Global Creatives Gather in Las Vegas for LIA’s 2024 ‘Creativity in B2B’ Awards Judging

Las Vegas, Nevada – The London International Awards (LIA) has unveiled the panel for its 2024 Creativity In B2B jury, bringing together a lineup of global leaders in creative disciplines, tasked with evaluating the most innovative business-to-business advertising campaigns. The event, set to convene in Las Vegas, will be headed by Joji Jacob, who serves as the regional chief creative officer for SEA and North Asia at Havas.

Jacob, renowned for his influential role in shaping creative endeavors across two major regions, will preside over a jury comprised of talent sourced from five continents. Each member of the group arrives in Sin City with a wealth of experience and numerous accolades in the advertising realm. Collectively, they will undertake the task of judging submissions without any prior filtering — every piece of entered work will be viewed and assessed directly at the Encore @ Wynn Hotel in Las Vegas.

Addressing the challenges inherent in B2B communication, Jacob states, “B2B advertising magnifies the complexities already found in mainstream advertising. Selling a nuanced tech solution to a corporate committee demands even greater creativity than pitching a consumer product to an individual.”

The Creativity in B2B category, first introduced by LIA in 2023, celebrates imaginative and effective approaches to advertising products and services designed for business use. In its inaugural year, the competition spotlighted exemplary projects like ‘AIZOME WASTECARE Industrial Waste – Certified as Skincare,’ which took home the top honor, Grand LIA.

Expanding on his experience with LIA, Jacob anticipates another successful event, “Judging at LIA not only enriches one’s understanding of global creative standards but also fosters deep reflections and discussions among industry leaders, making it a truly rewarding experience.”

The evolution of B2B advertising has notably shifted from what critics once dubbed as Boring-to-Boring to a vibrant sector where creativity is crucial, irrespective of the product. Modern B2B campaigns now strive to resonate emotionally and intellectually with decision-makers, proving that an inventive spark can ignite interest across any industry.

Barbara Levy, president of LIA, echoes this sentiment, emphasizing the significance of creativity in business-focused campaigns, “B2B advertising, often referred to as trade advertising, has blossomed into an arena where creativity is not just appreciated but expected. It’s a transformation that has enriched the experience for marketers, creative professionals, and business consumers alike.”

Under Jacob’s leadership, the judging for this year promises to spark engaging discussions and highlight the best in creative B2b advertising. The decisions made in these sessions aim to set new benchmarks for innovation in the industry.

The jury for 2024’s Creativity In B2B category features a diverse array of creative leaders, including:
– Amy Carvajal, chief creative officer, New York
– Tara Ford, chief creative officer, The Monkeys, Sydney
– Nils Viktor Jacobsson, creative director, Uber, Amsterdam
– Merlee Jayme, chairmom / founder, The Misfits Camp, Makati City
– Waithera Kabiru, digital hub lead (Africa), Diageo, Nairobi
– Sabaa Quao, chief creative squad, Cossette, Toronto
– Eka Ruola, chief creative officer, Nitro Group, Helsinki
– Jo Shoesmith, global chief creative officer, Amazon
– Gary Steele, chief creative officer, DDB Group Aotearoa, Auckland
– Dr. Stephan Vogel, chief creative officer EMEA, Ogilvy Germany, Frankfurt

Judging sessions are scheduled to run from September 29 to October 7, 2024, with the outcomes eagerly anticipated by the creative and marketing communities worldwide.

LIA is acknowledged as one of the top five global accolades in the industry, credited in the WARC Creative 100 rankings, a benchmark for creative excellence in advertising. For further details on the jury, submission categories, and other requisites, interested parties are encouraged to visit the LIA’s official website.