"The aim is to show the value that creativity adds. Our regional creative economy is a world-class service and has great potential to grow by rewarding and fostering creative excellence," says Andrew Human, Loeries CEO.

Entries are open to everyone in the brand communication industry - marketers, agencies, designers, media owners and media agencies - across Africa and the Middle East. Every touch-point between a consumer and a brand is now considered by the Loeries - including digital media, architecture & interior design, package design, radio, television, print media, outdoor, communication design, public relations, live events, sponsorship and more.

Two new categories

• Branded Content includes the integration of a brand into feature films or mini-series made for television, cinema release, DVD or online release. This includes all genres - fiction, reality, documentary or entertainment.
• Service Design focuses on the interaction between a brand and its customers. Leading brands are making meaningful connections and building loyalty using best practices that interest, involve and connect with customers at an emotional level - providing a user-friendly, competitive and relevant customer experience.

For every entry submitted this year, the Loeries will contribute R30 to the Creative Future Scholarship initiative - established in 2008 to encourage and enable creativity at grassroots level, by assisting learners from a disadvantaged background to study brand communication at a tertiary institution.

Everything you need to know about entering the Loeries including '6 steps to winning a Loerie' and guidelines on how to submit your entry can be found on www.loeries.com.