THE 31st ANNUAL LOERIE AWARDS
The Loerie Awards 2009 1

The Loerie Awards
Recognising, Rewarding and Fostering Creative Excellence
More than an evening of creative celebration, the Loeries are now a year-round focus
on creative inspiration – helping marketers, agencies and consumers appreciate the value
of ideas and fresh thinking.
The Loeries are much more than Advertising…or Advertising is everything
All areas of brand communication are celebrated including disciplines such as experiential
field marketing, ambient media, and architecture. The Integrated Campaign category
showcases multi-disciplinary work using integrated media and often requiring the
collaboration of several agencies - a trend that is growing every year as marketers and
their communication partners adapt to the communication requirements that the future
demands.
The Loeries calendar now includes the printed annual and DVD of the year’s leading
brands and agencies, the Travelling Exhibition showcasing the year’s winning work, the
Judges seminars, Migrate magazine and the newly introduced Education Scholarship.
The Loerie Awards is a Section 21 not-for-profit association dedicated to
recognising, rewarding and fostering Creative Excellence.
The Loerie Awards 2009 2

Why?
The Loerie Awards 2009 3

Judging
Entries are judged by over 130 judges, made up of respected local industry leaders
and chaired by international specialists, according to 5 criteria:
• An innovative concept, bringing new and fresh thinking
• Excellent execution
• Relevance to the brand
• Relevance to the target audience
• Relevance to the chosen medium
Work that excels in all the above criteria – work that is judged to be effective
communication by the jury – represents Creative Excellence, and is rewarded with the
highest accolade - a Loerie Award.
In 2008, a total of almost 3400 entries were received - a record year.
31% of entries were finalists and 8% were awarded a statue. Less than 1% were
awarded gold and only 0.1% the elusive Grand Prix.
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2009 Calendar
Date Event
27 Feb Travelling Exhibition opens at the Design
Indaba
Feb 2008 Printed Annual and DVD Launch at
the Design Indaba
March Call for entries opens
May Migrate Magazine Edition 09
15 May Entries close
13 July Judges Seminar
13 – 17 July Judging Week
24 - 27 Sep Festival Weekend – Cape Town
Friday 25 Sep – Print & Design Awards
Saturday 26 Sep – Electronic Awards
Oct/Nov Migrate Magazine Edition 10
2008 Grand Prix Winner “Scrabble” by Am I Collective
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Entry Numbers
3000
2008 saw a 15% growth of entries.
2800
The student category was purposefully
2600 reduced by 24% to increase the standard
Entries
of the entered work.
2400
2200
2000
2006 2007 2008
Entries 2006 2007 2008 %ch
Advertising 1578 1630 1890 16
Design 318 388 406 5
Experiential 365 467 550 18
Integrated Campaign 16 13 30 131
Total 2498 2876 15
The Loerie Awards 2009 6

Festival Weekend
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Festival Weekend
The 31 Annual Loerie Awards
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The aim of the awards is to honour and celebrate the year’s best work in a creative and
inspirational environment.
The Festival Weekend, which runs from Thursday to Monday (including the public holiday on 24
September), is the culmination of the year’s activities and the highlight of our industry’s
calendar year.
The ceremonies over the last years have been created in the mould of the MTV or Oscar
Awards – high energy, theatre-style seating, with no long speeches or endless music
sets. SA’s greatest entertainers, including Arno Carstens, Lebo, Mafikizolo, TK, Malaika,
Freshly Ground, the Parlotones, HHP, Reddy D, Oskido and even Sonja Herholdt and the KZN
Philharmonic Orchestra have performed at the Loeries since 2005! MC’s have included Marc
Lottering, John Vlismas, and Riaad Moosa.
Attendance has grown from 1,800 seats in 2004 to 4,200 seats in 2008! In 2009, with the
move to Cape Town the seating capacity will be increased to around 5,000 seats (2,500 seats
per night).
The Loeries are now far more that a traditional industry awards evening – they are attended by
all communication specialists; including advertising agencies, designers, architects and
marketers – and ‘the Loeries’ has become a household name amongst consumers.
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Festival Weekend
Special Awards
Creative Achievement Award Marketing Leadership and Innovation Award
Awarded for the first time in 2008, First awarded in 2007,
Mike Schalit, Chief Creative Officer, Mike Glendinning, Sales and Marketing
BBDO SA was recognised for his Director, Volkswagen SA, was recognised in
outstanding achievements, 2008 for his role in the success of his brands
including 10 Grands Prix in 10 years. over many years.
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Festival Weekend
Young Creatives Award
The award, in partnership with SABC Commercial Enterprises, recognises outstanding achievement by talented
individuals at the beginning of their careers. The award includes a trip to an international event for each winner.
Simone Rossum, Joe Public Darren Cronje, Net#work BBDO
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Festival Weekend
Additional Activities
In support of the two evenings of awards, the weekend will
include a host of activities:
• Integrated branding throughout the town
• Mayor’s Welcome
• Chairman’s Party
• VIP functions and access areas
• The Media Centre (accessible to all accredited media)
• Friday and Saturday after-parties until the sun comes up,
including a line-up of SA’s finest DJ’s.
• The Battle of the Bands (where agencies bands compete in an
open-mike contest)
• Numerous agency functions
• Non-stop advertising showreels in a local cinema (including a
build-up in the week before the awards)
• Various activations throughout the weekend
• 24 hour shuttle and taxi service in and around Cape Town city
centre.
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Educational support
In order to support, grow and develop the future skills required in the creative
industry, The Loerie Awards is spearheading a new initiative, in collaboration with
SABC Commercial Enterprises and the Woolworths “Making the Difference
Through Design” (MTDTD) programme. The MTDTD programme identifies talented
scholars and acts as a vehicle to scout for Grade 12 pupils showing exceptional
talent in the creative arts. Grid design has contributed R80,000 as well as design
support for three years.
The full scholarship is to study a creative discipline at a tertiary institution;
mentorship as well as guaranteed employment in the communications industry on
completion of their studies. The scholarship includes fees, study materials,
accommodation and living expenses,.
This scholarship is a first in the industry and creates a pathway for young
talented scholars to be educated and to become part of the communications
industry. Additionally, in 2009 the scholarship will be closely integrated with
the Travelling Exhibition and other school activities, increasing the
awareness of the industry as a career on the school level.
Illustration by Siyabonga Ntamela – One of two first recipients of the Loeries Scholarship
The Loerie Awards 2009 12

