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

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 is internationally recognised, included in the WARC Report and World Creative Ranking, and is the only award endorsed by the Association for Communication and Advertising (ACA), 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).

In 2025, the Loeries celebrates its 47^th year!