2024 Judging Comments
Nicola Baumann - Health & Wellness
Group Creative DirectorPEIX Health Group
Berlin
Tom Beckman - Jury President - Creativity In PR
Global Chief Creative OfficerWeber Shandwick
"There are award shows in all industries. And they are all important to track development, identify trends and themes and inspire better work.
There will always be people questioning the need to hand out awards in marketing. They probably don’t fully appreciate how award cases are critical tools for talent attracting, winning new business and for service development.
I’ve had the opportunity to judge LIA before, and it’s a great experience and learning opportunity. There is no pre-judging, so every piece of work will be viewed and discussed in the jury. We will have time to talk and to review all work. And it’s a good idea to be prepared, as it will take a lot of time to finish our job. We all know how much time and resources goes into submitting work, and we must treat the work accordingly.
Being on the jury is important work. Our job is to be curators; carefully selecting the pieces that not only outshines the rest in terms of strategy, creativity, execution and results, but also represent our time."
There will always be people questioning the need to hand out awards in marketing. They probably don’t fully appreciate how award cases are critical tools for talent attracting, winning new business and for service development.
I’ve had the opportunity to judge LIA before, and it’s a great experience and learning opportunity. There is no pre-judging, so every piece of work will be viewed and discussed in the jury. We will have time to talk and to review all work. And it’s a good idea to be prepared, as it will take a lot of time to finish our job. We all know how much time and resources goes into submitting work, and we must treat the work accordingly.
Being on the jury is important work. Our job is to be curators; carefully selecting the pieces that not only outshines the rest in terms of strategy, creativity, execution and results, but also represent our time."
"There's a lot of movement in the industry now for sure and you see it in the work. I would argue that the PR category is definitely one to watch because you see a lot of new things or themes that appears in the industry."
Beyond the professional set up and high-level group of people, the thing I appreciate the most is the personal touch.
We had a long three days in the PR jury. But I think in the end, everyone in the group felt it was worth it.
The ambition was to look after the integrity of the jury, the integrity of the LIA, and the integrity of the PR discipline. And my feeling is that we got there. Everyone spoke their mind, all work was debated, and I didn’t experience any politics."
Jon Chalermwong - TV & Cinema and Online Film
Chief Creativeaudacity Co., Bangkok
“Jon Chalermwong’s LIA Diary Wrap-Up: It’s not the award show, it’s LIA
Jon Chalermwong is Co-founder and Chief Creative at audacity bangkok. Over the past week he has been in Las Vegas sitting on the TV, Cinema & Online Film jury at the London International Awards (LIA). Here Chalermwong shares his judging experience.
This is one of the moments I’ve been waiting for a long long time: to be an LIA jury member.
I’ve been fortunate to work with several talented and renowned leaders in Thailand’s advertising industry. One thing I often noticed was that they frequently received invitations to judge leading award shows. Sometimes they accepted, and sometimes they turned them down. However, one show my bosses never declined was the LIA – they eagerly participated several times. This made me curious about what made them so enthusiastic about it.
On March 5, 2024, I received an invitation from LIA to be a jury member for the TV & Cinema & Online Film category in Las Vegas. Finally, I had the chance to seek an answer I had long awaited.
From my previous jury experiences, I expected LIA to provide us with a link for online judging, but nothing came through. I was a bit worried about being locked in a room to watch every entry in the category. Of course, it was my first time in Vegas, and I wanted to explore the city a bit — who wouldn’t?
LIA arranged accommodations for the 10 TV & Cinema & Online Film jurors at the Encore, which has a large casino in the lobby. Thankfully, I’m not a gambler, so I didn’t have to struggle to stay away from it.
The first two days of judging were “In-n-Out.” All the jurors sat down and watched each film together – no skipping, even when some entries were less than captivating. We started at 9:30AM sharp and finished around 4PM on those days. It was great because we didn’t have to rush to make decisions, and our eyes remained fresh. It turns out that watching together in a room is much better than online judging because everyone was focused; no one was distracted by their phones, as often happens in online settings.
On day three, we narrowed the entries from 500 submissions to 93 – a reasonable number to start the day. We gave scores from 1 to 10 (1-3 for shortlisted works, 4-6 for finalists, and 7-10 for medal-worthy entries).
The jury president instructed us not to engage in discussions or debates about any work yet, reserving that for day four, the discussion day. Each jury member could call back works that didn’t make the cut and explain why they believed those pieces deserved a spot on the shortlist. Then, we would vote on whether to include them. So, day three was quick and ended by 1 PM.
Day four was dedicated to discussion. We didn’t need to watch the 93 works again, as we remembered the strong entries well enough unless someone requested a review. We moved quickly through the ranks based on the scores given. What’s interesting about LIA is that jurors can adjust rankings, shift works between categories, and promote entries from Bronze to Silver or demote them from Bronze to Finalist. This makes winning at LIA more challenging but ensures that the winners are truly deserving, as every piece is thoroughly evaluated.
All ten jurors discussed the works from Gold to Silver to Bronze, revisiting the overall results multiple times. Then came the moment to vote for the Grand LIA. We wrote down two out of the six works that won gold on paper, and the jury president announced the two top-voted works for further discussion. Importantly, there doesn’t need to be a Grand LIA if the jurors feel that no work deserves it.
We awarded two Grand LIAs.
The fourth day concluded with an LIA networking party at the Encore Beach Club — thanks to the LIA team.
Overall, we (the jurors) had a good amount of free time after judging each day. Some explored The Sphere, others visited the Las Vegas Strip, some went to art exhibitions, and others channeled their inner James Bond at the casino.
Now I understand why some of my former bosses never say no to being jurors at LIA. The LIA team did an excellent job organizing the event, selecting jurors who are like-minded creatives. We had jurors from Toronto, New York, Richmond, Paris, Sydney, Bogota, Seoul, and Bangkok — all creative professionals, with no jurors from platforms, publishers, or clients on the panel.
Kudos to LIA for the accommodations, timing, and hospitality. If I get the privilege of being on the jury at LIA again, I hope it won’t be my last.“
Sean Citrigno - Creativity In PR
Managing DirectorMiddle Child
Toronto
"I wanted to thank the entire LIA team for the most amazing judging experience.
I really took so much away from the time there and have lessons I'll remember for a lifetime.
I can't thank you + the entire LIA team enough for being the most generous and gracious hosts. Your entire team took such great care of us and made us feel so welcome."
I really took so much away from the time there and have lessons I'll remember for a lifetime.
I can't thank you + the entire LIA team enough for being the most generous and gracious hosts. Your entire team took such great care of us and made us feel so welcome."
Susan Credle - Jury President - Integration and Direct
Chair of FCBCreative Advisor to IPG
“The jury room is only as good as the jurors in that room. The Integration and Direct Jury this year is outstanding. Cannot wait for the discussions around the work. It will be a master class.”
