Creative Coaching

Coaching is unlocking a person’s potential, helping them to learn rather than teaching them.

Coaching is ‘performance driven’, designed to improve the professional’s on-the-job capabilities. It is the universal language of change and learning.

The foundation of the LIA Coaching Academy is a game changer. It is designed for young talent with creative flair. The rising stars who have exceptional natural abilities, the drive to be better, and the ambition to be a top level creative.

The chance to have ‘one-to-one’ bespoke and private training coaching sessions with some of the industries finest creative minds is a golden opportunity for young creatives working in this business to improve their skill set. An opportunity to develop the art of perfect practice.

The industry leading coaches are from the four corners of the world. They are charged with helping develop, motivate and train the next generation of practitioners in communication to their full potential. Partnering with gifted young creatives in a thought-provoking and creative process that inspires them to maximize their personal and professional capabilities.

Coaching boosts confidence, develops creative skills, improves work performance and builds effective communication ability. These personal real-time one-to-one virtual coaching sessions are an extremely rare opportunity for rising stars.

I’m a big fan of football and when I look around the world at great players and teams there’s always a world-class training academy behind them, designed to develop their talents.

This is the goal of the LIA coaching academy, destined to be a creative talent development powerhouse in our industry.

And this is important, as we are a Creative Solutions industry. We live and die by our ideas and I believe that creativity is the most valuable asset in business today.

It’s through a creative lens that we solve everything.

LIA has always championed, nurtured and inspired young talent. This platform is designed to develop, educate, inspire and grow creative talent to their full potential.

That’s why we as an industry must invest in a new generation of fearless talent with a commitment to excellence, and help them constantly improve. They are our lifeblood.


Creative LIAisons Virtual Coaching

LIA’s mission is to develop, educate, inspire and grow young creative talent.  Since the inception of Creative LIAisons in 2012, over 700 young creatives have had the opportunity to participate in this program. Our goal is to set a new global benchmark in creative training.

This year, the highly successful and sought-after Creative LIAisons program has morphed into the first-ever, global virtual one-to-one coaching and networking sessions for young creatives.

What to Expect

Mentees can expect to have e-coaching sessions, of an hour each, with three different industry leaders. Each coaching session is personal and tailored to help further develop their skills, how to work and navigate in these virtual times and establish future directions.  

We have over 150 of the most-experienced and most-awarded creative professionals in the business committed to coach in this virtual program.   

In addition to being one-to-one with some of the world’s most respected industry leaders, mentees also have the unique privilege to virtually observe LIA statue discussions in real-time this October, virtually attend speaker sessions and have access to Creative Hacks webinars by Bernardo Romero. 

Selection Process

Mentees chosen are young creatives from around the globe, currently working in the industry or a related business and are between the ages of 21 and 35.

Mentees were selected by advertising clubs and associations, trade press, companies that support LIA, regional competitions and a select number were self-nominated. 



Oliver Fuselier

Managing Director / Executive Producer
Great Guns USA

Topic: Exploring the Personal side of Production & the Pandemic: Past, Present & Future... 

At the beginning of the Covid-19 pandemic we were unsure of what was happening much less how long the “lockdown" would last, much less how it would eventually effect our day to day life both personally  and professionally. So with the help of a CCO or CEO and a Senior Agency Producer  if possible, I want to explore how  the pandemic effected our industry leaders. How we dealt with having to be in a lockdown on a personal front. Professionally how did  we as leaders deal with the fact that we had to let go of some of our staff, leave our offices, be at home…what is the GOOD, BAD AND THE SILVER LINING of the pandemic…..past, present & future…

Baris Gencel

Baris Gencel

Executive Creative Director / Brand Consultant
Independent, Shanghai

Topic: Future of Retail and the Power of Visual Communication in a Digital Age

Future of Experiential Marketing & Retail: Evolution from transaction to experience, how digital China is shaping marketing, as we know it.

Power of simplicity in the customer journey; Role of interactivity in brick and mortar store; How New Technologies Are Helping Businesses and People to create memorable experiences.

Hyun Seo Yoo and Sarah Guessoum

TikTok, Dubai   

Topic: How creativity can dissolve perceived boundaries.

Wanna know what it’s like to be a creative in the Middle East? TikTok Dubai’s creative leads, HyunSeo Yoo and Sarah Guessoum, will take you through their journey from agency advertising to one of the fastest growing Adtech platforms. They will share their golden rules on how to succeed as a female in the creative industry in the Middle East, showcase some of the best creative works from the region, and reflect on how it’s like to be creating TikToks - not ads. This highly interactive session will give you the space to think, talk, debate and collaborate.

Esra Gulmen

Esra Gülmen

Head of Design
Heimat Berlin

Topic: Is This Good Enough?

Recently, I am hearing a lot about how productive I am as an artist despite my daily job in advertising. And my answer is: Yes, because I'm just doing it. As a perfectionist, I skip the part of (over) thinking and just follow my instincts while doing it. I will talk about my contradictions about perfectionism and how I built my artist career (did I?), while working in advertising.


Ralph van Dijk

Founder / Executive Creative Director

Topic: Make my Logo Louder

Brands have never had so many ways to reach audiences through their ears – from music streaming, podcasts, radio and smart speakers. But given audio is one of the most intimate forms of media, it’s not enough just to reach people; we need to move them.
In this session, award-winning audio specialist Ralph van Dijk will explain how to capture the essence of a brand in sound and ensure it builds personality across all the ways listeners listen. He’ll then demonstrate why adapting your creative to different audio platforms, is key to making an audience that’s passively hearing, start actively listening.
Van Dijk will provide case studies of brands doing it well (along with some high-profile mistakes), describe the environments where it’s best to not cut-through, and the audio assets no brand should be without.
Marty Martinez

Marty Martinez

Chief Creative Officer
Tank Worldwide, Montreal

Topic: The Emotional Narrative of Healthcare Advertising

Validated by science and surrounded by restrictions, the creative spirit of communicating has never been so relevant. Keeping the core of an idea intact is no easy task, but we should never underestimate the moving and disrupting power of a good idea. The reality of today has brought the subject of health to our daily lives. We no longer think of health as a discourse that is relevant only when we need it, but one that we don't want to loose. This session will tackle how an emotional narrative has relevance and longevity that leads to behavior change.


Virtual Webinars

Creative Hacks was born from Bernardo Romero’s desire to give back to the creative community and his strong belief that the Healthcare Industry should come together to positively impact and change lives through beautifully crafted ideas. The classes will range from steps to create ads from scratch – such as the ideation framework Romero uses to date – to different tools Industry leaders such as Tim Jones, Renata Florio and Shaheed Peera use on a daily basis as shortcuts to their success. The curriculum was designed for all levels, using a universally understood hands on approach that is seamlessly actionable.

“Sharing these modules with the Creative LIAisons mentees are an amazing way to accomplish my goal: to nurture and empower the next generation of creatives in order to make a greater impact in the world. This webinar series will help them optimize their work flow and enrich their craft repertoire, providing them all the tools they need to succeed and overdeliver” – Bernardo Romero.

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