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The Loeries Joins Forces with UniWorld Group to Elevate Creative Excellence

The Loeries and the UniWorld Group (UWG) have partnered for Loeries Creative Week 2023 to support creative excellence in the region. Loeries CEO Preetesh Sewraj says of the partnership “The Loeries is excited to partner with UniWorld Group, Inc. They have a decades-long history of championing creative excellence and they now bring these amazing learning to The Loeries stage. I look forward to more people in the region engaging with UWG and their insights.”

“UniWorld Group’s creative philosophy is based on an insight-driven strategic approach to propel culture forward through impactful storytelling. As UniWorld begins its journey to bring our values, insights, and perspective in service of Africa, I can think of no better place than The Loeries to make our mark,” said Gregory Edwards, President & CEO, UniWorld Group, Inc.Edwards will be speaking at the International Seminar of Creativity which takes place on Friday 6th October. 

His talk, “Demographics Alone Do Not Define a Group, Why Cultural Context is the Game Changer” expands on the fact that culture extends beyond the traditional breakdown of race, gender and income. Hungry for culturally relevant content, consumers are more culturally diverse than ever before while cultural passion points draw people together for conversation and connection. While many have led with a data-driven strategy to build and amplify creative campaigns, cultural context is needed to leverage the information accurately and effectively for impactful programmes.

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Edwards will also present a Loeries Masterclass, entitled “Conversing with Masters: Black Creativity’s African Roots and Global Reach”, which will explore Africa’s creative landscape – with its untapped potential and unique perspectives waiting to be uncovered. The Masterclass will provide a captivating conversation with industry leaders that delves deep into the vibrant world of Black culture and creativity in Africa and across the diaspora.  This thought-provoking session will explore the rich tapestry of creative expression, innovation, and storytelling that emanates from the diverse and dynamic cultures across the continent.  The Masterclass will celebrate the achievements of, and discuss the challenges and narratives of Black creatives who are reshaping industries, challenging stereotypes, and amplifying their voices on a global stage.

The Loeries, a non-profit company, is Africa and the Middle East’s premiere initiative that recognises, rewards, inspires and fosters creative excellence in the brand communication industry. As the highest accolade for creativity and innovation across our region, the Loeries promotes and supports creativity by helping marketers, agencies and consumers appreciate the value of ideas and fresh thinking.

Culminating in the biggest creative gathering across the region, Loeries Creative Week brings together the best innovative minds from our industry for a festival of networking, inspiring minds and recognising great work.

The Loeries is the only award across Africa and the Middle East that informs the global WARC Creative 100, a showcase for the best creative work in the world. Successor to the prestigious Gunn Report, WARC collates the most important advertising awards from around the world to produce a global list that ranks the most creative companies and campaigns.



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