Top creatives unite in Vegas for LIA’s 2024 B2B jury

LONDON, Today: London International Awards (LIA) has revealed the 2024 Creativity In B2B jury. This diverse group of award-winning creatives from five continents will gather in Las Vegas to judge all entries on-site at the Encore @ Wynn Hotel.

Leading this esteemed jury is Joji Jacob, Regional Chief Creative Officer SEA & North Asia, Havas.

Accepting his role, Joji said, “Take mainstream advertising, and multiply the degree of difficulty by ten, and what you get is B2B communication. If selling a car to a couple isn’t hard enough, try selling computers to a committee.”

LIA introduced Creativity In B2B in 2023 to recognise outstanding creativity in B2B advertising and promotions. Last year, it awarded a Grand LIA for “AIZOME WASTECARE™ Industrial Waste – Certified as Skincare.”

“I’ve judged LIA before, and I’m all the richer for it. LIA brings together the finest creative people from across the globe, gives them the time, space and the platform to look at and consider the work deeply, and then celebrates the best of it.” – Joji Jacob

Joji added, “I’ve judged LIA before, and I’m all the richer for it. LIA brings together the finest creative people from across the globe, gives them the time, space and the platform to look at and consider the work deeply, and then celebrates the best of it. In other words, looking at the best work at one of the best shows, I can’t wait.”

Advertising to businesses is different from advertising to consumers. B2B campaigns have evolved. Gone are the days of “Boring-to-Boring.” Now, “B2B can’t be boring.” Creativity is expected, even for mundane products. B2B ads need to connect emotionally, not just highlight features.

Barbara Levy, President of LIA, said, “B2B advertising is sometimes called trade advertising. While it can be challenging, we have seen some very creative and impressive work from this competition since we started it a year ago.

Creative B2B work makes it more fun for everyone – the consumer, the marketer and the creative people. In the end, everyone wins as it gives better business results. Under Joji Jacob, we know there will be lively discussions in the room to award the best work,” Barbara adds.

LIA 2024 Creativity In B2B Jury

Joji Jacob, Regional Chief Creative Officer SEA & North Asia, Havas – Jury President
Amy Carvajal, Chief Creative Officer, New York
Tara Ford, Chief Creative Officer, The Monkeys, Sydney
Nils Viktor Jacobsson, Creative Director, Uber, Amsterdam
Merlee Jayme, Chairmom / Founder, The Misfits Camp, Makati City
Waithera Kabiru, Digital Hub Lead (Africa), Diageo, Nairobi
Sabaa Quao, Chief Creative Officer, Cossette, Toronto
Eka Ruola, Chief Creative Officer, Nitro Group, Helsinki
Jo Shoesmith, Global Chief Creative Officer, Amazon
Gary Steele, Chief Creative Officer, DDB Group Aotearoa, Auckland
Dr. Stephan Vogel, Chief Creative Officer EMEA, Ogilvy Germany, Frankfurt

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.

• More info here: liaawards.com