2023 LIAisons Comments
Gürkan Akkurt
Sr. Creative / CopywriterTBWA\Istanbul
Istanbul
Ciara Baello
Senior Art DirectorBlackpencil Manila
(Leo Burnett Manila)
Makati City
"I've just finished my mentorship session with Coach, Anna Fawcett!!!!!! I am bouncing off the walls with positive energy. She was amazing and had so much useful insight to share. She also helped me answer a major career question I've had for the past five years in 17 minutes (HAHAHA) and helped set clear goals for me for the coming months. I will for sure keep in touch with her."
Aditi Baldha
Art DirectorCheil Worldwide
Gurugram
The last week felt like a fever dream *in the absolute best way possible,* because how else does one get to meet so many brilliant people, mentors and mentees alike, under one roof where every other spoken sentence is an aha-moment?
Connections that were made in the process, plus in the city of Las Vegas, the chemical X- was definitely the recipe for a massive, thrilling and inspiring shot in the arm.
I'm super grateful to Malcolm Poynton for the opportunity, my superior-superiors from Cheil India for the push and Laurissa Levy and Barbara Levy for being absolute boss
Connections that were made in the process, plus in the city of Las Vegas, the chemical X- was definitely the recipe for a massive, thrilling and inspiring shot in the arm.
I'm super grateful to Malcolm Poynton for the opportunity, my superior-superiors from Cheil India for the push and Laurissa Levy and Barbara Levy for being absolute boss
Andrew Bao
Junior Art DirectorVMLY&R
Sydney
Coach: Donevan Chew, Chief Creative Officer, Havas Immerse, Petaling Jaya
“He’s like a vending machine of creativity and life experience. Super insightful to chat with him!”
Coach: Sébastien Rouvière, Creative Director, DAVID New York, Brooklyn
“He is a man of many accents, but he’s most fluent in the language of creativity. Really great to speak with him!”
Coach: Eoin Conlon, Creative Director, BBDO Dublin
“He’s a man of many words, and all of them are valuable. It was really great speaking to him, as he was very nice and helpful.”
Isabel Benito
CopywriterOgilvy
Chicago
When I was invited to participate as a mentee in the London International Awards Creative LIAisons program I did not know what to expect. I was filled with new excitement, eager to meet the creative minds that made the work that inspired me to enter the world of advertising. It felt like the first day of school, butterflies and all the works.
My first session was with Paul Wauters, Regional CCO, Accenture Song, Paris. We talked about the challenge of making memorable work in a world drowning in noise. As an audio genius, he shared insights on turning an average audio spot into something historic. It was one for the books.
My second session was with Bianca Guimaraes, Partner / ECD from the agency Mischief. We dove into her creative process, how she got to where she is, and what she looks for in a portfolio. Bianca was refreshingly open about her work ethic and approach to projects. As a woman in the industry, she emphasized the importance of voicing opinions and having your own perspective — a solid lesson to take forward.
My third mentor was Chris Smith, Principal/Chief Creative Officer of the agency Plot Twist Creativity. Shortly after meeting him, I knew he was an advertising whizz and genius, with a charismatic energy that bounced off my computer screen. I had read about him and learned he had a side hustle as a stand-up comedian. No surprise there. He taught me about the importance of mental health and remembering our self- worth in such a high-intensity industry. Of course, being THE comedy man, I wanted to learn how to bring comedy into my work in a way that felt authentic. And he provided me with amazing tools to apply to my work in the future. I left our meeting feeling at peace and renewed as a creative.
The LIA Creative LIAisons program was an experience I will never forget. Each and every mentor taught me valuable lessons that I will carry with me on my journey forward. It was the opportunity of a lifetime, and I am very grateful to have met these amazing creatives.
My first session was with Paul Wauters, Regional CCO, Accenture Song, Paris. We talked about the challenge of making memorable work in a world drowning in noise. As an audio genius, he shared insights on turning an average audio spot into something historic. It was one for the books.
My second session was with Bianca Guimaraes, Partner / ECD from the agency Mischief. We dove into her creative process, how she got to where she is, and what she looks for in a portfolio. Bianca was refreshingly open about her work ethic and approach to projects. As a woman in the industry, she emphasized the importance of voicing opinions and having your own perspective — a solid lesson to take forward.
My third mentor was Chris Smith, Principal/Chief Creative Officer of the agency Plot Twist Creativity. Shortly after meeting him, I knew he was an advertising whizz and genius, with a charismatic energy that bounced off my computer screen. I had read about him and learned he had a side hustle as a stand-up comedian. No surprise there. He taught me about the importance of mental health and remembering our self- worth in such a high-intensity industry. Of course, being THE comedy man, I wanted to learn how to bring comedy into my work in a way that felt authentic. And he provided me with amazing tools to apply to my work in the future. I left our meeting feeling at peace and renewed as a creative.
The LIA Creative LIAisons program was an experience I will never forget. Each and every mentor taught me valuable lessons that I will carry with me on my journey forward. It was the opportunity of a lifetime, and I am very grateful to have met these amazing creatives.
Steffi Boom
Junior CreativePublicis Groupe Benelux
Amsterdam
What a week!
To be present at such an amazing event full of inspiring talks from great creatives is truly a blessing. We’ve met so many talented creatives and made friends for life. We came back inspired, motivated, wiser (and broke).
Thank you so much for having us LIA - London International Awards!
And a special thanks to Barbara Levy and Laurissa Levy. It was an experience of a lifetime.
And thank you to my partner, Esther van Vliet, for holding up with me 24/7.
To be present at such an amazing event full of inspiring talks from great creatives is truly a blessing. We’ve met so many talented creatives and made friends for life. We came back inspired, motivated, wiser (and broke).
Thank you so much for having us LIA - London International Awards!
And a special thanks to Barbara Levy and Laurissa Levy. It was an experience of a lifetime.
And thank you to my partner, Esther van Vliet, for holding up with me 24/7.
Rafael Campeao
Associate Creative DirectorOgilvy Health
New York
Last week, I had the opportunity of attending LIA Creative LIAisons in Las Vegas, and it was one of the coolest experiences in my 10 years working in advertising.
While a part of me was nervous about the workshop, I was excited to see what I could learn from the mentors, as well as the nine other creatives from around the world on my team.
More than everything that I heard, learned, and the friends I made, I was also so lucky to have the Suicide Keyboards as a finalist at the festival.
Thank you so much Laurissa Levy, Adam Hessel, and Ogilvy Health for the invitation.
Thank you so much Laurissa Levy, Adam Hessel, and Ogilvy Health for the invitation.
Xin (Harry) Chen
Group Planning DirectorBBDO Shanghai
Shanghai
What an unforgettable experience being at Creative LIAisons! The opportunity to meet creatives from around the world, work together, laugh together, and make friends is simply priceless.
The biggest takeaway for me is not about creativity or advertising, but people:
As human beings, we just have so much more in common than differences.
Thank you so much for making this happen Laurissa Levy and Barbara Levy at LIA - London International Awards.
Digital and Social Media & Influencers Panel:
Influencers are more than just tools for raising awareness; they also drive conversion. For example: on the Little Red Book (Xiaohongshu), China's top social network where users share beauty and lifestyle brand reviews, the top live-streaming influencers are also accomplished live-sellers.
Rickie Cheyne
Senior CopywriterHavas
Dubai
It is an absolute honour and privilege to be selected by the LIA - London International Awards as a mentee, to learn and grow as a creative under the magnificent guidance of my selected coaches. Inspiration can be found anywhere, but learning to channel and mould it into big ideas that turn into something spectacular is a skill I hope to develop and nurture throughout this process. Excited is an understatement.
Chelsea Chinita
Art DirectorDentsu Creative
Jakarta
The entire Creative LIAisons experience was truly amazing! The sharing of spirit, thought, experience, and perspective really allowed me to explore more of creativity.
Each session gave me clearer vision of the move I want to make throughout my career and motivated me to do better in my day-to-day performance as well. I was not able to experience all the virtual seminars due to the time zone difference, but I tried to be in several when I could. I was glad about how diverse the creative subjects were and it gives me a wide range of point of views and insights to take with me wherever I am in!
