2015 Attendees

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Emir Shafri

Digital Lead
Y&R Singapore
, Singapore


Instead of beginning by telling you what I love about the Creative LIAisons experience, I’m going to start by telling you what I hate about this program.

I hate that it had to come to an end. It’s simply one of the most inspiring experiences of my career, being able to engage with some of the most talented young creatives and some very legendary creative leaders. No agenda, no trying to sell some agency proprietary tool, no trying to show off the agency reel, like what you sometimes get in a lot of ad conferences. Just (superstar) creative folks sharing with other creative folks what they love about what they do, and how they got there.

Unfortunately, I fear that very few weeks in my career would match up to the awesomeness of this experience. Which made leaving the SLS Hotel at the end of the program one of the hardest things ever. I hate that I had to do that.

I also hate that not enough award shows are doing this. Instead of spending on a lavish conference and awards gala, and then using that to make even more sponsorship money on speaker slots, exhibitions, award ceremonies and swag bags, the LIA folks decided to invest in young creatives like us who don’t even have a say yet on how much money will get spent on entering the London International Awards each year. If that’s not commitment to the industry, I don’t know what is. And I couldn’t thank the LIA enough for investing in us young creatives.

I know, I know. Hate is a very strong word. But when you’re in such an inspiring program that it reminds you why you fell in love with the industry and then makes you completely reevaluate your career, you can’t help but hate that it must come to an end.

Well, at the very least, I have the comfort of knowing that whatever happened in Vegas, will stay in my mind forever and guide me along as I move into the next stage of my career.  And for that, I’ll be forever grateful.