"Integration has been a wonderful category to watch as it has changed over time. What we looked for; was there a central idea that was expressed in different creative ways depending on where the idea was showing up.
There is a feeling that Direct is really aimed to a targeted group of people and the more specific that group of people is, the more interesting it becomes as Direct. The jury expanded on that idea and began to not focus on who the work was directed to, but when someone met the work, did they respond."
There is a feeling that Direct is really aimed to a targeted group of people and the more specific that group of people is, the more interesting it becomes as Direct. The jury expanded on that idea and began to not focus on who the work was directed to, but when someone met the work, did they respond."
Emma Daines - Jury President - Production & Post-Production and Music Video
Founder / CEO / Executive ProducerFin Design + Effects
"I am honoured to be asked and delighted to accept the role of Jury President for the 2024 Production & Post-Production and Music Video Jury. Having had experience being on juries for LIA previously, I wholeheartedly and sincerely appreciate the excellence of these awards and with the opportunity to sit down and discuss craft and excellence in Production, Post-Production and Music Video from all around the world, with my peers, is a gift.
I am excited to be joined by some formidable experience in my fellow jury members and look forward to some robust and informative discussions celebrating the strong talent and acknowledging the time and passion that goes into the work. This experience is an inspiration!"
"Production and Post-Production was quite dominated by direction, cinematography and editing. The work was really really good, it was quite hard to shortlist, but we did get some very clear winners.
Often it can be quite contentious when voting for the Grand LIA, but we were pretty unanimous, there were two very close choices but we were all happy with the winner."
Often it can be quite contentious when voting for the Grand LIA, but we were pretty unanimous, there were two very close choices but we were all happy with the winner."
Amy Dick - Creative Strategy and Transformative Business Impact
Chief Operating OfficerCULT
London
“I want to say a huge, huge thank you for inviting me to speak at Creative LIAisons. I enjoyed connecting with the cohort so very much, including off stage through various conversations.
I was also incredibly grateful for the opportunity to be a jury member on the Creative Strategy and Transformative Business Impact categories. It was truly a phenomenal experience, especially having the Creative LIAisons in the room, asking questions and sharing their insights, really quite special.”
Till Diestel - Jury President - Ambient & Activation • Billboard • Poster • Print
Managing Director / Chief Creative OfficerServiceplan Germany
Munich
“I feel very honored and excited to chair this year’s jury. I can't wait to get together into a room in Vegas with all these brilliant minds to discuss creative work. What could be better.”
"The criteria to award a Grand LIA in our jury was that the idea needs to be simple and create emotions, but also the craft needs to be exceptional on all levels. It's like the piece that will be remembered in 5 years, 10 years time."
Carol Dunn - Jury President - Music & Sound
Managing DirectorBarking Owl, Los Angeles
“I am honored to have been named the LIA Music & Sound Jury President for 2024. My passion for integrating music with visuals has propelled me into a position where I can collaborate with some of the most skilled individuals in the industry. The opportunity to assess the work of my peers and be consistently impressed speaks volumes about the dedication and expertise we all have.
Judging the subjectivity of creativity while prioritizing craftsmanship demonstrates an understanding of the nuances involved in evaluating artistic endeavors. As the leader of the jury, I have the important responsibility of facilitating discussions to determine the winners.
My commitment to this role of Jury President reflects a deep respect for the artistry and innovation of music and sound within the advertising industry. I have long been a champion of excellence in music and sound design and along with the rest of my colleagues on this jury, look forward to contributing to the ongoing advancement of creative expression of music and sound design in advertising.
Wish me luck in leading the conversation and recognizing outstanding achievements in the field of music and sound in advertising for 2024!”
Judging the subjectivity of creativity while prioritizing craftsmanship demonstrates an understanding of the nuances involved in evaluating artistic endeavors. As the leader of the jury, I have the important responsibility of facilitating discussions to determine the winners.
My commitment to this role of Jury President reflects a deep respect for the artistry and innovation of music and sound within the advertising industry. I have long been a champion of excellence in music and sound design and along with the rest of my colleagues on this jury, look forward to contributing to the ongoing advancement of creative expression of music and sound design in advertising.
Wish me luck in leading the conversation and recognizing outstanding achievements in the field of music and sound in advertising for 2024!”
"The Grand LIA was so big and bombastic you were impressed by it. You know someone hated it, but understood why it was being given the Grand LIA."
Harry Elonen - Digital and Use of Social Media & Influencers
Senior Brand ManagerMojang Studios, Stockholm
"It was an absolute pleasure to serve as a first-time juror at LIA. The most exciting part of the experience was being immersed in world-leading creative work and the insightful discussions we had within the jury. What stood out to me most was how the most powerful ideas were often distinctive yet simple, proving that strong, clear concepts leave the deepest impact.
When awarding work, I always look for one thing: the measurable effect the creative has on the business. A truly great campaign not only inspires, but delivers tangible results.
The onsite judging experience at LIA felt unique, offering a collaborative and focused environment that encouraged meaningful conversations and thoughtful evaluation of each piece of work. It’s a process that highlights creative effect above all else."
When awarding work, I always look for one thing: the measurable effect the creative has on the business. A truly great campaign not only inspires, but delivers tangible results.
The onsite judging experience at LIA felt unique, offering a collaborative and focused environment that encouraged meaningful conversations and thoughtful evaluation of each piece of work. It’s a process that highlights creative effect above all else."
Alexis Estiz - Audio & Radio
Founder / CCOPickle Music, Brooklyn
"LIA Judging was such a wonderful experience, and the jury team was amazing."
Elliot Harris - Non-Traditional
Global Executive Creative DirectorHavas London
Vegas is not really my vibe. But LIA - London International Awards really is. Run by a brilliant cohort of women who really care about creativity and use that to also power the hashtagLiasons programme - inviting a whole bunch of wonderfully talented young professionals in and round the Jury experience alongside an excellent mentoring programme, inspiring talks and workshops. (which included Havas London very own superstar Hollie Iles )
Our 'Non Traditional' category definitely gave everyone the chance to debate what the body language of the best work out there should do. Thank you to our Jury President Luiz Sanches and the rest of the jury crew for an enlightening jury experience.
Extra thanks to 'Bob' Mihnea Gheorghiu for reminding me the number one rule of any jury is get there early and bag the best seat - you'll be in it a while so it's worth finding the best spot. Happy to share the sofa with the rest - Andy DiLallo, Bianca Guimaraes (who also shared her Birthday with us !), Morihiko Hasebe, Doerte Spengler-Ahrens, Cha Spruce, Liz Taylor, Matt Murphy & special mentions to our hosts Barbara Levy, Laurissa Levy, Patricia Censoprano, Terry Savage, Christina Shaw, and Colin Avery who made everything seem simple in the room, controlled the tech and the group when we veered off course.