For the personal e-mentoring sessions, I was paired with Paul Shearer, SooHee Yang, and Iggy Rodriguez. Each mentor has given me various kind of advice whether it is as a mid level art director to a creative director, as a creative to an agency, as a vendor to a client, as a woman to the industry, or as the changer to the world.
These sessions might come once in a lifetime, but thanks to all of the wonderful mentors, I’m sure the advice will be timeless:
1. Keep up with the team that you enjoy working with, where the phase and ambition suits you, and you can spark others and get sparked too! Take the team spirit and energy as the motivation to maximize your career path.
2. Everything happens unpredictably, keep looking at your surroundings. Insights, habits, and behaviors change throughout the times. This is actually exciting as this should be advantageous for the younger generation!
3. Reach out, speak up, be active! The shift in our habits since the pandemic requires us to adjust the way we communicate effectively. Greet everyone from your team, make yourself recognizable!
There are a lot more to share, but I might not be able to compile everything with words, but one thing for sure is to not turn down the opportunity of any creative sharing session, even when you feel like you have no time for it.
For the personal e-mentoring sessions, I was paired with Paul Shearer, SooHee Yang, and Iggy Rodriguez. Each mentor has given me various kind of advice whether it is as a mid level art director to a creative director, as a creative to an agency, as a vendor to a client, as a woman to the industry, or as the changer to the world.
These sessions might come once in a lifetime, but thanks to all of the wonderful mentors, I’m sure the advice will be timeless:
1. Keep up with the team that you enjoy working with, where the phase and ambition suits you, and you can spark others and get sparked too! Take the team spirit and energy as the motivation to maximize your career path.
2. Everything happens unpredictably, keep looking at your surroundings. Insights, habits, and behaviors change throughout the times. This is actually exciting as this should be advantageous for the younger generation!
3. Reach out, speak up, be active! The shift in our habits since the pandemic requires us to adjust the way we communicate effectively. Greet everyone from your team, make yourself recognizable!
There are a lot more to share, but I might not be able to compile everything with words, but one thing for sure is to not turn down the opportunity of any creative sharing session, even when you feel like you have no time for it.
London Choi
Senior CopywriterLeo Burnett
Toronto
We wanted to thank you for the great experience we had at the LIAs last week. It’s a game changer being able to sit in on the jury and listen to how work gets critiqued. We learned so much from this experience and left inspired to make great work.
The biggest lesson we’re taking home with us is this industry is great. Not just for the work that it creates, but for the minds behind it. After sitting through different speakers, it goes to show you that there are so many different ways of attaining success. There’s no single path or recipe. It’s about discovering who you are as a creative, but most importantly as a person. This week gave us lots of time to reflect on the kind of creatives we want to be. And as the industry rests on the cusp of change driven by AI, we need more people that can be open with their humanity.
We need more mentorship programs like this in the world of advertising, and we were very grateful to be part of it. Please stay in touch.
The biggest lesson we’re taking home with us is this industry is great. Not just for the work that it creates, but for the minds behind it. After sitting through different speakers, it goes to show you that there are so many different ways of attaining success. There’s no single path or recipe. It’s about discovering who you are as a creative, but most importantly as a person. This week gave us lots of time to reflect on the kind of creatives we want to be. And as the industry rests on the cusp of change driven by AI, we need more people that can be open with their humanity.
We need more mentorship programs like this in the world of advertising, and we were very grateful to be part of it. Please stay in touch.
Cece Chu
Senior CreativeSaatchi & Saatchi New Zealand
Auckland
‘Be a sponge’ – Saatchi & Saatchi NZ’s Cece Chu on Joining Creative LIAisons 2023
Cece Chu, Senior Creative at Saatchi & Saatchi New Zealand, joined the on-site LIAisons program in Las Vegas as a mentee this year.
Born in China, and raised in New Zealand, with a stint in London, Chu has worked on some true classics, like the most talked about Hilux ad since Bugger, and a massive Christmas campaign for UK supermarket Asda.
She joined Saatchi & Saatchi New Zealand in 2020 and was one of a handful of creatives selected to take part in LIA’s Creative LIAisons program this year.
How do you feel about the entire LIAisons experience overall?
I’m really grateful for the opportunity to meet and connect with talented people and leaders from around the world. There were some amazing speakers that were both inspiring and thought provoking.
LIA takes place in Las Vegas: for anyone who thinks it’s one big party, are there any misconceptions of LIA and Vegas that you can dispel?
It’s just like the movies, except even bigger and busier. On my first day, I saw a man going for a run wearing nothing but speedos and sweat bands with the US flag printed on them. He summed the place up perfectly; Vegas was the U.S. with an exclamation mark.
Favourite part of the program?
On Day 3, we were given the opportunity to sit in a jury room and watch the judges decide what metal, if any, the work received. I sat in the ‘Creativity in the Metaverse and Evolution Jury’ and not only got to see some of the amazing work from around the world, I got an insight into the discussions around tech vs idea.
What’s the biggest lesson you took home with you?
Be a sponge.
You’ve been described as “a Swiss army knife of talent” – what’s your approach to continually expanding your skillset, especially in the ‘intelligent age’?
Just be open to giving things a go. I started off as an Art Director and then got into writing because the agency that hired me had too many ADs at the time. Then I discovered I really enjoyed writing. Now as a ‘Creative’, I love doing a bit of both.
You joined Saatchi & Saatchi New Zealand, an agency with an incredible creative legacy, in 2020. What can you tell us about the culture there?
The biggest thing I noticed when I arrived at Saatchi’s is that everyone was genuinely really nice, and this still rings true 3 years on.
You recently took a break for maternity leave: what have been the biggest challenges/rewards of returning to advertising? How do you manage the juggle – do you have tips for other creatives looking for more flex in their roles?
I had originally planned to return full time after 4 months, but Jayde Hill (our Head of People and Culture), who had also recently returned from maternity leave, suggested that I might want to consider a staggered return. And I’m glad she did. It made the transition so much easier.
As a Creative, there’s no such thing as work life balance, it’s more work life integration. But I’ve learnt to be a lot more present and productive with the little time I’ve got. When I get to work, that’s it, I don’t leave the office to get lunch – I’m there to work. And when I get home, I’ve only got an hour or two with Chloe so I try to stay off my phone until she’s in bed. I also try and work from home at least one day a week, which means less time wasted commuting (thank you Covid).
Like many antipodeans you spent a couple of years in London. What did you learn from working at UK agencies?
Things take longer and there are more hoops to jump through, but budgets are much bigger.
Quick Hits:
Book everyone in the industry should read: ‘It’s Not How Good You Are, It’s How Good You Want To Be’ by Paul Arden. Classic advertising handbook that I read at uni, and the only ad book I own.
Favourite show you’ve been watching lately: The Beckham documentary. As trashy as it sounds, I had to watch it after all the hype online. They sure know how to brand themselves.
Something you want to learn or wish you were better at: Pottery. I started learning it before becoming a mother, but haven’t had time since. There’s something really therapeutic about making things by hand.
Born in China, and raised in New Zealand, with a stint in London, Chu has worked on some true classics, like the most talked about Hilux ad since Bugger, and a massive Christmas campaign for UK supermarket Asda.
She joined Saatchi & Saatchi New Zealand in 2020 and was one of a handful of creatives selected to take part in LIA’s Creative LIAisons program this year.
How do you feel about the entire LIAisons experience overall?
I’m really grateful for the opportunity to meet and connect with talented people and leaders from around the world. There were some amazing speakers that were both inspiring and thought provoking.
LIA takes place in Las Vegas: for anyone who thinks it’s one big party, are there any misconceptions of LIA and Vegas that you can dispel?
It’s just like the movies, except even bigger and busier. On my first day, I saw a man going for a run wearing nothing but speedos and sweat bands with the US flag printed on them. He summed the place up perfectly; Vegas was the U.S. with an exclamation mark.
Favourite part of the program?
On Day 3, we were given the opportunity to sit in a jury room and watch the judges decide what metal, if any, the work received. I sat in the ‘Creativity in the Metaverse and Evolution Jury’ and not only got to see some of the amazing work from around the world, I got an insight into the discussions around tech vs idea.
What’s the biggest lesson you took home with you?
Be a sponge.
You’ve been described as “a Swiss army knife of talent” – what’s your approach to continually expanding your skillset, especially in the ‘intelligent age’?
