An Insight into the Golden Loeki and Modern Advertising
We sit down with anya Visser, a seasoned advertising strategist and industry commentator, to discuss Hema’s recent Golden Loeki win and the broader implications for the advertising landscape.
Archyde: Anya, congratulations on this possibility to pick your brain! The Golden Loeki is obviously a big deal, and Hema’s repeat win is making waves.What’s your initial reaction?
Anya Visser: Thank you for having me. It’s a significant accomplishment,especially considering this year marks the 30th anniversary of the Golden Loeki. Hema’s consistent success showcases their understanding of crafting messaging that resonates deeply with the Dutch public. Winning the Golden Loeki two years in a row is no small feat; it speaks to the ad agency Hotel L’Amour’s creativity and the effectiveness of their strategy.
archyde: The Golden Loeki has a certain cache.How does winning influence a campaign long-term, and the perception of the winners?
Anya Visser: Absolutely. The Golden Loeki is prestigious. It validates the creative vision, and provides a significant boost in brand recognition.We see people look at the winner as the best commercial, which improves the positive perception and builds trust amongst the public. This award can boost sales figures too.
archyde: The presentation of the Golden Loeki in past years and in the very first year of the Zilveren loeki and Bronzen Loeki awards has been an interesting point. Can you delve deeper into the changes?
Anya Visser: That is correct ! The Golden Loeki in 2014 was presented on January 14, 2015, hosted by Sophie hilbrand. And for 2021, they went on to add the Silver and Bronze Loeki, highlighting even more of the best advertising from the year gone, expanding the recognition. With more and more commercials being created, it’s definitely crucial.
Archyde: Advertising is constantly evolving. how do you see the role of commercials changing in the coming years?
Anya Visser: The advertising industry is constantly evolving, and the way commercials are presented is no exception.The goal is to keep an audience engaged, which is why digital ads are often interactive. The best campaigns are the ones that tap into authentic experiences and connect with the audience. Also, there will be the use of personalization. It’s a powerful way for brands to connect with customers.
Archyde: what advice woudl you give to young creatives hoping to break into the advertising world and perhaps even bag a Golden Loeki someday?
Anya Visser: Embrace creativity and understand people. Study people, study yourself! Learn from every campaign you see and every failure. The ability to connect with emotions is essential. It’s a competitive field, so bring your passion and originality.And don’t be afraid to take risks! What are your thoughts on Hema’s winning ad and the future of advertising? Share your thoughts in the comments below.
