WHOOP, it’s that time of the year.

You know, when they announce the winners from those agencies who place prizes above client campaign effectiveness and actual sales.

Eish. But it’s true.

In yet another season of the Loeries, those who walked away with the biggest of prizes were obviously the biggest of names in South Africa’s advertising world. And, even as digital and interactive advertising becomes increasingly more relevant at the awards evening, it was still the traditional agencies that were honoured for their efforts.

You see, all work is judged according to five criteria:

1. An innovative concept, bringing new and fresh thinking;
2. Excellent execution;
3. Relevance to the brand;
4. Relevance to the target audience;
5. Relevance to the chosen medium.

But there is no criteria that includes insights, influence and reach – which is ultimately what brands seek and is the best and real way to evaluate the effectiveness of a good campaign.

Oh well, here are the winners of the digital and interactive winners. Click through to see the rest.

[source: bizcommunity]