Just be open to giving things a go. I started off as an Art Director and then got into writing because the agency that hired me had too many ADs at the time. Then I discovered I really enjoyed writing. Now as a ‘Creative’, I love doing a bit of both.
You joined Saatchi & Saatchi New Zealand, an agency with an incredible creative legacy, in 2020. What can you tell us about the culture there?
The biggest thing I noticed when I arrived at Saatchi’s is that everyone was genuinely really nice, and this still rings true 3 years on.
You recently took a break for maternity leave: what have been the biggest challenges/rewards of returning to advertising? How do you manage the juggle – do you have tips for other creatives looking for more flex in their roles?
I had originally planned to return full time after 4 months, but Jayde Hill (our Head of People and Culture), who had also recently returned from maternity leave, suggested that I might want to consider a staggered return. And I’m glad she did. It made the transition so much easier.
As a Creative, there’s no such thing as work life balance, it’s more work life integration. But I’ve learnt to be a lot more present and productive with the little time I’ve got. When I get to work, that’s it, I don’t leave the office to get lunch – I’m there to work. And when I get home, I’ve only got an hour or two with Chloe so I try to stay off my phone until she’s in bed. I also try and work from home at least one day a week, which means less time wasted commuting (thank you Covid).
Like many antipodeans you spent a couple of years in London. What did you learn from working at UK agencies?
Things take longer and there are more hoops to jump through, but budgets are much bigger.
Quick Hits:
Book everyone in the industry should read: ‘It’s Not How Good You Are, It’s How Good You Want To Be’ by Paul Arden. Classic advertising handbook that I read at uni, and the only ad book I own.
Favourite show you’ve been watching lately: The Beckham documentary. As trashy as it sounds, I had to watch it after all the hype online. They sure know how to brand themselves.
Something you want to learn or wish you were better at: Pottery. I started learning it before becoming a mother, but haven’t had time since. There’s something really therapeutic about making things by hand.
Iarina-Elena Comănescu
CopywriterCheil | Centrade
Bucharest
The judges' diverse international backgrounds create a fascinating dynamic. We learn from them, and they learn from one another; it's an enriching experience to be a part of.
Zoe Davies
CreativeLeo Burnett
London
I feel so lucky to have been a part of this year’s Creative LIAisons program hosted by LIA in Las Vegas. We got to listen to and learn from some of the industry’s best creative minds, as well as work with talented creatives from all over the world. I've come home feeling incredibly inspired and with memories and friends for life!
Thank you Leo Burnett UK for the opportunity and to Laurissa Levy and Barbara Levy for organizing such a great week.
Thank you Leo Burnett UK for the opportunity and to Laurissa Levy and Barbara Levy for organizing such a great week.
Eva Dolan
Junior CopywriterBBDO
Dublin
Our session with Mandie van der Merwe, Chief Creative Officer at Dentsu Creative, Sydney was really beneficial. She gave us great insights into working as a creative duo, and took us through her creative process and some of her best campaigns. It was a really inspiring session and I learnt a lot from her. It’s really interesting to see how the industry works in different countries too. I have enjoyed completing the mentoring with my partner Kevin, as we have learnt a lot about working together and the sessions are also a good opportunity for us to check in with each other and reflect on our experience so far in BBDO.
Elizabeth Eastwood
CreativeMcCann Health London,
an IPG Health Company
London
Having the opportunity to receive once in a lifetime advice and being able to sit in on the judging of some of the leading creative work, to observe statue discussions, was so wild and is something I will keep with me for the rest of my career. I had the best time learning from and meeting other creatives from all over the world and it is an experience I will never forget. Thank you so much for this opportunity!
Milagros Garcia
Creative DirectorWunderman Thompson
Buenos Aires
First of all, I’d like to thank Laurissa and Barbara for this amazing week. It was an incredible experience that truly exceeded all my expectations. Having the opportunity to spend several days surrounded by young creatives and great professionals from all over the world is invaluable. I think it is very important for my career to be in contact with people with other opinions, ways of thinking and working. This experience reinforced my desire to travel and work in other countries and markets.
1. How do you feel about the entire experience overall?
I found the Creative LIAisons program very interesting and complete: the talks, the workshop and being able to witness the jury discussions. Everything was exciting and inspiring.
I found the Creative LIAisons program very interesting and complete: the talks, the workshop and being able to witness the jury discussions. Everything was exciting and inspiring.
This was a unique experience that exceeded my expectations. I'm really happy to be here, having the possibility to learn from colleagues around the world and admired professionals.
2. What are your favourite parts of the Creative LIAisons programme? (Apart from Meow Wolf and free-flowing drinks on LIA's tab).
Without a doubt my favorite part of the week was being able to witness the process and voting in the jury room in the TV and Online Film category. Learning why each campaign is awarded, what the voting criteria are and listening to the exchange between the jurors was essential and a pivotal experience that has helped me begin to form, build, sharpen and nurture my own criteria. I was surprised that all the juries saw and evaluated all the campaigns in person. That allowed a more conscious voting to be made and for each piece to have the time and dedication to be judged. I think that is a very important differential of the LIA Awards.
3. What's the biggest lesson you're taking home with you, or that you think is a big revelation that'll take your career to the next level?
“The learning I take from this experience is the importance of having courage, trusting ourselves and fighting for what we believe. Finding what makes us different and unique, and then holding on to that; no technology or tool can achieve that.
I left Las Vegas very inspired. I felt like I grew not only professionally, but personally as well. I really want to continue growing in my career and I would love to return in a couple of years as a juror; that will be my goal from today. I would love to be able to stand on that same stage and inspire the creatives of the next generations as much as others inspired me this year.
“The learning I take from this experience is the importance of having courage, trusting ourselves and fighting for what we believe. Finding what makes us different and unique, and then holding on to that; no technology or tool can achieve that.
I left Las Vegas very inspired. I felt like I grew not only professionally, but personally as well. I really want to continue growing in my career and I would love to return in a couple of years as a juror; that will be my goal from today. I would love to be able to stand on that same stage and inspire the creatives of the next generations as much as others inspired me this year.
Thank you again for everything we have experienced these days, I return to my work renewed and eager to work on better ideas.
Pauline Gaudin
Art DirectorHavas Play
Paris
It’s been already a week since the Creative LIAisons program ended and now’s my turn to share a little bit about it…
What an incredible experience! I am truly grateful to say that I was part of this creative program, with Pierre Riboulet, beautifully hosted by LIA - London International Awards, in Las Vegas.
We met hundreds of creative and mind-blowing people, each more enlightening and kinder than the next.
We had four intense days of talks, workshops, jury room observation and expert panels on inspirational and meaningful subjects, all parts of our creative field, that enabled us to think about the future of our careers and roles in this big industry that is Advertising.
The Speakers did a great job in humbling as well as inspiring us with their work and expertise. It was a blast to be able to talk to them after each speech.
A MASSIVE THANK YOU to Sophie Lacheze for her trust, Fabrice Plazolles, Havas Play and of course Laurissa Levy and Barbara Levy at LIA for this amazing event and opportunity.
It was an honor to be part of it.
Shoutout to our workshop Team 5, who listened to my French accent with great patience and understanding, we made it work!
And also a shout out to all the brilliant minds that I connected with. I hope that we’ll have the opportunity to meet again and collaborate in the future. Again, MERCI!
Donal Gaughran
CopywriterBBDO Dublin
Dublin
I had three invaluable mentorships sessions with three of the industry’s most prolific, most creative and most genuine people.
I spoke with Damon Stapleton, Chief Creative Officer and Founder at The Monkeys Aotearoa about many things, chiefly career-building and getting work made. The insights he shared with me were incredible. Thinking like, “they should be buying the work before you show it”, i.e. don’t use the work to sell the work, seems obvious to me now, but the way Damon distilled it for me and spoke around it will be useful for me at every stage of my career, and has been a couple of times already.
A quote he shared, and I trust he won’t mind me quoting him, was “don’t have dreams, have memories”. Goosebumps.
I then spoke with Eduardo Marques, CCO Publicis Groupe Netherlands and Belgium. He is an incredibly passionate and immensely talented creative leader who essentially broke down everything that won awards at Cannes in 2023 and why. Mind-blowing.
