In a week of high drama, the ad industry 'took back' the Loerie creative advertising awards, by simply refusing to support any attempt by the Marketing Federation of Southern Africa (MFSA) to run them again next year. The MFSA, dogged by controversy, pulled off a pretty poor show this year and quite frankly, the advertising industry felt sidelined and that the MFSA had 'diluted' the brand. It is now up to the MFSA, to show that it is 'bigger' than the bitter politicking behind the scenes and hand back the Loerie brand to the industry - to be run by a Section 21, non-profit organisation. The MFSA has lost the support of the creative industry - which it should not forget, has the MFSA's key membership (marketers) as its clients. These selfsame clients apparently support the creative industry's move to 'rescue' Loeries. Will the MFSA end up as an organisation without members? 2005 is certainly going to be an interesting year! Have a good one! Louise Marsland, Editor, editor@biz-community.com