In any creative field, no is a word we’re used to hearing. By the end of the day we’ve dealt with more rejection than men catcalling on the street could ever fathom. Our rollercoaster of rejection comes from our creative directors, our clients and then most importantly, the public. Probably the harshest critics of them all. But, no matter how many times we’ve been rejected, we keep going. We let go of those ideas, and spend our lives waiting for that elusive three-letter word that makes it all worth it - yes. Because a yes means we’ve done the best work we could do. The ultimate yes, in South Africa at least, being from the judges of the Loeries Creative Industry Awards. The question is - How many nos does it take to finally get a yes?