Milka Pogliani, Chairman of European Creative Council EMEA, Chairman and Executive Creative Director, McCann Worldgroup, Italy – President of the jury
Michael Conrad, President of Berlin School of Creative Leadership, Switzerland
Serge Fenenko, Managing Director, Novocortex, Netherlands
Akira Kagami, Executive Officer and Global Creative Director at Dentsu Inc., Japan
Jimmy Lam, President of Asia Pacific ADFEST
Celso Loducca, President of Loducca Publicidade, Brazil
Franco Moretti, ADC*E President, Group Chief Creative Director, Leo Burnett, Italy
Jesus Muňoz, Founding Partner at Casadevall y Muňoz and Partner at Casadevall y Quintero, Spain
Johannes Newrkla, ADC*E Board, Founder and CEO, Bluetango, Austria
Dario Vince, Chief Creative Officer, Digitel&, Croatia
Initial idea was to have The CUP together with ADFEST in Pattaya, in March 2010. After ADFEST was postponed due to a difficult political situation, the organizers of The CUP decided to bring the world's most innovative global advertising festival – The Intercontinental Advertising CUP to Sarajevo.
Jury worked from 14 - 17 March, 2010. The grand finale of the Intercontinental Advertising CUP 2009 with Award Presentation was held togehter with No Limit Sarajevo Advertising festival Award Ceremony on March 18, 2010 in Sarajevo, Bosnia and Herzegovina.
Short listed entries from Golden Drum, ADFEST, FIAP and ADC*E had exclusive right be a part of the third edition of THE CUP.
Jury, led by Milka Pogliani, Chairman of European Creative Council EMEA, Chairman and Executive Creative Director, McCann Worldgroup, judged all the entries with unique and very rigorous judging system developed by Michael Conrad, Chairman of Berlin School of Creative Leadership. All entries were considered three times, first in the Products and Services section regardless of the media, second in the Best of Media section and finally in the Best of Admaking section.
13 cups went to Ibero Americas creatives, 10 to Asia Pacific's and 10 to Europeans. The most awarded agency was Almap BBDO Brazil, which thus won the Genius Loci Cup.
The Grand Cup, the highest ICAC award, went to GT Inc Japan for Sagami Rubber condoms for “Love distance” campaign. The CUP jury agreed that ‘Love Distance’ was the perfect example of a campaign that is fresh and unique, yet firmly rooted in local culture.