[Loeries 2015] Agency expectations with... Ogilvy & Mather Cape Town

Luca Gallarelli

1. What's your official job title and how long have you been at the agency?

Gallarelli: Managing Director, Ogilvy & Mather Cape Town.

In total I have been at the agency for close on 11 years. I joined fresh out of a post-grad at AAA back in 2002, then moved to The Jupiter Drawing Room in late-2004 and returned to O&M in 2007.

2. How long has your agency been attending the Loeries?

Gallarelli: Since inception.

3. What's your biggest Loeries highlight of years past?

Gallarelli: On a personal level, the success of the Carling Black Label "Be The Coach" campaign was something I drew massive satisfaction from because it was a huge endeavour and the broadest and most robust team effort with client and agency I've ever been a part of.

4. What are you most looking forward to from Loeries Creative Week 2015, set to hit Durban in August?

Gallarelli: The Loeries gets better every year. The shift from a two-night affair to a week-long celebration of both the creative industry and of creativity in South Africa has been marked. The judging moving to the week leading up to the event has added momentum to proceedings and certainly helps build excitement and anticipation.

The move to Durban provides some added excitement. Change is good and it will be great to see how the event is re-shaped in a distinctively Durbs way.

What I'm looking forward to most is getting a sense of where we stand as an industry in South Africa and the quality of our work is the best barometer for determining that. Outside of a few standout pieces last year, I felt the general quality of work on display was disappointing and I am eagerly anticipating a lift across the board this year.

5. Tell us some of your own agency work you're entering this year!

Gallarelli: We don't usually like to jinx our work with expectations, so I'll talk more generally. We're always proudest when we win across multiple categories at Loeries - it shows our depth and breadth as an agency. It says a lot about what kind of agency we want to be, and what kind of agency our clients want.

We want to win in every category, and hopefully this year we'll have work that does.

6. Who do you predict will win big this year, and why?

Gallarelli: Very tough question and too early to say. With The One Show having just happened and Cannes Lions around the corner, I expect to see some early front-runners emerge...

Lots to look forward to, it seems. For more on what to expect from this year's Loeries' Creative Week, visit the official Loeries website or our special Loeries Creative Week section.