Our 'Non Traditional' category definitely gave everyone the chance to debate what the body language of the best work out there should do. Thank you to our Jury President Luiz Sanches and the rest of the jury crew for an enlightening jury experience.
Extra thanks to 'Bob' Mihnea Gheorghiu for reminding me the number one rule of any jury is get there early and bag the best seat - you'll be in it a while so it's worth finding the best spot. Happy to share the sofa with the rest - Andy DiLallo, Bianca Guimaraes (who also shared her Birthday with us !), Morihiko Hasebe, Doerte Spengler-Ahrens, Cha Spruce, Liz Taylor, Matt Murphy & special mentions to our hosts Barbara Levy, Laurissa Levy, Patricia Censoprano, Terry Savage, Christina Shaw, and Colin Avery who made everything seem simple in the room, controlled the tech and the group when we veered off course.
Jonathan Isaacs - Jury President - Health & Wellness-Craft and Pharma & Medical-Craft
Global Chief Creative OfficerTBWA\Health Collective
“So honored to be a LIA Jury President. With the confluence of technology, e-commerce, self-care and purpose driven brands, there’s never been a better moment to be in health & wellness. Show me what you got health creators!”
"I think Health & Wellness always has a high level of craft. This year in our jury the Pharma & Medical side showed up strong.
In the Health & Wellness - Craft category, we awarded the Grand LIA to a beautiful stop-motion piece. When you talk about craft, it doesn’t get any more crafted than that."
In the Health & Wellness - Craft category, we awarded the Grand LIA to a beautiful stop-motion piece. When you talk about craft, it doesn’t get any more crafted than that."
Zoe Kessler - Ambient & Activation • Billboard • Poster • Print
Group Creative DirectorJohannes Leonardo
New York
"In the Creative LIAisons program, seeing behind the scenes how judges evaluated the work gave me real insights into how to get to a great idea, very early in my career. It helped shape how I think about what good creative looks like and I use those insights everyday as I coach my teams everyday."
Oskar Lübeck - Jury President - Design and Package Design
Chief Creative OfficerBold, Stockholm
“I am truly honored to return to the LIA Awards, this time assuming the role of Jury President for the Design and Package Design categories. What I think makes jury work so rewarding is not only to evaluate and discuss the best creative work in the world, but to meet and learn from some of our industry's most brilliant minds. The field of Branding and Design is evolving, with emerging technologies and new ways for brands to interact with their audiences. It is exciting times, and I believe that our industry now more than ever has the possibility to make meaningful impact on people's lives. Thanks again LIA for this opportunity - I look forward to seeing you all in Las Vegas!”
"We were quite unanimous actually when it came to the decision for the Grand LIA for Design. The work was so smart and beautifully executed. It was a great fusion of design, creativity and social impact."
Colleen McTaggart - Creativity In PR
SVP, Global Executive Creative DirectorFleishmanHillard
"Thank you so very much for including me in the Creativity in PR jury. I truly appreciate the warm and inclusive welcome to be part of this year’s LIA.
Being part of the Creativity in PR jury was an incredible learning experience. From meeting talented peers from across the world, to hearing new perspectives on the work and ultimately celebrating the very best in our industry, I walked away with a new appreciation for our craft and inspiration for the year ahead.
Thank you for your generous hospitality during my stay. The accommodations and meals were as lovely as the company, especially the opportunity to connect with so many former colleagues. I am so grateful to have been part of it all!"
Thank you for your generous hospitality during my stay. The accommodations and meals were as lovely as the company, especially the opportunity to connect with so many former colleagues. I am so grateful to have been part of it all!"
Oscar Meixner - Audio & Radio
CEO / PartnerHastings Audio Network, Hamburg
"I want to thank LIA for this great and unique experience! What an outstanding jury! Super nice and absolutely passionate judges, who I think achieved excellent results.
Everything was fair, there was no political voting and big egos were left at the door. I have now been on 35 juries and I have to say it was one of the best, if not the best!
A super organized event, I take my hat off to your performance! And I'm also delighted that together with Serviceplan, St.Elmos and David Bogota we were able to win a total of 8x Gold, 5x Silver, 4x Bronze and 6x Finalist in other categories."
Susan Perlbachs - Jury President - Health & Wellness
Chief Creative OfficerEVERSANA INTOUCH, New York
"To lead the LIA 2024 Health & Wellness jury is an honor and a responsibility I deeply cherish. LIA's commitment to transparency and championing the creative process sets it apart in the industry. As a Jury President, I have the privilege of working alongside some of the most esteemed professionals from diverse backgrounds, ensuring that every entry is evaluated with the utmost objectivity and integrity. Both the process and winners are a testament to LIA's unwavering dedication to exceptional creative and the creative community."
"To be a Jury President of the Health & Wellness Jury for LIA is truly an absolute honor.
What I like about the Grand LIA–winning Michael CeraVe, was that it’s kind of a grandmother’s product, sort of an old stodgy thing. To bring this sort of fresh humor was bold and new.
The Health & Wellness Public Service/Charity/NGO Grand LIA was one that really hit me in the gut; I’ve seen it before, but every time I watch the case film, I almost love it more."
What I like about the Grand LIA–winning Michael CeraVe, was that it’s kind of a grandmother’s product, sort of an old stodgy thing. To bring this sort of fresh humor was bold and new.
The Health & Wellness Public Service/Charity/NGO Grand LIA was one that really hit me in the gut; I’ve seen it before, but every time I watch the case film, I almost love it more."
Conrad Persons - Creative Strategy and Transformative Business Impact
PresidentGrey London, London
“I just wanted to thank LIA so much for allowing me to be a part of the wonderful LIA program as a judge.
The experience was extraordinary.
There are many unique qualities that LIA has, and one of them is the ability to engage with young talent. This was so refreshing – the ability to both share some of my own experiences, but also learn from this incredible crop of new talent.
The Transformative Business jury was an excellent group of people – talented, talkative, and genuinely dedicated to doing great work.
I hope to be a part of LIA again in the future, and thank you again for a week that will long live in my memory.”
“LBB: What makes the process of judging LIA so special for you?
The experience was extraordinary.
There are many unique qualities that LIA has, and one of them is the ability to engage with young talent. This was so refreshing – the ability to both share some of my own experiences, but also learn from this incredible crop of new talent.
The Transformative Business jury was an excellent group of people – talented, talkative, and genuinely dedicated to doing great work.
I hope to be a part of LIA again in the future, and thank you again for a week that will long live in my memory.”
“LBB: What makes the process of judging LIA so special for you?
