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.

 

The Jury:

 

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.