The partnership will also encompass additional initiatives, such as a search for the most innovative content creators from across the region and a masterclass at Loeries Creative Week, which will expand on how brands can use the platform’s power to reach consumers across the region.

“The TikTok community is a never-ending source of inspiration and creativity, and the participatory nature of the platform has created an entirely new way for brands to engage with creators and connect with diverse audiences,” says Greg Bailie, sales lead at Global Business Solutions, TikTok sub-Saharan Africa.

TikTok’s mission to inspire creativity is strongly aligned with Loeries’ mission to grow creative excellence in the Africa and Middle East region.

“The Loeries‘ purpose of rewarding creativity goes hand in hand with our mission to inspire creativity and bring joy. We’re looking forward to seeing the creative community come together to celebrate talent from across the region at this year’s edition,” adds Baille.

The digital category has been expanded to include several exciting new sub-categories, including:

• Web browser-based experiences
• Digital Applications & Interactive Tools
• Co-Creation & User Generated Content
• Use of Influencers
• Use of AI
• Use of Metaverse, AR and VR, and
• Games & Gamification.

“The Loeries celebrates creative excellence, and our mission is to grow the innovative use of creativity in the region. TikTok’s sponsorship of the Digital category not only perfectly aligns with our mission, but this partnership will ensure that we can provide the industry with valuable insights into where digital creativity is headed and how they can utilise this knowledge to create impactful work,” concludes Loeries CEO, Preetesh Sewraj.

TikTok is the leading destination for short-form mobile video and has over a billion users globally and first partnered with the Loeries in 2021. The partnership now enters its third year.

According to the duo, this year promises that the strength of the partnership will bring an even greater wealth of information to brands and agencies that participate in Loeries Creative Week.

The entry deadline is Monday, 15 May.

For more information, visit www.loeries.com. You can also follow the Loeries Awards on Facebook, Twitter or on Instagram.