2024 Press Releases

08 July 2024
Press Contact: Patricia Censoprano  
Mobile: +1 917 287 2824

For Immediate Release  

London International Awards Announces the
2024 Creativity In B2B Jury

Joji Jacob, Regional Chief Creative Officer SEA & North Asia, Havas Named Jury President

(10 July 2024) London International Awards (LIA) announces the 2024 Creativity In B2B jury. This diverse group of award-winning creative talent will travel from five continents to convene in Las Vegas to view every piece of work entered in the Creativity In B2B competition. As there is no pre-judging, all rounds of judging take place on-site at the Encore @ Wynn Hotel, Las Vegas.


Presiding over this esteemed jury is Joji Jacob, Regional Chief Creative Officer SEA & North Asia, Havas.


In accepting his role as Jury President, Joji said, “Take mainstream advertising, and multiply the degree of difficulty by ten, and what you get is B2B communication. If selling a car to a couple isn’t hard enough, try selling computers to a committee.”


LIA added Creativity In B2B to the festival in 2023 to recognize outstanding creativity in the advertising and promotions of products and services that are offered by businesses to other businesses for use in their day-to-day operations. In its first year, Creativity In B2B awarded a Grand LIA for “AIZOME WASTECARE™ Industrial Waste - Certified as Skincare.”


Joji went on to say,I’ve judged LIA before, and I’m all the richer for it. LIA brings together the finest creative people from across the globe, gives them the time, space and the platform to look at and consider the work deeply, and then celebrates the best of it. In other words, looking at the best work at one of the best shows, I can’t wait.”


Advertising to consumers in general is different from advertising to a business. Over the years, there has been an evolution in B2B campaigns. The times are long gone when B2B stood for Boring-to-Boring, the new phrase is now “B2B can’t be boring.” The B2B consumers expect creativity, no matter how pedestrian the product might be. It isn’t enough to just sell product features and benefits, B2B advertising needs to connect on an emotional level.


Barbara Levy, President of LIA, said, “B2B advertising is sometimes called trade advertising. While it can be challenging, we have seen some very creative and impressive work from this competition since we started it a year ago. Creative B2B work makes it more fun for everyone – the consumer, the marketer and the creative people. In the end, everyone wins as it gives better business results. Under Joji Jacob, we know there will be lively discussions in the room to award the best work.”


LIA 2024 Creativity In B2B Jury:

Joji Jacob, Regional Chief Creative Officer SEA & North Asia, Havas - Jury President


Amy Carvajal, Chief Creative Officer, New York


Tara Ford, Chief Creative Officer, The Monkeys, Sydney


Nils Viktor Jacobsson, Creative Director, Uber, Amsterdam


Merlee Jayme, Chairmom / Founder, The Misfits Camp, Makati City


Waithera Kabiru, Digital Hub Lead (Africa), Diageo, Nairobi


Sabaa Quao, Chief Creative Officer, Cossette, Toronto


Eka Ruola, Chief Creative Officer, Nitro Group, Helsinki


Jo Shoesmith, Global Chief Creative Officer, Amazon


Gary Steele, Chief Creative Officer, DDB Group Aotearoa, Auckland


Dr. Stephan Vogel, Chief Creative Officer EMEA, Ogilvy Germany, Frankfurt


Judging in Las Vegas commences on 29th September and will be completed on 7th October 2024.


LIA is one of five global shows that is included in the WARC Creative 100 rankings.
For more information on the juries, categories and requirements, visit our website at: www.liaawards.com.

Jury Photos:
   Joji Jacob                                                Amy Carvajal                                             Tara Ford                                                Nils Viktor Jacobsson
  Merlee Jayme                                            Waithera Kabiru                                     Sabaa Quao                                           Eka Ruola
  Jo Shoesmith                                           Gary Steele                                              Dr. Stephan Vogel


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Notes to the Editor:

London International Awards (LIA) is a Creative Awards Festival, established in 1986, by Barbara Levy, President. Barbara was the first woman to found and operate an International Awards Show honoring multiple media types. 39 years later, LIA continues to hold the unique distinction of being the only international award owned by a woman and having a full-time staff of only women.

LIA stands as a champion of the creative process, creatives themselves, and of course, great creative ideas and executions. We are proud to award the best creative work each year in all forms of media: Advertising, Design, Package Design, Data, Technology, Craft, Health, Pharma, Music, PR, Innovation, Strategy, B2B and much more.

That’s why every year, LIA invites industry leaders and trendsetters on both the creative and client side, assembling the most celebrated people for 10 days of judging in Las Vegas. To cut through the thousands of entries to get to the metal, you need the best jurors from diverse communities – not just meeting DEI standards but having true representation from across the regions, companies, networks, holding companies, independent companies to clients.

All members on our diverse global jury panels, including the Jury Presidents, judge all entries in their respective competitions with the exception to work that they personally collaborated on or was entered from their company. The LIA judging process requires that jurors are onsite for all judging from the first round through statue discussions. There is no pre-judging to narrow the entries.

LIA created the exclusive and sought after Creative LIAisons educational initiative, funded by LIA, in 2012, as a way of giving back to the industry that supports us. Our mission is to develop, educate, inspire and nurture emerging talent. That in a nutshell is the driving purpose behind the Creative LIAisons initiative. What began as a vision in 2012, became a zeal which crystallized into the Creative LIAisons Global Coaching Academy. This game-changing training academy is a powerful springboard for the current and next generation of talent. Consisting of both onsite and virtual programs, approximately 300 Creative LIAisons Mentees participate annually.