Vlismas warns Loeries stars

Sep 19 2014 18:11
Matthew le Cordeur

A Loeries delegate during the Egg Films Judges Wrap at Era on September 18. (Photo: 2014 Loerie Awards)

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Cape Town – The usual suspects in South Africa’s advertising world were named as finalists in the 2014 Loerie Awards, which will have its award ceremony over two evenings, starting on Saturday September 20.

Ogilvy, Joe Public and King James Group were leading the race with the most finalist positions, meaning they will certainly walk away with a several Loerie Awards.

Comic John Vlismas warned SA’s ad agency top dogs not contract a God complex that could result from winning a Loerie Award. “We’re a prejudiced people,” he told leading ad execs at the DsTV Seminar of Creativity.

“We are a nation of madness,” he said. “I don’t care how many Mandela’s that we have produced, or Bishop Tutu’s, we’re not cool…  It’s like Breaking Bad with dreams right now. It’s a weird place. And we’re all psychopaths. And if you don’t know that then you’re sleeping.”

Key quotes that were tweeted today include:

- “Language is the source of ideas”- Stephen Doyle
- “You have to craft and refine creative until a story emerges." - Stephen Doyle
- "Loeries - the biggest concentration of beards and Converse All Stars per capita in South Africa" - Ngeti Dlamini
- “Stop trying to be cool, but get to the core of what we do. Trade in EQ. That’s all  you need to know as a creative. That’s the whole story.”- John Vlismas
- "You have taken refuge from true creative freedom" - John Vlismas
- "We're psychos who are hardwired to be racist - the most we can hope for is to be racists who are aware if it" - John Vlismas
- "Market for people, not at people; make ADDvertising, not advertising.” - Rob Newlan



Pride of Pier2Pier

Daléne Fourie from Pier2Pier wrote to Fin24 to express her excitement at being named as finalists.

“We are finalists for two of our projects in the digital interactive - website category, Merchants on Long and C&C Milano.

“As newcomers to the awards, we are enormously chuffed and honoured to be named within this group of distinguished competitors,” she said. “We started out four years ago, as a small advertising company in Green Point, combing the vision of our Italian founders, Nicolò Stortiglione Pudel and Monica Pesenti with the passion of the South African marketplace and workmanship.

“As with all stories of success, it really was one of hard work, absolute dedication, not only to the detail but to the clients. Today we have a personal relationship with all our clients, and do not consider ’no’ as an answer to any request. Service is everything and something we want to preserve and only build on in the future.

“She said both sites were built to incorporate an e-commerce element to the respective businesses, which in this day and age, we find indispensable.

“Though South Africa is still coming to terms with the online shopping phenomenon, we have found that building a relevant, easy-to-use online profile (for any business) breaks down the boundaries of their geographical location and unlocks audiences from around the world.

Fin24 asked: What makes you tick?

“We’re small, but we’re like a family, we take on projects that excite us, we follow our passions when doing so and when you’re as invested in this as we are, you do whatever you have to, to make it work. I think the main thing is that we learn together, if something doesn’t work we throw it out, we argue, we deliberate and we start again - it is a very precious thing to have the kind of creative freedom that you are afforded in such a small agency. But then again, that’s what makes it work.”

Fin24 asked: What are your challenges?

“Finding the right clients, spending weeks on putting together pitches, making a name for ourselves, always saying yes even if it is to our detriment - however, we do not see these as challenges, but rather necessary evils which have moulded us into what we are today. We look forward to many more challenges in the years to come - to find out what we’ll learn from it!”

Fin24 asked: Why is being a Loeries finalist such an honour

“Being a finalist in the Loeries is an incredible honour. The Loeries, for us, is a gateway to the advertising industry in South Africa and merely being finalists means that we have been acknowledged which is something we do not take lightly. The real challenge now, is to live up to this acknowledgement and better our output every year - we love a challenge.”

See the full list:

- Fin24.

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loeries 2014  |  advertising


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