The Loeries has changed its scoring scheme.
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 loeries.com, 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