Con­quer­ing the Lo­eries

Agen­cies from the Mid­dle East are par­tic­i­pat­ing in the Lo­eries in greater and greater num­bers, with telling re­sults

ArabAd - - CONTENTS -

Of the five grands prix awarded at the Lo­eries in Au­gust, the UAE took home three of them. Which­ever way you look at it, that’s not a bad haul for an awards show based in South Africa.

Yet the wins are ar­guably an in­evitable re­sult of the Lo­eries’ own strat­egy. The fes­ti­val’s or­gan­is­ers have been ac­tively en­cour­ag­ing par­tic­i­pa­tion from the Mid­dle East and North Africa for the past few years, this year even going so far as to organise a me­dia trip in as­so­ci­a­tion with South African Tourism to help raise aware­ness.

It’s a strat­egy that is ob­vi­ously work­ing, with en­tries from the re­gion dou­bling as recognition of the Lo­eries grows across the Mid­dle East.

“Around 20 per cent of en­tries this year were from out­side South Africa, which was around a 100 per cent in­crease in this sec­tor,” says An­drew Hu­man, chief ex­ec­u­tive of the Lo­eries. “From the re­sults, it was clear that there is very strong, cre­ative and brave work com­ing out of the Mid­dle East.”

The UAE was the sec­ond big­gest win­ner be­hind South Africa, with the awards night an evening to re­mem­ber for Im­pact BBDO. The agency won a grand prix, seven golds, five sil­vers and five bronzes, as well as the agency of the year ac­co­lade. BBDO MEA was also named re­gional agency group of the year.

It was also a good year for Y&R Dubai and TBWA\RAAD, both of which won a grand prix apiece, with Y&R also tak­ing home three golds.

“A grand prix is the ul­ti­mate award in the in­dus­try, it demon­strates recognition and de­fines your work as iconic, au­then­tic, and su­pe­rior,” says Walid Kanaan, chief cre­ative of­fi­cer at TBWA\ Raad. “Win­ning it at the Lo­eries – and in in­te­grated – is as valu­able as win­ning it at any other award show.”

The MENA re­gion has its awards shows of course, but the Lo­eries is push­ing the MEA an­gle with no­tice­able re­sults.

“Each award show has its own iden­tity and set of ex­pec­ta­tions,” says Kanaan. “I wouldn’t com­pare the Lo­eries to any other award show. Judg­ing from the awarded works and qual­ity of the jury, I’d have to say the com­pe­ti­tion’s level was pretty high, re­spectable, and cred­i­ble.”

Hu­man adds: “This is an im­por­tant busi­ness re­gion for brands as they ex­pand into new mar­kets, and many global brands and agency net­works are now man­ag­ing their busi­ness units as a MEA re­gion. The Lo­eries is an im­por­tant in­di­ca­tor of what is be­ing done – and by whom – across the re­gion. It is also no­table that the Lo­eries is a not-for-profit as­so­ci­a­tion run by the in­dus­try – the only one in the re­gion – and with the sole fo­cus of pro­mot­ing the value that cre­ativ­ity adds.”

With more than 3,000 en­tries, Hu­man be­lieves the Lo­eries are now well en­trenched as a re­gional show­case, and this broader and more in­clu­sive fo­cus will con­tinue in the fu­ture.

“The aim is to con­tinue to show­case re­gional work, and I ex­pect we will see more work from other coun­tries which are only now grow­ing in stature, such as Kenya and Nige­ria, as well as other coun­tries in the Mid­dle East, like Egypt and Le­banon,” he says.

This is an im­por­tant busi­ness re­gion for brands as they ex­pand into new mar­kets, and many global brands and agency net­works are now man­ag­ing their busi­ness units as a MEA re­gion. The Lo­eries is an im­por­tant in­di­ca­tor of what is be­ing done – and by whom – across the re­gion An­drew Hu­man Chief ex­ec­u­tive of the Lo­eries

2 1- Grand Prix Print: The Car­tel’s Be­seen by Y&R Dubai. 2- Grand Prix In­ter­grated: Camelpower by TBWA\RAAD Dubai. 3- Re­gional Agency Group of the Year, BBDO MEA Grand Prix Web­site / Mi­crosites, La Libanaise Des Jeux’s Skipfri­day13 by Im­pact BBDO Dubai -

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