Adam Ferrier’s LIA Diary #3: Big winners + Vegas as a Muse for Creativity’s Power to Transform

Adam Ferrier, chief thinker and co-founder of Thinkerbell is representing Australia on the LIA Creative Strategy and Transformative Business Impact jury. Here, Ferrier reflects on his time in Vegas exclusively for Campaign Brief.

That’s a Wrap

Judging today was exceptional, we selected two Grand LIAs, one for Transformation Business, and the other for Creative Strategy, and both exceptional ideas. One was for the biggest and most commercial brands on the planet, the other was a new business idea trying to change the world for the better. Both made me jealous in terms of how creativity can be applied to real world business issues and create magic.

The judging all took place in Las Vegas, and around us in this city, (and within this hotel), we have a homage to creativity and brand building. I challenge you to think of another place in the world that has, and continues to build, an identity as clear and commercially viable as Las Vegas. Love it or hate it, everyone has got the memo and knows what Vegas is about. In some ways the city itself is a muse, or at least a metaphor for how creativity has the power to transform (in this case a desert).

Judging creativity is subjective at the best of times, but untangling its impact in business results and strategic intent can be even harder. We had a lovely (and very tolerant) jury, and after several days of thrashing things out got to a very good place. The scam faded away, and the big winners were all incredible. There’s one particular piece of work that I’ll devote a post to once awards are announced.

A fun week and one in which I learned a lot and feel incredibly privileged to be a part of.