Rosie Yakob, co-founder of GeniusSteals, hosted a candid talk with female leaders about the “Woman’s Journey” in advertising during London International Awards’ Creative LIAsons 2017.
Yakob moderated a lively discussion between Merlee Jayme, chief creative officer of Dentsu Jayme Syfu, Susan Credle, global chief creative officer of FCB, Karen Howe, founder of The Township, and Laura Gregory, founder of Great Guns, who shared their personal journeys up the ranks of a male-dominated industry. Their stories gave attendees tips on everything from balancing family and careers to how to sell ideas and ask for a raise.
Creative LIAisons 2017
Ninety young agency professionals from around the globe attended the London International Awards’ educational program Creative LIAisons this year. Three days of inspirational and informative talks from industry leaders and jury presidents were capped by a rare behind-the-scenes look inside the jury rooms on their fourth and final day in Las Vegas. Attendees observed the juries debate the final statues, their last lesson about creative excellence and judging work in Las Vegas.
This is the first global awards show that integrates creativity conceived, written and produced solely in the Chinese language as part of its global awards program. The final round of judging will take place in Las Vegas at the same time as the LIA Global Judging.
While it carries with it the coveted London International Awards name, as well as the same LIA Statue curated in a red color for the Chinese language market, this show only accepts work in Chinese from anywhere in the world.
Statue winners might even achieve winning a Grand LIA. Only one Grand LIA may be awarded at the discretion of the jury. Winners of the Chinese Creativity Show, also have the potential to win Global Of the Year Awards and/or Regional Of the Year Awards. Of the Year Awards are calculated based on a point system allocated to Statue and Finalist wins. Winners and Finalists will also be given points in the prestigious LIA global ranking whether they are part of a global network or a local company.
All entries must be submitted in Chinese. The jury panel is comprised of top Chinese speaking judges from Mainland China, Hong Kong, Taiwan, Singapore and Malaysia who truly appreciate the cultural perspective and nuance of the language. This jury ensures that ideas and meaning will not be lost in translation. As this show hopes to inspire and boost even greater Chinese creativity.
First Round Judging: September 1-3
Nanjing City, China
Final Judging: October 3-5 Encore, Las Vegas to run concurrently with LIA Global Judging
Awards Gala: November 25 in Beijing
Never one to back down from a challenge, Barbara flew straight to Nevada with the LIA team. We literally went from hotel to hotel, and we wound up at the Wynn. Barbara then got on the phone with Jeremy and said, ‘mark these dates on your calendar’. His reply, ‘I told you already, I’m not judging your stupid show.’ Barbara responded without hesitation, ‘you said you would judge in Las Vegas.’
“She is amazing,” marvels Jeremy. “She phoned me up a week later – she’d flown out to Las Vegas and been to the Wynn. She said, ‘I’ve booked it, are you coming?’ And I had to stay true to my word!” No other show would do that.
Barbara said that LIA was planning on going to Vegas for just one year and then returning back to its old format. However, “Jeremy and the inaugural Las Vegas Jury Panel were so impressed with the Vegas set-up that they demanded we stay.”
After a few years judging in Las Vegas, LIA decided to discontinue the Awards Ceremony in London. With the approval of the Worldwide CCOs. LIA decided to take the money spent on the Show and fly over 80 young creatives from around the world for an educational initiative. An idea that brought about the birth of Creative LIAisons.
“How amazing is that?” says Jeremy. The program was so successful that the Global CCOs all had the idea to let the attendees sit in on the statue discussions, which the attendees think is the best thing. “And it is. Because you realize that we’re not just creative people who just want to have a laugh. We are absolutely torturing each piece of work.”
So, that’s how a spontaneous quip changed the landscape of LIA – and radically overhauled the brand. And that sense of spontaneity seeps into everything LIA does.
“A lot has changed. But some things, like honoring the work and the people that create it, hasn’t,” says Barbara. “Oh… and by the way, we never got rid of Jeremy.”