“The NEW is all about showcasing unexpected advertising ideas that highlight new roles for brands and agencies. This can be based on emerging media technologies like AR/VR/data or actions and brand experiences or ideas and supply chains in terms of being an influencer,” explained Barbara Levy, President of LIA.  “The NEW is what we would like to term as a petri dish for growing new advertising disciplines until they are fully mature. Susan Credle, who is one of the industry’s leading creatives and influencer, is a perfect fit as Jury President.”

 

Susan Credle is a firm believer of creating new paths in the industry. She told an interesting the story of Albert Lasker, one of the creative founders of FCB, to illustrate her point. 

 

“In 1916, Lasker told the California Fruit Growers Exchange that if they wanted to compete with the growers in Florida, they needed a better name. He said California oranges were sun-kissed. For trademark reasons, he spelled it Sunkist. Lasker didn’t create an ad; he created a brand,” Susan explained.  “A few years later, when the orange crop exceeded all expectations, he recommended that instead of eating the oranges, Sunkist should encourage people to drink the oranges. This is the kind of thinking that makes us invaluable to our client partners. The NEW looks for these ideas that don’t fit into any category, but keep our business thriving.  Who will defy categories for this year? I can’t wait to see.”

 

 

 

 

Susan Credle – Jury President - Global Chief Creative Officer at FCB

 

 

 

 

 

 

Leah Bazalgette, Executive Director at Dentsu Aegis Network Sri Lanka, Colombo 

 

 

 

 

 

 

Adrian Bosich, Managing Partner / Creative Founder at AIRBAG, Melbourne 

 

 

 

 

 

 

Donald Chesnut, Global Chief Experience Officer at SapientRazorfish, New York 

 

 

 

 

 

 

Waithera Kabiru, Head of Media Futures and Digital at Diageo Africa, Nairobi 

 

 

 

 

 

 

Menno Kluin, Chief Creative Officer at 360i, New York

 

 

 

 

 

 

Nils Leonard, Creative Founder at Uncommon Creative Studio, London 

 

 

 

 

 

 

Andrew Reinholds, Managing Partner at OMD NZ, Auckland 

 

 

 

 

 

 

Taras Wayner, EVP / Chief Creative Officer at R/GA, New York 

 

 

 

 

 

 

Rosie Yakob, Co-Founder / Partner at Genius Steals, Nashville

 

 

 

 

The Entry System is open for entries. The initial entry deadline is the 11th June.

 

For more information on submissions and eligibility, please visit the LIA website at www.liaawards.com.