For those in the no

No, No, No.

Rob McLennan, founding creative partner of King James II, knows what a "no" sounds like. That's why he is using it in his campaign to advertise this year's Loerie awards.

The advertising industry's who's who will descend on Durban to honour its best, brightest ... and most persistent.

"How many NOs does it take to get a Loerie?" asks the tagline.

A big, fat NO greets you on the Loeries's website.

McLennan started using public relations channels and the Loeries database this week to get the message out.

"No. Your chances of winning a Loerie aren't that good. But if you have produced highly creative work that has impressed your team, your creative directors and your client, then you have done better than most," reads a blurb on the website.

Even people outside the advertising industry know that creatives have their ideas turned down 99.9% of the time, said McLennan.

He does not want to give much away, but says that as part of his integrated approach to the Loeries campaign the public will be targeted further down the line with YouTube videos, advertising on lampposts and "activities".

For now the message is aimed at the industry with a call for entries and pushing a neglected city to the fore as this year's venue.

"Durban has become a world- class city that hosts many international events, but we sort of forgot about it," McLellan said.