Albert Einstein believed that “education is not the learning of facts, but the training of the mind
to think.” And training to think is the aim of the many and varied Masterclasses being offered
at Loeries Creative Week, 22-25 August in Durban.
Loeries Masterclasses take place on Thursday 22 August, 2019, with morning sessions from
10am to 1pm and afternoon sessions from 2pm to 5pm.
“Creativity has an incredible power to transform society,” says Loeries CEO Andrew Human.
“Advertising and brand communication inform opinions and create impressions, and
the reality we present has massive repercussions.”
Topics for the 2019 Loeries Masterclasses have been carefully chosen to elevate the creative
and brand communications industries, to equip marketers and agencies to be leaders in
society, to upend negative stereotypes, to be visionary, and ultimately, to tell better stories.
Loeries Masterclasses are only R430 each with the following topics:

  1. Advertising leading society
    Panel: Anne Githuku-Shongwe, Representative UN Women South Africa Multi-Country
    Office, and Sphelele Mjadu, Unilever Personal Care Senior Public Relations Manager for
    Africa (Dove)
    Topic: Advertising is a powerful tool for all business. It is also a driver for the way woman are
    viewed in society. The Unstereotype Alliance, convened by UN Women, seeks to eradicate
    harmful gender-based stereotypes in all media and advertising content, and will be discussing
    the topic together with Dove, a brand committed to inclusive representation in the media. Its
    Project #ShowUs has been hugely successful in assisting women to see themselves
    represented and celebrated.
  2. Telling Better South African stories
    Panel: Mathe Okaba, CEO of the Association for Communication and Advertising
    (ACA); Suhana Gordhan, Creative Director FCB; Loyiso Bala, Channel Director TBN
    Africa; Yaron Assabi, Founder and Director Digital Solutions Group; Shani Kay, Managing
    Director Regency Global
    Topic: Brand South Africa wants you to share your stories in this interactive forum so they
    can identify inspiring stories that must be told and explore ways to tell them for the greater
    good in the world. This is the start of a new proudly South African creative collaboration with
    the goal to deliver distinctive work.
  3. What do CMOs really need from their agency?
    Panel: Journalist Joanne Joseph will lead a discussion with Sydney Mbhele, CMO of Sanlam;
    Andre Steyn, CMO Builders; Khensani Nobanda, CMO Nedbank; and Katherine Madley,
    Brand and Customer Director MassDiscounters.
    Topic: CMOs from four of South Africa’s leading large corporations will discuss the merits of
    insourcing agencies, outsourcing agencies, how many agencies to use and reveal what they
    really think of the agency model today and for the future. They will also explain what they are
    measured on and what boards expect.
  4. The best way to build a brand is not to try
    Panel: Deirdre King, GM brand Experience, Nando’s in conversation with Tracy-Lee Lynch,
    Nando’s Creative Director with Malibongwe Tyilo, Clout magazine editor and Thabiso Mjo,
    Designer at MashT Design Studios
    Topic: Lessons from Nando’s on authentic brand-building go way beyond huge effort and
    deep into the realms of authenticity and creativity. Come and hear how brands can create
    their own “fire and soul” to keep them motivated, to give them an edge and to keep their ears
    tuned into their people.
  5. Rock Your Profile
    Speaker: Stewart Samkange, LinkedIn Enterprise Relationship Manager for Team Africa
    Topic: Learn how to connect to opportunity using the LinkedIn platform. Samkange will show
    you how to optimise your LinkedIn profile and your story, what is important on your LinkedIn
    profile, how to build thought leadership through your voice on LinkedIn, how to gain
    knowledge and insights on the platform, as well as best practices.
  6. Core competence as a route to building an authentic USP
    Speaker: Allon Raiz, Founder and CEO of Raizorp
    Topic: Many entrepreneurs know they need to create a USP but don’t know how to build an
    authentic USP. Raiz, who is passionate about nurturing entrepreneurs and growing profitable
    businesses, will give you the steps to create a lasting USP that will genuinely differentiate you
    in the market.
  7. Shared Value – a link between profit and purpose
    Panel: Abey Mokgwatsane, Managing Executive Vodacom Brand & Communications;
    Adelaide McKelvey, former Group Sales and Marketing Director JCDecaux; Michele O’Hara,
    Honours & Postgraduate Diploma Programmes Vega School of Brand Leadership; Tiekie
    Barnard, CEO and Founder Shared Value Africa Initiative
    Topic: Vodacom would like corporates to both create economic value and value for society,
    and will be encouraging brand leaders in the corporate and creative spaces to share their
    ideas on how we can all collectively use business know-how and services to change
    customers’ lives for a better future.
    Loeries Creative Week takes place from 22 to 25 August at the Durban ICC. For more
    information, and to book tickets for Creative Week and the MasterClasses, go to
    About Loeries Africa Middle East 
    The Loeries, a non-profit company, is Africa and the Middle East’s premiere initiative that
    recognises, rewards, inspires and fosters creative excellence in the brand communication
    industry. As the highest accolade for creativity and innovation across our region, the
    Loeries promotes and supports creativity by helping marketers, agencies and consumers
    appreciate the value of ideas and fresh thinking. 
    Culminating in the biggest creative gathering in Africa and the Middle East, Loeries Creative
    Week Durban brings together the best innovative minds from our industry for a festival of
    networking, inspiring minds and recognising great work. 
    The Loeries is the only award across Africa and the Middle East that informs the global
    WARC Creative 100, a showcase for the best creative work in the world. Successor to the
    prestigious Gunn Report, WARC collates the most important advertising awards from around
    the world to produce a global list that ranks the most creative companies and campaigns.