2024 Creative LIAisons Coaches

Over the past 20 years, Sinead has worked on some of the world's most well-loved brands at Ogilvy, JWT and Wunderman Thompson, and is currently EVP, Executive Creative Director at MRM // McCann Worldgroup New York. Much of her work has shaped cultural conversations, including the likes of the ‘I Touch Myself Project’ with Serena Williams, which reached over a billion people during Breast Cancer Awareness Month; the global data-led ‘Subway Live Feed’ campaign, which fed over 13 million people in need across 60 countries and gave Subway its biggest sales day in history; and ‘Rethink Praise,’ a feature-length documentary which exposed gender bias in the way girls are praised, making Avon the most loved brand in Brazil. Her work has been recognised at local and international award shows, including Cannes, LIA, D&AD, Clio, One Show, Spikes and the Effies, and she has served on many of the industry’s leading juries, including Cannes and the LIAs. She is a study nerd and holds a PhD from the University of Technology, Sydney.