LIA Insider Issue 457: Keka Morelle of Ogilvy Latam to Chair LIA 2026 Direct Jury

LIA introduced the Direct Category two years ago. LIA is pleased to announce Keka Morelle, CCO Latam, Ogilvy, as 2026 Jury President for Direct. Keka has been recognized in all the most prestigious shows globally. In 2020, she was included in Adweek’s “Creative 100” list as one of the global leaders reshaping agency culture. Keka was named “Creative Professional of the Year” twice at the Brazilian Cabore Awards, once in 2018 and again in 2023.

Keka Morelle

Jury President

In accepting her role as Jury President, Keka Morelle said: "I'm very grateful and honored to be President of such an incredible category at LIA. Direct campaigns are often at the forefront of innovation, leveraging data, technology and personalization to forge meaningful connections. We will celebrate work that doesn't just create awareness, but actively drives action and delivers measurable results, showcasing ideas that truly changed behavior, built connections and delivered tangible value for brands."

Serving together with her on the Jury are some of the most respected names in the industry. They are all high achievers, who have pushed the boundaries of creativity with their body of work.

Christina Shaw, VP - Awards Director, LIA, said: “If you look down the list of jurors, you will definitely be impressed. Some of the most creative names that have a made big impact on the industry are on the judging panel, all who have had an extensive and illustrious career in the business. These are people who are at the top of their game. We expect to have very robust discussions in the jury room before the cream of the crop surfaces.”

Direct selling is not new. It accounted for a lot of the commerce in the 18th and 19th century. Everything from encyclopedias to pots and pans were sold door-to-door and directly to consumers. The audience for direct marketing is very targeted. The focus is on producing quantifiable results.

Today direct marketing has a lot more technological tools at its disposal - email marketing, social media marketing and targeted online marketing. There is now the opportunity for personalization, making direct marketing more effective.

The judging for LIA 2026 will begin 25th September and run through 3rd October, 2026. As there is no-prejudging before the show, all members of all juries will be on-site for judging. LIA levels the playing field for submissions, as every juror must see every piece of work in their respective categories. This will ensure that no piece of work falls between the cracks and is judged fairly, without bias by the same group of creative people.

LIA 2026 Direct Jury

Jury President

Keka Morelle

CCO Latam

Ogilvy LATAM