2022 Creative LIAisons Coaches

Alasdair Lennox

Group Executive Creative Director of Experience, Americas
Landor & Fitch
San Francisco
, United States of America

Global brand and design consultancy Landor & Fitch has appointed Alasdair Lennox; Group Executive Creative Director of Experience, Americas. Lennox will lead creative across the region, continuing to elevate and integrate the brand transformative work of Landor & Fitch. 
Alasdair began his career in FITCH London and rose to become Executive Creative Director for EMEA in 2014 before moving to the US in 2018. Lennox will now work across all Landor & Fitch studios in North America, integrating Landor’s brand consulting and strategic design capability and FITCH’s experience design and retail consultancy. The two agencies came together in 2019 to provide a more comprehensive end-to-end brand, experience and design capabilities. 

Award jury member: LIA’s 2021 + D&AD Design 2018 + Design Week Awards 2016 + Cannes Lions Design 2015 + FX Design Awards 2016 + D&AD New Blood Awards 2013 & 2011 + others
Named as one of the GDUSA Magazine USA’s 'Responsible Designers to Watch' 2021
Experienced conference speaker and panelist, globally, including panelist at CES 2020 and 2019. 


Having been on the 2021 LIA Design and Package Design Jury, I was asked if I would like to mentor a few younger creatives in the early stages of their career.
Before the first call, I was thinking about what would be my goal in this mentoring relationship; and my conclusion was; "to share nuggets of wisdom, that I wish someone would have revealed to me in my early career".
The three creatives that requested to meet me, represented Austria, India and Portugal. All three were excellent! Bright, very friendly and grateful for the mentor session. 
An hour goes very quickly, so I didn’t really get to look at their creative / portfolio work. We concentrated more on where they are at currently and how to progress next in their creative careers. 
As a follow up, I offered all three a second individual session later in August, which they were all keen to accept.
The best piece of professional advice I have ever received, was from my own mentor many years ago. This nugget has and continues to be directional. I also now feel it’s my responsibility to pass it forward to the right people at the right time, and mentoring these three young creatives felt like an opportune moment to share this gem: As a professional creative our job is to get a client to say ‘maybe’, maybe to a really bold, extraordinary idea as opposed to getting them to say ‘yes’ to an easier, lazier design that they were looking for…
Do I want to continue to mentor young, passionate creatives? Maybe…the dialogue is refreshing, questioning and always brings a new perspective to the creative process, its healthy and mutually beneficial.