Loeries pays homage to next generation

Tenacious, brave, hardworking, ‘out of the box’ , spurred on by an inner creative spirit.  These are just some of the qualities of the entrants in the Loeries Young Creatives Awards Category should have. “What’s more they represent characteristics which resonate with the Adams & Adams brand,” says Mariette du Plessis, senior partner at law firm Adams & Adams.

Last year Adams & Adams, in a first for any law firm in South Africa, became an associate sponsor of, and official attorneys of The Loeries Awards.  As a trendsetting firm, it has also this year become associate sponsors of the Design Indaba and SAMA Awards. The firm has a particular interest in protection creativity and assisting young creatives with the protection of their rights.

“This year I’m delighted to say that we have grown our affiliation by taking up the naming rights to the Young Creative category of The Loerie Awards which will now be called the Adams & Adams Young Creatives Award. The firm will remain the Loeries’ official attorneys,” says Du Plessis. “We found the interaction with last year’s winners Sophia Strydom and Kenneth van Reenen very rewarding, and we hope the award will provide the springboard for amazing careers in advertising.” The Adams & Adams Young Creatives Award recognises outstanding achievement by talented individuals (27 years or younger) who are at the beginning of their careers, working in the brand communication industry.  The 2012 two winners will again receive a trip to an international award show of their choice.

Du Plessis says that as part of the firm’s commitment to nurturing and promoting upcoming  creative talent, they also commissioned a 2010 Young Creatives Award winner – Mbuso Ndlovu – to design their advertisement for the November issue of the Loerie’s Migrate magazine.  The Adams & Adams website also features articles relating to the 2010 and 2011 winners and their work ensuring that their creative genius remains top-of-mind in the industry.  Du Plessis says the firm’s relationship with The Loerie Awards has led to lectures being presented to students at AAA Advertising School and they intend to extend the workshops to other advertising schools this year.

says “The big change with the Loeries this year is that our judging week is moving to Cape Town to form part of Creative Week. One result of this is that our seminar with international creative speakers will take place on the Friday before the awards. We have also introduced a new category for entries from the rest of Africa and the Middle East as well as a category for Media Innovation. We really value our partnership with law firm Adams & Adams and especially their sponsorship of the Young Creatives Award. This shows that they understand and value the contribution of creativity and innovation to our economy and are willing to support the next generation of creative minds.”