It's 06:47 am in London. In a couple of hours, I need to get on a plane to embark on the second leg of my trip to Las Vegas to judge the “Health & Wellness” category at the LIA Awards 2024.

And as I prepare myself for it, I am reminded to pack my health essentials. My ointments and medicines, vitamins, my smart-watch charger and whatnot. On the way, I will be reminded of the calories in my sandwich and asked about my allergies. On the flight, the in-flight manual will instruct me about stretch breaks and the importance of staying hydrated through the journey.

We are truly in the age of self-care. Of health and wellness. Which is fast becoming a significant category at every major awards around the world.

Health is redefining everything. The way we live, how we innovate, the way we communicate and the way we travel. As brands embrace this new paradigm, where better to find inspiration than at one of the most coveted industry awards, the 39th London International Advertising Awards.

LIA (as it's popularly known) sets itself apart in many ways. Established in 1986 by Barbara Levy, it's the only award that is 100% owned and run by women. The jurors see every piece of work entered in their category. The LIA requires jurors to be on-site to go through each and every entry. There is no pre-judging. And it's the only global award show that allows the press, global excellence teams and young creatives full access to the jury rooms for observation during judging, including the statute discussions, allowing for full transparency.

This is also the year when LIA presents the "LIA Legend Award" to Piyush Pandey for his unparalleled contribution to the industry. A proud moment for me personally to be able to witness this moment in our industry's history.

This is going to be an exciting week. I look forward to going through the great pieces of work from around the world, spirited discussions on awarding them and some catching up with old friends.

And oh... what will happen in Vegas will be announced from 3rd October onwards.

(The author is chief creative officer, Havas Life)