While he spoke about how to get work made with scientific precision, he also highlighted the need for emotion, both in the work itself and when selling it, and the fight required to get an idea you believe in out in the world.
My third mentor was Micah Walker, CCO/Founder at Bear Meets Eagle on Fire. Our chat revolved around things like where the industry is at, why he decided to start an agency and how he sold Larry to the client. If you don’t know who Larry is, check out their website.
Micah, again like the others, shared some really powerful advice. Progress in this industry means getting work made, not your job title changing, so focus on the latter. Obvious maybe, but not something I’d heard said before. He also advised me to try and find people inside the industry and out that I respect and admire, and then try to work with them. This was probably why I wanted to work in advertising, but not something I’d ever even articulated to myself.
To each of my mentors, thank you for your time, your advice and hopefully we’ll cross paths again.
To LIA, thanks for making it happen.
Razan Khan
Copy SupervisorThe Bloc
New York
The Creative LIAisons Program hosted by London International Awards was definitely one for the books! I feel so fortunate to have been 1 of 120 people who were nominated globally to attend this event.
From amazing presentations and fireside chats to an intense workshop and inviting networking sessions, it was such an educational and enjoyable time.
The major highlight for me? Meeting awesome people from around the world and making new friends.
From Hamburg to Houston and Makati City to Montreal, having these types of global connections is priceless. People need people and meeting those who “get you” is a magical feeling.
Thank you Barbara Levy and Laurissa Levy for organizing such a multifaceted experience for rising talent!
Linda-Schiwa Klinkhammer
FreelanceDirector & Writer
Munich
Creative LIAisons 2023 felt like a rush of events, impressions, ideas, and new encounters. Battling jet lag made it feel even more trippy, I guess! It was an outstanding opportunity to connect with creative minds from around the world, all sharing this wild ride through this year's program together. A massive thank you to Laurissa and Barbara Levy for orchestrating this all so perfectly.
My favorite part was the creative minds I had the chance to meet. Experiencing life in a surreal place like Vegas for a while truly forges bonds. These people have left a lasting impression on me, and I believe I'll stay connected with them long after the conference.
Speakers like Pum Lefebure, Susan Credle, and Dörte Spengler-Ahrens all exuded a rebellious spirit. They inspire me to continue pushing for quality work and not giving in to the obstacles that want to convince us that advertising is merely about selling products. I believe it's more than that; it's about shaping culture. I aim to define the mark I can contribute to my generation's pop culture, and I'm ready to fight for it.
Sophie Körber
Project Manager Creationthjnk AG
Hamburg
Loving the international connections and the wealth of knowledge shared by the speakers. Their insights have opened up fresh perspectives and added depth to the way we look at and ‘touch’ projects.
Folke Kühlhorn
Art DirectorÅkestam Holst NoA
Stockholm
What happens in Vegas ends up on LinkedIn || A report from London International Awards:
Last week, a handful of NoA creatives participated in LIA juries as well as the exclusive talent program, Creative LIAisons.
Here’s Sebastian Pandonis and Folke Kühlhorn’s takeaways from Creative LIAisons:
To summarize four days filled with networking, workshops, and creative talks, while wrestling with some jet lag isn’t the easiest task, but in this post we’ll give our best.
The Creative LIAisons conference kicked off with a lineup of talks by some of the most inspiring creatives from the industry, all gathered to share their wisdom on the past, present, and future of advertising. It was like a smorgasbord of smartness, where the word 'creativity' was served as the main course.
The second day consisted of workshops where creative teams from all over the world put their heads together to crack a brief. It was a great way to connect with people who also taught us a lot about new perspectives and approaches to creativity. That night, LIA hosted a party where we met LIA juror, Ludmilla Timsdottir (NoA Health), who, together with juror Oskar Lübeck (Bold Scandinavia / NoA) represented NoA as jurors at the LIA awards.
As the Creative LIAsions program continued, we had the privilege of eavesdropping on the jury discussions about the best advertising work in the industry. The jury dissected campaigns with surgical precision, leaving no stone unturned. Listening to really smart people discussing really smart work really gave us a lot.
In the end, our journey in Las Vegas left us with a treasure trove of creativity and the satisfaction of knowing that advertising can be as wild and unpredictable as a night on The Strip. We would like to thank LIA, Laurissa Levy and Barbara Levy for orchestrating this experience and letting us be part of it.
Creative LIAisons also runs a virtual coaching program, where our colleagues Henrik Billing, Sally Trier, and Beatrice Pedrini Guedes attended as mentees and Ørnulf Johnsen, Jenny E Kaiser and Sidsel Nørgaard-Larsen as mentors.
P.S. When in doubt: Just put your money on black.
Last week, a handful of NoA creatives participated in LIA juries as well as the exclusive talent program, Creative LIAisons.
Here’s Sebastian Pandonis and Folke Kühlhorn’s takeaways from Creative LIAisons:
To summarize four days filled with networking, workshops, and creative talks, while wrestling with some jet lag isn’t the easiest task, but in this post we’ll give our best.
The Creative LIAisons conference kicked off with a lineup of talks by some of the most inspiring creatives from the industry, all gathered to share their wisdom on the past, present, and future of advertising. It was like a smorgasbord of smartness, where the word 'creativity' was served as the main course.
The second day consisted of workshops where creative teams from all over the world put their heads together to crack a brief. It was a great way to connect with people who also taught us a lot about new perspectives and approaches to creativity. That night, LIA hosted a party where we met LIA juror, Ludmilla Timsdottir (NoA Health), who, together with juror Oskar Lübeck (Bold Scandinavia / NoA) represented NoA as jurors at the LIA awards.
As the Creative LIAsions program continued, we had the privilege of eavesdropping on the jury discussions about the best advertising work in the industry. The jury dissected campaigns with surgical precision, leaving no stone unturned. Listening to really smart people discussing really smart work really gave us a lot.
In the end, our journey in Las Vegas left us with a treasure trove of creativity and the satisfaction of knowing that advertising can be as wild and unpredictable as a night on The Strip. We would like to thank LIA, Laurissa Levy and Barbara Levy for orchestrating this experience and letting us be part of it.
Creative LIAisons also runs a virtual coaching program, where our colleagues Henrik Billing, Sally Trier, and Beatrice Pedrini Guedes attended as mentees and Ørnulf Johnsen, Jenny E Kaiser and Sidsel Nørgaard-Larsen as mentors.
P.S. When in doubt: Just put your money on black.
Henrique Lamenha
Associate Creative DirectorLe Pub APAC
Singapore
LePub APAC’s Henrique Lamenha recently returned from LIA, where he was one of the lucky few selected to take place in the on-site Creative LIAisons program.
Every year, LIA invites creatives from around the world to take part in its on-site mentorship program, Creative LIAisons – a global coaching initiative to develop, educate, inspire and nurture emerging talent.
Campaign Brief Asia spoke with Henrique Lamenha, Associate Creative Director at LePub APAC in Singapore, about what it’s really like to attend LIA and survive a week in Sin City.
You’re originally from Brazil, what made you curious to move to Asia?
No matter how far you go, you will always find a Brazilian creative. If your agency doesn’t have one, you’re doing it wrong. OK, just kidding, back to your question: I travelled to China and Hong Kong in 2017 and fell in love with Asia. I wanted to explore and get to know more about the region. So, when you get an opportunity to work for brands like Heineken and Tiger Beer, in a place like Singapore – a hub of the APAC region, it becomes really hard to say no.
What were your favourite parts of the Creative LIAisons programme? (Apart from Meow Wolf and free-flowing drinks on LIA’s tab…) My favorite part of the program was being in the jury room, witnessing priceless discussions from kick-ass people in the industry about brilliant advertising. It was amazing to see how each piece of work is discussed, how every idea is debated, and what really makes a difference in award-winning work.
What’s the biggest lesson you took home with you, or that you think is a big revelation that’ll take your career to the next level?
What happened in Vegas will definitely not stay here. Well, at least what went on during business hours. I feel my creative criteria has been raised to a much higher level, and I made friendships that will last a lifetime. The biggest revelation to me was that no matter where you’re from, a really powerful idea will always speak to you. Creativity is a universal language.
Did you meet anyone who left an impression, and what did you learn from them?
