Created For Creatives | A Podcast by the London International Awards

The role of Public Relations is to make a story as interesting as possible to the audience and to push, or as guest Fede Garcia puts it, “explode,” into mainstream media. With previous experience in advertising, our two guests from the inaugural Creativity in PR Jury articulate their different approaches between creating an advertising campaign and developing a PR event. Lauren Haberfield, Executive Creative Director at Edelman in Paris and Fede Garcia, the Global Chief Creative Officer at BCW explained to host Ralph van Dijk, that a good PR campaign centres around crafting a story or a conversation that connects and directly impacts the audience and the culture. It should move people. Fede went on to say that in PR it’s one’s job to find an angle where people care. Lauren and Fede dove into the difference between advertising and PR and also discussed how their roles blend.  They also talked about powerful work they saw within the PR category at LIA 2022 Judging and shared general advice to people entering, one being stop doing things just to win awards. Fede goes on to say “If you really have an idea that can change the world for the better, save lives, and help people, then you’re already a super hero.” Lauren in agreement with Fede says, “there’s an explosion of wanting to create noise, but that it is not directed.” She then explains that Edelman is about the purpose of the conversation, awareness building, what means/ends is the conversation going to, taking action and about what they are trying to generate from the conversation, not just making noise for the sake of noise. Fede expands on this saying that in the ad world you try to make ideas that capture the headlines and from a PR point why and what kind of conversation do you want to have and sustain. Did the idea go somewhere? PR also manages backlash from the media. Lauren and Fede also talked about what is different judging at LIA versus other shows. Lauren says “this is the first time that Creativity in PR has been a category at LIA and that my jury is setting the tone for the category and what we want this award to mean for the future, which I have not experienced at other festivals.” Fede says, LIA is a more relaxed environment with less politics. Jurors are more open because of the socializing outside of the jury rooms, which disarms people, so that there is a real sharing of opinions in and out of jury room, which makes it a great learning experience.” Show notes:[1] Creativity in PR 2022 All Winners: https://2022.liaentries.com/winners/?id_medium=38&view=icons&range=w&clear_search_session=true “Morning After Island” https://2022.liaentries.com/winners/?id_entry=103772&id_medium=38&id_submedium=104&id_category=0&view=details&range=w&page=17&keyword=&medium=&category=&award=&country=&title_brand=&credits=&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=false Credits: Guests: Lauren Haberfield, Executive Creative Director, Edelman, Paris Fede Garcia, Global Chief Creative Officer, BCW Host: Ralph van Dijk, Founder Eardrum Producer: Sarah Knights Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum websites that you can hopefully insert with the text to open in new window?

Craftsmanship and its connection to the consumer was a recurring topic at LIA 2022 and in the Design and Package Design Jury it was a key-criteria as the jury considered the usability of packaging that was presented. Host Tom Eymundson sat down with Cinthia Wen, Head of Creative at Turner Duckworth in San Francisco and Alexander Schill, Global Chief Creative Officer and Partner at Serviceplan in Germany, who were both on LIA’s 2022 Design and Package Design jury.  Cinthia and Alex shared their journey of how they ended up on their career paths, talked about the 2022 work entered, what makes great leadership, presenting ideas to clients, changes and trends they saw in Design and Package Design and what excited them in the jury room.  Alexander Schill, says, “Empathy is the key to everything to be.a good leader. You need empathy to put together the right teams. You have to have empathy to understand the problem of the client and you have to understand the consumer.”  Cinthia expands on this when it comes to presenting to clients and says that it’s ok when a client says no. She goes on to give advice that sometimes you have to co-create with a client; let them help build upon your team's idea to make it fit within their needs.  Alex and Cinthia discussed their jury criteria and both agreed that usability is very important. Consumers need to understand the product and is it easy to use. Design can be beautiful and creative, but the product must be able to communicate what is contained within. They also talked about the work in the room and they both touched upon (no pun intended) missing physical entries in Package Design as it is missing the physical touch which is helpful when judging the work. Alexander Schill states that “you have to teach young creatives to invest time and talent and passion into the craftsmanship. Investing in craftmanship makes the difference, especially in package design.” Lastly, they talked about Design in a virtual world and the trend of content being socially responsible. Listen for detailed insights. Show notes: Design Winners: https://2022.liaentries.com/winners/?id_medium=1&view=icons&range=w&clear_search_session=true Package Design Winners: https://2022.liaentries.com/winners/?id_medium=5&view=icons&range=w&clear_search_session=true Credits: Guests: Alexander Schill, Global Chief Creative Officer and Partner, Serviceplan Group, Germany Cinthia Wen, Head of Creative, Turner Duckworth, San Francisco Host:Tom Eymundson, CEO of Pirate Group Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum website you can hopefully add in as "open new window"

