Brand South Africa at the Loeries to promote the country’s centre of creative excellence


By Mduduzi Malinga


The 44th annual edition of the Loeries Awards took place last week, in Cape Town, where all of South Africa’s creative and advertising industry gathered.


The Loeries are Africa and the Middle East’s premier initiative that recognises, rewards, inspires and fosters creative excellence in the brand communication industry. They also promote and support creativity by helping marketers, agencies, and consumers appreciate the value of ideas and fresh thinking.


Brand South Africa and the Loeries have a long standing relationship that started in 2017 with the sponsorship of the Young Creatives Award. The union reinforce to creatives within our region of Brand South Africa’s mandate to build the country’s brand reputation, in order to improve its global competitiveness.


“It is great to have Brand South Africa onboard again,” says Loeries CEO, Preetesh Sewraj, “The partnership gives exposure on some of the best storytellers, from across Africa and the Middle East, a showcase South Africa’s creative excellence where globally-relevant stories can come to life.


This year, in keeping with promoting creativity, Brand South Africa hosted a Judges Wrap Cocktail function, a get together of the who’s who in brand communications across the industry. Managing Director at Ebony & Ivory, Paul Middleton, represented Brand South Africa.


Sithembile Ntombela, Acting CEO said “Brand South Africa’s partnership with Loeries positively positions the country’s message in the creative space and showcases innovations that truly embody the spirit of creative excellence.


Remarkable recognition was given to several brands such as Chicken Licken, with BBDO awarded Agency of the Year, and winning the coveted Regional Agency Group of the Year.


Pepe Marais was this year’s Hall of Fame recipient, in recognition of his impactful career and contributions to the creative industry, while Bernice Samuels was awarded ‘Marketing Leader and Innovation, for her unparalleled vision and execution in the field of marketing.


The Loeries awards this year, saw over 2,500 entries, with 16% of entries from outside South Africa. And an overall of 607 brands represented by 262 agencies from 18 countries across Africa and the Middle East. The awards were judged by over 110 judges and regional industry leaders. A total 231 Loeries were awarded across 17 professional categories including 8 Grands Prix, 27 Golds, 48 Silvers, 94 Bronzes, 18 Craft Golds and 36 Craft Certificates.


Brand South Africa had the privilege of presenting the Loeries Young Creative Award, won by Raphael Janan Kuppasamy, which recognises talented young minds in the industry, on a trajectory of sustained creative excellence. The young creative’s award is open to entrants turning 27 or younger.
Kuppasamy is a photographer at M&C Saatchi Abel, Johannesburg.


Brand South Africa applauds all the winners who continue playing their part in flying the South African flag high, globally and for being role models of the creative industry.