Travelling Exhibition
The Loerie Awards Travelling Exhibition, sponsored
by the SABC, opens at the Design Indaba in
February and is followed by a full programme
throughout the year:
Design Indaba, CT
Nelson Mandela University, Port Elizabeth
Vega the brand communication school (Jhb, Dbn, CT)
Stellenbosch Academy of Design & Photography
DV8 Saatchi & Saatchi, Namibia
Natal Museum, Durban
Bloemfontein Museum
Tshwane University of Technology
City Varsity, Johannesburg
North West University, Potchefstroom
Navi-gator, Krasnoyarsk, Russia (DVD only)
One Club, New York, November 2008
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Printed Annual & DVD Set
Designed by Net#work BBDO - the 2008
Annual includes an index of winners by brand,
agency, production company and creative
credits - making it the definitive guide for the
best of advertising, communication and design.
The annual received a Sappi Printer of the
Year award in 2008.
The new annual will be launched at the Design
Indaba in February.
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Migrate Magazine
Migrate was born in 2005 with the move of The Loerie Awards
to Margate.
It is a creatively rich publication – offering a fountain of visual
and written inspiration from the new, the young, the dedicated,
the passionate creative voices of today. It is targeted primarily
at creatively driven staff in all areas of brand communication
and provides content that is engaging and informative,
creatively inspiring and sometimes funny. Each edition is
based around a theme and contributors and advertisers are
asked to supply their contributions/ads on the theme.
Migrate magazine was awarded a Gold Loerie in the
Publication Design category, a Craft Certificate for Writing and
a Sappi Printer of the Year Award.
Issue 09 will be coming out in May 2009.
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The 2009 Loeries Board and Committee
Board Members
Festus Masekwameng (Chairman), Creative Director, McCann-Erickson (Creative Circle)
Andrew Human (Managing Director)
Russell Cory (Financial Officer) (Association for Communication and Advertising)
Peter Carr, Executive Producer, Velocity Films (Commercial Producers Association)
Mike Schalit, Creative Head, BBDO SA (CC)
Gaby de Abreu, Creative Director, Switch Design (SA Graphic Design Council - think)
Boniswa Pesiza, Managing Director, Net#work BBDO (ACA)
Nici Stathacopoulos, Acting Head of Customer Marketing, Woolworths (Independent)
Committee Members
Festus Masekwameng (Chairman), Creative Director, McCann-Erickson (CC)
Andrew Human (Managing Director)
Russell Cory (Financial Officer) (ACA)
Peter Carr, Executive Producer, Velocity Films (CPA)
Gaby de Abreu, Creative Director, Switch Design (think)
Boniswa Pesiza, Managing Director, Net#work BBDO (ACA)
Pete Case, Creative Director, Gloo Digital Design, (Digital Forum)
Rob McLennan, Executive Creative Director, Net#work BBDO (Chairman, CC)
Arlene Donenberg, Administrator, CC
Wingwing Mdlulwa, Creative Director, Net#work BBDO (CC)
Nonjabulo Hlengwa, Café
Reinher Behrens, Director, TBWA/Hunt-Lascaris
Brett Morris, Executive Creative Director, The Scoville Unit (CC)
Spero Patricios, Group Director, Launch Factory (Independent)
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Sponsors & Partners of The Loerie Awards 2009
Major Sponsors
The major sponsors for the 2009 Loerie Awards are the SABC, Ads24, Cape
Town Tourism, The City of Cape Town, Gearhouse South Africa
Additional Sponsors and Partners
Brandhouse, Lithotech, Lightworks, Sappi, Vodacom Mobile Media, Aon South
Africa, Hetzner, Tempest Car Hire, MetropolitanRepublic, Hello Computer,
Zero One One, Wicked Pixels, DJ Badly, Media Host, Orchestra Blue,
Sonovision Studios, Gallo Images, Paygate, Ornico Group, Rocketseed,
Newsclip, Lifesense Financial Services, Egg Films, The Rosebank, Grand
Daddy Hotel, Cape Town Partnership, H-Factor, juju
Endorsements
The Loerie Awards is the only award endorsed by the Association for
Communication and Advertising (ACA), the Creative Circle (CC), the South
African Graphic Design Council (Think), the Commercial Producers Association
(CPA), the Digital Forum, and the Communication & Advertising Forum for
Empowerment (Café).
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