The jury, tackling non-traditional advertising said it can be anything except traditional or boring. Joana Mendes, President of Clube de Criação, São Paulo and Dörte Spengler-Ahrens, Managing Creative Director of JvM SAGA / Partner at Jung von Matt, two industry leaders, told host Chris Smith that their jury was not just looking for unique campaigns, but that they were also considering the craft of the work and how the work makes them feel. Doerte and Joana, both from different parts of the world, shared their background, which is inspiring and barrier breaking. They speak about work they are proud of, what sparks joy when seeing the work and what they look for in the work. They both echoed the same sentiments that the work has to make an impact and touch someone emotionally. They also discussed that impactful work doesn’t just have to be serious, stating that they both would have loved to laugh a little more in the jury room. Campaigns can have humour, while still reaching people's emotions and making a difference, saying that "joy is the most powerful human emotion." Show notes: Heinz draw ketchup ad: https://www.youtube.com/watch?v=APoGHH1Ns2M BVG Hemp ticket: https://2022.liaentries.com/winners/?id_entry=108553&id_medium=12&id_submedium=31&id_category=0&view=details&range=w&page=29&keyword=&medium=&category=&award=&country=&title_brand=&credits=&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=false Non-traditional winners: https://2022.liaentries.com/winners/?id_medium=12&view=icons&range=w&clear_search_session=true Credits: Guests: Joana Mendes, Creative Director and President of the Brazilian Creative Club Doerte Spengler-Ahrens, managing creative director of JvM/Saga and partner at Jung von Matt Host: Chris Smith, Chief Creative Officer, Plot Twist Creative Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Creative work often finds its footing on digital platforms. It is created by agencies, by brands and individuals and then shared across social media or generated as online advertising. Tara Ford, Chief Creative Officer of The Monkeys was on the 2022 Integration jury, judging work presented across multiple platforms and channels. Tara stressed that the work needs to be purposeful and impactful and that ideas can’t just be hosted on different platforms; there must be value attached to having work on a platform. Tara says it is important to know why you made the work and why the idea was chosen for the platform. Similarly, Melissa Eccles, Group Creative Strategy Director at TikTok Creative Lab on the West Coast, notes that when she was on the 2022 Digital & Social Media and Influencers jury she was considering how work was created and shared and how influencers were bringing their own distinctive creative flair to a campaign. She delved into how being just a creator differentiates from being an influencer. Melissa says, “that just because you publish a campaign on social media, does not make it social by nature.” Please note: Melissa’s views are her own. She is not speaking on behalf of or representing TikTok in this interview. Listen to the episode for more of Tara and Melissa’s insights into Integration and Digital and Social Media & Influencers, their jury room criterias, why work did or did not make it through, advice for entrants in the coming year, what influences the way they work and their overall creative points of views within the industry. Show notes: Integration winners: https://2022.liaentries.com/winners/?id_medium=3&view=icons&range=w&clear_search_session=true Digital winners https://2022.liaentries.com/winners/?id_medium=2&view=icons&range=w&clear_search_session=true Social media and Influencers winners: https://2022.liaentries.com/winners/?id_medium=29&view=icons&range=w&clear_search_session=true Credits: Guests: Melissa Eccles, Head of West Coast, Group Creative Strategy Director, TikTok Creative Lab Tara Ford, Chief Creative Officer, The Monkeys Host: Ralph van Djik, Founder Eardrum Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

The Metaverse is (even for our judges) in some ways unknowable as it continues to grow, morph and change on the daily. Joey David Tiempo, Founder and CEO of Octopus and Whale and Wesley ter Haar, Founder / Executive Director of Media.Monks joined host Tom Eymundson, CEO of Pirate Group, Toronto to discuss what the Metaverse is and how we will all be shopping, socialising and potentially judging London International Awards in the Metaverse in just a few short years. Show notes: “Creativity in the Metaverse Winners” https://2022.liaentries.com/winners/?i[1] d_medium=39&view=icons&range=w&clear_search_session=true Credits: Guests: Joey David Tiempo, Founder and CEO of Octopus and Whale, Manila Wesley ter Haar, Founder / Executive Director, Media.Monks, Amsterdam Host: Tom Eymundson, CEO, Pirate Group Inc., Toronto Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum usually you can add websites as "add new window" in podcast sites

Featured in this episode are Ben Tarr, President of Leo Burnett Canada and Kwame Taylor-Hayford, Co-Founder of Kin were LIA 2022 Transformative Business Impact and Creative Use of Data Jurors. Hosted by Chris Smith, Co-Founder / Principal / CCO of Plot Twist Creativity, Dallas. After years of upheaval, we’re all working through a rapid and sudden change while trying to figure out ways to create work that’s transformative. Direct from jury discussions, Ben Tarr, President of Leo Burnett, Canada and Kwame Taylor-Hayford, the Co-Founder of Kin joined Chris Smith to discuss the work that isn’t just the best in the world, but is also changing the world. Ben who is behind an agency with a lot of history and Kwame who started Kin in 2019 talk about the meaning of Transformative Business Impact, criteria for judging the work in both the Transformative Business Impact and the Creative Use of Data categories, the winning work and inclusivity and making a difference. Listen to the episode for more! Show notes: Saturday Morning: https://www.saturdaymorning.co/about Credits: Guests: Ben Tarr, President Leo Burnett (Canada) Kwame Taylor-Hayford, Co Founder Kin Host: Chris Smith, Co-Founder / Principal / Chief Creative Officer, Plot Twist Creative Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy Production Company: Eardrum