Suhana Gordhan, creative director at FCB Johannesburg, and this year’s Loeries  chair, provides a strong case for brands and agencies to enter the annual Loeries awards show. There are many reasons to enter the Loeries, but perhaps the most critical, she says, is that the Loeries are a deterrent to mediocre work. “The philosophy of the Loeries is to reward and recognise creative excellence. It sets the standards in terms of what great work is, as well as setting a bar to aspire to,” she points out. In his book, “A Case for Creativity”, James Hurman presents an empirical study based on three decades of international research. The study shows conclusively that creatively awarded work produces better business results for brands. Gordhan says that from an agency perspective, as the agency starts to win more awards, it attracts more business. “Clients are exposed to work they like, they want to know who did it and they want to work with that agency,” she says. The introduction of the Mar...

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