From the young talents whom I had the pleasure to share this experience with to the advertising icons, they all left an impression, really. Susan Credle had an amazing presentation about creative leadership, Tara Mckenty and Merlee Jayme helped shine a light on diversity, Brian Collins kept us on the edge of our seats with thought-provoking ideas, Guan Hin Tay showed how collisions give birth to new ideas. Just to name a few. But what struck me the most was bumping into Mark Tutssel at a cocktail party and receiving free career advice for 30 mins straight from such a legend of the industry. A really down-to-earth, cool, helpful guy. I mean, where else would I have access to these people?
Not to mention the jury experience. Sitting in a LIA jury room and witnessing all the discussions that happen about the world’s most brilliant ideas is a priceless experience. PSA: don’t underestimate what you write in your entries. They really read everything.
For anyone who thinks LIA is one big party, are there any misconceptions of LIA and Vegas that you can dispel?
If you think Vegas is one big party…well, you’re actually right. But it’s not only that. Everywhere you look there are conferences, meetings, seminars… You can see people with credentials around their necks from left to right. And the Creative LIAisons program was no different: whatever people decided to do with their free time at night, they would show up every single morning, coffee in one hand and a pen in the other, eager to learn and improve their careers. And when you sit in a jury room for 11 hours straight, you can only call that a party if you’re an advertising nerd like me.
You joined Publicis in 2021, moving to LePub this year – a new agency model where brands meet culture at the intersection of data, creativity, and tech. How are things going in APAC so far? Any favourite campaigns you’ve been involved in?
Things are very exciting around here (and busy!). From all the stuff that we put out, I’m really proud of the 22:31 idea for Tiger Beer because of the collective effort in a super quick turnaround to make it happen. And a special mention to “The Brewery” film that gave us the opportunity to work with such a classic like Eye of The Tiger.
In terms of this year’s LIA winners, is there one campaign that you loved most? Why?
Tough question. It’s really hard to choose just one. Unbranded Menu, Apologize The Rainbow, Papa, Prêt à voter… But the one that I thought was really interesting is called “The Most Beautiful Sound”, in which they captured the sound of cancer cells dying for the first time ever and played to patients undergoing treatment. I think it’s a fresh approach and a really touching idea.
How do you feel about the entire experience overall?
It was an amazing opportunity to be at LIA with so many talented people, breathing creativity and making connections with awesome brains from all around the world.
Every year, LIA invites creatives from around the world to take part in its on-site mentorship program, Creative LIAisons – a global coaching initiative to develop, educate, inspire and nurture emerging talent.
Campaign Brief Asia spoke with Henrique Lamenha, Associate Creative Director at LePub APAC in Singapore, about what it’s really like to attend LIA and survive a week in Sin City.
You’re originally from Brazil, what made you curious to move to Asia?
No matter how far you go, you will always find a Brazilian creative. If your agency doesn’t have one, you’re doing it wrong. OK, just kidding, back to your question: I travelled to China and Hong Kong in 2017 and fell in love with Asia. I wanted to explore and get to know more about the region. So, when you get an opportunity to work for brands like Heineken and Tiger Beer, in a place like Singapore – a hub of the APAC region, it becomes really hard to say no.
What were your favourite parts of the Creative LIAisons programme? (Apart from Meow Wolf and free-flowing drinks on LIA’s tab…) My favorite part of the program was being in the jury room, witnessing priceless discussions from kick-ass people in the industry about brilliant advertising. It was amazing to see how each piece of work is discussed, how every idea is debated, and what really makes a difference in award-winning work.
What’s the biggest lesson you took home with you, or that you think is a big revelation that’ll take your career to the next level?
What happened in Vegas will definitely not stay here. Well, at least what went on during business hours. I feel my creative criteria has been raised to a much higher level, and I made friendships that will last a lifetime. The biggest revelation to me was that no matter where you’re from, a really powerful idea will always speak to you. Creativity is a universal language.
Did you meet anyone who left an impression, and what did you learn from them?
From the young talents whom I had the pleasure to share this experience with to the advertising icons, they all left an impression, really. Susan Credle had an amazing presentation about creative leadership, Tara Mckenty and Merlee Jayme helped shine a light on diversity, Brian Collins kept us on the edge of our seats with thought-provoking ideas, Guan Hin Tay showed how collisions give birth to new ideas. Just to name a few. But what struck me the most was bumping into Mark Tutssel at a cocktail party and receiving free career advice for 30 mins straight from such a legend of the industry. A really down-to-earth, cool, helpful guy. I mean, where else would I have access to these people?
Not to mention the jury experience. Sitting in a LIA jury room and witnessing all the discussions that happen about the world’s most brilliant ideas is a priceless experience. PSA: don’t underestimate what you write in your entries. They really read everything.
For anyone who thinks LIA is one big party, are there any misconceptions of LIA and Vegas that you can dispel?
If you think Vegas is one big party…well, you’re actually right. But it’s not only that. Everywhere you look there are conferences, meetings, seminars… You can see people with credentials around their necks from left to right. And the Creative LIAisons program was no different: whatever people decided to do with their free time at night, they would show up every single morning, coffee in one hand and a pen in the other, eager to learn and improve their careers. And when you sit in a jury room for 11 hours straight, you can only call that a party if you’re an advertising nerd like me.
You joined Publicis in 2021, moving to LePub this year – a new agency model where brands meet culture at the intersection of data, creativity, and tech. How are things going in APAC so far? Any favourite campaigns you’ve been involved in?
Things are very exciting around here (and busy!). From all the stuff that we put out, I’m really proud of the 22:31 idea for Tiger Beer because of the collective effort in a super quick turnaround to make it happen. And a special mention to “The Brewery” film that gave us the opportunity to work with such a classic like Eye of The Tiger.
In terms of this year’s LIA winners, is there one campaign that you loved most? Why?
Tough question. It’s really hard to choose just one. Unbranded Menu, Apologize The Rainbow, Papa, Prêt à voter… But the one that I thought was really interesting is called “The Most Beautiful Sound”, in which they captured the sound of cancer cells dying for the first time ever and played to patients undergoing treatment. I think it’s a fresh approach and a really touching idea.
How do you feel about the entire experience overall?
It was an amazing opportunity to be at LIA with so many talented people, breathing creativity and making connections with awesome brains from all around the world.
Kah Yan Lim
Art DirectorLeo Burnett Malaysia
Kuala Lumpur
Thank you LIA for this wonderful, unforgettable experience at Creative LIAisons Las Vegas.
Listening to many inspiring speakers and meeting and learning from creatives from around the world is such a precious experience and a great opportunity. It motivates me so much.
It was really cool to have different minds coming together for the intense workshop pitch. The creative collision unleashed a wave of interesting ideas.
It was really cool to have different minds coming together for the intense workshop pitch. The creative collision unleashed a wave of interesting ideas.
Being in the jury room to observe statue discussions was one of the most insightful and helpful experiences. I was lucky to have a chance to witness how judges discuss and debate on all the top creative works. Thank you again for making this happened. I hope more young creatives will have the chance to attend this program.
Like Creative LIAisons attendee Henrique Lamenha said, "What happens in Vegas won't just stay in Vegas." Let the friendships and knowledge we've learned continue to bloom and shine.
Thank you Barbara Levy, Laurissa Levy and Emir Shafri for the opportunity and for bringing Creative LIAisons to life. It's incredible!
Lastly, a big cheers to two of my BEST Kancil teammates Farah Farid and Jia Ying Chew, we ladies made this happen together of having the chance to be a part of the Creative LIAisons mentee program.
Thank you Barbara Levy, Laurissa Levy and Emir Shafri for the opportunity and for bringing Creative LIAisons to life. It's incredible!
Lastly, a big cheers to two of my BEST Kancil teammates Farah Farid and Jia Ying Chew, we ladies made this happen together of having the chance to be a part of the Creative LIAisons mentee program.
Lalit Matanapojanard
Senior Strategic PlannerThe Leo Burnett Group Thailand
Bangkok
Coaches: Dissara Udomdej, CEO & Founder, Yell Advertising, Bangkok; Ørnulf Johnsen, CEO &Co. / NoA, Copenhagen; Andréa Stillacci, CEO/Founder, HEREZIE, Paris
My journey in the Creative LIAisons Virtual Coaching Program was brilliant. I received mentoring sessions with three of the finest creative leaders. Conversations with Dissaran, Ørnulf and Andréa were eye opening.
