In late September/early October, 200 creative leaders from around the globe will head to Vegas to judge the LIA Awards 2025. They will sit in darkened rooms for days, viewing every piece of work in their category, but they will not be alone. At LIA, our jury rooms are open.  We allow press to sit in on the deliberations, we invite creative excellence managers to attend and as part of the Creative LIAisons program, the young creatives sit in and observe the statue discussions in real-time.

"The keys to our judging process are simple", says Barbara Levy, Founder and President of LIA, "First and foremost there is no pre-judging, we insist they every jury member sees every piece of work that is entered into their category, secondly there are no quotas. The juries are experienced, therefore, we do not insist they award a predetermined number of statues. Finally, there is transparency in the jury rooms; press are welcome, creative excellence managers are welcome and of course the young Creative LIAsions delegates revel in the opportunity to learn the insights and experiences from world leading industry creatives."

This theme is amplified by Rich Levy, Chief Creative Officer at Klick Health who says, "Judging at LIA is one of the best things about the show. Since the entire judging process happens in person, with the whole jury in the room together, you really get to dig into the work as a team so the best ideas can genuinely get the recognition they deserve."

The judging process at LIA, is to first brief the Jury President and the Jury and then we commence three rounds
of judging. The first round is simply an 'In or Out', those that get through that stage then go through a second round, where the work is judged and scored based on a '1 to 10' scale.  This provides the basis on which the third round is held; the discussion stage where each piece is fully discussed and awards are given. It is in this round that the importance of our juries knowing every piece of work in their category becomes so important.

"At LIA, the total focus is on the work, it is discussed in the jury room, at the jury lunches and dinners, because understanding the cultural nuances of work from all over the world needs as much opportunity as possible to be explored. The total focus, the only focus of the juries at the event is creativity and the awards." says Christina Shaw, Awards Director at LIA.

Ben Tarr, President of Leo Toronto says, "No pre-judging allows a level playing field for the work with a fully focused jury who sees every single piece, together."

"The LIA live judging experience is truly authentic. Judges are hand-picked from around the world, representing the full spectrum of our creative industry. The process is not only fair but highly efficient — each piece of work receives the time, thought, and real-time deliberation it deserves." says, Deborah Abraham, Head of PR, Forsman & Bodenfors Asia

President of LIA, Barbara Levy adds, "When you win at LIA, you know that you have impressed the world's best practitioners. They have seen your work from the outset, scrutinized it and talked about it with others at length. At the finish line the conclusion is simple, 'Is it worthy of a LIA?' It begins and ends with the jury, when there is great respect for the judges and trust in the integrity of the process, you get the best and most inspiring results."

Liz Taylor, Global Chief Creative Officer at Ogilvy, sums it up, "The industry’s best creatives, together judging the industry’s best work in real-time, while mentoring the industry’s best next generation. It’s this combined magic that makes the LIA’s judging experience a cut above the rest. The purest, most level playing field the industry has to offer—which is a credit not only to  LIA as an organization, but a testament to the importance of what we as creatives do and the impact we’re here to create in our clients’ businesses and the broader world." 

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