"Know what we hear a lot of in the advertising industry? We hear a lot of 'no'", explains Rob Mc Lennan of King James II. That's why as of today, Monday 2 February 2015, Durban will be covered in 'no' branding and you'll need to find the elusive 'yes' to get an idea of just how hard it is to crack it with award-winning work in this industry.

Look out for this branding, Durbs

Without giving too much away, Mc Lennan says that anyone in advertising has to be tenacious and develop a thick skin to face a daily storm of 'no' from all and sundry, ranging from their creative director to client level.

And that's the rationale for this year's Loeries campaign. "Getting a Loerie Award is just as hard, with only 0.1% of entries actually winning a Grand Prix Award," Mc Lennan says. So this was the starting point for their thinking, and why you'll feel like you've really achieved something when you finally spot that 'yes' branding in Durban, as this year's Loeries host city.

Taking the Loeries message to the masses

Don't expect the same old same old, either. This year's Loeries will be known by more than just the close-knit advertising industry, as you'll hear the word 'Loeries' on radio and in print more than before, with DStv further building hype among TV viewers and Mc Lennan hinting at "lots of exciting stuff" being filmed.

It seems King James II really is covering all the bases this year by working closely with its PR agency, Atmosphere, which will result in a more integrated campaign than we've seen the likes of in recent years - expect a different experience in everything from the registration process to your arrival in the humid city for the event festival.

Keep your eyes peeled... Loeries Creative Week takes place in Durban from 10-16 August 2015, click here for more.