John Merrifield, chief creative officer of Google Asia-Pacific, has been named president of the 2015 LIA (London International Awards) NEW Jury. The NEW was created by LIA to reward compelling, breakthrough work that refuses to be categorized in any other way. LIA has revamped The NEW for 2015 by adding the following categories: Brand Content, Brand Experience, Brand Technology, IP and/or Licensing, Media Innovation, Self-Promotion and Technology Development.
“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?” said 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’s 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 a 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.
