, March 7 -- Ultimately, it's people who drive this fascinating industry forward. Without them, none of these advertising advancements would hold any meaning.

As I write this, a few months have passed since the Loeries awards ceremony took place in October 2023. Hundreds of creatives from across the length and breadth of South Africa, to Tunisia and the United Arab Emirates (and everywhere in between), are glued to their mobile phones and laptop screens every year as they wait in eager anticipation for the release of the Loeries rankings.

This is a moment that is arguably one of the pinnacles of recognition for anyone in the marketing and advertising industry.

To see one's name proudly displayed, marking the culmination of a year's ded...