municipality are all major sponsors.
"The Loerie Awards 30th birthday weekend promises to be a party to remember," says Andrew Human, Loeries MD. "But aside from the spectacular celebration, we are looking forward to awarding truly outstanding work across all the categories."
