Since inception in 1978, the prestigious Loeries, which recognise excellence in the brand communications industry, have been hosted at various venues around the country. Now, it’s Durban’s turn.
The Loeries have evolved significantly since their introduction and have gone from strength to strength under the auspices of the Loerie Awards Company and its board which features a number of prominent members of the brand communications industry. Today, the Loeries are internationally recognised and viewed as the benchmark against which regional industry excellence is measured. Importantly, all surplus funds stemming from the Loeries are channelled back into promoting the industry and fostering creative individuals primarily from disadvantaged backgrounds.
The awards and Creative Week are but two elements of the Loeries. Rather than just celebrating the best creative work once a year, prominent Loeries activities are now held throughout the year. Activities include a travelling exhibition that displays award winning work, a ‘Creative Future Scholarship,’ the ‘Official Rankings,’ and the ‘Loeries Archive’. The rankings offer transparent oversight of the awards and promote creativity and innovation as primary business tools in the brand communication industry. Once a year ‘Migrate’, the official magazine of the Loeries, is also published.