'The New' was created by LIA to reward compelling, breakthrough work that refuses to be categorized in any other way. The additional categories were added to stay relevant in this rapidly evolving industry.
"Every year jury presidents of The New find it difficult to explain precisely what it entails. This year is no different. I think this is its core strength. By definition, something new this year won't be new the next. The goalposts move. As well they should, otherwise where's the new?" says Merrifield.
"Broadly speaking, the work that wins in The New category should feel orphaned in other categories. It should feel like a step change. We should be looking for work that is delivered with a freshness that makes its impact ever more potent; work that attempts to be category defining in and of itself."
Based in Singapore, Merrifield joined Google in late 2012 as Chief Creative Officer for Asia-Pacific and leads as team that is hubbed in Singapore, Tokyo and Sydney. He has won multiple gold lions at Cannes, multiple gold pencils at the One Show, the grand prix and multiples golds at the Clios, twice best of show alongside multiple golds at AdFest, multiple golds at Spikes Asia, multiple golds at AWARD and the ADC prize in Tokyo. John is the only person to ever be named Asia's Creative of the Year twice, in 2004 and 2008, and has been asked to judge and speak at almost every major award show on the planet.
Jury members
For more information, go to www.liaawards.com.