Conrad: "Everything's done together, everything's on site, and I think that there is a level of commitment, depth and dialog to it that I just really like. None of the conversations feel passive. There's this kind of active deconstruction of the work and excitement that I think is fantastic.
In a nutshell, there's something about being locked in a room in the desert looking at each piece of work with a critical eye around people that you really respect that kind of brings you closer together as a jury. It also brings you closer to the work. You're kind of living in this bubble of creativity for a few days. It feels pretty unique."
LBB: You’ve been discussing work in the Creative Strategy and Transformative Business Impact jury today. What is important to you about those categories?
Conrad: "What I like is that it's got a bit of subjectivity and a bit of objectivity. Anything that has an aspect of creativity has a bit of subjectivity to it, but when you're talking about strategy, when you're talking about transformation, there are metrics and outcomes that feel really tangible as well. If it's just one or the other, I sometimes find it frustrating, but this is the best of both worlds."
LBB: Of course at LIA there's another unique aspect of the Creative LIAisons mentees witnessing this level of discussion while you discuss statues. How does that change things?
Conrad: "What I like is that it's got a bit of subjectivity and a bit of objectivity. Anything that has an aspect of creativity has a bit of subjectivity to it, but when you're talking about strategy, when you're talking about transformation, there are metrics and outcomes that feel really tangible as well. If it's just one or the other, I sometimes find it frustrating, but this is the best of both worlds."
LBB: Of course at LIA there's another unique aspect of the Creative LIAisons mentees witnessing this level of discussion while you discuss statues. How does that change things?
Conrad: "The presence of all these intellectually curious, energetic people is probably the best thing about this award show. I have learned more from them than they'll ever learn from me, and just seeing how they see the work in this category through their eyes is totally fascinating."
LBB: More generally, what does judging work at a show like this do for you?
Conrad: "It does a couple of things. It widens the aperture, because you're seeing work that may never be seen in your home market or in the clients that you serve or in the categories you work in. It makes you look at work slightly differently as you kind of diagnose it and parse it in a way that you might not otherwise. It pushes you, makes you realise how high the bar is to get good work done. And then I think it also really underlines the fact that it's very difficult to do what we do, and any piece of work that is done in half measures is doomed to failure, because as different as all of this work is, all of the successful work shows people going all in on an idea.
I fear sometimes that we don't watch enough work in the industry. I can't think of how many times I've been to Cannes and found an empty Palais or talked to someone who's been there for four or five days at an award show and hasn't actually seen any work. So just sitting and immersing yourself in the work, it shouldn't feel like a luxury, but for many people it sometimes is."
Asawin Phanichwatana - Digital and Use of Social Media & Influencers
Chief Creative OfficerCreative Juice\Bangkok, Bangkok
"Creative Juice\Bangkok’s Asawin Phanichwatana at LIA: What happens in Vegas starts before Vegas
Asawin Phanichwatana, Chief Creative Officer at Creative Juice\Bangkok sat on the Digital and Use of Influencers jury at the LIA judging in Las Vegas. Here he gives insights into the judging experience and highlights a few winners.
I got excited the moment I received an invitation to be a juror at London International Awards (LIA) 2024. In fact, the excitement only grew stronger as the judging week got closer.
I got excited the moment I received an invitation to be a juror at London International Awards (LIA) 2024. In fact, the excitement only grew stronger as the judging week got closer.
A process unique to LIA, there is no pre-(online) judging. Everything only starts once the entire jury panel assembles at the dazzling city that is Las Vegas. Which means as I began my 20+ hours journey to fly half way across the world, I still had no idea what or how many pieces of work I’d be looking at. I only knew that I’d be seeing some of the world’s best work for sure, since LIA being one of the most prestigious shows, sets the bar for creative excellence year after year.
Even though I arrived at the venue (very) jetlagged, I couldn’t help but feel a sense of anticipation as fellow jurors filled the room. Soon we were ready to finally look at the work. We sat down together and went through the work one by one. We looked at each one of them through our own lens, with our own background, experience and culture. At the same time learning from others’ perspectives and culture.
On the first two days, we voted the work in or out. Then on the third day we ranked all the work that made it into the second round from 1 to 10. I felt like a student back in class. Studying, digesting and learning. I took my time going through each and every piece of work carefully. And on those first few days, I was always the last one to leave the room.
Then it was time for the final discussions for awarding statues. The interesting part was that we actually started by selecting all the gold winners first, something I’ve never experienced in any other awards show judging.
The other thing was when we voted, we didn’t just click on a tablet, we had to raise our hand and really get behind the work. With some work, I found myself raising my hand, then looked around only to realize that there were only 2 or 3 hands up.
Since the category of Digital and Use of Social Media & Ifluencers is quite broad, there were hundreds of entries. And so many of the cases are super well crafted, that it was difficult for everyone in the room to align. This led to a lot of heated debates. We dove deep into discussions, dissecting a lot of the work… and often times, it ultimately came down to whether the entry really fit the sub-category.
The toughest was awarding the Grand winner, because all the gold winners are great already. So Grand was the one that most of use felt very passionate about and rooted for. Despite everything happening outside in this party city, this room to me was the most exhilarating place. I felt so lucky to be surrounded by some of the brightest creative minds. We also didn’t forget where we were and had more than a few laughs together.
It goes without saying that all the winning entries are amazing. The reason I picked these 3 campaigns is I believe these works haven’t been talked about as much and they deserve more attention:
Title: “Rewilding Mode”
Brand: Husqvarna
“I’m impressed with how seamless this campaign integrates digital into the product. A fresh, simple way to engage people and to make a real impact. Real innovative use of digital.”
Brand: Husqvarna
“I’m impressed with how seamless this campaign integrates digital into the product. A fresh, simple way to engage people and to make a real impact. Real innovative use of digital.”
Title: “MullenLowe Global Rebrand”
Brand: MullenLowe Global
“Wonderful design that also uses digital to allow anyone to be their own ‘designer’ (even John from finance or Jane from HR). The craft is superb, giving the old branding a modern take while staying true to the brand essence.”
Brand: MullenLowe Global
“Wonderful design that also uses digital to allow anyone to be their own ‘designer’ (even John from finance or Jane from HR). The craft is superb, giving the old branding a modern take while staying true to the brand essence.”
Title: “Next to Stok’d”
Brand: Stok’d
“Not saying I support cannabis promotion (even though it’s been recently legalized in Thailand). But knowing the difficulties this product category face when it comes to advertising, this is a clever and funny way to overcome that.”
Brand: Stok’d
“Not saying I support cannabis promotion (even though it’s been recently legalized in Thailand). But knowing the difficulties this product category face when it comes to advertising, this is a clever and funny way to overcome that.”
