Entry for this year’s Loeries is open, with a call for agencies, studios, brands and designers to tell better stories – stories that upend stereotypes, tear down racial divides, and embrace cultural differences. Mama Creative, the newly appointed PR agency for the Loeries, spoke with Loeries CEO Andrew Human about his belief in the power of the creative industry to shape the way we see the world, and tell a better story for humanity. Why is the Loeries committed to telling better stories? People don’t realise the incredible power of the creative industry. We inform opinions and create impressions. The reality we present has massive repercussions. This incredible power comes with responsibility. The Loeries is committed to driving the industry to use this power for good. Everyone in the creative and brand communications industry should look at whether they are leading society for the better or reinforcing common negative stereotypes. We need to question the imagery we use, the way we...

BL Premium

This article is reserved for our subscribers.

A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.

Already subscribed? Simply sign in below.

Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now