她充满热忱为求出类拔萃，于是发起一项由伦敦国际奖资助的教育性活动——Creative LIAisons创意交流汇，旨在指导从世界各地来的21-30岁年青从业人士。这也是代表芭芭拉本人对广告业的支持与回馈。她对伦敦国际奖的期许，不是成为一个不接地气且自高自大的奖项，而是一个把创意人聚集起来的机会。伦敦国际奖是行业中唯一着眼大局，聚焦全球的奖项。它很特别的在评审期间的一周邀请年青一代创意人前来参与一系列 “大师班”活动，让他们有机会与行业领袖和同侪们接触交流。
What sets Barbara apart is her directness and dedication. Her dedication to the industry, to honoring the work and the people that create it, has elevated LIA to be one of the most globally recognized Award Festivals. Her directness has earned her the respect of her some of the Legends of Advertising, and the new talent that are on the cutting edge of where the industry is going, as well as just about anyone she meets.
As President of LIA, Barbara works hard to keep LIA current in an ever-changing industry, creating new competitions to give a platform for the multitude of new channels used to tell a story and for the work that is created to change society.
Fuelled by a passion to make a difference she started an educational initiative, funded by LIA. Creative LIAisons, a mentoring program for young talent, between the ages of 21 and 30, from around the world, is her way to support and give back to the industry. Her vision is not to be an ‘aloof award', or 'ego award', but to be about bringing people together. LIA is the only award in the business which focuses on the bigger picture, the global community and – uniquely - helping the next generation make connections with the industry leaders and with their peers by inviting for a series of master-classes concurrent with a week of LIA judging.
Barbara started her award career at Clio in 1979, quickly working her way up the ladder to become International Director. In 1985 she was approached by a few of the top creatives in London to start the first truly international award honoring advertising in the realms of Cinema, Television, Print, and Radio. She moved to London and within a year London International Advertising Awards was born. In 1995 she moved back to New York. A few years later, she changed the name of the company to London International Awards or LIA. Her rationale for this change was to comply with wherever the industry went.
By 2016, LIA had grown to 16 competitions. In 2017, LIA added 3 more competitions and is still growing.
Also this year, LIA is starting a new competition for the Chinese language market. This competition will be a stand-alone competition for a marketplace that on its own, is probably larger than all of the markets that LIA currently serves.
When not hard at work you can find Barbara in a cabana at the Oriental in Bangkok!