LAS VEGAS, USA — This year’s London International Awards (LIA) provided a unique platform for emerging talents to engage with and gain wisdom from distinguished figures in the field of Health and Pharma advertising. During a thought-provoking panel discussion, the Health & Pharma Jury Presidents, namely Alessandra Gomes, Rich Levy, and Rachel McCready, drew upon their extensive careers to offer valuable insights and delve into exceptional work within their respective categories.
Alessandra, Executive Creative Director of McCann Health Brazil and Jury President for Health & Wellness – Craft and Pharma & Medical – Craft, emphasized both the significance and limitations of artificial intelligence (AI). She said, “AI serves as a powerful creative tool. However, it’s essential to remember that it’s just that: a tool, much like Photoshop. Its role isn’t to replace your creativity; rather, it should enhance the creative idea.”
Rich, serving as Chief Creative Officer of Klick Health and Jury President for Health & Wellness, shed light on award-winning work in the Health & Wellness category. He highlighted, “The reason work that succeeds in Health & Wellness often excels in other categories is because it makes a genuine impact. In some instances, it even saves lives. So, ask yourself: What problem are you striving to solve, and how can you create a significant impact?”
Meanwhile, Rachel, Chief Creative Officer of Evoke and Jury President for Pharma & Medical, underscored the importance of partnership in the creative process. She said, “The most critical ingredient in our craft is partnership. Develop a strong alliance with your account manager; they should be your best friend. Demonstrate to your clients that you are listening to their challenges. The best creative work doesn’t come to life through creatives alone; creativity is a team sport.”
View all the winners and finalists here.
adobo Magazine is an official media partner of the 2023 London International Awards.
