Loeries Engages Nigerian Creative Professionals
Preparatory to the activities for the 2017 global creative ranking of agencies, the Chief Executive Officer of Loeries Award Company (LAC) Mr. Andrew Human has engaged creative directors of leading advertising shops in the country with a view to galvanising them into showcasing their creative works at the Loeries Festival.
Speaking at a workshop organised by Loeries for Nigerian Creative Directors, Human stated that the Loeries Awards is a festival that celebrate creative works in the African and Middle-East region and the celebration would not complete without the participation of Nigerian creatives.
“Our judging criteria are regional creativity; how you are using Nigerians in Nigeria, for Nigerians. So we want to see Nigerian works and you have to enter. If you want to win a race, you have to run; if you stand and watch you can’t win. That’s the key thing. Our festival is second to Cannes in size; we have about 5000 delegates. We have all the big clients: MTN, DSTV, Vodacom, South African Breweries, banks, media agencies, and many others. So more than the awards, it’s a networking festival,” he said.
The Loeries CEO also provided them needed information for award entries, judging criteria and tips to winning a Loeries award.
Human said works that fly between 1st June 2016-31st May 2017, and are created for Africa or the Middle-east are qualified for entry, while works created by the region for western markets can also be entered.
On how creative works are judged for the awards, he stated that same criteria are used for all categories. He listed the criteria as innovation, quality of execution, relevance to the market audience, relevance to the brand, and relevance to the chosen medium.
Highlighting the six steps to winning a Loerie award, Human said,” start with a great idea. Keep the work simple like in the newspapers; let the heading tell the story; don’t keep the best for the last like in a novel. Don’t create work for the sole purpose of winning an award; work with your clients and do work that add value to your clients. Study the category and know where to enter. Make your stats relevant. And lastly, presentation can make you lose an award; treat every entry as a pitch.”
The Loeries Awards is the most prestigious awards for creativity in Africa and the Middle-East.