London International Awards Announces the 2024 Integration and Direct Jury

London International Awards (LIA), announces Susan Credle, chair of FCB and creative advisor to IPG as Jury President for Integration, as well as the inaugural Direct competition.

Susan will lead a jury of creative luminaries onsite at Encore @ Wynn, Las Vegas for all rounds of judging. Credle and her elite jury members will view every piece of work entered in the Integration and Direct competitions. Each entry will be subjected to close examination and an animated exchange of viewpoints and perspectives, to carefully choose the 2024 Winners & Finalists that will set the creative benchmark for the industry.

Susan is one of the most recognised and respected creatives. She has helped shape the industry with many trailblazing ideas in her career, which has spanned more than 30 years. In accepting this role as jury president, for both Integration and Direct, Susan said, “The jury room is only as good as the jurors in that room. The Integration and Direct Jury this year is outstanding. Cannot wait for the discussions around the work. It will be a master class.”

This year marks the first time that LIA is introducing the Direct competition. Both Integration and Direct campaigns evolve based on the interaction of people and the different touch points. Integration is Innovation, Influence and Impact.

Direct Marketing is one of the most effective tools to establish a connection with the target consumer. While the Direct competition is the newest competition in LIA, its history dates back to the latter half of the 19th century with catalogues that were sent to consumers as the oldest form. Today, social media has emerged as the most modern form. Social media platforms now allow for more specific targeting, narrowing down the prospects by age, demographics, interests, etc.

Barbara Levy, president of LIA, said, “The call to action is such an integral part of Direct. The effectiveness of direct marketing is easier to track. You can see the return on investment or lack of it quiete immediately, unlike other forms of advertising. It is always wonderful to have Susan preside over a jury room. Discussions will be robust and insightful to ensure that only the best work gets awarded.”

2024 Integration and Direct Jury

• Susan Credle, chair of FCB and creative advisor to IPG – Jury President
• Pancho Cassis, partner / global chief creative officer, DAVID
• David Kolbusz, chief creative officer, Orchard, Brooklyn
• Ben Lilley, creative chairman, HERO McCann, Melbourne
• Fan Ng, chief creative officer, BlueFocus
• Allison Pierce, chief creative officer, VML, Kansas City
• Ali Rez, chief creative officer - Middle East, North Africa and Pakistan, IMPACT BBDO, Dubai
• Chaka Sobhani, president / global chief creative officer, DDB Worldwide
• Kate Stanners, chairwoman / global chief creative officer, Saatchi & Saatchi
• Aaron Starkman, global chief creative officer, Rethink
• Nicoletta Stefanidou, chief creative officer, Tinker Tailor, Zürich
• Ricardo Wolff, executive creative director, Innocean Berlin

Judging in Las Vegas commences on 29th September and will be completed on 7th October 2024.

LIA is one of five global shows that is included in the WARC Creative 100 rankings.