When does an award really matter? At the IMC Conference, we asked Preetesh Sewraj, CEO of The Loeries, to unpack the role of awards in shaping the creative, marketing, and advertising industries.
“We’re not designed to give people a whole lot of awards to feel better,” he said. “We exist to give a true indication of the health of the industry.”
This aligns closely with what Chris Borain, CEO of the IAB South Africa and custodian of The Bookmarks Awards, told us in a previous conversation: there are too many awards, and not all are useful to the industry.
Sewraj explained that The Loeries Africa Middle East awarded just two Grand Prix last year; a move that reflects The Loeries’ focus on raising creative standards, not fuelling vanity.
He also spoke about the need for bravery and partnership between brands and agencies, saying that when collaboration and trust improve, the creative output follows.
Conversation takeaways
- The industry has too many awards.
- The Loeries reward true creative excellence.
- Collaboration between brands and agencies builds stronger work.
- Awards should educate the industry, not drain it.
- The Middle East’s growing creativity fuels healthy competition.
Watch the full conversation below:
Filmed and edited by our partners, Soweto Media.
The Lead Creative Podcast is available on:
Or wherever you listen to your podcasts.
Follow The Lead Creative on:
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.