LIA names GALE ECD and Saturday Morning co-founder Geoff Edwards as Branded Entertainment jury president

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LIA names GALE ECD and Saturday Morning co-founder Geoff Edwards as Branded Entertainment jury president

London International Awards has put together the elite in the business to judge the work in the 2022 Branded Entertainment category.  Every juror will view and judge every piece of work.  All the finalists will be discussed thoroughly so only those worthy of honor will be awarded. This top-notch jury will be chaired by Geoff Edwards, Executive Creative Director of GALE and co-founder of SATURDAY MORNING.


Says Edwards: “I feel fortunate to have been chosen to chair the Branded Entertainment category at this year’s London International Awards. However, there’s a challenge that comes with judging this evolving category. Branded Entertainment represents the most inspired creativity that our Industry has to offer but let’s be honest, it’s confusing at times, and amorphous. I’ve judged this category in a prior life and created successful content throughout my career for brands like Adidas, Microsoft XBOX, and Spotify, and the same questions surfaced: “Is it entertainment or is it marketing? Is it product placement or is it product integration? What is it? What isn’t Branded Entertainment? And what exactly are we judging?”

This is what you can expect from the room in the words of Edwards himself: “Given the growing excitement around this category. Today, 70% of consumers would prefer to learn about new products and services through content over traditional advertising, and estimates suggest that by 2025 branded content will reach $402 billion, up from $85.83 billion in 2020 according to data from AdYouLike. So this year, I’ll challenge the Jury to pick the most inspiring work that also has the potential to move client businesses because the future of the category as I see it is the intersection of creativity and performance. After all, isn’t that why we’re doing this?”

To add to that, Barbara Levy, president of LIA, says: “It will be interesting to see what work gets awarded.  I know the jury will diligently sift through every piece of work, to find those praiseworthy ones that have changed the way clients connect with consumers. We are sure that Geoff Edwards and his jury will find those gems.”

Meet the 2022 Branded Entertainment Jury

Otto Bell, Chief Creative Officer, Courageous Studios, Warner Bros. Discovery, New York
Brandon Butler,
Partner / Chief Content Officer, Majority, Norcross
Pancho Cassis, Partner / Global Chief Creative Officer, DAVID
Mieke Haase, Managing Director, loved, Hamburg
Linda Knight, Chief Creative Officer, Observatory, Los Angeles
Britt Nolan, President / Chief Creative Officer, Leo Burnett, Chicago
Damisa Ongsiriwattana, Co-Founder / ECD, Sour Bangkok, Bangkok
Helen Pak, SVP of Creative – Marketing, Design and Content, The Walt Disney Company, Glendale
Daniel Rincón, Head of Creativity, draftLine Colombia ABInBev, Bogotá
Paul Shearer, Chief Creative Officer – Global Clients, Wunderman Thompson, London
Andrea Stillacci, Founder / CEO, Herezie, Paris

For more information on the juries, visit our website at:

Enter before 16 June to receive 25% discount off the standard entry fees. All entries must be finalized by 15 June to take advantage of the 25% discount. Standard fees will apply from 16th June until the entry system closes. As usual, LIA does not charge late fees.