JUDGING CREATIVE EXCELLENCE
The aim of the Loeries is to showcase the value that creativity adds...to brands, to business, to our economy and the quality of our lives. The role of the awards is to recognise and reward the very best examples of innovation in brand communication in our region.
When it comes to any competition there will be winners - and losers. In order to maintain our reputation as the ultimate benchmark across the region, it is vital that we ensure that our judging processes are of the highest standard, and that our juries are made up of representative leaders across the industry.
All work is judged according to five criteria:
- An innovative concept, bringing new and fresh thinking;
- Excellent execution;
- Relevance to the brand;
- Relevance to the target audience;
- Relevance to the chosen medium.
CREATIVITY IS MUCH MORE THAN A PRETTY PICTURE
As the Loeries represents Creative Excellence, it is crucial that criterion number one is met - that the work is fresh and innovative. If an entry meets all the other criteria, but is conceptually not new and innovative, then it should not be considered for a Loerie award.
Work that excels in the above criteria – work that is judged to be effective communication by the jury – represents Creative Excellence, and will be rewarded with the highest accolade - a Loerie Award.
If any entry is deemed to be truly exceptional and representative of the highest possible standards then it will be considered for a Grand Prix award. The Grand Prix cannot be awarded to any Public Service/Charities or Agency in-house/self-promotional entries.
Around 160 South African, Regional and International judges have the formidable task to seek out work that is bold and innovative, and that challenges convention. Click here to see the judging panels
The Loeries Official Rankings are used as a guide for the selection of judges, as well as experience and seniority in the industry.
Nominations are received from the associations represented on the Loeries Board & committee, including: the Association for Communication and Advertising (ACA), the Brand Council South Africa (BCSA), the Creative Circle (CC), the Commercial Producers Association (CPA), IAB South Africa, the Exhibition Association of Southern Africa (EXSA), the South African Institute of Architects (SAIA), the South African Institute of the Interior Design Professions (IID), and the Public Relations Institute of Southern Africa (PRISA).
In addition to this the Africa & Middle East Advisory Committee proposes judges from outside South Africa, and results from other international awards are used to decide on eligible judges.
An agency may only have one South African judge per panel: Agencies with different names are considered separate, irrespective of who owns them. For example, Aqua Online and Wunderman can each have a judge on a panel. If there is doubt as to the separation of the agencies, a further test is whether or not they have separate premises and accounting.
When considering the Official Rankings, agencies with different names will not be combined by the Loeries into any group points. EXAMPLE: credits from Aqua Online will not add to Wunderman’s tally.
The Loeries Committee has the final decision on all judging panels. Click here to see the judging panels
All entries are judged anonymously - this means that the judges do not know the agency that entered the work and judge only on the merit of the entry.
The Jury are not allowed to move entries between categories.
Judges' votes are confidential and are only seen by the Jury Chairman and the CEO of the awards. Judges are not allowed to score their own work, and are not allowed to participate in any discussion regarding their own work. Judges are not allowed to move entries between categories during judging.
Entries are judged in two rounds. In the first round, judges vote In/Out for each entry. Entries that make it through the first round are finalists. The finalists are then discussed by the panel and judges are allowed to motivate for any piece that did not make the finalist list.
Judges vote again on the finalists and the entries are scored between 0 and 100 by each judge. The final scores are not shared with the judges and it is the Jury Chairman's role to review the scores and determine which entries will be awarded.
Entries are judged according to the criteria given above and the scoring process does not guarantee that an award will be given to all finalists, or that and award will be given in every category. Entries in the main categories are eligible for Grand Prix, Gold, Silver and Bronze Loeries, while Craft entries are eligible for a Craft Gold award as well as a Craft Certificate.
All judges votes are submitted electronically and counting is automated. There is no manual ballot counting. The results for each round are printed out and signed by both the jury chairperson and Loeries CEO. Signed copies of the ballots are kept for one year after the judging takes place.
The Loeries electronic judging system has been audited and the results each year are audited by Faitz Chartered Accoutants, Inc. The auditing process includes an audit of all the signed results against the final published results. Faitz are also the auditors of the Apex awards.
DISCUSSION DURING JUDGING
The scores from the first round are used to determine the preliminary list of finalists. All judges will have an opportunity to view the finalists and to discuss these entries, as follows:
- All discussion must take place in the presence of the chairperson of the panel.
- Judges may not participate in discussion on their own entry. They should leave the room during discussion of their entry. If necessary, the Jury Chairman or Loeries administrator can direct questions to the judge in private and feed that info back to the jury.
- Judges will be allowed to introduce discussion by talking work up, but not by passing negative comment.
- DISCUSSION AFTER THE FIRST ROUND: If an entry has not been voted in as a finalist, a judge may offer support for that piece, and make recommendation for it to be included in the list of finalists. After listening to the judge, and offering additional comments, the judges will vote with a show of hands to decide if it should go through as a finalist. A judge may make comments in support of any pieces in the list of finalists. Once the discussion of finalists is complete, then the judges will score each finalist.
- DISCUSSION AFTER SECOND ROUND SCORING IS COMPLETE: Once all the judges have completed their scores for a category, a wrap up discussion is permitted.This may include guidance on potential Grand Prix awards, the overall standard of the category, and input to the Jury Chairperson. The aim is not for agreement or consensus to be reached, but primarily to ensure the Jury Chairperson gets relevant feedback from the panel, and so that the Jury Chairperson can provide their opinion on the work.
- If a judge has any claim against an entry, such as he feels the concept is not new and ‘has been done before’, or he would like to question the flighting dates, then the judge must take this up with the CEO or the Jury Chairperson, noting: Each query will be recorded in writing and followed up while the judging continues. The entry must be treated by the panel as “innocent until proven guilty” and scored accordingly. Do not be influenced by unsubstantiated negative comments. The Jury Chairperson, with assistance from the CEO of the Loeries, will make a decision on each query. In this way, the entry will not have been compromised, if the query is found to be invalid (e.g. if the entry did meet the flighting criteria).
- Under no circumstances, should judges make negative remarks during the judging process, such as “This has been done before”.
The Jury Chairperson’s role is to advise and guide the jury, to assist jurors during the judging and to determine the final statues awarded and if any entries are eligible for the Grand Prix award.
All scores will be compiled via the Loeries electronic judging management system and presented in writing to the Jury Chairperson. The Loeries CEO will give the Jury Chairperson guidelines on how many Grand Prix, Gold, Silver, Bronze and Certificates to consider for each category, based on the relative weighting of each award as well as statues awarded in previous years. The Chairperson will record his/her final decisions in writing and sign the final ballot. No changes to the Chairperson’s decisions will be made thereafter.
All original ballot sheets will be stored for the full year after the results have been announced.
All categories will be judged in the same manner.
All entries must meet all rules & eligibility criteria.
No work created for the Loeries can be entered.
Agency in-house/self-promotional work will be awarded no higher than a Silver Loerie.
Submissions will only be accepted during the judging period. Any claims made after the final results have been recorded will be noted but will have no influence on the awards given, unless there is a gross violation of the terms & conditions of entry. In such a case, the Loeries Board will make any necessary decisions.
Please check the Loeries Terms and Conditions for additional rules of entry and submission criteria.