Jarred Cinman, Steerco Chair at DMMA, will represent the organisation as he takes a seat on the Loerie Committee.
Speaking to HumanIPO, Cinman said: “The DMMA represents most major digital agencies in SA, most of whom enter their work in the Loeries".
“From this point of view we have been in discussions with the Loeries for several years and there has always been a healthy working relationship between the two organisations."
“We have previously had DMMA Exco members who have also worked with Loeries and so it was a natural next step for us to get involved formally.”
According to Malefa Motitswe, Production Coordinator at Loeries, the sub-categories will be announced on March 15, preceding the opening of entries
Cinman will collaborate with newly appointed Fred Roed, Head of Agencies at DMMA, as well as other agency members, to establish the different sub categories under the digital division.
“The rest of the marketing industry tends to be represented on the Loeries Committee via their industry bodies so this is really digital catching up with where everyone else is,” Cinman said.
“Basically what we noted the last few years is that there are literally more and more advertising going digitally. So it provides a great platform for creating those categories as the greatest growing media,” Motitswe told HumanIPO.
The Loeries Awards entries will open straight after the announcement of the new awards, followed by a judging week in September 16 -19 and an International Seminar of Creativity on September 20 where Cinman will also be present as one of the professional speakers.
The awards ceremony will take place on September 21-22 at the Cape Town International Convention Centre (CTICC).
Loerie Annual and Winners Archive, previously published as a bound book, is also set to become a digital publication.
“It’s about time that our Winners Archive became digital,” said Andrew Human, Chief Executive at Loeries.
The decision to go digital is based on a desire to provide a wider readership and deliver “a vivid and modern reference system”.
“I think each medium should be used to its best ability, and a printed annual simply can’t offer the versatility that an online version does – it’s like the old (and very beautiful) encyclopaedia versus Wikipedia,” Human added.
The Winners Archive is part of the Loeries comprehensive website as maintained by Aqua Online and software developers ClickClickBoom.
Aqua Online also assisted Loeries in presenting a Creative App week in 2012.