The Head of Partnership of Red Bull Media House, Perry Fair, shares to us more the world of partnership, who is to lead the Branded Entertainment category of the 2018 London International Awards.

Perry has experience in multicultural, traditional, digital, social, experiential, events and branded content. Perry has worked on both agency and client side and has been President, Chief Creative Officer, and Chief Digital Officer during his career.

Currently, as the Head of Partnership of Red Bull Media House, the question that battle the minds of the audience is the difference of partnership, co-branded, sponsorship, and collaboration. Perry said, “Sponsorship is like when you see a guy on a nice car, he’s covered in logos, that’s what sponsorship. We do some of that but we brought in and out on Red Bull to a bit more of an inclusive term we see as a partnership. Partnership to us, is a strategic alliance between two brands that results in a creative output, that lifts both brands by reaching out to equal audiences and pretty much accelerating or adding, kind of gasoline to the fire as far as building and shaping our mutual audiences.”

Perry has worked with and won awards for some of the biggest brands in the industry and has also written and sold a full-length feature, “The Four Horsemen” to Intrepid Pictures.

Creative LIAisons is an annual program limited to 100 attendees from around the globe. LIAisons has become one of the most sought after programs in the industry. 

As a way of giving back, London International Awards (LIA) provides air transportation and hotel accommodations to those that attend. The companies that send attendees do not incur any costs. LIA does not directly choose the attendees. Seats are allocated to companies and networks that support LIA through entries and media outlets that organize creative competitions around the world.

The program consists of networking, seminars and the privilege to sit in on statue deliberations. Access to the judging room from the beginning of statue discussions through to the final metal decisions is an experience no other award show offers. Not only does it provide insight as to what is an award winning piece of work, but provides a guide as to what sets apart great creative. This has been described by many of the Creative LIAisons’ alumni as priceless. Speakers seminar will be on October 3 – 4, 2018. For more information, visit