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Creativity, innovative ideas and new technology in advertising, digital media, production, design, package design, music & sound and branded entertainment
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.
A woman-owned company,[1] LIA is one of five global shows included in the WARC Creative 100 Rankings.[2][3]
History
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: Ambient & Activation, Billboard, Branded Content & Entertainment, Creativity in Business-to-Business, Creative Use of Data, Creativity in the Metaverse, Creativity in PR, Design, Digital, Evolution, Health & Wellness, Health & Wellness – Craft, Integration, Music & Sound, Music Video, Non-Traditional, Online Film, Package Design, Pharma & Medical, Pharma & Medical – Craft, Poster, Print, Production & Post-Production, Radio & Audio, Social Media & Influencers, Television/Cinema, and Transformative Business Impact.[4]
It was the first international advertising award of its kind to acknowledge all media and methods from around the world to be judged by a diverse global jury.[5]
In 2004, the word "Advertising" was removed from the competition's name to reflect the fact that it observes more than just "advertising" in an ever-changing industry.
In 2009, LIA, along with Faris Yakob, author of Paid Attention: Innovative Advertising for a Digital World[6] 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.[7] In 2021, The NEW was renamed Evolution.
In 2014, LIA added Branded Entertainment as a medium. The judging category, first chaired by Jimmy Smith[8] of Amusement Park Entertainment,[9] became Branded Content & Entertainment in 2023,[10] awarding content with the "primary intention [of] delivering an entertaining and engaging experience to consumers".[11]
2017 included the additions of a Health & Pharma competition in response to a "large number of requests from creatives";[12] a Social Media & Influencers[13] medium "based on Creativity and Engagement", and the LIA Chinese Creativity Show,[14] 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.[15] The Health & Pharma competition has since changed to 'Health & Wellness' and 'Pharma & Medical' with additional craft categories for each.[16]
For the first time in its history, LIA cancelled the 2020 Awards season due to the global COVID-19 Pandemic.[17]
The 2021 Awards Festival saw the addition of a Creative Use of Data competition and Transformative Business Impact competition. The NEW was renamed to Evolution to better reflect the values of the category.
The 2022 Awards Festival introduced the Creativity in PR competition and the Creativity in the Metaverse competition.[21]
The 2023 Awards Festival saw the addition of a Creativity in Business-to-Business competition.[22]
2023 also saw the addition of two new awards: Holding Company of the Year and Created for Creatives: LIA Legend Award - given to a leader of the industry, past or current, advancing the industry through outstanding creativity and mentorship skills.[23]
Judging
Grand LIA Award
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.
The Public Service/Social Awareness Grand LIA was created in 2019, offered to all Gold Public Service winners; this was altered in subsequent years, and each Jury now has the discretion to award a Grand LIA and a Public Service/Charity/NGO Grand LIA where applicable.[24]
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.
Judging is held annually at the Encore Las Vegas over a 7-to-10-day period in late September/early October.
Awards
Gold LIA Award
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,[26] LIA awarded global Network of the Year,[27] Agency of the Year, and Production Company of the Year designations.
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.[29]
2023 introduced the Created for Creatives LIA Legend and Holding Company of the Year Awards.[23][30]
In past years, LIA published a hardbound, full-color Annual showcasing all of the winners and finalists from that given year.[31]
Creative LIAisons
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 renamed Creative LIAisons and was rebranded by Napath Omathikul of Leo Burnett Worldwide. 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.[32][33]
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.[34]
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;[35][36] 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.[37]
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.[38] 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.
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