EGO MA­NI­ACS

Finweek English Edition - - Advertising & Marketing -

EGO-DRIVEN. That phrase, or a vari­ant of it, is prob­a­bly the most com­mon de­scrip­tor for those who dwell in the ad agency world. But it’s usu­ally used in an ironic or even deroga­tory way by ad­ver­tis­ing scep­tics.

So while “Feed your ego” is in some ways an ap­pro­pri­ate ral­ly­ing cry for this year’s Lo­erie Awards, it un­for­tu­nately also holds neg­a­tive con­no­ta­tions. In­stead of “ego” surely the Loeries should be about creative ex­cel­lence and about ad­ver­tis­ing that works through its orig­i­nal­ity.

In­stead, a print ad for the Loeries boasts about “the most pres­ti­gious and ego-boost­ing award in Africa and the Mid­dle East”, and “the most self-in­dul­gent ego-trip of the year”. It is, of course, a bit of ironic self- mock­ery, but I’m not sure ev­ery­body will see it that way.

In­ter­est­ing to see how the other big awards event of the re­gion, the Dubai Lynx Awards, is grow­ing. It’s part of an ex­pan­sion pro­gramme by the Cannes Lions or­gan­i­sa­tion, which is cre­at­ing awards events around the world.

This year, Dubai’s en­tries topped 2 000, com­pared with more than 3 000 for the Loeries. But the Lynxes are only in their third year, and they at­tracted en­tries from 165 agen­cies in 18 coun­tries of the Mid­dle East and North Africa. The Loeries have been go­ing for 31 years, and they are still an es­sen­tially lo­cal event.

One thing I can sur­mise, based on Arab world en­tries to the Cannes fes­ti­val, is that our stan­dards are still higher than the Lynx’s. But size counts. Per­haps the Loeries should pur­sue re­gional stature more ag­gres­sively.

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