Adams & Adams, in a first for any law firm in South Africa, became an associate sponsor and official attorneys of The Loeries Awards in 2011. This year they have grown their affiliation to The Loeries by taking up naming rights to the Young Creative category of the awards.
“The category will now be called the Adams & Adams Young Creatives Award. The firm will remain the Loeries’ official attorneys,’ says Mariette du Plessis, senior partner at law firm Adams & Adams.
The Adams & Adams Young Creatives Award recognises outstanding achievement by talented individuals (27 years or younger) who are at the beginning of their careers, working in the brand communication industry. The two winners in 2012 will again receive a trip to an international award show of their choice.
“We found the interaction with last year’s winners Sophia Strydom and Kenneth van Reenen very rewarding, and we hope the award will provide the springboard for amazing careers in advertising.’
Some of the qualities entrants in the category are expected to have are: tenacious, brave, hardworking, “out of the box’ and spurred on by an inner creative spirit. “What’s more, they represent characteristics which resonate with the Adams & Adams brand,’ says Du Plessis.
She adds that as part of the firm’s commitment to nurturing and promoting upcoming creative talent, they also commissioned a 2010 Young Creatives Award winner – Mbuso Ndlovu – to design their advertisement for the November issue of the Loerie’s Migrate magazine. The Adams & Adams website also features articles relating to the 2010 and 2011 winners and their work ensuring that their creative genius remains top-of-mind in the industry. Du Plessis says the firm’s relationship with The Loerie Awards has led to lectures being presented to students at AAA Advertising School and they intend to extend the workshops to other advertising schools this year.
As a trendsetting firm, Adams & Adams has also this year become associate sponsors of the Design Indaba and SAMA Awards. The firm has a particular interest in protecting creativity and assisting young creatives with the protection of their rights.
Andrew Human, CEO of The Loerie Awards says “The big change with the Loeries this year is that our judging week is moving to Cape Town to form part of Creative Week. One result of this is that our seminar with international creative speakers will take place on the Friday before the awards. We have also introduced a new category for entries from the rest of Africa and the Middle East as well as a category for Media Innovation. We really value our partnership with law firm Adams & Adams and especially their sponsorship of the Young Creatives Award. This shows that they understand and value the contribution of creativity and innovation to our economy and are willing to support the next generation of creative minds.”
