But does it work?

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

The Loerie Awards Company is a non-profit organisation devoted to the recognition of creative excellence in the brand communications industry in Africa and the Middle East.

The Loeries is South Africa and the region's most prestigious creative festival.

  • What types of campaigns get awards?

  • Are customers happy about what they paid for?

  • Do consumers respond?

  • Do ads that excel at The Loeries work?

Scroll down to listen to our interview of Loeries CEO Andrew Human.

When we judge we ask whether it’s relevant to the brand and target audience as well as the medium you’re using. A parent might find an Axe deodorant ad annoying, but her teenage son probably loves it!

Andrew Human, Loeries CEO

Advertising agencies are much better at their jobs than investment advisors!

Andrew Human, Loeries CEO

South Africa does incredibly well at Cannes. We certainly punch above our weight. We are, however, lagging behind in Digital and Social Media.

Andrew Human, Loeries CEO

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