LIA Insider / News

13 August 2024

LIA Insider Issue 344

London International Awards Announces the
2024 Evolution and Creative Use of Data and
Audio & Radio Juries

Yasu Sasaki, Global Chief Creative Officer, dentsu Named Evolution and Creative Use of Data Jury President

Laura Rapela, Executive Creative Director, GUT Buenos Aires Named Audio & Radio Jury President

London International Awards (LIA) announces the Evolution and Creative Use of Data and Audio & Radio juries. Yasu Sasaki, Global Chief Creative Officer, dentsu will chair the Evolution and Creative Use of Data Jury and Laura Rapela, Executive Creative Director, GUT Buenos Aires will lead the Audio & Radio Jury.

Yasu Sasaki, a Computer Science graduate was an early pioneer of interactive advertising. His passion for creativity and technology has been a marked characteristic throughout his career, notably when he founded cutting edge R&D offering, Dentsu Lab Tokyo in 2014. In October 2023, Yasu was named Dentsu’s Global Chief Creative Officer, responsible for leading Dentsu’s global Creative Practice, including Dentsu Creative. He sets the standard for creative excellence and is key to building a culture of creativity and innovation across the whole of Dentsu.

In accepting this position as Evolution and Creative Use of Data Jury President, Yasu said, “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.”

As technology becomes more integrated into marketing and creative ideas, agencies have to be adaptable and innovative. But not just for the sake of innovation. The best ideas, no matter how technologically advanced, must still at the heart of it, tell a compelling narrative that resonates with the consumer.

Barbara Levy, President of LIA, commented, “The advertising landscape is dynamic. New technologies are emerging very quickly and many brands are keen to be part of an emerging technological trend. Along came augmented and virtual reality, and now artificial intelligence is in play. It will be very interesting to see the trends that emerge from the Evolution and Creative Use of Data jury room.”

Laura Rapela, Executive Creative Director, GUT Buenos Aires will preside as Jury President for Audio & Radio. In accepting the position Laura said, "I am so happy and honored with the 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."

It has been said that the importance of traditional radio is resurgeing worldwide. Listeners are tuning in to respected broadcasters for reliable news and entertainment.

In the United States, figures show that 55% of Gen Z listen to AM/FM radio every day. And more Americans listen to the radio than use Facebook each week. In fact, radio holds the highest collective trust across all advertising channels.

Barbara Levy, went on to say, “Radio is more than 100 years old. And is still a powerful medium today. It has the power to paint pictures in our minds through just using music, sound and voice. Now that’s creativity.”

Judging will take place onsite at Encore @ Wynn, Las Vegas with all jurors reviewing all entries, submitted in their respective categories through all rounds of judging. These elite juries of creative experts will be searching for work that not only demonstrates great creative ideas, but also stands out for its innovation and impact, work that will push the future of creativity.