Freda Raubenheimer, a creative director at Joe Public, was one of the two recipients of the Loeries Young Creatives Award sponsored by Adams & Adams Attorneys in 2014. She says that the brand communications industry is a very young industry, and that creatives are given the opportunity to work on large accounts from early in their careers.
This underscores the point that being able to come up with creative ideas doesn’t rely solely on experience, and that young people have an inherent understanding of the new ways that brands interact with their public, making their contribution to the brand communications industry indispensable.
“A good idea is a good idea,” she says. “Everyone contributes to a job, and it’s not necessarily experience that makes that contribution valuable.”
She says that it has been an honour to be recognised for her work, and it has certainly enhanced her credibility. “People do pay attention. Clients know that someone from our agency won a Loerie, and they are happy to have me working on their accounts. It’s great to get your name out there like that.”
The Young Creatives Award is in its ninth year, and has recognised 16 young people with talent since its inception eight years ago.
“In the brand communications industry, the participation, enthusiasm and willingness to try new things make young creatives an indispensable part of the creative mix,” says Andrew Human, CEO of the Loeries. “While the Loeries recognise the leading campaigns carried out the brightest stars in the brand communications industry, we also want to recognise the contribution made by those starting out in their fields, and hopefully encourage them to go on to do even greater things."
“Adams & Adams is passionate about supporting home-grown talent and has always focused on ensuring the protection of brand names, ideas and the intellectual property of innovators,” says Mariëtte du Plessis, senior partner at Adams & Adams. “There is a wealth of young talent in the South African brand communications industry, and we believe that it is important to nurture this talent to grow the next generation of Loeries Grand Prix winners."
Entrants must be under 27-years-old and provide a professional work from the last three years that has been commercially exposed to a substantial audience. The portfolio must be delivered on disc to the Loeries offices. There is no entry fee for the Young Creatives Award, and winners stand in line to win a cash prize of R50 000.
The deadline for the Young Creatives Award has been extended to Monday, 22 June.
For more information, visit www.loeries.com. Alternatively connect with them on Facebook or on Twitter.