After this amazing experience, I hope that what happens in Vegas does not stay in Vegas. As I believe every one of us took home valuable knowledge, ready to share with more people. While also feeling extremely privileged to be part of this special opportunity, to help celebrate some of the world’s best creative work.
Shoutout to all the winners and finalists, the entire LIA team, our jury president and fellow jurors. Look forward to meeting you all in Las Vegas again."
Suzanne Powers - Jury President - Creative Strategy and Transformative Business Impact
FounderPowers Creativity, New York
"I'm thrilled to chair a new category for LIA that champions the impact of powerful strategic creativity on business, culture and the world at large.
Our industry is driven by the belief that the power of creativity can change the fortunes of business AND impact people's attitudes, behaviors, and lives. I'm so looking forward to working with this amazing jury to dig into and celebrate the work that beautifully fuses strategic and creative excellence for real-world impact."
Our industry is driven by the belief that the power of creativity can change the fortunes of business AND impact people's attitudes, behaviors, and lives. I'm so looking forward to working with this amazing jury to dig into and celebrate the work that beautifully fuses strategic and creative excellence for real-world impact."
"I think it’s really good timing for LIA to have a category of Creative Strategy. Creative Strategy is particularly focused on identifying the problems that need to be solved, finding those amazing insights that unleash creativity and the creative idea itself."
Ivo Purvis - Creativity In PR
Executive Creative DirectorDentsu Creative Portugal
Lisbon
"Congratulations for the amazing festival your team did. I had a blast of a time in Vegas.
New visions, new learnings and I came back to Portugal with a lot of inspiration to keep pushing this industry forward."
New visions, new learnings and I came back to Portugal with a lot of inspiration to keep pushing this industry forward."
Laura Rapela - Jury President - Audio & Radio
Executive Creative DirectorGUT Buenos Aires
"I am so happy and honored with this news! I like the idea of being able to see everything and have the big picture. I am interested in selecting the pieces that renew the category, as is the trend, but without leaving aside those great scripts that always make us smile. Big Ideas with audio at the center. That's what we are going to look for"
"There were many innovation, technology and AI pieces and they were highly awarded. Luckily not too much AI, it was just the right amount.
I think we need more humor in Audio & Radio going forward."
I think we need more humor in Audio & Radio going forward."
Tom Richards - Jury President - Pharma & Medical
Co Global Chief Creative Officer21GRAMS
"Judging the prestigious London International Awards is an honour, but to be asked to be Health & Wellness Jury President is on a whole other level. We have a stellar international line up of judges this year and I promise you this, I’ll do my upmost to mediate and focus the undoubted energy in the room. For me real live, in the room, in person judging is what sets LIA apart. And the responsibility isn’t lost on me. The world will be watching and the judges will be judged as much as the work. I feel their cold breath on my neck already."
"LIA sets itself above other shows, because there is no online judging. It’s very personal, because the jury gets together and sees every single piece of work, which no other show does that. This sets LIA apart and makes it a much better experience.
Our Grand LIA was a piece of branded communication which was absolutely amazing."
Our Grand LIA was a piece of branded communication which was absolutely amazing."
Sean Riley - Health & Wellness-Craft and Pharma & Medical-Craft
Executive Creative DirectorMcCann Health, Toronto
Now that the dust has settled from the excitement that was the LIA 2024, I wanted to take a moment to say thank you once again for having me as a judge this year.
For my first experience with the LIA, I was so pleased that the experience lived up to all the stories I have heard from over the years! From covering all the airfares and hotel stays, to the relaxed, but focussed atmosphere on site, the Creative LIAisons that are training up an incredibly lucky generation of creatives, and just the overall friendly vibe – every step was an absolute pleasure.
I am also happy to act as your “Canadian Connection” if you ever find yourself in need of some of the good stuff when it comes to maple syrup (or maple cookies!. Just let me know and I can hook you up! Advertising legends shouldn’t have to deal with 2nd rate maple!
Camila Rodrigues de Souza - Digital and Use of Social Media & Influencers
Creative DirectorWieden+Kennedy, São Paulo
"Participating in LIAisons has been a transformative experience in my career. It taught me fundamental pillars of evaluating ideas, which became a compass for my creative process and how I assess projects as a juror. The program connected me with inspiring professionals, who continue to influence my work. This year, I'm thrilled to give back as a Creative LIAisons mentor, guiding the next generation of talent."
Ricardo Salgado - Creativity In B2B
SVP/Creative Director – Head of ActivationEnergy BBDO
Chicago
"LIA Judging was an amazing experience! Everything was perfect.
I really appreciate all the hard work LIA puts into making everything so easy for us judges. I basically just had one job: judging.
I was also super impressed by the Creativity in B2B category — so much great work, way more than everyone expected.
Congrats on this awesome festival."
I really appreciate all the hard work LIA puts into making everything so easy for us judges. I basically just had one job: judging.
I was also super impressed by the Creativity in B2B category — so much great work, way more than everyone expected.
Congrats on this awesome festival."
Yasu Sasaki - Jury President - Evolution and Creative Use of Data
Global Chief Creative Officerdentsu
“When data is infused with the power of ideas, innovation is more likely to occur. The more creativity pushes the boundaries, the easier it is for evolution to occur.
It is a great honor to judge these two exciting categories. I look forward to seeing the ideas that will transform the world.”
It is a great honor to judge these two exciting categories. I look forward to seeing the ideas that will transform the world.”
"In Evolution, we are looking for the idea that will go beyond the boundaries. There is a lot of great technology, the thing is to connect the technology with human insight.
In Creative Use of Data the important thing is to use our creativity, to see the data from different angles."
In Creative Use of Data the important thing is to use our creativity, to see the data from different angles."
Shauna Seresin - Production & Post-Production and Music Video
Co-FounderMinerva
Brooklyn
"Thank you (and all the LIA team!!!) so much for inviting me to be part of the jury at the LIA Awards in Las Vegas—it was truly an unforgettable experience.
In my daily work, I’m constantly reviewing and evaluating creative projects, whether it’s signing a new up-and-coming director or analyzing treatments. But it’s rare to have the opportunity to simply immerse myself in the craft and enjoy the brilliance of the work. Being part of the jury allowed me to do just that, and it was such a joy.
To top it off, I was surrounded by a group of peers I deeply respect and admire, many of whom I can now call friends. The sense of community and shared passion in that room was incredible. I also have so much admiration for everything LIA represents."
In my daily work, I’m constantly reviewing and evaluating creative projects, whether it’s signing a new up-and-coming director or analyzing treatments. But it’s rare to have the opportunity to simply immerse myself in the craft and enjoy the brilliance of the work. Being part of the jury allowed me to do just that, and it was such a joy.
