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LOOK 11 photography festival look to Loaf

Liverpool International Photography Festival ‘LOOK 11’ has appointed Lancashire and Liverpool agency Loaf Creative as its advertising and design agency.

The creative team at Loaf Creative has beaten competition from agencies across the UK initially in a 25-way tender and then in six-way pitch process.

LOOK 11 will run from February until July 2011 at numerous galleries and spaces throughout the city of Liverpool. The event represents ‘a call to action’ for everyone to enjoy, view and get involved in photography – to stop, think, question and debate. One of the UK’s most creative and artistic cities, Liverpool is expected to be awash with imagery from professionals, amateurs and keen enthusiasts.

Alan Houghton, creative director at Loaf, said: “We are all very excited about getting involved and being associated with the festival and its partners. Events like this are a great opportunity to promote the area economically and culturally and it will increase the profiles of professional and amateur photographers alike.”

“We have an avid interest in photography at all levels and completely engage with the concept of LOOK 11,” added Houghton. “This is a really attractive project for us.”

Set against the backdrop of Liverpool’s ‘Year of Social Justice’ and ‘City of Radicals’ in 2011, the Festival will pose questions to audiences about the role that photography can be play in today’s world. The artistic programme will present significant new bodies of work by emerging and established photographers from both home and abroad showcasing international, community and personal perspectives about social justice.

Stephen Snoddy, currently director of The New Art Gallery, Walsall, has been appointedartistic director of Look 11. He has recently worked with renowned photographers Alison Jackson, Richard Billingham, Stuart Whipps and Andrew Jackson, and was a judge for the Taylor Wessing NPG Photography Portrait Prize in 2009.

Snoddy will work alongside the festival manager, Daniel Cutmore, who will be responsible for the delivery of content, programming and projects for the festival.

Cutmore said: “Look11 will be the only large-scale photography festival in the North West and the first in Liverpool, so there is huge interest and excitement. The festival will be unique in the way that it seeks to engage new audiences, artists and communities, introduce variety within this incredible art form and profile amateur photography alongside professional work.

“Working with Loaf Creative has enabled us to draw upon new digital tools that support the festival’s aim in finding cutting edge, creative and imaginative ways to engage people in the lead up to the main weekend in May next year. Loaf Creative have already delivered a strong brand for the festival that will offer instant appeal across audiences, grab people’s attention and get people talking.

The festival is very much about people having fun, visiting and interacting with the exhibitions.”

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