We discussed strategic planning, role of strategist and potential goals to aim for. Also, I got to see a bigger picture of the creative industry, on an international scale.
I consider this a great privilege to learn from a creative, a planner and a leader's point of view. Each coach has given me useful insights that I can apply to my current position and use to improve my job, as well as given me inspiration enhancing the impact a planner can build.
One of the key takeaways from all the sessions is to bridge the gap between client business and creativity. To really understand client business, both, issues to solve and opportunities to catch, is how strategy plays a crucial role and is a strong foundation a planner can establish to lead to impactful execution.
Creative LIAisons is really inspiring overall, and a great opportunity for me to reflect who I am and how I can thrive in this competitive environment.
My journey in the Creative LIAisons Virtual Coaching Program was brilliant. I received mentoring sessions with three of the finest creative leaders. Conversations with Dissaran, Ørnulf and Andréa were eye opening.
We discussed strategic planning, role of strategist and potential goals to aim for. Also, I got to see a bigger picture of the creative industry, on an international scale.
I consider this a great privilege to learn from a creative, a planner and a leader's point of view. Each coach has given me useful insights that I can apply to my current position and use to improve my job, as well as given me inspiration enhancing the impact a planner can build.
One of the key takeaways from all the sessions is to bridge the gap between client business and creativity. To really understand client business, both, issues to solve and opportunities to catch, is how strategy plays a crucial role and is a strong foundation a planner can establish to lead to impactful execution.
Creative LIAisons is really inspiring overall, and a great opportunity for me to reflect who I am and how I can thrive in this competitive environment.
Sophie McGovern
CopywriterMullenLowe
London
I’ve been in the industry for a little while now and have been fortunate enough to attend a few creative conferences, but Creative LIAisons was by far the most inspiring, informative and transformative creative experience I’ve ever had.
The fact that each of the speakers took the time to create presentations that were relevant to us as young creatives was very impactful. I genuinely feel like I gained relevant and tangible knowledge from every single talk. Not only did each one leave me feeling inspired, but they taught me how to be a better creative, which I appreciate more than you could ever know. Please pass on my thanks to each and every speaker.
Sitting in on the Transformative Business Impact and Creative Use of Data Jury was my favorite experience in Vegas and I won some money lol! The fact that LIA gives us the opportunity to peek behind the curtain is such an insane privilege that I can assure you nobody in that room took for-granted. Thank you so much for allowing and facilitating this. The things I learnt from listening to those judges discuss and deliberate will impact my work for the rest of my career and that is not an over exaggeration.
The other LIAisons’ were very impressive. I learnt so much from them and feel really lucky to have been given the opportunity to meet them, listen to them and work with them.
I don’t think I can properly articulate how much this program mattered, both personally and professionally so this thank you is definitely too lengthy! Regardless I hope you know how much your hard work and commitment to this program matters, to o us as LIAisions attendees and to the industry.
The fact that each of the speakers took the time to create presentations that were relevant to us as young creatives was very impactful. I genuinely feel like I gained relevant and tangible knowledge from every single talk. Not only did each one leave me feeling inspired, but they taught me how to be a better creative, which I appreciate more than you could ever know. Please pass on my thanks to each and every speaker.
Sitting in on the Transformative Business Impact and Creative Use of Data Jury was my favorite experience in Vegas and I won some money lol! The fact that LIA gives us the opportunity to peek behind the curtain is such an insane privilege that I can assure you nobody in that room took for-granted. Thank you so much for allowing and facilitating this. The things I learnt from listening to those judges discuss and deliberate will impact my work for the rest of my career and that is not an over exaggeration.
The other LIAisons’ were very impressive. I learnt so much from them and feel really lucky to have been given the opportunity to meet them, listen to them and work with them.
I don’t think I can properly articulate how much this program mattered, both personally and professionally so this thank you is definitely too lengthy! Regardless I hope you know how much your hard work and commitment to this program matters, to o us as LIAisions attendees and to the industry.
I’m leaving feeling so inspired, equipped and determined and to make better work and that is a direct result of the time and effort everyone puts into this program.
Fingers crossed that I’ll be able to return to LIA in the future in some capacity, but until then I’ll be singing your praises.
Thank you! Thank you! Thank you!
Fingers crossed that I’ll be able to return to LIA in the future in some capacity, but until then I’ll be singing your praises.
Thank you! Thank you! Thank you!
Amy McGowen
Midweight Art DirectorMcCann Demand
London
I had an absolute blast at the Creative LIAisons program with London International Awards! I made friends for life, heard from some of the best minds in creativity and feeling freshly inspired to make amazing work. What an experience!
Malaika Menon
Senior Account ManagerImpact BBDO
Dubai
Neon signs, tote bags, and more black attire than a goth convention, the creative world's rock concert in Vegas, and I had a front-row seat!
For the past week, I got to rub shoulders with the industry's brainiacs at the London International Awards 2023 Creative LIAisons program.
We are talking panel discussions, workshops, and even a golden ticket to the jury room; where the real magic happens. Creative LIAisons was profoundly insightful. Gaining a detailed glimpse into the conversations that drive ground-breaking work, setting benchmarks for years to come, is a rare privileg
It felt like the first day of school, but instead of just swapping awkward introductions, we were also professing our undying love for this industry. Also, Mum, I made some friends.
In Account Management, it's been inspiring to see the benchmarks worldwide and I've filled my toolbox with new tricks and inspirations.
Shoutout to IMPACT BBDO for this wild ride! This experience has expanded my creative horizons, and I'm returning with an insatiable appetite to infuse that energy into my work.
The ad world can be a jungle, but programs like the Creative LIAisons introduce you to the wild animals who swing from the creative vines.
Huge thanks to Barbara Levy , Laurissa Levy , and Patricia Censoprano for putting this circus together and giving us the backstage pass.
Imagine 120+ young creatives in Las Vegas for five days; it's the perfect recipe for a creative explosion.
I can't wait to see the epic success stories that unfold!
Tarahgee Morris Brown
CopywriterApple
Cupertino, CA
There's a lot to experience in the advertising world.
It can be overwhelming. And crazy.
And easy to wish for consistency in sameness.
Yet, experiences like the Creative LIAisons program from the London International Awards bridges you with the disruptors.
Thank you again Oriel Davis-Lyons for nominating me for this experience. Thank you Laurissa Levy for curating this experience for all 120+ Creative LIAisons.
I still remember times when I was too anxious to chat with folks in my university ad classes.
Now, learning from young and executive industry folks and peers from all walks of the world, while expanding my worldview over this past week has been inspirational. It's a privilege. One that I will cherish everywhere I venture.
120+ knowledge-hungry young professionals in Las Vegas for 5 days is bound to spark change. Excited to experience everyone's success.
P.S. If you haven't seen Las Vegas's "Sphere", do it. It'll change your life.
It can be overwhelming. And crazy.
And easy to wish for consistency in sameness.
Yet, experiences like the Creative LIAisons program from the London International Awards bridges you with the disruptors.
Thank you again Oriel Davis-Lyons for nominating me for this experience. Thank you Laurissa Levy for curating this experience for all 120+ Creative LIAisons.
I still remember times when I was too anxious to chat with folks in my university ad classes.
Now, learning from young and executive industry folks and peers from all walks of the world, while expanding my worldview over this past week has been inspirational. It's a privilege. One that I will cherish everywhere I venture.
120+ knowledge-hungry young professionals in Las Vegas for 5 days is bound to spark change. Excited to experience everyone's success.
P.S. If you haven't seen Las Vegas's "Sphere", do it. It'll change your life.
Panupong (Boss) Nakju
CopywriterBBDO Thailand
Bangkok
Despite a long day of travel, I'm still buzzing with anticipation, fuelled by the excitement of learning from truly inspirational leaders. I'm particularly eager to gain insights into their perspectives on the creative use of data, a relatively new field in Thailand.
Jierick Ng
Art DirectorMRM Singapore
Singapore
It’s a wrap for LIA Creative LIAisons 2023.
It was truly an amazing experience for any young creative. So many great speakers, so many great creatives to meet and so much knowledge to absorb.
