The Lo­eries has changed its scor­ing scheme.

Campaign Middle East - - FRONT PAGE -

From this year’s awards in Au­gust, the Lo­eries is in­clud­ing points for Fi­nal­ists in its of­fi­cial rank­ings across Africa and the Mid­dle East.

In the past the show only awarded points for Bronze and above. From 2018, 10 Fi­nal­ists will be equiv­a­lent to one Bronze award, and Fi­nal­ist points will be capped at a max­i­mum of 30, equiv­a­lent to three Bronze awards.

“I think this change should be en­cour­ag­ing to small agen­cies and coun­tries just start­ing to im­prove their cre­ative out­put,” said Lo­eries CEO An­drew Hu­man. “We have about 20 coun­tries en­ter­ing the Lo­eries, with a broad spread of work. On the lower end, we will now be able to dis­tin­guish re­gions, coun­tries and agen­cies through Fi­nal­ists, while on the up­per end the Grands Prix and Golds will make the dif­fer­ence.

“The Lo­eries Of­fi­cial Rank­ings are a use­ful and in­de­pen­dent mea­sure of who’s do­ing what across the re­gion. Recog­nis­ing Fi­nal­ists al­lows us to drill deeper for a bet­ter rep­re­sen­ta­tion of per­for­mance across the whole of Africa and the Mid­dle East.”

Full in­for­ma­tion on the Lo­eries Of­fi­cial Rank­ings can be found on lo­, as well as rank­ings for pre­vi­ous years. The en­try dead­line for this year’s Lo­eries is May 15, and Lo­eries Cre­ative Week takes place from Au­gust 16-19 in Dur­ban. All de­tails can be found on the website.

There are five judges from the MENA re­gion lined up to help pick win­ners at this year’s awards: Fouad Ab­del Malak from TBWA\Raad, Ram­sey Naja from J. Wal­ter Thompson, Lo­gan Al­lan­son from Ogilvy, Paul Shearer from BBDO and Maged Nas­sar from Good Peo­ple.

Last year the MENA re­gion did well in South Africa, tak­ing home 56 of the 306 tro­phies awarded. Im­pact BBDO Dubai took a Grand Prix, four Golds, three Craft Golds, five Silvers, five Bronzes and seven Craft Cer­tifi­cates. Y&R Dubai, TBWA\Raad and J. Wal­ter Thompson Dubai all took Grands Prix as well.

Im­pact BBDO Cairo took a Sil­ver and a Bronze, and that net­work’s Beirut of­fice also took a Bronze, en­sur­ing that it was the net­work of the year.

JWT Dubai and Casablanca, Memac Ogilvy Dubai and Cheil World­wide Dubai also won prizes.

Points mean prizes: 10 Fi­nal­ists will now be worth the same as a Bronze

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