2022 Creative LIAisons Coaches

Edward Pontifex

Sweetshop Australia
Managing Director
, Australia

Edward loves to get his hands dirty with the creative development of ideas in a
collaborative environment. A producer turned MD, he’s worked at both ad agencies and
production companies forging long relationships with clients including CUB, Aldi,
Tourism Australia, TAC, and agencies Clemenger BBDO Melbourne, The Monkeys,
BMF and DDB along the way.


Dionie Tanada, Creative Director, GIGIL, Makati City, Jule Fuhrmann, Copywriter, Accenture Song (Kolle Rebbe), Hamburg, Ronak Ramraje, Group Head (Art), DDB Mudra Group, Mumbai

I only fully realised just how important the LIA creative coaching program was for young talent after I met my three mentees. All three were completely different, as were the discussions we had, but the one overriding theme throughout was how they all wanted to better themselves.

All our conversations focused around our own stories and how we ended up where we are in our lives, and they were keen to get advice on how they achieve their goals.

You could see how much it meant to them to be able to talk to someone who had been down the path that they were wanting to carve out for themselves.

And I absolutely learned as much from them as they may have from me. The entire process was so reflective and inspiring to see just how much thought young talent today puts into their futures. I’m looking forward to catching up with them all again to see how they have progressed on their journeys.