What's in a Name? Everything
Very often the first piece of information we have about a person is their name. Just hearing the name creates a host of associations--negative or positive--and those first impressions can set the stage for future interactions. This is why naming your product or company is crucial to a company’s branding efforts.
In 2016, London International Awards cemented its position as one of the world’s most progressive and forward-thinking competitions by introducing Verbal Identity, which includes naming, for the first time in advertising awards history. LIA continues to recognize the power of language in branding.
“Verbal identity has traditionally been considered subordinate to visual identity. LIA believes that the language used throughout a brand’s communication impacts the value of the brand as much as the visual,” stated Barbara Levy, President of LIA. “We introduced the Verbal Identity competition to honor the people and companies whose great passion for words contributes to creating amazing brands.”
Margaret Wolfson, Founder and Chief Creative of River + Wolf, a New York City brand naming agency, is thrilled about the inclusion of naming in the London International Awards. "Because of the need to communicate a lot in one or few words, as well as trademarking issues, naming is a very challenging aspect of branding. It is wonderful that LIA is paying homage to this lesser known niche of branding."
Verbal Identity entries can be submitted in four categories: Naming; Tone of Voice; Tagline/Endline and Use of Copywriting.
The Entry System is open for entries.
The Verbal Identity judging will take place at Encore Las Vegas from October 3rd through October 5th.
Jeremy Craigen – Jury President – Global Chief Creative Officer of Innocean Worldwide
Nils Andersson, Asia Creative President & Greater China President, TBWA\Shanghai
Joaquín Espagnol, Executive Creative Director, Cheil Spain, Madrid
Karen Howe, President, The Township Group, Toronto
Armin Jochum, Chief Creative Officer and Founder of thjnk Germany, Hamburg
Marcos Medeiros, Partner/Chief Creative Officer at CP+B Brazil, São Paulo
Tom Murphy, Chief Creative Officer at McCann New York, New York
Helen Pak, CCO Grey Group Canada & President, Grey Toronto
Ali Rez, Regional Creative Director at BBDO, Dubai
Jason Romeyko, Worldwide Executive Creative Director at Serviceplan International, Munich
Joe Sciarotta, Co-Chief Creative Officer at Ogilvy USA, Chicago
Tista Sen, National Creative Director & Senior Vice-President at J. Walter Thompson, Mumbai
Darren Spiller, Chief Creative Officer at Host/Havas, Sydney
Sompat Trisadikun, Chief Creative Officer, The Leo Burnett Group Thailand, Bangkok
For more information on submissions and eligibility, please visit the LIA website at www.liaawards.com.