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Key insights from Creative LIAisons panel on brand storytelling and technology

LAS VEGAS, USA — The Creative LIAisons program at the 2023 London International Awards (LIA) presented a dynamic and engaging discussion with the Digital and Use of Social Media & Influencers Jury. Led by industry stalwarts Matty Burton, Amélie Ebongué, and Mukund Olety, this panel delved deep into the convergence of technology, brand narrative, and commerce. Adding a distinctive perspective to the conversation, Xin (Harry) Chen, an attendee and Group Planning Director of BBDO Shanghai, was invited to join the esteemed panel.

Key insights

Matty, Group Chief Creative Officer of DDB Group New Zealand, emphasized the importance of social media in today’s advertising landscape. He highlighted, “Two reasons why social matters. Firstly, it will keep you employed: it’s the faster growing channel, and it’s here to stay for the next 15 to 20 years. Secondly, it’s a blank canvas, yet too few pioneers are doing innovative work in this space. It’s a perfect place to make your mark.”

Meanwhile, Amélie, a global brand leader, bestselling author, and Web3 educator, talked about the shifting power dynamic between consumers and brands in the digital realm. She shared, “In this space, people hold the power over brands. Instead of disrupting their experience, put the community first. Start by asking: how can we create for them?”


During the panel discussion, Mukund, Chief Creative Officer of VMLY&R Mumbai, underscored the importance of aligning brand communication with the behavior of platform users. He said, “Be authentic to your brand’s voice while staying true to how people behave on the platform. Keep in mind that creativity is only half the job. Execution and effectively selling the idea are the second half.”

Xin (Harry), Group Planning Director of BBDO Shanghai, concluded the session by providing insights into the multifaceted role of influencers in modern marketing. He said, “Influencers are more than just tools for raising awareness; they also drive conversion. For example: on the Little Red Book (Xiaohongshu), China’s top social network where users share beauty and lifestyle brand reviews, the top live-streaming influencers are also accomplished live-sellers.”

View all the winners and finalists here.

adobo Magazine is an official media partner of the 2023 London International Awards.

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