Nadja Lossgott, Creative Director of AMV BBDO, London, has been the Chair of the Jury of the non-traditional competition and Marco Venturelli, Creative Director of Publicis France and CEO/CCO of Publicis Conseil, Paris, will chair the TV competition.
In its 39th year, the LIA continues to bring together the world’s most famous artistic minds, whose main criteria will set the standard to ensure that only the most productive artistic ideas and executions are rewarded. Lossgott and Venturelli will lead those two tough jurors throughout all stages of the on-site evaluation at Encore@Wynn, Las Vegas. The transparent evaluation of the LIA ensures that all juries see each work in their respective categories, having lively discussions and debates until the end of the discussions on the statues. These panel the winners of the gold, silver and bronze statues, as well as the finalists. Each jury, at its discretion, also decides whether a Grand Lia will be awarded. Since there are no off-site pre-trials, all judges are completely concerned from start to finish, so everyone is aware of the final effects before they are released.
Lossgott, in accepting the position for the non-traditional competition, says: “I am very happy to judge a painting that has no compatibility in an express mold and is outside the limits of the known. It is those concepts and achievements that are charting a new direction for our industry.
“Engagement” is the good luck of a product or service. Brands need to engage in genuine and meaningful ways with their customers. Non-traditional advertising is an unconventional and creative way to attract customer attention and engagement.
Venturelli says: “What I like about LIA is the quality of the juries and the sense of the discussions. Being able to review all the live performances in combination is priceless. LIA is a benchmark in our industry. We are not only looking to the most productive work, but also the few pieces that move us forward. The few pieces that reinvent the way we do our work, from conception to execution.
Since the first 10-second black-and-white television spot on the Bulova watch, broadcast in 1941, TV spots have come a long way. Consumers can be reached via the internet, streaming or cable. TV commercials pack a punch because they combine movement, sound, and symbols to tell captivating stories that have the power to connect, evoke feelings, and leave a lasting impression.
Barbara Levy, President of LIA, said: “Today’s consumers are very savvy, as they are exposed to a wealth of information. There is no doubt that brands are achieving effects through classic and non-classic mediums, such as television, film, and online movies. Ultimately, creativity is key, no matter how brands advertise. We have the most productive people in those two judges’ rooms, so we’re keeping an eye out for the maximum artwork that will emerge from those two competitions.
Judging in Las Vegas begins on September 29 and will end on October 7, 2024.
LIA is one of five global companies included in the WARC Creative 100.
For more information on juries, categories and requirements, our website: www. liaawards. com.
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