Loeries Holds Workshop for Nigerian Creative Directors
As part of moves to encourage participation of Nigerian creative agencies at the 2017 Loeries, Chief Executive Officer, Andrew Human on Friday held a workshop for me heads of Nigerian creative agencies in Lagos.
During the workshop, the creative heads where provided needed information for award entries, judging criteria and steps to winning a Loeries award.
The worskhop was declared open by AAAN president, Kayode Oluwasona. The president in his opening remarks said the visit of the Loeries boss is a pointer the respect the organisers accord Nigerian creativity market. He enjoined Nigerian agencies to see the Loeries as a platform to further showcase their works to the global market.
Addressing Nigerian creatives present, Humans said the workshop is first of its kind and this shows the value ‘Loeries places on Nigeria’. He added that the Loeries won’t be complete without greater participation by Nigerians.
On what that can be entered for the awards, Human said works that fly between 1st June 2016-31st May 2017, and are created for Africa and the Middle-east are qualified for entry, while works created by the region for western markets can also be entered.
He noted that Loeries entry fee is the lowest of all major creative industry awards. He said entry fee for single and campaign category are $183 and $280 respectively.
Human also called attention to categories open to young creatives and students in tertiary institutions. He explained that the young creative category “is for professionals who are 27 years old or younger. They must enter through their agency with endorsement letter from their creative director. The entry fee for this category is zero, but the prize money is $5000. It is aimed at inspiring young creatives by giving them recognition and assistance. The fee for the student category is $50 but we will do something to assist the Nigerian students. The conclusion on that will be announced soon.”
Speaking on how creative works are judged for the awards, he stated that same criteria is 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 client. Study the category and know where to enter. Make your stats relevant. And lastly, presentation can lose you an award; treat every entry as a pitch.”
Human also stated that deadline for entry is 15th May, but early entries will get 10% discount, while late entries will attract fine. The award is slated for August in Durban South Africa.
FEEDBACK FROM CREATIVE DIRECTORS
The good thing is that Nigeria is being taken seriously by Loeries which shows how important our market is. We were at the festival last year. The Loeries is a good eye opener and a learning experience and a good networking platform. This workshop here also gives us more information about the award and how we can put in our entry. I can assure you we would be entering and also attend the award this year. –Nduka Onuoha, Creative Director 7even Interactive
I was at the Loeries two years ago in Cape Town and it was enlightening. For me it’s educative. When you have a gathering of like mind, you enjoy yourself and also learn from other people, from their experience in their creative industries; what’s new and what can be done better. We have not entered for the Loeries awards before but we will definitely put in one or two entries this year. –Odemi Jemerigbe, Creative Director 141 Worldwide
I haven’t attended the Loeries before but I know about the Loeries. There were certain parts of the Loeries we didn’t know about. I didn’t know they have opening for students. But after this lecture, we have a better understanding of how it works and that it even has the cheapest entry. Unlike the Cannes that are always in peoples faces, the awareness of Loeries was low; few people knew about it. But now, we know a lot more and we are looking forward to participating. We are even talking about having our clients to be part of the festival. – Kayode Sanwo, DDB.
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