Marcello Serpa - Jury President - Non-Traditional įirst a few words about the difference between a business that is driven by the bottom line and one that is driven by the caring line. They are all paragons of the NEW Iain Tate, newly named global interactive ECD at W&K Naveen Salvaduri, founder of new platform Foursquare Richard Schatzberger, recently named as a founding partner of co: and Paul Swann, executive ideas director at Naked Sydney, a new kind of creative. My jurors were exceptional, challenging and teaching me, for which I thank them. Twelpforce provides a compelling utility – a digital extension to the in-store experience, an idea that requires an admirable level of integration with the client and their internal systems. Fun Theory taps right into the need we must all service – creating new behaviors, in a way that genuinely seems to have sparked a movement. We didn’t feel any single piece stood out as a Grand LIA but the two Golds, for the Fun Theory, and Twelpforce, stand shoulder to shoulder as some of the most exciting NEW work. The statues we did award were richly deserved. It should help us pave the way to the future of our industry. To be NEW is more than being novel, it must be relevant, it should interface with culture. In fact, despite the name, novelty alone isn’t enough – for what we do isn’t art, done only for its own sake, but for the goals of our clients. We debated the core component of the NEW. But simply doing good outreach or PR stunts doesn’t necessarily equate to the same thing. Cultural salience is of course a valuable measure of what we do as an industry – earning attention, creating interesting culture. This year many entries featured campaigns with social components, and used social media coverage as both an element of the idea and efficacy of it.

Last year’s Golds and Grand LIA all felt directional, as though they could inspire new ways of thinking, new kinds of ideas. We wanted to recognize work that created or hacked engagement spaces, work that generated its own value and attention, work that, ultimately, helps the industry craft new vocabulary, and new roles for agencies.Īs ever, things that don’t fit in, mutations if you will, suggest the possible routes of evolution.Īs the statues awarded indicate, we felt that entries this year lit the way ahead a little less clearly than last. Last year, we set ourselves specific tasks for this category. The category may be NEW, but it is no longer new. This year was the first birthday of The NEW Category. That which is NEW is destined, eventually to become old.

Faris Yakob - Jury President - The NEW Category

Their Precious Own by Lia Black