Malcolm Poynton's LIA Diary from Las Vegas
Kiwi expat Malcolm Poynton, ECD at SapientNitro, London - near left, with LIA president Barbara Levi and The Monkeys' Justin Drape - sat on the prestigious LIA Integrated Jury this week in Las Vegas. Here's his report, exclusive to Campaign Brief.Landing in Vegas it's impossible not to have scenes of 'Hangover' flash through your mind. Although I was there on a different kind of mission, given the dangerous cocktail of long-lost mates from agency land, anything could happen.
But try as we might at the Blackjack tables, the High Rollers of Vegas
were safe this past week - I can't say the same for most of the entries
we judged though.
LIA assembled a fantastic bunch for the 2012
Integrated Campaign jury including Australia's very own, very talented
Monkey, Justin Drape, Asia's Tay Guan Hin and Josy Paul alongside Jay
Elliott and Mark D'Arcy from North America with Adrian Botan, Doerter
Spengler-Ahrens, our Jury Chair Amir Kassaei and myself from Europe.
Motivated by what's possible in this digital age rather than Prince Harry's favourite Vegas pool right outside the judging room, we found it surprisingly easy to leave behind yesterday's TV, Outdoor, Print definition of Integrated.
The work that jumped out consisted of powerful ideas that make a difference - all using multiple dimensions to connect with consumers and showed scant regard for yesterday's traditional media mix.
Come to think of it, perhaps that poolside
party did subconsciously motivate us since we managed to pack in a
massive effort on the first day to ensure we'd finish with ample time
for discussion and make it to the pool before judging was due to close
Tuesday.
Strange as it sounds, I found judging in Vegas to be refreshingly focussed in that you are so far from your everyday routine, uninterrupted and have everything tended too (read 'spoilt rotten') by Barbara Levy's wonderful LIA team. And when the wifi can keep up, voting is seamless on iTouch devices which leaves more time to focus on the work and ruminating with other jurors over the 'all-jury' lunches.
Then,
after several days of amazing food and hitting the Blackjack tables
until the small hours, we were treated to the remarkable Cirque du
Soleil Beatles' Show, 'Love'. A spectacular show packing in even more
inspiration to take home along with the work.
Meanwhile, no point asking any jurors you may know what won, since 'what happens in Vegas, stays in Vegas'.
LIA assembled a fantastic bunch for the 2012
Integrated Campaign jury including Australia's very own, very talented
Monkey, Justin Drape, Asia's Tay Guan Hin and Josy Paul alongside Jay
Elliott and Mark D'Arcy from North America with Adrian Botan, Doerter
Spengler-Ahrens, our Jury Chair Amir Kassaei and myself from Europe.Motivated by what's possible in this digital age rather than Prince Harry's favourite Vegas pool right outside the judging room, we found it surprisingly easy to leave behind yesterday's TV, Outdoor, Print definition of Integrated.
The work that jumped out consisted of powerful ideas that make a difference - all using multiple dimensions to connect with consumers and showed scant regard for yesterday's traditional media mix.
Come to think of it, perhaps that poolside
party did subconsciously motivate us since we managed to pack in a
massive effort on the first day to ensure we'd finish with ample time
for discussion and make it to the pool before judging was due to close
Tuesday. Strange as it sounds, I found judging in Vegas to be refreshingly focussed in that you are so far from your everyday routine, uninterrupted and have everything tended too (read 'spoilt rotten') by Barbara Levy's wonderful LIA team. And when the wifi can keep up, voting is seamless on iTouch devices which leaves more time to focus on the work and ruminating with other jurors over the 'all-jury' lunches.
Then,
after several days of amazing food and hitting the Blackjack tables
until the small hours, we were treated to the remarkable Cirque du
Soleil Beatles' Show, 'Love'. A spectacular show packing in even more
inspiration to take home along with the work.Meanwhile, no point asking any jurors you may know what won, since 'what happens in Vegas, stays in Vegas'.
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