VML Birdwatching at the Loeries | Film strong as effectiveness gains ground

Credle says the judging process was robust as the jury debated and interrogated the entries, and she is delighted with the results.

An award that is gaining momentum is Effectiveness. Laurent Marty, the chief strategic officer for Joe Public and jury president: Effectiveness says the entries are growing in quantity and quality. He says it is pleasing to see how agencies are understanding the effectiveness brief.

Kabelo Moshapalo, chief creative officer, Ogilvy SA, was one of the jury presidents for SA non-English Radio. This is a very important category, he stresses. What was encouraging was that, besides the usual suspects, some agencies entered the category.