TBWA Asia’s CCO Peter Khoury on Judging at LIA, Branded Entertainment and Asia’s Creative Edge – Campaign Brief Asia

In this CB Asia interview with Peter Khoury, Chief Creative Officer of TBWA Asia and Singapore, he reflects on his experience in Las Vegas as Jury President for the Branded Entertainment and Branded Content category at the London International Awards. Khoury spoke about the judging process that he saw as thoughtful, paced, and inspiring – allowing jurors to fully engage with each piece of work without the exhaustion or quotas often associated with other shows. For him, the LIA’s approach ensures the best work gets the recognition it deserves and celebrates creativity that goes beyond traditional advertising to deliver content people actively seek and remember.

In the interview Khoury touches on several topics but importantly highlights the vast potential of Asia as a hub for branded entertainment. From Japan and Korea to Thailand, Vietnam, Malaysia etc, the region offers a rich combination of cultures and storytelling opportunities that resonate both locally and globally. Khoury emphasised the importance of presenting entries with strong cultural context and strong narratives. Watch the full interview above.