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23 July 2024

LIA Insider Issue 339

LONDON INTERNATIONAL AWARDS ANNOUNCES THE
2024 INTEGRATION AND DIRECT JURY

Susan Credle, Chair of FCB and Creative Advisor to IPG Named Jury President

London International Awards (LIA), announces Susan Credle, Chair of FCB and Creative Advisor to IPG as Jury President for Integration, as well as the inaugural Direct competition.

Susan will lead a jury of creative luminaries onsite at Encore @ Wynn, Las Vegas for all rounds of judging. Credle and her elite jury members will view every piece of work entered into the Integration and Direct competitions. Each entry will be subjected to close examination and an animated exchange of viewpoints and perspectives, to carefully choose the 2024 Winners & Finalists that will set the creative benchmark for the industry.

Credle is one of the most recognized and respected creatives. She has helped shape the industry with many trailblazing ideas in her career, which has spanned more than 30 years.

In accepting the role as Jury President for both Integration and Direct, Credle said, “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.”

This year marks the first time that LIA is introducing the Direct competition. Both Integration and Direct campaigns evolve based on the interaction of people and the different touch points. Integration is Innovation, Influence and Impact.

Direct Marketing is one of the most effective tools to establish a connection with the target consumer. While the Direct competition is the newest competition in LIA, its history dates back to the latter half of the 19th century with catalogues that were sent to consumers as the oldest form. Today, social media has emerged as the most modern form. Social media platforms now allow for more specific targeting, narrowing down the prospects by age, demographics, interests, etc.

Barbara Levy, President of LIA, said, “The call to action is such an integral part of Direct. The effectiveness of direct marketing is easier to track. You can see the return on investment or lack of it quite immediately, unlike other forms of advertising. It is always wonderful to have Susan preside over a jury room. Discussions will be robust and insightful to ensure that only the best work gets awarded.”