Loeries issues its first second generation Marketing Leadership Award

Chicken Licken's managing director and chief marketer Chantal Sombonos-Van Tonder makes history as the first second generation award recipient of the Loeries' coveted Marketing Leadership Award, an accolade bestowed on her late father George Sombonos in 2013.

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The award was introduced by the Loeries in 2007, to recognise an individual for their marketing achievements over a sustained period of time.

Previous winners have included Andrea Quaye, former Vice President of Marketing at Anheuser-Busch InBev; Doug Place, chief marketing officer at Nandos; Claudia Waters, marketing communications manager at Mercedes Benz and Yegs Ramiah, former chief executive of brand at Sanlam. 

Lories CEO Preetesh Sewraj commended Sombonos-Van Tonder for her excellent leadership which has seen the fast-food franchise become the number one ranked brand in the Loeries 2019 rankings. “Chantal’s support of her agency is a testament to how effective brand and agency partnerships can create innovative experiences for society,” Sewraj added.

For the elated Sombonos-Van Tonder, not only is it an honour to accept the honour on behalf of her creative team, but also on a personal level. “It’s a huge affirmation of the work I am doing in continuing my father’s legacy of tenacity, hard work whilst chartering new territories for the brand, ” she said.

The power of collective creativity – moving forward together

Exceptionally passionate about the brand founded by her father in 1981, she attributes her business success to the partnership with creative agency Joe Public and her supportive husband and family.

Sombonos-Van Tonder shares her father (above) George Sombonos’ firm belief in the power of creativity

“The success of our brand is a balance between our agency’s outstanding creativity and my instincts for knowing what is best for the brand which has been part of my life since primary school,” she said. 

Sharing her father’s firm belief in the power of creativity to move the business forward has already yielded exceptional results, despite the tough economic climate presented by COVID-19 lockdown.

Since taking over the helm almost two decades ago, Sombonos-Van Tonder has collected a total of 49 Loeries including a Grand Prix, eleven Gold awards and both the coveted ‘Brand of the Year’ and ‘Brand Representative of the Year’ awards for 2019.  

The mother of two holds a Bachelor of Scientific Economics from the University of Stellenbosch, and all together oversees marketing success of over 247 franchisees across South Africa and in Botswana.

About the Loeries 

A non-profit company, the Loeries is Africa and the Middle East’s premiere initiative that recognises, rewards, inspires and fosters creative excellence in the brand communication industry.

The 2020 Loeries are judged by an esteemed team of experts from across the globe and are edorsed by the Association of Communication and Design, Brand Council South Africa, Commercial Producers Association, Creative Circle, IAB and South African Institute of Architects among others.