Eardrum’s Ralph van Dijk, one of the LIA Radio judges: LIA week the only win win in Vegas

Ralph van Dijk of Eardrum Sydney wraps up his week as Jury President for the London International Awards Radio category, judged last week in Las Vegas.

The LIAs (AKA The London International Awards) could well be the only event in Vegas in which all the delegates end the week ‘up’.

Judges are treated like kings, promising creatives access to advertising royalty and the hotels are palatial.

Which is all very well for you I hear you think. But it really does make you a better judge. All this generosity is so rare in the advertising world, judges feel obliged to give it their all and not f#@k it up. You make sure you’re not influenced by results in other shows, you’re tougher on the lazy work, and generously reward anything that makes you jealous.

As a result, a LIA trophy is getting harder to win. So if your work picks up this year, it has absolutely nothing to do with luck.

My first two days were spent making the other juries jealous. I found the best place to listen to 600 radio ads is poolside whilst sipping a mojito.

The first dinner was with the Creative Conversation teams. These are world’s most promising creatives, flown over by LIA to participate in seminars, and eaves drop into the judging itself. I don’t know any other show that does this and it’s a brilliant initiative. It’s like having a seat at advertising’s chef’s table.

The next two days were spent judging the 1-10 rounds, cleaning up the short-list and debating the metal. Eardrum was well represented in the shortlist so I spent a lot of time out of the room. Needless to say my ears were burning.

The third evening was topped off with the traditional face eating competition at one of the Wynn Encore’s top Japanese restaurants (see photo). I’m still getting nightmares.

The last night was a blur, as were all my photos. My wallet hinted at a likely visit to the blackjack table, and my head left me in no doubt I was with Messrs Craven, Mescall and Shaw.

Thanks again LIA.

PICS (from top):

1. Don’t you know who i think I am??

2. radio judges testing an ad that interacted with your iPhone’s Siri. It actually worked.

3. Who knows what will come out of Mescall’s head