Introduced by LIA as a stand-alone category in 2014, Branded Entertainment awards creativity and the power of the idea across films, television programming, live events, audio, gaming and music videos that engage consumers by entertaining them, rather than through traditional advertising. It defines Branded Entertainment as an entertainment-based vehicle that is funded by and complementary to a brand's marketing strategy.
LIA founder, Barbara Levy commented, "We are delighted to have someone of Coulter's calibre as this year's Jury President. With a strong background in creating award-winning entertainment-driven advertising, he seemed a natural choice to chair the category."
Throughout his career, Coulter's innovative approach to marketing has been recognised by major advertising and entertainment awards shows, garnering two Grand LIAs, in addition to five Cannes Lions Grand Prix, two Emmys, and an Annie, and his work for Chipotle was hailed as one of Advertising Age's "Top 15 Campaigns of the Century." In 2014, Advertising Age recognised Coulter as the second-most-awarded Chief Creative Officer and he was featured on Creativity's 50 Most Creative People list for the second time in three years.
"Having served as a member of the first LIA Branded Entertainment jury last year, I am honoured to have been selected as this year's Jury President," said Coulter. "The LIAs understand the branded entertainment category and the wide-ranging backgrounds of its jury members reflect that. Together, we will watch every film, play every game, and do our best to give each piece the attention it is due so we can reward the work that pushes the category forward."