Really loved the talk by Pum Lefebure from Design Army on the last day; it reminded me of the feeling to create work that can be felt, rendering us a fresh perspective towards the used-to-be boring brief.
Alejandro Orozco Garay
Creative DirectorCheil Worldwide
Santiago
1. How do you feel about the entire experience overall?
Creative LIAisons is a powerful experience. I've had the opportunity to meet people from all over the world and immerse myself in their cultures and their perspectives on advertising.
Creative LIAisons is a powerful experience. I've had the opportunity to meet people from all over the world and immerse myself in their cultures and their perspectives on advertising.
2. What are your favourite parts of the Creative LIAisons programme? (Apart from Meow Wolf and free-flow drinks on LIA's tab)
My favorite part was Brian Collins. Personally, I didn't know him, and I consider him a role model. I love that he challenges the conventional.
My favorite part was Brian Collins. Personally, I didn't know him, and I consider him a role model. I love that he challenges the conventional.
3. What's the biggest lesson you're taking home with you, or that you think is a big revelation that'll take your career to the next level?
My biggest takeaway is that no matter where you come from, ideas will always find a place in a good conversation among creatives.
My biggest takeaway is that no matter where you come from, ideas will always find a place in a good conversation among creatives.
Vitor Palmer
Senior Art DirectorSaatchi & Saatchi MEA
Dubai
The whole Creative LIAisons experience was very enriching. It was my first time being mentored by someone, and the fact that I got three great coaches that happened to be some of the leading people in the creative community was a real must. Their international backgrounds, not only, expanded my industry knowledge, but also fostered connections within a global network. Beyond just picking up technical know-how, their diverse takes on things gave me a well-rounded view of creativity.
I think one of the most key takeaways was the importance of building connections with peers from diverse areas. These relationships are the secret sauce for bringing creative ideas to life. It's about forming a collaborative network where varied perspectives converge, creating a fertile ground for innovation and turning ideas into reality.
Overall, this experience highlighted the importance of building a network within this dynamic creative community that we all work in. And the importance of avoiding narrow-mindedness when approaching processes, encouraging an openness to diverse methods and perspectives. It's about finding inspiration and solutions from unexpected places within this globally connected creative space.
Sebastian Pandonis
CreativeAnorak / The North Alliance
Oslo
What happens in Vegas ends up on LinkedIn || A report from London International Awards:
Last week, a handful of NoA creatives participated in LIA juries as well as the exclusive talent program, Creative LIAisons.
Here’s Sebastian Pandonis and Folke Kühlhorn’s takeaways from Creative LIAisons:
To summarize four days filled with networking, workshops, and creative talks, while wrestling with some jet lag isn’t the easiest task, but in this post we’ll give our best.
The Creative LIAisons conference kicked off with a lineup of talks by some of the most inspiring creatives from the industry, all gathered to share their wisdom on the past, present, and future of advertising. It was like a smorgasbord of smartness, where the word 'creativity' was served as the main course.
The second day consisted of workshops where creative teams from all over the world put their heads together to crack a brief. It was a great way to connect with people who also taught us a lot about new perspectives and approaches to creativity. That night, LIA hosted a party where we met LIA juror, Ludmilla Timsdottir (NoA Health), who, together with juror Oskar Lübeck (Bold Scandinavia / NoA) represented NoA as jurors at the LIA awards.
As the Creative LIAsions program continued, we had the privilege of eavesdropping on the jury discussions about the best advertising work in the industry. The jury dissected campaigns with surgical precision, leaving no stone unturned. Listening to really smart people discussing really smart work really gave us a lot.
In the end, our journey in Las Vegas left us with a treasure trove of creativity and the satisfaction of knowing that advertising can be as wild and unpredictable as a night on The Strip. We would like to thank LIA, Laurissa Levy and Barbara Levy for orchestrating this experience and letting us be part of it.
Creative LIAisons also runs a virtual coaching program, where our colleagues Henrik Billing, Sally Trier, and Beatrice Pedrini Guedes attended as mentees and Ørnulf Johnsen, Jenny E Kaiser and Sidsel Nørgaard-Larsen as mentors.
P.S. When in doubt: Just put your money on black.
Last week, a handful of NoA creatives participated in LIA juries as well as the exclusive talent program, Creative LIAisons.
Here’s Sebastian Pandonis and Folke Kühlhorn’s takeaways from Creative LIAisons:
To summarize four days filled with networking, workshops, and creative talks, while wrestling with some jet lag isn’t the easiest task, but in this post we’ll give our best.
The Creative LIAisons conference kicked off with a lineup of talks by some of the most inspiring creatives from the industry, all gathered to share their wisdom on the past, present, and future of advertising. It was like a smorgasbord of smartness, where the word 'creativity' was served as the main course.
The second day consisted of workshops where creative teams from all over the world put their heads together to crack a brief. It was a great way to connect with people who also taught us a lot about new perspectives and approaches to creativity. That night, LIA hosted a party where we met LIA juror, Ludmilla Timsdottir (NoA Health), who, together with juror Oskar Lübeck (Bold Scandinavia / NoA) represented NoA as jurors at the LIA awards.
As the Creative LIAsions program continued, we had the privilege of eavesdropping on the jury discussions about the best advertising work in the industry. The jury dissected campaigns with surgical precision, leaving no stone unturned. Listening to really smart people discussing really smart work really gave us a lot.
In the end, our journey in Las Vegas left us with a treasure trove of creativity and the satisfaction of knowing that advertising can be as wild and unpredictable as a night on The Strip. We would like to thank LIA, Laurissa Levy and Barbara Levy for orchestrating this experience and letting us be part of it.
Creative LIAisons also runs a virtual coaching program, where our colleagues Henrik Billing, Sally Trier, and Beatrice Pedrini Guedes attended as mentees and Ørnulf Johnsen, Jenny E Kaiser and Sidsel Nørgaard-Larsen as mentors.
P.S. When in doubt: Just put your money on black.
Cindy Permata
Art DirectorOgilvy Indonesia
Jakarta
Coaches: SoHee Yang, VP, Chief Creative Officer, Publicis Groupe Korea; Sompat Trisadikun, Chief Creative Officer, GreyNJ United, Bangkok ; Alfred Wee, Executive Creative Director, McCann Worldgroup, Singapore
Thank you for this opportunity. I’ve gained a lot of insight, inspiration, encouragement and suggestions on what to do next in my career journey.
Each session opened my eyes and mind, giving me new perspectives towards the advertising world.
I enjoyed every session so much.
Thank you for this opportunity. I’ve gained a lot of insight, inspiration, encouragement and suggestions on what to do next in my career journey.
Each session opened my eyes and mind, giving me new perspectives towards the advertising world.
I enjoyed every session so much.
John Polanco
WriterNew York
Honestly the London International Awards Creative LIAisons program was fire. Getting a chance to learn from and work with 120+ creatives from around the world was fruitful, memorable, inspiring and one of the best experiences I’ve had in the Ad world. Thank you Oriel Davis-Lyons for supporting and nominating me. Thank you Barbara Levy and Laurissa Levy for making this happen. I learned so much, thank You!
Salvador Gonzalo Posse
Creative CopywriterAnita & Vega
Buenos Aires
How do you feel about the Creative LIAisons experience overall?
I feel grateful in life for having had the opportunity to live this tremendous experience. I also feel that I learned a lot, that I am more motivated than before, and that I have a broader view of the industry. I am pleased to have chosen this profession.
I feel grateful in life for having had the opportunity to live this tremendous experience. I also feel that I learned a lot, that I am more motivated than before, and that I have a broader view of the industry. I am pleased to have chosen this profession.
What are your favourite parts of the Creative LIAisons program? (Apart from Meow Wolf and free-flow drinks on LIA's tab)
Perhaps I can't be objective, but everything in the Creative LIAisons program fascinated me. It seemed useful, made sense, and nothing felt unnecessary.
Perhaps I can't be objective, but everything in the Creative LIAisons program fascinated me. It seemed useful, made sense, and nothing felt unnecessary.
For someone coming from Argentina, presenting ideas to Daymond John seems really unreal. Talking and thinking with people from all over the world as well. Another thing I loved about the program was getting to know new agencies and new leaders from the talks.