To top it off, I was surrounded by a group of peers I deeply respect and admire, many of whom I can now call friends. The sense of community and shared passion in that room was incredible. I also have so much admiration for everything LIA represents."
Alisa Shakarian - Health & Wellness-Craft and Pharma & Medical-Craft
Executive Creative Director, GrowthInizio Evoke, New York
"I feel so grateful for this experience at LIA. This was my first time judging and I didn't know what to expect and I came to the conclusion that LIA does it best!
I want to pass on my gratitude to the LIA team for inviting me. This was a one of a kind experience. And I would also like to say that I would LOVE to be a part of this family and be invited back again next year.
Thanks again for this amazing experience!"
I want to pass on my gratitude to the LIA team for inviting me. This was a one of a kind experience. And I would also like to say that I would LOVE to be a part of this family and be invited back again next year.
Thanks again for this amazing experience!"
What were your expectations coming into the judging room?
I was not sure if the format of the LIA judging and awards was going to be as collaborative and as celebratory of the creative craft as it was. At first glance, it seemed like a portion of the process could have taken place online. But only after going through the experience, I realized how much more thorough and meaningful this process allowed the conversations to be. We had devoted time and mind-space to allow us to truly consume the work presented. We also had the time to be able to process the work, which led to new realizations as the days went on. One of the biggest takeaways was the connections and the conversations we all had. The exposure to the inspiring work and the time we had together, created a moment where everyone was reminded why we all chose the path we are on. People came from all corners of the world, all unique in their own experiences, but we all felt united, almost even familiar, because of our shared love for creativity.
I was not sure if the format of the LIA judging and awards was going to be as collaborative and as celebratory of the creative craft as it was. At first glance, it seemed like a portion of the process could have taken place online. But only after going through the experience, I realized how much more thorough and meaningful this process allowed the conversations to be. We had devoted time and mind-space to allow us to truly consume the work presented. We also had the time to be able to process the work, which led to new realizations as the days went on. One of the biggest takeaways was the connections and the conversations we all had. The exposure to the inspiring work and the time we had together, created a moment where everyone was reminded why we all chose the path we are on. People came from all corners of the world, all unique in their own experiences, but we all felt united, almost even familiar, because of our shared love for creativity.
Was there a piece of work that fell short of the mark that you wished had made it?
I really loved the idea of the "Call Glenn" initiative. It was such an important cause and an interesting utilization of someone's phone number who had passed away as a tool to change policy. I just wish more was done to bring it to life. It didn't have enough surround sound in terms of reach and activation as I think it could to win an award.
I really loved the idea of the "Call Glenn" initiative. It was such an important cause and an interesting utilization of someone's phone number who had passed away as a tool to change policy. I just wish more was done to bring it to life. It didn't have enough surround sound in terms of reach and activation as I think it could to win an award.
What was the best part of the judging process?
Looking at inspiring work from around the world and meeting some amazing people!
Looking at inspiring work from around the world and meeting some amazing people!
What is the main difference between judging onsite at LIA and other shows?
I think the way you have set up the days to filter through the work is really smart. It's a great way to make sure that truly great work makes it to the final discussions. I also think the way you have designated time and space allowed people to get to know each other better. This opened up the door to some new friendships, but also enabled more in depth conversations around the work that had been presented.
I think the way you have set up the days to filter through the work is really smart. It's a great way to make sure that truly great work makes it to the final discussions. I also think the way you have designated time and space allowed people to get to know each other better. This opened up the door to some new friendships, but also enabled more in depth conversations around the work that had been presented.
Nick Simkins - Production & Post-Production and Music Video
Executive ProducerFINCH, Sydney
"Nick Simkins LIA Diary Wrap-up: In Vegas and in Advertising, Playing it Safe Rarely Wins
Nick Simkins, executive producer at FINCH, Sydney represented Australia on the LIA Production & Post-Production and Music Video jury. Here, Simkins wraps up his experience in Las Vegas exclusively for Campaign Brief.
CHANCES ARE YOU’RE GOING TO LOSE
I’m sure I’ve heard that before somewhere…
Judging an award show in Las Vegas gets you thinking in probabilities. And a whole heap of other shit. There’s so much crazy shit to think about there. But probabilities definitely features.
To start with, the chance of me sitting the row behind my high school alumni Daniel Riccardo (we never met in school, he’s about 400 years younger than I am) was about 1 in 26443. Unlike the selfie seeking Qantas cabin crew, I didn’t sidle up for a chat.
But more relevantly, it got me thinking of when a film project commences – from writing the initial script, nurturing it through presentations, treatments, director selection, pre production, shoot and post, after all those meetings, committees, all the noise. If it ends up in a jury room, survives the round 1 keep/remove cull, then gets rated, another cull, then remains in the mix after rigorous debate and interrogation. If it’s still there on the 4th day of judging, in the conversation for metal? Probability would suggest that for every script that is commenced, very few of them end up part of that discussion. Because it’s fucking hard to win. Genuinely difficult and unlikely.
I thought the broader standard in the early rounds was a bit hit and miss to be honest. There was a lot of average work in there that didn’t make it to the latter rounds. And the music video category was very safe. Where was the type of work that launched Glazer and Gondry and so many great commercial directors? Experimental, challenging work. And despite all agreeing that one piece in particular was very deserving of gold, we couldn’t find a truly outstanding film to award the Grand LIA to in the category this year. But by the time we got to the awarded pieces in the production and post production categories they all felt deserving. What I liked about the awarded films this year were that stylistically they were so varied. And from different markets and wide variety of actual clients. It’s possible. But the odds are less in your favour when you don’t take a risk. When you hedge your bets. We wanted to award work we felt inspired and propelled the quality of work people in the industry think is possible to make and be successful.
So take a risk, and when you do win, be immensely proud.
Celebrate.
Nick Simkins, executive producer at FINCH, Sydney represented Australia on the LIA Production & Post-Production and Music Video jury. Here, Simkins wraps up his experience in Las Vegas exclusively for Campaign Brief.
CHANCES ARE YOU’RE GOING TO LOSE
I’m sure I’ve heard that before somewhere…
Judging an award show in Las Vegas gets you thinking in probabilities. And a whole heap of other shit. There’s so much crazy shit to think about there. But probabilities definitely features.
To start with, the chance of me sitting the row behind my high school alumni Daniel Riccardo (we never met in school, he’s about 400 years younger than I am) was about 1 in 26443. Unlike the selfie seeking Qantas cabin crew, I didn’t sidle up for a chat.
But more relevantly, it got me thinking of when a film project commences – from writing the initial script, nurturing it through presentations, treatments, director selection, pre production, shoot and post, after all those meetings, committees, all the noise. If it ends up in a jury room, survives the round 1 keep/remove cull, then gets rated, another cull, then remains in the mix after rigorous debate and interrogation. If it’s still there on the 4th day of judging, in the conversation for metal? Probability would suggest that for every script that is commenced, very few of them end up part of that discussion. Because it’s fucking hard to win. Genuinely difficult and unlikely.
