It would seem that LIA may genuinely stand for what awards should be about - motivating a new generation of talent and celebrating best in class creativity, no matter who or where it is from.
How?
Well, firstly there is the integration of young talent with the Creative LIAisons programme - allowing the future generation of talent to see behind the curtain and observe what the current leaders of the path they are about to embark upon think, say and believe in is a genuine differentiator.
And then of course the work - and in particular the winners. It was interesting to observe that while some of the winning Golds in Digital categories were from brands with a reputation for class leading creativity, experiences and communication, over 50% were from the underdog, the uninitiated, those fighting twice as hard to be spotted in a landscape of brand confusion and generic marketing soup. Is it the case that these less well known players are benefitting from the democratisation of media channels that digital and technology has allowed? Or could it be that the finest award winning work is not simply about having an idea, but having the heart and the head and the guts to make it happen? I suspect it is the later.
Congratulations to the minnows winning gold this year, you deserve the biggest rounds of applause.
It would seem that LIA may genuinely stand for what awards should be about - motivating a new generation of talent and celebrating best in class creativity, no matter who or where it is from.
How?
Well, firstly there is the integration of young talent with the Creative LIAisons programme - allowing the future generation of talent to see behind the curtain and observe what the current leaders of the path they are about to embark upon think, say and believe in is a genuine differentiator.
And then of course the work - and in particular the winners. It was interesting to observe that while some of the winning Golds in Digital categories were from brands with a reputation for class leading creativity, experiences and communication, over 50% were from the underdog, the uninitiated, those fighting twice as hard to be spotted in a landscape of brand confusion and generic marketing soup. Is it the case that these less well known players are benefitting from the democratisation of media channels that digital and technology has allowed? Or could it be that the finest award winning work is not simply about having an idea, but having the heart and the head and the guts to make it happen? I suspect it is the later.
Congratulations to the minnows winning gold this year, you deserve the biggest rounds of applause.