2022 Creative LIAisons Coaches

Donevan Chew

Creative Partner
Muma
Petaling Jaya
, Malaysia

Having given up his childhood dream of being a palaeontologist, Donevan stumbled upon the world of advertising as a copywriter. He’s currently a Creative Partner at an independent creative agency, Muma, which was recently named Spikes Asia’s Malaysia Agency of the Year and #3 Independent Agency of the Year 2022.

Through stints at Grey Worldwide, Leo Burnett, Ogilvy and BBDO, he has created campaigns for an array of global and local brands with proven effectiveness and creativity across various digital and conventional channels. This includes Nestle, Libresse, Unilever, PepsiCo, Wyeth, Fonterra, Danone Dumex and Pizza Hut to name a few.

In his career of 22 years, he has won over 190 awards and shortlists from an array of advertising award across the globe, From Cannes Lions, the Clio Awards, the One Show, D&AD, Spikes Asia, ADFEST to the Malaysian Kancil Awards, not to mention the Effies.

He has also been a jury member in the local advertising award show since 2012 and was privileged to be part of the Grand Jury of the New York Festivals 2014, Citra Pariwara Awards 2017 (Jakarta), Ad Stars 2018 (Korea) and the London International Advertising Awards 2018. This is his second year as a Creative LIAison mentor.
 
 
 

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Mentees: Mawie Borja, Art Director, Hemisphere Leo Burnett, Makati City; Neko Wang, Senior Creative Copywriter, Blue Focus, Shanghai; Dhiren Sonawane, Group Creative Partner, DDB Mudra (22feet Tribal WW), Mumbai 

Comment:

These young bloods from the LIA - London International Awards #CreativeLIAison programme certainly inspired me with their hunger to do great work. In return, I fed them with these food for thought:??

HONE YOUR CRAFT, SHARPEN YOUR THINKING. ?We’ll never beat machines in crunching copy and vomiting visuals. ??

DON'T MAKE COOL ADS. MAKE BRANDS COOL.?Unless your ideas are relevant to brands, you won’t be relevant to clients. ??

KNOW THY CLIENTS. ?Understand what keeps them awake at night. Surprise them with ideas that help solve their business problems.??

REMEMBER TO BUILD YOUR PORTFOLIO. ?Don’t lose yourself in the daily grind. Make time to do work that you’ll be proud of. ??

Thank you Mawie Borja, Neko Wang, Dhiren Sonawane & Laurissa Levy of #LIA #LIAawards #CreativeLIAisons #CreativeCoaching