I thought the broader standard in the early rounds was a bit hit and miss to be honest. There was a lot of average work in there that didn’t make it to the latter rounds. And the music video category was very safe. Where was the type of work that launched Glazer and Gondry and so many great commercial directors? Experimental, challenging work. And despite all agreeing that one piece in particular was very deserving of gold, we couldn’t find a truly outstanding film to award the Grand LIA to in the category this year. But by the time we got to the awarded pieces in the production and post production categories they all felt deserving. What I liked about the awarded films this year were that stylistically they were so varied. And from different markets and wide variety of actual clients. It’s possible. But the odds are less in your favour when you don’t take a risk. When you hedge your bets. We wanted to award work we felt inspired and propelled the quality of work people in the industry think is possible to make and be successful.
So take a risk, and when you do win, be immensely proud.
Celebrate.
Because there's a lot more to lose.
I want to thank Barbara Levy and her team who really looked after all the jurors this week. LIA is a great show, and I met a lot of great people. I look forward to hopefully returning one day."
Angella Tapé - Creative Strategy and Transformative Business Impact
SVP Group StrategyHavas Health & You, New York
"What LIA, Barbara and the team have built is a truly unique experience setting the legacy for the global creative industry.
I am humbled to be part of it and particularly excited to judge the creative strategy and transformative business impact category.
My jury group with Suzanne Powers is just the best! I’ve made connections that are here to last. This is all to do with your global footprint and experience the LIA team as designed.
Again, a huge thank you for everything and I hope I can be part of the next chapter working with our LIAisons."
Lewis Tutssel - Evolution and Creative Use of Data
Creative Strategy LeadLondon
A fantastic week judging the Evolution and Creative use of Data categories at the LIA - London International Awards this year!
It was a privilege to discuss the work that is helping to shape the future of our industry. Spanning across Gaming, AI, technology, data, product development and more, I was blown away by the innovative uses of creativity in solving real problems that grow business and help humanity. In particular it was amazing to see how quickly our industry has embraced AI and is leveraging it to build valuable solutions beyond novel executions.
Thank you to our jury president Yasuharu Sasaki for the work in leading the team across the week, and to Tiffany Rolfe, Joey David-Tiempo, Jouke Vuurmans, Kaleeta McDade, Jimmy Smith, Lucia Orlandi, Carren O'Keefe and Toan Nguyen who I learnt so much from in seeing how you assess and analyse the work.
Last but not least, a big shout out to team Barbara Levy, Laurissa Levy, Christina Shaw, Patricia Censoprano and everyone else who ran such a smooth show. You’re the best in the business
Marco Venturelli - Jury President - TV & Cinema and Online Film
Chief Creative Officer - Publicis FranceCEO / CCO - Publicis Conseil, Paris
“What I love about LIA is the quality of the juries and the level of discussions. To be able to review together all submissions live is priceless. LIA is a benchmark in our industry. We're not only looking for the best work, but for the few pieces that truly move us forward. The few pieces that reinvent how we do our jobs, from conception to execution.”
"At the beginning, we were feeling it was not going to be a great year. But the more we went on, the more we realized that there was amazing work.
What I really enjoyed, which is very specific to LIA, was to be able to go through every piece of work with all the jury, which is an incredible added value."
What I really enjoyed, which is very specific to LIA, was to be able to go through every piece of work with all the jury, which is an incredible added value."
Micah Walker - TV & Cinema and Online Film
Founder / Chief Creative OfficerBear Meets Eagle On Fire, Sydney
"Micah Walker’s LIA Diary Wrap-up: The Highs and Lows of Judging TV, Cinema and Online Film at LIA
Micah Walker, founder and CCO of Bear Meets Eagle On Fire represented Australia on the LIA TV & Cinema and Online Film jury. Here, Walker reflects on his time in Las Vegas exclusively for Campaign Brief.
That’s a wrap – Film and Online Jury
A shiny scrapyard of sin. Thick perfumes emitted to hide cigarettes tickling your nose hairs as you walk the never-ending carpets. The constant buzz of roulette wheels and all manner of digital ding-dings. Melting hot sun. Plastic decorations and implants. Old people in miniskirts. All the shiny things.
Welcome to Las Vegas.
Maybe the perfect place for an Advertising Award show.
It’s my first time judging LIA. And even though ole Sin City isn’t really my thing, the show itself and judging experience, was great.
I was one of ten jurors on the TV, Cinema and Online jury. It was four, solid days of judging with over 600 entries covering everything from Branded Content and Entertainment, Online Film, TV and Cinema to more specific categories like humour, copywriting and even the odd endline and tagline. I’ve missed a few, but you get the idea.
LIA really is a well-run show, with a helpful team of folks that make judging as comfortable as it can be when you’re watching everything from 15 second spots to 40 minute content pieces each day, all day. The way they also intertwine the LIA ‘Creative LIAisons’ program for younger creatives into the week, was also great. The younger creatives have their own things going on with mentoring and workshops, but they also came in to watch us judge live on the last day for the important shiny stuff, which I hadn’t seen before. If you get a chance to take part in the LIAisons program, do it.
It was a tough jury. Fair and thoughtful, but tough. So, anyone who received metal this year, in this category, it’s a real achievement. Overall, it wasn’t a standout year though. Everything that took home something shiny is very well deserving, but as a category overall, the work was a bit underwhelming. I’ve heard other categories were a bit stronger, so we’ll see.
The lack of craft broadly, was a big discussion point with all the judges, as was the lack of proper work that did the job, without also trying to be some other shaped thing. Judges openly talked about the slow move away from the purpose award addiction, but there’s still a fair share of that kind of thing. Occasionally it’s powerful. A lot of the time, a bit dull or even icky.
Aside from some wonderfully weird Thai work, humour across the board, was also sorely lacking. Again, a big discussion amongst the jurors and when something did make everyone laugh, it reminds you just how much comedy cuts through when done well.
Especially with so much work that takes itself very seriously. It’s an important thing to remember, it’s ok to be a brand that makes you smile or laugh, not everything has to be so self-important.
Simple and memorable still wins. Craft, when it’s there, stands out.
In the end you can only judge the work in front of you, and I think the best work was recognised.
We named two Grand LIAs, rather than the four we were allowed, both for pieces that are genuinely deserving and powerful. Congrats to those winners and everyone else who claimed some shine this year."
Micah Walker, founder and CCO of Bear Meets Eagle On Fire represented Australia on the LIA TV & Cinema and Online Film jury. Here, Walker reflects on his time in Las Vegas exclusively for Campaign Brief.
