The London International Advertising Awards (LIAA) was established in 1985 having 4 categories: Television/Cinema, Radio, Print and Package Design. In 1998 it became the first comprehensive international advertisement award in Europe by covering the Interactive Media category. In 2002 the Outdoor category was also established being separated from the Print category and in 2003 the Design category diversified from the Package Design category. As the results, the Awards became to cover such categories which don't match any one of the ordinary ones. Accordingly the Awards changed its name from The London International Advertising Awards to The London International Advertising and Design Awards.
Barbara Levy, the chairperson of the Awards, presented the necessity of sound and stable operation, practical judging systems which save time, and establishment of the environment where more countries can participate in the Awards. Due to her presentation, the Awards is getting established world-wide having cooperation from more than 90 companies which have influence on the international creative advertising world.
The 2004 Awards welcomed 14,716 entries from 75 countries. Among them 7 works were selected as Grand Prize including "PlayStation 2 - Mountain" by Gorgeous Enterprises (London) in the TV/Cinema category.