Lo­erie en­tries fall again

De­cline re­flects con­tin­u­ing tough con­di­tions

Finweek English Edition - - ADVERTISING & MARKETING -

EN­TRIES TO THE LO­ERIES – South Africa’s premier ad­ver­tis­ing awards com­pe­ti­tion – have dropped for the sec­ond straight year in a clear in­di­ca­tion that the ad­ver­tis­ing econ­omy is still feel­ing the lin­ger­ing ef­fects of the re­ces­sion. But there are signs of im­prove­ment. The 4% de­cline in pro­fes­sional (ex­clud­ing stu­dent) en­tries is rel­a­tively mod­est, af­ter a 7% drop last year.

Awards en­tries are a good in­di­ca­tor of the in­dus­try’s health, says Lo­eries CEO An­drew Hu­man, be­cause they re­flect in­di­rectly a num­ber of in­di­ca­tors: the vol­ume of new work pro­duced dur­ing the year, client propen­sity to risk dar­ing work and agen­cies’ will­ing­ness to pay for en­tries.

“It’s a first-line in­di­ca­tor of the over­all health of the econ­omy, a mea­sure of the health of the brands be­hind the ad­ver­tis­ing and their avail­able mar­ket­ing bud­gets,” says Hu­man.

Stu­dent en­tries, which usu­ally ac­count for 13% to 15% of the to­tal, fell by more than pro­fes­sional en­tries, tak­ing the to­tal de­cline to 5%.

Un­sur­pris­ingly, the de­sign cat­e­gory ex­pe­ri­enced

AN­DREW HU­MAN

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