"Product media is an incredibly powerful marketing tool that offers strong and personalised brand experiences to people, and with that, an enhanced return on investment for marketing spend. We believe great brands have the ability to tell great stories using product media due to its multiple touch points," says Barron's commercial director, Michael Salomon. 

"We exist to uplift brands by giving them unique, and even unlikely, canvasses on which to tell their stories. This partnership is a perfect fit for our business," adds Salomon.

The Loeries launched its 'Tell Better Stories' campaign in February with the aim to inspire brands to create communications that stand out from the clutter.

"It’s too easy to follow the stereotype. A new narrative that is locally relevant and culturally nuanced opens up a whole new world for innovation. This is all encapsulated in the Loeries’ vision to not only tell real, inclusive, locally and culturally relevant stories — but better stories," says Loeries CEO Andrew Human.

According to the Loeries, a good example of media innovation is the Nando’s '#rightmyname' campaign, which won a Gold Loerie in 2018. The campaign highlighted how, every day, South Africans with non-English names are told by spellcheck that their African names are a mistake.

Nando’s took spellcheck’s red line, something that appears on computer screens, and placed it in the Sunday Times newspaper. This was followed by a full-page ad that explained how '#rightmyname' campaign aims to correct red lines underneath people's names. 

More information on the Media Innovation category can be found on loeries.com. The entry deadline for the awards is Wednesday, 15 May.

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