HERO’S Ben Lilley to represent Australia on the LIA Integration and Direct jury

HERO creative chairman Ben Lilley has been selected to represent Australia on the LIA Integration and Direct jury, led by jury president Susan Credle, chair of FCB and creative advisor to IPG.

According to Ben, “the exposure and insights we gain at global award shows like the LIA is key to our ambition to be not just Australia’s best independent creative agency and one of the world’s top creative advertising agencies, but also Australia’s best creative agency run by Australia’s top creative advertising and marketing agency talent. I’m honoured to be part of this very first jury to be the judging the LIA Direct competition.”

Credle will lead a jury of creative luminaries onsite at Encore @ Wynn, Las Vegas for all rounds of judging. Credle and her elite jury members will view every piece of work entered in the Integration and Direct competitions. Each entry will be subjected to close examination and an animated exchange of viewpoints and perspectives, to carefully choose the 2024 Winners & Finalists that will set the creative benchmark for the industry.

Credle is one of the most recognized and respected creatives. She has helped shape the industry with many trailblazing ideas in her career, which has spanned more than 30 years.

In accepting this role as jury president, for both Integration and Direct, Credle says: “The jury room is only as good as the jurors in that room. The Integration and Direct Jury this year is outstanding. Cannot wait for the discussions around the work. It will be a master class.”

This year marks the first time that LIA is introducing the Direct competition. Both Integration and Direct campaigns evolve based on the interaction of people and the different touch points. Integration is Innovation, Influence and Impact.

Direct marketing is one of the most effective tools to establish a connection with the target consumer. While the Direct competition is the newest competition in LIA, its history dates back to the latter half of the 19th century with catalogues that were sent to consumers as the oldest form. Today, social media has emerged as the most modern form. Social media platforms now allow for more specific targeting, narrowing down the prospects by age, demographics, interests, etc.

Says Barbara Levy, president of LIA: “The call to action is such an integral part of Direct. The effectiveness of direct marketing is easier to track. You can see the return on investment or lack of it quiete immediately, unlike other forms of advertising. It is always wonderful to have Susan preside over a jury room. Discussions will be robust and insightful to ensure that only the best work gets awarded.”