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The Loeries Annual

2009-06-04 14:05
The 2008 Loeries Annual

The Loeries Annual, designed this year by Net#work BBDO,  showcases 2008's Loerie-winning work. It features an index of winning brands, agencies, production companies and individual credits, and claims to be "the ultimate peer-reviewed handbook of the best companies and talent in the industry and a must-have for all marketers, designers and advertisers." But is that false advertising, or is this the real deal?

Actually, it's the real deal. Unlike many similar publications, this doesn't have its head up its own proverbial arse - at least not in a bad way. It's styled and themed like the old-style photo albums (the ones with the sticky plastic that dried out and let your pictures fall out) that some will remember buying in the 1970s and 1980s, and the winning creatives and judges whose work is featured and who gave their time and expertise were asked to supply old photos. 

Strangely perhaps - considering this is a publication by advertising people, for advertising people - the annual's got a lot of soul, and a very South African soul too. Which makes me think the local industry may just be world standard partly because of our unique perspective, which combines humour, take-no-prisoners politicised sensibility, history and hope in a potent package. Because a lot of the winning adverts were made for companies that couldn't afford to flight or place them that much, there's a lot you haven't seen, too.

"The Loeries Annual is unique in that it represents an unbiased reference to the industry’s leading agencies, brands and individuals,” says Andrew Human, managing director of the Loeries. “There is no paid advertising and the only way to get published in the Annual is to win a Loerie, so every piece of work is there because it’s great.” Additional indexes provide a valuable cross-reference for anyone searching for the leading brands, agencies, production companies and individuals in the industry today.

The Annual also comes with a DVD set featuring the TV, radio, experiential and digital Loerie winners. The ultimate coffee table book for geeks, creative people, or people who lost their own photo albums in a fire. If there's any way to get hold of annuals from previous years, I'd give my left pinkie finger to get hold of the set.

The Annual comes with a price tag of R550.00 plus Vat. You can place your order on the Loeries website,, or purchase directly from Exclusive Books and Biblioteq Bookstore.

Want to know who's who in the SA ads industry? The Loeries Annual is the ultimate visual, print and digital guide that every student or professional should own. And it's great entertainment, too.

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