Art Director, Rowan Foxcroft, and Copywriter, Graham Krige, from Y&R South Africa’s Cape Town office, recently represented Y&R South Africa at the fourth annual LIA (formerly known as the London International Awards) Creative LIAisons, in Las Vegas.
Creative LIAisons, a mentoring programme that runs concurrently with the LIA judging, aims to build a new generation of young creatives that are passionate about elevating industry creativity, and is considered one of the most sought-after educational initiatives in the international advertising landscape.
This year, keynote speaker Raymond John, a business and branding expert, plus the founder and CEO of FUBU and CEO of Shark Branding, was one of the esteemed presenters at seminars that spanned the week of 6 – 11 October 2015. Commenting on the quality of speakers, Graham mentioned that each speaker had their own philosophy, and way of doing things, often completely contradictory to the speaker before them. “It was really interesting and without a doubt, the biggest learning curve of my career to date,” he added.
The duo noted that a key trend in the industry at the moment is the creation of ‘hybrid’ campaigns – events facilitated by agencies, but with content created and brought to life by consumers themselves. “Simple and classic TV ads are not enough to create authentic resonance and impact amongst audiences anymore. We are in the age of ultimate integration,” concluded Graham.
Participants were also afforded the chance to sit in on the LIA judging sessions, in order to learn to distinguish what separates good campaigns from award-winning ones. “Most people have to wait until they become Creative Directors to play a part in the judging process at an international awards show,” Rowan said. “It was quite an honour to see behind the curtain of this process, especially since it’s fairly early in my career. Watching the jury debate and discuss ideas was incredibly insightful, and I’ll be applying those learnings to my work going forward.”
The theme of Young Creative LIAisons was The Power Of ideas, which both young creatives agreed, is often an underestimated resource on the African continent. With their creativity freshly inspired, they both hope to bring a new energy and vigour to their client work back home.
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Y&R South Africa is a community of creative minds who come to work to constantly challenge and reinvent; to find better and more effective ways of making our clients’ brands move their customers. And to do so in a manner that is differentiated for their brand while being relevant to their specific customer. In a phrase, we come to work to help our clients’ brands Resist the Usual. To be clear, this is not difference for difference sake; that way lies gimmickry and short-termism. This is difference and relevance, the cornerstone of all successful brand building. Our community use the power of insights, ideas and impact to deliver work that is impossible to ignore.This is what binds us together. This is what fires us up in the morning. This is who we are.