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Will the Loerie Awards become as extinct as the Dodo?
23 Nov 2004
So what if the MFSA refuses to give up the Loerie brand? We will have to have a new name for the industry's most illustrious advertising awards. And to avoid them ending up like a turkey, or an ostrich with its head in the sand, as characterized by the MFSA's dealings with the creative industry, we will need something that spells out a new direction. Do we stick with the fauna and flora theme, or do we go for something that characterizes the ubuntu that the ACA wishes to instill in the new awards? Bizcommunity.com invites our readers to post their suggestions...
After a quick whip around the very 'creative' Bizcommunity.com team, who were obviously inspired by the magnificent view of Table Mountain from their office windows, we've already discounted: Assvoel, Dodo and Ostrich, as being far too cynical. Ditto the Cuckoos - let's give the ACA a chance - their motives in the end in uplifting and transforming the industry are genuine, despite the bitter politicking behind the scenes between the MFSA and the industry.
Other suggestions were the Hadeda's; the Hoopoes; the Bokmakierie Awards (the big stick approach?!); the AcAblief Awards; or the EkLoerieAffie Award... all a play on the ACA acronym!
How about some more positive role models? We can't use the mighty Lion as Cannes has that one; an Elephant might be perceived as a "white elephant" and the "Ellys" doesn't quite have the same ring to it. Maybe we should look elsewhere than the big 5.
How about the Isaziso Awards (meaning advertising/advertisement in Xhosa and Zulu)?
But, if we're going to appeal to broader emerging markets, other than just South Africa, a purely African or colloquial sounding name might not fly further.
In any event, since there is finally, some consultation in the industry, we want the opinion of our illustrious 31 000 readers. We've indicated to the ACA they should keep an eye on the message boards on Biz, as they are sure to be buzzing... so here's your chance to give your input!
About Louise Marsland
Louise Burgers (previously Marsland) is Founder/Content Director: SOURCE Content Marketing Agency. Louise is a Writer, Publisher, Editor, Content Strategist, Content/Media Trainer. She has written about consumer trends, brands, branding, media, marketing and the advertising communications industry in SA and across Africa, for over 20 years, notably, as previous Africa Editor: Bizcommunity.com; Editor: Bizcommunity Media/Marketing SA; Editor-in-Chief: AdVantage magazine; Editor: Marketing Mix magazine; Editor: Progressive Retailing magazine; Editor: BusinessBrief magazine; Editor: FMCG Files newsletter. Web: www.sourceagency.co.za.
