[Loeries 2015] Agency expectations with... TBWA/Hunt/Lascaris

Pete Khoury

1. Remind us of your official job title and how long you've been at the agency.

Khoury: Chief Creative Officer. 1 year.

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

Khoury: 30 years.

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

Khoury: Probably the time that George Low and I relaunched Sasol through the "Milk", "Fabric" and "Plate" corporate campaign, along with our "Joe the volunteer coach" Olympic sponsorship campaign and the "2 Villages" Springbok rugby sponsorship ad. These three campaigns managed to pick up in excess of 20 Loerie awards between them.

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

Khoury: I am looking forward to seeing our country's world-class, iconic work celebrated in a city that is fast becoming an iconic destination for international travellers from across the world.

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

Khoury: We have a range of work that crosses over many different categories, as individual pieces or as integrated campaigns.

We have a lot more digital and social media pieces than any year before.

I have listed just a few of them below:

• Student Flights - "Travel before it's not fun anymore" campaign.
• Doom Fogger - "Horny Cockroaches" campaign.
• Twinsaver - "Eyes" campaign.
• Twinsaver - "Be prepared for the mess" TV campaign.
• Artline - "Permanent/Non-permanent" campaign.
• Cliff Central - "Unradio" Social media campaign.
• Doctors without Borders - "#ToughDecisions" campaign.

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

Khoury: Generally, iconic work that crosses over many categories always does well for an agency as it picks up metal in most of the categories it is entered into. There will be the few stand-alone iconic pieces that are best in category that will also do well.

I think the agency that finds the right balance of individual and integrated iconic work will come out tops.

Lots to look forward to, it seems, especially on the back of TBWA's Cannes Gold Lions wins - click here for Khoury's views of this uplifting news.

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.