SBU Sitole

Sbu Sitole to Lead 2025 LIA Audio & Radio Jury in Las Vegas

The London International Awards (LIA) will gather top global creatives in Las Vegas for the 2025 Audio & Radio competition. Judging will take place from 25th September to 3rd October at Encore @ Wynn Las Vegas.

Sbu Sitole, Chief Creative Officer and Co-Founder of The Odd Number in Johannesburg, has been named Jury President.

Sitole is a seasoned creative leader and no stranger to global juries. His agency recently won the Loerie Awards’ Africa and Middle East Independent Agency of the Year for 2024.

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“Radio and Audio is possibly my first love in advertising. I love beautifully written pieces, I love ideas, I love the ability of audio to take you on a journey, using the power of sound. I’m looking forward to ideas that not only disrupt the genre, but move the category forward,” said Sbu.

All jury members will be present on-site throughout the judging process. They will review every entry from the first round through final statue decisions.

LIA President Barbara Levy lauded the appointment. “We are delighted to welcome Sbu as our first South African Audio & Radio Jury President to be onsite in Las Vegas. He is passionate about the medium. Together with his highly talented jury, I know that only great ideas and great craftmanship will emerge as winners.”

LIA says the Audio & Radio category continues to evolve beyond traditional formats. The rise of podcasts and on-demand content is changing how audiences engage with audio storytelling.

The full 2025 Audio & Radio jury includes: