LIA Creative Conversations: Tony Granger

LBB’s Addison Capper caught up with London International Awards The New Jury President and Y&R Global CCO, Tony Granger, to see what he’s looking forward to during judging in Las Vegas. 

LBB> What words of advice did you give to your jury for this year's London International Awards?

TG> Not to feel guilty when you’re being tough on the work. Brilliant work rises to the top quicker that way. 

LBB> What were you hoping to see from the entries?

TG> I’m hoping to see work that doesn’t fit into one category or another. Look at Cannes this year. Quite a few ideas lived in multiple categories - and won for multiple categories. It’s an interesting place for our industry to be. You will find yourself debating what should or shouldn’t be in the category. It’s always worth keeping an eye on things that don’t fit in elsewhere.

LBB> What do you think about the LIA bringing over a selection of young creatives for the 'Creative Conversations'?

TG> What I love most about judging is the discussion that takes place in the judging room. You always learn the most from debating what work is worthy of being on the shortlist, and ultimately winning. That experience has historically only been for the Jury so the idea of having young creatives shadowing that process is terrific. It’s an amazing learning experience and they will be better creatives for it. 

LBB> What happens in Vegas stays in Vegas! Aside from judging, what are you looking forward to? 

TG> Everything in Vegas, from the hotels and casinos to the restaurants and the nightlife is a show so I can’t take too much of it.

I once took a chopper from Vegas through the Grand Canyon and absolutely loved it. I’m hoping to do that again. It really makes you appreciate the power of nature and water. And it’s during twilight so as you get back into Vegas you watch the strip light up. It’s really fantastic. 

I’ve always been a terrible gambler so I try to stay away from that. 

What I’m really looking forward to the most is catching up with old friends and making new ones. I have both long-time friends and brand new faces on my Jury so I’m excited about that.