This year, the prestigious Branded Content and Branded Entertainment Jury will be helmed by Javier Campopiano, McCann Worldgroup & McCann's global chief creative officer. Alongside other industry luminaries, he will spearhead the selection of top-tier work in branded content and entertainment. The judging sessions, part of LIA's 40th anniversary, will take place at Encore @ Wynn Las Vegas from September 25th through October 3rd. Campopiano expressed his excitement about leading this jury, emphasizing the category’s significance and LIA’s commitment to nurturing young talent by inviting them into the deliberation process. At its heart, branded content seeks to engage audiences meaningfully while subtly conveying a brand's message or showcasing its products. This innovative approach contrasts with traditional advertising methods, blending entertainment with promotion for a lasting impact.

Barbara Levy, president of LIA, highlighted that success in this field transcends brand size, focusing instead on creativity and originality. The esteemed judges, experts in presenting brands creatively, will gather in Las Vegas to review every entry meticulously before selecting benchmarks for 2025. This experience offers invaluable learning opportunities for young creatives invited globally, fostering inspiration and growth. Key jurors include Nopparath ‘Mint’ Eksuwancharoen, Perry Fair, Isabel Fontes, Barbara Humphries, Suz Keen, Peter Khoury, Yuichi Kitada, Brandon Pierce, Rafael Pitanguy, and Liz Taylor. Entries submitted by June 10th, 2025, qualify for a 25% discount.

Innovative Leadership in Branded Content

Javier Campopiano, McCann Worldgroup & McCann's global chief creative officer, leads this year's Branded Content and Branded Entertainment Jury. His vision underscores the importance of crafting engaging narratives that seamlessly integrate brand messages, setting new standards for the industry. By bringing together some of the most brilliant minds in advertising, Campopiano aims to recognize groundbreaking work that resonates with audiences worldwide. Additionally, LIA extends an invitation to aspiring young talents, allowing them to observe and learn from the judging process, thus shaping the future leaders of the creative world.

The core mission of branded content revolves around captivating audiences while promoting brand values or products subtly. Unlike conventional advertising, which often separates promotion from entertainment, branded content blurs these lines, creating a more integrated and impactful experience. For instance, the movie 'Barbie' demonstrates how narrative-driven approaches can forge deep connections between audiences and products. Campopiano emphasizes that this category excites him personally because it embodies the potential for innovation and creativity within the industry. As he explains, being involved in LIA provides a unique platform to inspire the next generation of creators, ensuring they understand their responsibility to uphold high standards in advertising.

A Showcase of Creativity and Expertise

Barbara Levy, president of LIA, stresses that success in branded content and entertainment is not solely determined by brand size but hinges on the quality of creative concepts. Engaging and distinctive content plays a crucial role in enhancing audience interaction. The expert panel, composed of renowned figures such as Nopparath ‘Mint’ Eksuwancharoen, Perry Fair, Isabel Fontes, Barbara Humphries, Suz Keen, Peter Khoury, Yuichi Kitada, Brandon Pierce, Rafael Pitanguy, and Liz Taylor, showcases brands in the most inventive and compelling ways possible. Their collective expertise ensures that each piece of work receives thorough consideration during the judging sessions held in Las Vegas.

This gathering represents a golden opportunity for emerging creatives from across the globe, who are invited to participate in the discussions and gain insights from top creative leaders. No classroom environment can replicate the educational value derived from observing these seasoned professionals at work. As Levy points out, the selected entries will serve as benchmarks for 2025, illustrating the pinnacle of achievement in branded content and entertainment. Furthermore, LIA encourages participation by offering a 25% discount on entries finalized and paid by June 10th, 2025. This initiative underscores the organization's dedication to supporting creativity and innovation within the industry, ensuring that diverse voices contribute to shaping its future landscape.