London International Awards
| London International Awards | |
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| Country | Lua error in Module:WikidataIB at line 665: attempt to index field 'wikibase' (a nil value). |
| Presented by | Lua error in Module:WikidataIB at line 665: attempt to index field 'wikibase' (a nil value). |
| First awarded | 1986 |
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The London International Awards, or LIA (formerly known as London International Advertising Awards, LIAA), is an awards show that honors creativity in the advertising and brand communications space.[1][2]
A woman-owned company,[3] LIA is one of five global shows included in the WARC Creative 100 Rankings.[4][5]
History[edit]
The International Awards, founded in the United Kingdom in 1986 by President Barbara Levy, began by celebrating advertising in the realms of cinema, television, print, outdoor and radio, evolving since its inception into 27 unique media types.[6]
In 2004, the word "Advertising" was removed from the competition's name to reflect the fact that it observes more than only "advertising" in an ever-changing industry.[7]
In 2009, LIA, along with Faris Yakob, author of Paid Attention: Innovative Advertising for a Digital World[8] and co-founder of Genius/Steals, developed "The NEW," for works that demonstrate concepts that don't fit comfortably among the standard media divisions, with a focus in fields of technology.[9] In 2021, The NEW was renamed Evolution.
In 2014, LIA added Branded Entertainment as a medium. The judging category, first chaired by Jimmy Smith[10] of Amusement Park Entertainment,[11] became Branded Content & Entertainment in 2023, awarding content with the "primary intention [of] delivering an entertaining and engaging experience to consumers".[12]
2017 included the additions of a Health & Pharma competition in response to a "large number of requests from creatives";[13] a Social Media & Influencers[14] medium "based on Creativity and Engagement", and the LIA Chinese Creativity Show,[15] featuring a unique red statue and executed through a first round of judging in China and a final judging session simultaneous with the annual LIA Judging.[16] The Health & Pharma competition has since changed to 'Health & Wellness' and 'Pharma & Medical' with additional craft categories for each.[17]
For the first time in its history, LIA cancelled the 2020 Awards season due to the global COVID-19 Pandemic.[18]
2021 saw the company appoint Terry Savage, former Chairman of the Cannes Lions International Festival of Creativity, as Chairman of LIA.[19][20][21]
The 2022 Awards Festival introduced the Creativity in PR competition and the Creativity in the Metaverse competition.[22]
The 2023 Awards Festival saw the addition of a Creativity in Business-to-Business competition.[23]
Judging[edit]
As of 2023, the seventeen LIA Jury panels, each one headed by a Jury President, are composed of nearly 190 experienced members of agencies, production companies, design houses, and technology companies. These panels decide on the Gold, Silver and Bronze Statue Winners as well as the finalists. Each Jury is given the noncompulsory opportunity to award a Grand LIA to a piece of work that has achieved a Gold statue.
Each juror sees every piece of work entered within the category (or categories) that he or she is required to judge. It is required that all jurors are on site for judging from the first round through statue discussions to ensure that all jurors see every piece of work. LIA has no quotas for winners, and every juror is fully aware of all winners when judging is completed.[24]
Judging is held annually at the Encore Las Vegas over a 7-to-10-day period in late September/early October.
Awards[edit]
In 1985, LIA commissioned a British art student, Mary Griffiths, to design the LIA statue. The 17" LIA statue is a winged figure that is hand cast in metal prior to a gold, silver, bronze, black (for Grand LIA winners), red (Chinese Creativity Festival) or Blue (for Regional Winners) plating. It stands on a custom black nickel finished base with an engraved plate displaying the year, medium, category, client/brand and the recipient's name and location.[25]
For 26 years, LIA held its one-night awards ceremony in London.
For the first time in 2010, the same year as the Awards' 25th Anniversary, LIA awarded global Network of the Year,[26] Agency of the Year, and Production Company of the Year designations.
In 2011, LIA gave a one-off award sponsored by JetBlue to filmmaker Morgan Spurlock's POM Wonderful Presents: The Greatest Movie Ever Sold, dubbed "The Greatest Award Ever Sold" for its analysis of product placement and the inner workings of the ad industry.[27]
In 2017, LIA added Regional 'Of the Year' Awards to Australia / New Zealand; Asia; Europe; North America; the Middle East / Africa; and South America as additional components of its global 'Of the Year' honors. These were followed by In-House ‘Of the Year' Awards for Regional and Global in 2022.[28]
2023 introduced the Created for Creatives LIA Legend and Holding Company of the Year Awards.[29]
In past years, LIA published a hardbound, full-color Annual showcasing all of the winners and finalists from that given year.[30]
Creative LIAisons[edit]
In 2012, as a way of giving back to the industry, LIA launched an educational initiative called 'Creative Conversations'. The inaugural program consisted of approximately 60 young creatives representing the next generation of talent who were able to have roundtable discussions with: Susan Credle, Israel Diaz, Sonal Dabral, Tony Calcao, Jeremy Craigen, Faris Yakob, Neil French, Dörte Spengler-Ahrens, Jonathon Ker, Ralph van Dijk, and Scott Elias, among others.
