Thank you LIA for having us and for running such a great judging week. It was truly special.
Thank you for having me this year on the first ever Creativity in Business-to-Business category. What an honor, always keeping the calibre high of this prestigious creative award show and also to see all the entries is inspiring.
When we were voting for the Grand LIA Prêt à voter for the NGO, we unanimously voted for Prêt à voter. It was so far ahead of the others that it won the vote for Grand LIA for NGO. It was brilliant!
There was a lot of discussion for the Grand LIA. The reason why we picked Mastercard is the sustainability of that idea and the transformative nature of a company like Mastercard coming out and creating utility for people coming to Poland."
Here’s what gets me fired up about working in advertising these days…today, agencies can identify a highly specific real-world problem (big or small) that is directly affecting a brand’s line of business and design a solution against it. It’s an incredible way to put our creative talents to use. In our excitement, however, to be part of the solution design, we (agencies) sometimes forget we need to also market the solution.
Sometimes that marketing is obvious in the form of direct mail, packaging updates, explicit service changes, etc. But this isn’t always the case. And it shows up in case studies when we talk more about the solution than how the solution reached audiences and how audiences embraced it.
It’s a new world. One where we sometimes need to market our marketing.
This was top of mind for me recently while joining a panel of esteemed industry colleagues to judge the inaugural Creativity in Business-Business category for the LIA - London International Awards.
It was inspiring to see the positive impact our marketing solutions are having on businesses and people, and see the variety of methods used to bring them to life. The jurors were critically interested in whether a piece of work was truly b2b, how the work was crafted, and what the reactions were from the businesses targeted.
I left LIA energized about this industry’s ability to make things that have never been made before and reminded how we’re at our best when we do what we’ve historically done so well and share them with the world.
Cheers to an amazing panel and great Vegas buddies: Eka Ruola, Amy Carvajal, Alexandre Abrantes, Gavin Chimes,Reed Collins, Armin Jochum, Raphaella Martins Antonio, Sabaa Quao and Severine Autret.
Every interaction with this incredible jury was a learning experience. Seeing each juror's unique perspectives was profoundly enriching.