VML Birdwatching at The Loeries | Episode 1: Insights from the jury presidents

The Loeries 2025 in-person jury judging session took place on Monday and Tuesday, 6 and 7 October, in Cape Town. VML Birdwatching at the Loeries with Bizcommunity caught up with some of the jury presidents to glean some of the highlights of the entries and what constitutes a winning entry.

By Danette Breitenbach

9 Oct 2025

VML Birdwatching at The Loeries | Episode 1: Insights from the jury presidents

Matthew Bull, global chief creative advisor at AB InBev and jury president for film, film craft, and integrated, says the film entries reflected averageness, but he notes, "Don't feel bad; it is a global epidemic".

Merlee Jayme, founder and chief creative officer of Jayme Headquarters, and jury president digital and digital craft, speaks about finding innovation in digital and how difficult this can be.

Source: © Gallo Images executive mayor of Cape Town, Geordin Hill-Lewis, says the creative economy is a key part of the city’s vision to be a City of hope and opportunity

#Loeries2025 and City of Cape Town drive creative industry

Danette Breitenbach 2 days

Mike Dubrick, chief creative officer and partner of Rethink and jury president OOH, PR, Live, chief creative officer and partner of Rethink says live events are showing a resurgence and brands are getting on board.

Katja Thielen, co-founder and creative director of Together Design and jury president design, explains how design works in the creative sector.

Danette Breitenbach

About Danette Breitenbach

Danette Breitenbach is a marketing & media editor at Bizcommunity.com. Previously she freelanced in the marketing and media sector, including for Bizcommunity. She was editor and publisher of AdVantage, the publication that served the marketing, media and advertising industry in southern Africa. She has worked extensively in print media, mainly B2B. She has a Masters in Financial Journalism from Wits.