LIA Announces Branded Entertainment Category for 2014

London International Awards (LIA) has added a category for Branded Entertainment. Branded Entertainment will award creativity and the power of the idea across films, television programming, live events, audio, gaming and music videos that engage consumers by entertaining them, rather than through traditional advertising.

LIA is defining Branded Entertainment as an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy. Branded Entertainment encompasses any piece of content (scripted or unscripted, comedy or drama, series or single) that is made with a brand’s personality, positioning and marketing objectives in mind. It's primary intention is delivering an entertaining and engaging experience to consumers.

The Branded Entertainment Jury will be chaired by Jimmy Smith, Chairman / CEO / Chief Creative Officer, Amusement Park Entertainment.

"I've judged tons of award shows, but this is my first time as a Jury President.  The dope thing is I'm the Jury President of Branded Entertainment, which is new for LIA.  So, it'll be something new and something old for me.  I've always found that for me...this is where the magic happens.” stated Jimmy Smith.

Other distinguished members of the Branded Entertainment Jury are:

- Raphael Aflalo, CEO / Co-Founder, My Love Affair, Paris

- Jesse Coulter, Co-Chief Creative Officer – Marketing, Creative Artists Agency, Los Angeles

- Lizie Gower, Managing Director/Founder, Academy Films, London

- Jonathan Ker, CEO / Partner, Great Guns, Los Angeles

- Wil Mozell, GM of Microsoft Studios, Microsoft, Los Angeles