London International Awards to judge Metaverse creativity for first time

By our News Team | 2022

The future of The Metaverse is being written and re-written every single minute, says the head of the new jury panel.

Further evidence of how the marketing, advertising and communications industries are increasingly focusing on the Metaverse comes from the London International Awards. It has has announced that, for the first time, it will judge creativity in the Metaverse.

The awards, founded in the United Kingdom in 1986 by President Barbara Levy, began by celebrating advertising in the realms of cinema, television, print, outdoor and radio – evolving since its inception into 27 unique media types. 

The Metaverse

Image by Riki32 from Pixabay

From 2022, there is now a Creativity in the Metaverse Jury which is being headed by Ronald Ng, Global Chief Creative Officer of MRM, an agency based in New York City. The 12-person jury has one African representative – Waithera Kabiru, who is Head of Media Futures at Diageo/EABL in Nairobi.

“The future of The Metaverse is being written and re-written every single minute,” said Ng in a media statement released by the LIA.

The beginning of creative innovation in the Metaverse

“We’re all defining and shaping it, and have equal responsibility to ensure that it grows with breakthrough creativity. We’re looking to celebrate the beginnings of creative innovation in the Metaverse and to inspire the future of this space and the unlimited creative potential it offers brands, businesses and the creative industry.”

He added: “When LIA President, Barbara Levy, asked me about introducing a category for the Metaverse, I must say that I wasn’t sure if we were ready for it. But the more we discussed it, the more people we asked – and most importantly seeing the work from brands, businesses, gaming companies, start-ups and agencies – we were both convinced that this needed to happen. 

“After all, the role of an awards show isn’t just about recognising work that has been done, but also to inspire the work of the future.”

According to Levy, the Metaverse is relatively unchartered space. But brands and agencies are already embracing it with new and creative ideas. 

“As a show that celebrates creativity, we are excited to go where the bold have gone and to award creativity at the next level,” she said.