In 2015, the program was rebranded as Creative LIAisons. The event consists of panel discussions, interactive workshops, seminars that are not only industry centric, but also touch on topics that are relevant to today's culture and lifestyle, brand building and future worldwide trends.[31][32]
As Creative LIAisons runs concurrently with LIA Judging, attendees receive one-on-one mentoring from many of the LIA jurors. LIA allocates seats to industry associations, media partners and companies that support the awards festival through entries.[33]
Some luminaries in their respective fields that have presented at Creative LIAisons are: Matt Eastwood, Global Chief Creative Officer, McCann; Bob Isherwood, former Worldwide Creative Director, Saatchi & Saatchi; Mark Tutssel, former Leo Burnett Executive Chairman; Susan Credle, Chief Creative Officer, FCB Global; Malcolm Poynton, Global Chief Creative Officer, Cheil Worldwide Network; Doerte Spengler-Ahrens, CCO, Jung von Matt/SAGA; Piyush Pandey, Chief Creative Officer Worldwide and Executive Chairman India, Ogilvy; Rob Belgiovane, former Group CCO, BWM Dentsu; Diane Jackson, Chief Production Officer, DDB; Pum Lefebure, Co-founder and Chief Creative Officer, Design Army;[34][35] Matt MacDonald, Executive Creative Director, BBDO; Ralph van Dijk, Founder of Eardrum Australia; Taras Wayner, Chief Creative Officer, North America, Wunderman Thompson; Jeremy Craigen, former Chief Creative Officer, INNOCEAN; Lara Logan; previous Keynote Speaker Daymond John; and many more.[36]
In 2021, as a response to the COVID-19 pandemic, Creative LIAisons morphed into a series of global virtual one-to-one coaching and networking sessions for young creatives.[37] The program resumed in-person sessions running concurrently with LIA judging in 2022. 2023 sees the Creative LIAisons 'Global Coaching Academy' continue with in-person and virtual sessions consisting of approximately 120 mentees in Las Vegas and 170 virtual mentees.
References[edit]
- ↑ "Ogilvy Named Network of the Year at London International Awards for Third Straight Year"
- ↑ "A New Role for Vida Cornelious"
- ↑ "Collider Named as a Sponsor for 2023 Judging and Creative LIAisons at London International Awards". 2 October 2023.
- ↑ "WARC Rankings Creative 100"
- ↑ "Stagwell (STGW) Agencies Recognized By World Advertising Research Center (WARC) Creative 100 And Effective 100". www.stagwellglobal.com. 8 December 2021.
- ↑ "LIA Categories | London International Awards"
- ↑ "Dentsu Receives a Total of 34 Awards, Including One Grand LIA, at the London International Awards (LIA)"
- ↑ Yakob, Faris (2015). Paid Attention: Innovative Advertising for a Digital World. Kogan Page. ISBN 978-0749473600. Search this book on
- ↑ "Why The London International Awards' 'NEW' Category Isn't for Novelties"
- ↑ White, Ronald D. (2015-04-19). "How I Made It: Advertising veteran Jimmy Smith". Los Angeles Times. Retrieved 2020-07-02.
- ↑ "LIA Announces Branded Entertainment Category for 2014". Little Black Book. 2014-05-29.
- ↑ "LIA: Meet the Jurors and Presidents for Ambient & Activation; Print, Poster, and Branded Content & Entertainment"
- ↑ "LIA 2017 adds Health & Pharma; Jeremy Perrott to Chair inaugural Juries"
- ↑ "LIA announces new competition, Social Influencers, chaired by Phil Ranta". www.bizcommunity.com. Retrieved 2020-07-02.
- ↑ "LIA Chinese Creativity Show to recognize works in Chinese"
- ↑ "London International Awards Chinese Creativity Show Names Six Jury Heads for Las Vegas Judging"
- ↑ "Brett O’Connor, 2019 LIA Pharma Jury President on the Importance of Awards in Healthcare"
- ↑ "LIA cancels 2020 awards due to coronavirus"
- ↑ "Terry Savage Becomes Chairperson of LIA"
- ↑ "London lures Terry Savage"
- ↑ "LIA Awards Chairman Terry Savage: Three Factors Make LIA Awards Judging Process So Powerful"
- ↑ "Ronald Ng Named 2022 Creativity in the Metaverse and Evolution Jury President at LIA Awards". Little Black Book. 2022-07-12.
- ↑ "LIA Announces New Competition For 2023: Creativity In Business-to-Business Led by Jury President Eka Ruola"
- ↑ "Better Odds in Vegas: Every Juror on Every Piece of Work in Their Categories at LIA Awards"
- ↑ "R.S. Owens Custom Awards - over 75 years of American craftsmanship".
- ↑ "SIPG Health sweeps LIA 2022 with "Network of the Year" trifecta". www.ipghealth.com.
- ↑ "LIA Special Award - The Greatest Award Ever Sold".
- ↑ "The Stable - Regional of the Year".
- ↑ "London International Awards Introduces New Holding Company of the Year Award"
- ↑ "London International Awards deadline extended, final jury confirmed"
- ↑ "More than Just an Awards Show: Creative LIAisons"
- ↑ "Ad life lessons from LIAisons 2019"
- ↑ "Learnings from Creative LIAisons"
- ↑ "How Design Army's Pum Lefebure would spend a perfect day in D.C." The Washington Post.
- ↑ "Women Working In The Arts: Pum Lefebure".
- ↑ "LIA Day 1: Unlike anything else"
- ↑ "Raphael Janan Kuppasamy: a quiet success story"
External links[edit]
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