The morning-after bill

A year’s worth of the painstaking skill, craftsmanship, teamwork and business relationship-building, that characterise the local advertising industry, culminates in the process of deciding which offerings are most award-worthy.

This year’s premiere award fest has come to a close and after the glitter has been swept away, the overriding impression was that of the consummate professionalism of the industry as a whole. It is also safe to say that the ambience at the recent two-night ceremonies of the 29th Loerie Advertising awards was surely sumptuous enough to impress even the most jaded of industry folk come out to celebrate their achievements.

It is of course thanks to sponsors such as the Zulu Kingdom, Media 24, the SABC and Vodacom that the industry is able to stage such an unbridled display of honouring the creative energy that powers [and empowers] the media, advertising and corporate worlds.

But, it’s not just about serious amounts of hospitality and back patting. An impact assessment by the Hibiscus Coast Municipality reveals that the Loeries not only contribute R14.3 million to the economy of the region, but have also helped to positively raised its profile. Filming of the acclaimed Blood Diamond, the pop idols contest and an increasing number of conferences, are some of the knock-on effects from which the economy of the region in general has benefited, thanks to the Loeries.

And thanks to all concerned, the industry as a whole has emerged smelling of roses.

However, there are some issues that might be worth clarifying going forward. For example is the industry driving or following the trends in communication vernaculars? Are Tsotsikaans, Afroenglish, market realities or just the industry’s way of navigating the rocky pathways of southern Africa’s communication channels? It emerged from the Loerie press conference on Sunday morning, that of the three international Loerie judges, Joe Duffy was apparently the only one who did not feel it necessary to question the paucity of an Afrocentric approach in most the entries across all categories, so should we?

Word on the ground is that the next frontier for transformation is towards a new Pan African consciousness and it doesn’t take much imagination to recognise that it will be the greater communication industry that will continue to act the custodians of Africa’s considerable resources and brands. In this regard the true worthiness of the Loerie awards for loud and proud Afrocentricity, as demonstrated by Lowe Bull for Nando’s and Redd’s and TJDR for the Design Indaba campaigns, becomes even more apparent, wielding their unique regionality to convincingly enhance the equity of their client’ brands and status in both local and global markets.

Feel strongly about Afrocentricity or related issues? Start a Forum on Bizcommunity.com.

Terry Levin