LIA partners MARKETING EDGE for brand leveraging
London International Awards or LIA (formerly known as London International Advertising Awards, LIAA), one of the world’s leading Awards that honours creativity in the advertising and brand communications space, has appointed MARKETING EDGE Magazine as its media partner.
Unveiling the new partnership deal, Senior Vice-President, Public Relations & Marketing of LIA, Patricia Censoprano, in a message to MARKETING EDGE early this week said, “we are glad to announce MARKETING EDGE as a media partner”.
She stated further: As with most of our media partners, we have placed your logo (MARKETING EDGE) on our website”. Censoprano further said that with the partnership, “MARKETING EDGE will be publishing LIA’s Press Releases from time to time as well as helping to promote the brand across all its media platforms in Nigeria”.
Commenting on the new Partnership, Publisher/CEO, MARKETING EDGE, Mr. John Ajayi, described the latest move as a “strategic effort by the media platform to deepen its market leadership locally and globally”, pointing out that MARKETING EDGE’s brand equity has continued to grow exponentially across industries, markets and territories.
He stated that the motive behind the media partnership with LIA was in recognition of the fact that LIA is a very strong brand with renowned and reputable pedigree in organising globally-recognised creative awards for decades.
He noted that partnering with an established brand like LIA, which already has strong equity in organising great awards event to stimulate competition in the market, would definitely rub off positively on MARKETING EDGE’s yearly Brands & Advertising Awards of Excellence which is now in its eighth edition.
The MARKETING EDGE Awards is an initiative of the brand-focused marketing and advertising publication with a view to promoting the brand idea, while expanding the frontiers of marketing and advertising knowledge. The year 2020 edition of the awards held mid-last month amidst pomp and pageantry with crème de la cream in the Nigerian Integrated Marketing Communication services sector players in attendance.
The award initiative which has become the toast of major industry players and gladiators has become a credible benchmark to measure brand performance and creative quality in-puts of the industry and the brand marketing advertising community.
The new move is coming against the backdrop of similar affiliations by MARKETING EDGE with other leading global awards and creative ranking bodies. Some of the global institutions that MARKETING EDGE has been partnering with are Loeries, Dubai Lynx, New York Advertising Festivals, Adweek and Cannes Lions.
The LIA, founded in the United Kingdom in 1986 by President Barbara Levy, began by celebrating advertising in the realms of cinema, television, print, outdoor and radio. It has evolved since its inception into 22 unique media types, including Ambient, Billboard, Branded Entertainment, Creative Use of Data, Design, Digital, Evolution, Health & Wellness, Health & Wellness – Craft, Integration, Music & Sound, Music Video, Non-Traditional, Online Film, Package Design, Pharma & Medical, Pharma & Medical – Craft, Podcast, Poster, Print, Production & Post-Production, Radio & Audio, Social Media & Influencers and Television/Cinema.
It was the first international advertising award of its kind to acknowledge all media and methods from around the world to be judged by a diverse global jury.
In 2004, the word “Advertising” was removed from the competition’s name to reflect the fact that it observes more than just “advertising” in an ever-changing industry. In 2009, LIA, along with Faris Yakob, author of Paid Attention: Innovative Advertising for a Digital World and co-founder of Genius/Steals, developed “The NEW,” for works that demonstrate concepts that don’t fit comfortably among the standard media divisions, with a focus in fields of technology.
In 2014, LIA added Branded Entertainment as a medium. The judging category, first chaired by Jimmy Smith of Amusement Park Entertainment, awards “creativity and the power of the idea across films, television programming, live events, audio, gaming and music videos that engage consumers by entertaining them, rather than through traditional advertising.”
For 2016, LIA introduced a medium called Verbal Identity, centered on “the long-term verbal assets” of a brand, with sub-categories devoted to naming, taglines, copywriting and tone of voice. Adding this competition was a direct result of an open letter ad in Advertising Age by branding agency CBX asking ‘What About Naming?’
In 2017 included the addition of a Health & Pharma competition in response to a “large number of requests from creatives”; a Social Media & Influencers medium “based on Creativity and Engagement”, and the LIA Chinese Creativity Show featuring a unique red statue and executed through a first round of judging in China and a final judging session simultaneous with the annual LIA Judging. (See: Judging) 2019 saw the introduction of Podcasts as a medium.
LIA was also added to the WARC Creative 100 Rankings which is the successor to the Gunn 100, which tracks the performance of campaigns, brands and agencies in advertising creativity competitions around the world.
The rankings are a benchmark for creative excellence, allowing marketers to compare their performance with their peers’. For the first time in its history, LIA cancelled the 2020 Awards season due to the global COVID-19 Pandemic. The 2021 Awards Festival will see the addition of a Creative Use of Data competition.
The NEW has also been renamed to Evolution to better reflect what the category stands for. LIA has one main office in New York City.
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