2024 PR and News
11 January 2024
SEASON TWO PREMIER OF 'CREATED FOR CREATIVES',
EPISODE ONE, PACKAGE DESIGN AND
CREATIVITY IN BUSINESS-TO-BUSINESS:
THE BEST PACKAGING IS NO PACKAGING
Featuring Prerna Mehra, Head of Design/Content Director, MullenLowe MENA, Dubai and Amy Carvajal, Chief Creative Officer, Code and Theory, New York, Hosted by Chris Smith, Co-Founder/Principal/CCO, Plot Twist Creativity, Dallas
It might sound like a bold take from a juror on LIA’s package design jury, but Prerna Mehra suggests that while package design should be bold and attractive, it’s the innovation in its purpose and afterlife that has led to stand out work this year, a theme which Amy Carvajal on LIA’s inaugural Creativity in Business-to-Business jury agreed with. She told host Chris Smith that the work that has her jury talking is how brands are considering the afterlife of a product, and then using that information to sell their product on.
Amy also said that Business-to-Business has a reputation of being boring, but in fact, “it’s a fascinating new category; what people are identifying and defining as B2B is so the opposite of boring.” Continuing she says, “we are able to allow businesses and brands to see untapped potential.”
Episodes are available on Apple Podcast, Spotify and Youtube.
Amy also said that Business-to-Business has a reputation of being boring, but in fact, “it’s a fascinating new category; what people are identifying and defining as B2B is so the opposite of boring.” Continuing she says, “we are able to allow businesses and brands to see untapped potential.”
Episodes are available on Apple Podcast, Spotify and Youtube.
CREATED FOR CREATIVES
A podcast by London International Awards
The 2023-2024 edition of 'Created For Creatives', a podcast by London International Awards, features our Jurors and some of the most highly esteemed and well-known names in the creative advertising industry. Episodes were hosted live in Las Vegas during LIA's 2023 Judging.
These raw and honest, no-holds barred, tell it as it is episodes discuss and dissect work, highlight and explore trends gleaned from the 2023 submissions, as well as future directions and more.