Mandie van der Merwe, chief creative officer at Saatchi & Saatchi is fresh from Sin City. But rather than feeling unclean what with all of the city’s lasciviousness, she’s returned refreshed and with a renewed sense of pride in our little world. van der Merwe served on the Branded Content and Branded Entertainment juries.
There’s something about Las Vegas that makes it the perfect backdrop for one of our industry’s most celebrated award shows. The lights, the spectacle and the buzz of creativity in the air – Vegas is one of those rare places that feels as over the top as we sometimes do, and the perfect place to celebrate creativity.
But, beyond celebrating creativity, one thing that stood out across discussions this year was the economic pressures common to all of us. Whether a judge was from Australia, Canada, or Germany, the conversations circled around inflation, cost of living and how agencies everywhere seem to be pitching at full throttle to retain or acquire clients. It’s as if the entire industry is moving in overdrive, trying to navigate a rapidly evolving economic landscape.
That’s the beauty of judging – beyond the individual merits of the work, you leave with broader observations about the state of our industry and where creativity is flourishing.
Eastern Markets Are Leading the Way
One thing is clear: We can all learn a thing or two from the work coming out of the Eastern markets. The long-form content being produced, especially in branded entertainment, is of world-class quality. The “Shot on iPhone 15 Pro Max | Chinese New Year – “Little Garlic” campaign comes to mind. It’s a masterclass in storytelling, perfectly balancing cultural relevance with global appeal.
Then there’s humour—a delicate and culturally specific tool. Eastern markets, especially Thailand, are showing us how to truly tap into local humour. The “Uncle KFC’s Rice Bowl” campaign made a statement about what resonates with Thai audiences in an unapologetically local way. By contrast, even with all the experience in the room, I doubt a juror from one of the Eastern markets would easily pinpoint the difference between Aussie and Kiwi humour. It just shows how nuanced and regionally specific great comedy can be and that we need to lean into what makes us special and unique.
We’re Witnessing an Animation Renaissance
Craft is intrinsic to making the best work stand out. This year it feels like the beginning of an animation renaissance. Standout work like Apple’s “Fuzzy Feelings” and Café Joyeux 47 were a testament to the level of emotion and storytelling that animation can deliver. Area 23’s work further reinforced how far we’ve come in using animation not just as a medium but as a powerful storytelling tool.
Doing Good at Scale
The notion of advertising for good is no longer a buzzword – it’s becoming central to the industry’s biggest campaigns. But instead of charities and NGOs, Brands are stepping up to challenge stereotypes and make a tangible difference in the world. McDonald’s “No Smiles” and Meta’s “We Are Ayenda” are prime examples of how brands are doing good at scale. These campaigns aren’t just about brand-building; they’re about changing perceptions, creating impact, and making the world a better place.
The Power of Creative LIAisons
Lastly, I have to give a special shoutout to Creative LIAisons. It’s one thing to be judged by your peers, but when a group of 20-plus young creatives watches you during jury deliberations, it ups the ante. There’s something about knowing you’re being observed by the next generation of judges that sharpens your opinions and makes you strive to be better. This phenomenal educational program brings out the best in all of us. It sets an example for how work should be viewed, critiqued, and debated—thoughtfully and respectfully.
Jurors are more succinct in their opinions and less likely to resort to the kind of cliquish tactics that sometimes plagues jury rooms. It’s a reflection of the growth in our industry. If you’ve never entered or judged the LIA Awards, I highly recommend it.
Thank you to my fellow jurors Perry F., Bridget Jewell, Marjorieth Sanmartin, Simon Au, 游明仁 Richard Yu, Sling and Joel Simon, our jury president Juan Woodbury, and the incredible LIA team Barbara Levy, Terry Savage, Christina Shaw and Laurissa Levy for the experience. I never thought I’d leave Vegas feeling smarter, but here we are.
