Committee member and arguably South Africa's first creative 'rock star', Mike Schalit, said: "The choice of venue is pure madness. I love it. Viva the crazy vibrancy of Afrika! Margate reflects the industry's desire for a creative expression and celebration of all that is good and great and gutsy with South African advertising and marketing communication.
"It also gives us a beeeoootiful opportunity to engage with local creative communities, to inspire and be inspired from a grass roots level, to get out of Disneyland and embrace our diversity."
It was a week in which the move sparked heated debate in industry circles, no less on the message boards of the online media, such as Bizcommunity.com, where off the cuff comment was largely negative or cynical.
In Cape Town, KingJames group managing director, James Barty, added his support: "Margate signals a new era for The Loerie Awards, and will add a new dimension to the event which was becoming rather jaundiced. Also, it appears to be in touch with The Loerie Awards' new mandate; that is, to focus on rewarding creativity and to facilitate investment back in the industry. Margate is unpretentious, neutral, less glitzy and possibly far
less expensive than in the past - but it's equally exciting and KingJames will certainly be there in October."
MorrisJones managing director, Nina Morris, adds: "Margate is a great idea. It's different, it's fun, it's fresh - exactly what this industry is supposed to be. It's such a pity that everyone baulks at change without thinking of the opportunities change brings."
Writing from the UK and his office at Lowe Worldwide, Matthew Bull states: "I kissed my first girl in Margate, I got alcohol poisoning for the first time in my life in Margate. So maybe I'm biased, but I think it's a bold, inventive, exciting and stimulating idea to have it there. Let's hope the work's as fresh."
FCB group managing director, Maserame Mouyeme, endorses the committee's choice, but for practical reasons. "Margate is only a seven-hour car journey from Gauteng, including a rest stop; it has its own airport for small aircraft and is close to Durban airport; it has ample accommodation at very affordable prices; and it has a fantastic climate and excellent beach, as well plenty of attractions in the near vicinity.
"Moving to KwaZulu-Natal also brings The Loerie Awards outside Gauteng to better include the other provinces in the event. Margate is a venue that is ideal to attract not only South African delegates but also international entries as we expand our focus to include emerging markets.
"The shift in venue will also help our goal of fostering creativity in future generations of creatives, by bringing The Loerie Awards more into the public domain. We will actively seek participation from the local community, especially with regard to local arts projects and schools," she says.
The Loerie Awards 2005 is the first to come under the management of a Section 21 company (called The Loerie Awards) formed earlier this year and which now owns the competition. An independent entity, the company nevertheless works closely with the marketing communication industry and is guided by a committee comprising representatives from major industry bodies. It is headed by Andrew Human, who has worked for several years on one of the most prestigious international awards, The One Award.
Human admitted that he expected the new venue to spark debate in the industry. "Margate is something unexpected yet the committee believes it is full of opportunity, unlike the more obvious and safer choices," he says.
"In addition, it complements our major objective for The Loeries Awards 2005; that is to rekindle a passion for local creativity and shift away from the somewhat dry, functional event that The Loerie Awards had become over the years.
"While the committee is 100% behind the venue, we were not so naïve as to expect everyone in the industry to agree with us. We did, however, expect that the more positive, energetic, enthusiastic and creative souls would give us the benefit of the doubt as well as their support."