That’s a wrap – Film and Online Jury
A shiny scrapyard of sin. Thick perfumes emitted to hide cigarettes tickling your nose hairs as you walk the never-ending carpets. The constant buzz of roulette wheels and all manner of digital ding-dings. Melting hot sun. Plastic decorations and implants. Old people in miniskirts. All the shiny things.
Welcome to Las Vegas.
Maybe the perfect place for an Advertising Award show.
It’s my first time judging LIA. And even though ole Sin City isn’t really my thing, the show itself and judging experience, was great.
I was one of ten jurors on the TV, Cinema and Online jury. It was four, solid days of judging with over 600 entries covering everything from Branded Content and Entertainment, Online Film, TV and Cinema to more specific categories like humour, copywriting and even the odd endline and tagline. I’ve missed a few, but you get the idea.
LIA really is a well-run show, with a helpful team of folks that make judging as comfortable as it can be when you’re watching everything from 15 second spots to 40 minute content pieces each day, all day. The way they also intertwine the LIA ‘Creative LIAisons’ program for younger creatives into the week, was also great. The younger creatives have their own things going on with mentoring and workshops, but they also came in to watch us judge live on the last day for the important shiny stuff, which I hadn’t seen before. If you get a chance to take part in the LIAisons program, do it.
It was a tough jury. Fair and thoughtful, but tough. So, anyone who received metal this year, in this category, it’s a real achievement. Overall, it wasn’t a standout year though. Everything that took home something shiny is very well deserving, but as a category overall, the work was a bit underwhelming. I’ve heard other categories were a bit stronger, so we’ll see.
The lack of craft broadly, was a big discussion point with all the judges, as was the lack of proper work that did the job, without also trying to be some other shaped thing. Judges openly talked about the slow move away from the purpose award addiction, but there’s still a fair share of that kind of thing. Occasionally it’s powerful. A lot of the time, a bit dull or even icky.
Aside from some wonderfully weird Thai work, humour across the board, was also sorely lacking. Again, a big discussion amongst the jurors and when something did make everyone laugh, it reminds you just how much comedy cuts through when done well.
Especially with so much work that takes itself very seriously. It’s an important thing to remember, it’s ok to be a brand that makes you smile or laugh, not everything has to be so self-important.
Simple and memorable still wins. Craft, when it’s there, stands out.
In the end you can only judge the work in front of you, and I think the best work was recognised.
We named two Grand LIAs, rather than the four we were allowed, both for pieces that are genuinely deserving and powerful. Congrats to those winners and everyone else who claimed some shine this year."
Dr. Ryan Wallman - Pharma & Medical
Executive Creative Director / Head of CopyWellmark, Melbourne
"I was well aware of the LIAs and I knew that being a juror would be a great experience, but it still surpassed my expectations. The whole event was impeccably organised, well-structured and collegial – in particular, having all the jurors in the same room from the outset represents a genuine point of difference for these awards. It was truly a privilege to discuss the world’s best pharma and medical work with some of the best creatives in the business, from all around the globe. And the Grand LIA that we awarded, The Life Bureau, serves as inspiration for the level of creativity that’s possible for branded pharma work."
"Viva Las Vegas! Wellmark at the London International Awards
I recently got back from the bright lights, big sights and all-around sensory overload that is Las Vegas.
Contrary to my understanding of the typical Vegas experience, I didn’t get married to a stranger by an Elvis impersonator. But I did get the opportunity to discuss fantastic pharmaceutical work with some exceptional creatives at the London International Awards.
I was fortunate enough to be invited on to the jury for the Pharma and Medical category of the awards, alongside some of the biggest names in healthcare creativity.
The LIAs (as they’re affectionately called), have been running for some 25+ years, and are described as a celebration of ‘the world’s best work judged by the world’s best front-line practitioners’.
The LIAs (as they’re affectionately called), have been running for some 25+ years, and are described as a celebration of ‘the world’s best work judged by the world’s best front-line practitioners’.
I was well aware of the LIAs (having previously co-hosted the Medicine Avenue podcast under their auspices) and I knew that being a juror would be a great experience, but it still surpassed my expectations.
That’s at least partly because, unlike other awards shows, all the jurors assess the entries simultaneously – in the same room. This allows for in-depth discussion and debate about the most deserving work, which is particularly fascinating in pharma given the varying regulatory constraints across geographies.
And of course it was also inspiring to see such high-level healthcare work, from all around the globe.
In particular, the grand prix that we awarded – The Life Bureau – serves as inspiration for the level of creativity that’s possible for branded pharma communications. This beautifully crafted online mini-series, which promotes HPV vaccination, neatly demonstrates the adage that ‘there’s no such thing as a boring brand’.
You can see all the other winners here.
And have a listen to what our jury president, Tom Richards, had to say about the Pharma and Medical category.
I’ve certainly come back inspired to make world-class pharma work. Again contrary to the typical Vegas experience, I’ll never forget it.
Juan Woodbury - Jury President - Branded Content and Branded Entertainment
Executive Vice President, Head of Branded Content & EntertainmentProse on Pixels
Chicago
“In today's landscape, brands aren't just vying against each other; they are in a constant battle for people's attention, affection and excitement, leveraging various narratives and experiences. The key is crafting something irresistible, something people eagerly engage with and can't afford to overlook. This is why overseeing LIA's Branded Entertainment and Branded Content category is such an exhilarating responsibility and I'm privileged to lead as its Chair.”
"This year trends that we are seeing in Branded Content and in Branded Entertainment are great storytelling and great craftmanship that is going into the content. The quality and storytelling is at an all time high right now."
Sander van Maarschalkerweerd - Music & Sound
Founder / Executive Music SupervisorSizzer, Amsterdam
"Being part of the Music & Sound jury was an incredible experience. One of the unique aspects of this festival is that the jury watches all the work together, which really fosters a sense of collaboration. The relaxed atmosphere and ample time for discussions allowed us to dive deep into each piece, leading to rich, insightful conversations. The overall quality of the work was impressive, with a particularly high standard of ideas. However, I do believe there is room for more experimental work. Some of the entries felt a bit safe, and it seems like the truly surprising ideas may have been lost along the way. If we really want to play a meaningful role in people’s lives, we need to create content that surprises, inspires, entertains, and is something they want to share. A bit more courage—and certainly a bit more craziness—is needed if we are to truly achieve creative excellence. That said, there were a few standout cases that demonstrated exactly how it should be done! - with my favorites being Apple ‘Fuzzy Feelings’ and Sydney Opera House."
Day 2: Through jury voting and lively debates, the Bronze, Silver, and Gold statues were awarded. The crowning moment came with the selection of the GRAND LIA.