Rewarding creative excellence across Africa and the Middle East

The Loeries has been rewarding creativity for over 40 years.

As Africa and the Middle East’s premier award that recognises, rewards, inspires and fosters creative excellence in the advertising and brand communication industry, winning a Loerie is the highest accolade for creativity and innovation across our region. The Loeries, a proudly not-for-profit company, promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of fresh thinking, innovative ideas and outstanding execution.

The creative economy across Africa and the Middle East is world-class and has great potential to offer employment to our talented youth, and the Loeries places a significant emphasis on education and development. As such, the Loeries contributes to development within our industry by investing into programmes such as the creative industry's richest bursary, the Creative Future Scholarship.

The Loeries continues to grow each year, remaining the region’s primary measure of creative excellence.

The Loeries is internationally recognised, included in the WARC Report and is the only award endorsed by 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) and the South African Institute of the Interior Design Professions (IID).


The Loeries were first held in 1978, as a mechanism to support and grow television advertising. Since then, the Loeries have become the most prestigious award across Africa and the Middle East and has expanded to reward & inspire both innovation and relevance across all spheres of brand communication.

Over the last 40 years, we continue to innovate and improve in order to remain relevant.

  • 2017, SANBS Public Service Award was introduced to recognise outstanding creative work in this sector. This new award was conceived with the intention to reward campaigns created for charitable work.
  • 2016, The Shared Value category (formerly the Ubuntu Award for Sustainable Marketing) was introduced to reward brands that do good while doing good business.
  • 2015, Service Design and Music Videos were added as new categories.
  • 2013, we introduced the Effective Creativity Award to recognise great ideas that have delivered business results.

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