When Creativity moves the needle

Initially launched in 1978 to drive television as the new medium, the Loeries are now regarded as the highest level of creative excellence across Africa and the Middle East in the brand communications industry.

Three decades later and the number of categories have grown exponentially. The Loeries now recognise creativity across the entire brand communication spectrum. I had the honor of being a judge at this years’ event in the PR and Live Events Category, which is said to be the fastest growing categories.

My philosophy on creativity has always been deeply rooted in solid insights: that A-Ha (not the rock band) moment, which yields the most innovative and creative concepts. The Loeries celebrate creativity – but the judging criteria is there to look beyond the glittering lure and ruthlessly interrogate the relevance, impact and, most importantly, how innovative the concept might be.

What was encouraging was the great work that the Continent had produced. Yet, while the standard was high, the default question was always ‘but does it deserve a Loerie’. More often than not, the answer was no. But those that ultimately received the nod, evoked an emotion or action – albeit bringing you to tears, anger or laughter, or compelled you to act in some way; such as switching brands, joining a cause or changing a habit. It was creativity that moved the needle, a magnetic idea that transcended across platforms and innovative by design.

Winning a Loerie is a significant achievement and the judging process ensures that the best of the best are awarded.  So, here is my advice:

  • As the PR and communications industry we need to start making a louder noise and being more aggressive with our entries to ensure that the category continues to grow
  • Interrogate your work, not only for the sake of awards, but to derive tangible results through creative and innovative solutions
  • Make sure your ideas move the needle
  • Ask the questions – has this been done? Is it relevant? Does it have the ability to change the industry?

Of the nearly 3,000 entries, a third made it as Finalists and a total of 299 were awarded. In the PR and Live Events’ category, PR received six (two gold, two silver and two bronze) and 12 Live Events, activations and sponsorship Awards (two gold, five silver and six bronze).



Untitled-1Written By Sharon Piehl, Director & Brand Marketing Lead