Obviously, all the glamour of Las Vegas, the beauty of the Encore, being welcomed with a card with your name on it, is part of the beauty of the program.
What's the biggest lesson you're taking home with you, or that you think is a big revelation that'll take your career to the next level?
Before traveling to LIA - London International Awards, I was in doubt about whether to buy a new phone or go to the U2 concert at the Sphere. Surely you also saw thousands of posts talking about how incredible the show was, that it was going to revolutionize the entertainment world, that it was so, so good that it was worth paying $500 to go.
One of the activities at LIA is being an observer of a jury. When it ended, Brian Colins, who was one of the jurors, asked us if we had any questions. One attendee asked one, and then another and another, and after a few questions and thinking about it a lot, I dared to ask one. It's not easy to stand in front of the top 8 people in the industry, plus your 30 peers, and ask a question in English. "What advertising book do you recommend to us?" I asked.
After we finished with the questions, Colins told us that he wanted us to learn something, to "Speak up!" So to the first 6 people who asked questions, he was going to give them a ticket to the U2 show.
I was the sixth. And the U2 show is everything they say it is.
Thanks for the tickets, Brian, but above all, for the advice.
In addition to these lessons, I leave a list of other specific things that I learned.
• When an idea is rejected and you really like it, save it.
• You have to play with guys who play better than you, as in tennis when you play against someone better, you improve.
• Advertising notes are useful for visas.
• Pocket knives and smartphones are colliding ideas, meaning they clash.
• Work so the future becomes so irresistible it becomes inevitable.
• Creative Directors have to be generous.
• Kryptonite is what gives meaning to Superman's story.
• Think of ideas that keep giving.
• Big ideas are the answers to big questions.
• What questions are you trying to answer?
• Work to get more work.
• Joy has no boundaries.
• Advertising is not in the detail; it is the detail.
• Feel all the feelings.
• Make a boring thing creative.
• Without a goal, it's hard to score.
• David Droga threw bad ideas on purpose so that others would also throw them.
• When an idea is rejected and you really like it, save it.
• You have to play with guys who play better than you, as in tennis when you play against someone better, you improve.
• Advertising notes are useful for visas.
• Pocket knives and smartphones are colliding ideas, meaning they clash.
• Work so the future becomes so irresistible it becomes inevitable.
• Creative Directors have to be generous.
• Kryptonite is what gives meaning to Superman's story.
• Think of ideas that keep giving.
• Big ideas are the answers to big questions.
• What questions are you trying to answer?
• Work to get more work.
• Joy has no boundaries.
• Advertising is not in the detail; it is the detail.
• Feel all the feelings.
• Make a boring thing creative.
• Without a goal, it's hard to score.
• David Droga threw bad ideas on purpose so that others would also throw them.
SPEAK UP!
Lorena Pérez de León
Senior CopywriterOgilvy Mexico
Mexico City
Understanding the diverse perspectives on what defines creative excellence, as shared by both judges and fellow Creative LIAisons mentees, is incredibly valuable.
Tania Radwan
Digital Art DirectorCheil MEA
Dubai
Creative LIAisons was a breath of fresh creativity and ambition, having this one-on-one time with the mentors was a chance of a lifetime. It opened my eyes to the future of advertising and design and pushed me in an entirely new direction with excitement and passion. I finished my program in November, and it will always resonate with me. I will carry this experience with me wherever I go.
Vishvas Rakheja
CopywriterLeo Burnett
Mumbai
The mentors were amazing!
My goals for the program were achieved; I learned so much about different aspects of being a creative in the modern age, and I will carry these learnings for the rest of my life. I asked a billion questions, analyzed and enjoyed some of the best work ever created, and had my mind blown!
I’m inspired. And I’m beyond grateful to LIA for initiating and sustaining this wonderful program. This, along with the listening to and interacting with the Virtual Panel of speakers has truly been a game changing experience. Thank you.
Lastly, thank you Laurissa for organizing and running the program so efficiently.
My goals for the program were achieved; I learned so much about different aspects of being a creative in the modern age, and I will carry these learnings for the rest of my life. I asked a billion questions, analyzed and enjoyed some of the best work ever created, and had my mind blown!
I’m inspired. And I’m beyond grateful to LIA for initiating and sustaining this wonderful program. This, along with the listening to and interacting with the Virtual Panel of speakers has truly been a game changing experience. Thank you.
Lastly, thank you Laurissa for organizing and running the program so efficiently.
Here's My Story:
Horizons? Broadened. Perspectives? Widened. A billion questions? Answered.
LIA’s Creative LIAisons was an unforgettable experience where I got to interact one-on-one with creative leaders from around the world. With their experience working in different markets, and over a time which has witnessed technological change unlike any other era in history, listening to their learnings and experiences over the years was invaluable.
Luke Martin, ECD at 2andSunny ANZ
Luke was one of the kindest, chillest people I’ve met.
Having worked at both what was previously Facebook and Apple, he shared how the companies follow contrasting creative processes, but consistently churn out path breaking work. We discussed tech and tech being a tool to augment the human truth behind an idea. He instilled in me the significance of building client relationships, and how that can make or break a great idea. He even talked about his core creative values, which I relate to as a creative and as a human. I’ll foster these for the rest of my life.
LIA’s Creative LIAisons was an unforgettable experience where I got to interact one-on-one with creative leaders from around the world. With their experience working in different markets, and over a time which has witnessed technological change unlike any other era in history, listening to their learnings and experiences over the years was invaluable.
Luke Martin, ECD at 2andSunny ANZ
Luke was one of the kindest, chillest people I’ve met.
Having worked at both what was previously Facebook and Apple, he shared how the companies follow contrasting creative processes, but consistently churn out path breaking work. We discussed tech and tech being a tool to augment the human truth behind an idea. He instilled in me the significance of building client relationships, and how that can make or break a great idea. He even talked about his core creative values, which I relate to as a creative and as a human. I’ll foster these for the rest of my life.
At the end, he left me with the most important reminder- that what we do is all about having fun.
Nikhil Panjwani, Regional ECD at Ogilvy, Singapore
Nikhil was the warmest, who took me in as one of his own from Day 1. He deliberated on what it takes to create work with the highest creative standards and how passion and practice is the fuel behind the fire. I bombarded him with question after question and he tirelessly answered every one of them. He shared his best of Cannes playlist- work which wasn’t the most awarded, but the coolest. The most important piece of advice he shared was to go through a ton of great work, and then create a personal repository of references you connect to. This will inspire you and help identify the kind of work you would like to create.
Nikhil was the warmest, who took me in as one of his own from Day 1. He deliberated on what it takes to create work with the highest creative standards and how passion and practice is the fuel behind the fire. I bombarded him with question after question and he tirelessly answered every one of them. He shared his best of Cannes playlist- work which wasn’t the most awarded, but the coolest. The most important piece of advice he shared was to go through a ton of great work, and then create a personal repository of references you connect to. This will inspire you and help identify the kind of work you would like to create.
Mihai-Bogdan Gongu, Executive Creative Director SEE, Cheil Centrade, Bucharest
I compare my session with Mihai to one of those transcendental meditation sessions (albeit to the tempo of rock n roll), post which you see things differently. His tenacity, his passion were infectious. He highlighted the qualities a modern creative must have to rise above others- hunger, resourcefulness, going the extra mile to get things done. He stressed on the importance of context and a ‘timely’ idea. But the viewpoint that got stuck inside my brain was this - that as an advertising creative I’m not an artist, but an agent of culture…and it is my responsibility to create something which is globally talked about.
To say that I’m inspired, charged, pumped, would be an understatement.
Thank you Luke, Nikhil, Mihai. I’m grateful.
I compare my session with Mihai to one of those transcendental meditation sessions (albeit to the tempo of rock n roll), post which you see things differently. His tenacity, his passion were infectious. He highlighted the qualities a modern creative must have to rise above others- hunger, resourcefulness, going the extra mile to get things done. He stressed on the importance of context and a ‘timely’ idea. But the viewpoint that got stuck inside my brain was this - that as an advertising creative I’m not an artist, but an agent of culture…and it is my responsibility to create something which is globally talked about.
To say that I’m inspired, charged, pumped, would be an understatement.
Thank you Luke, Nikhil, Mihai. I’m grateful.
Ahmed Raslan
Senior Content CreatorHavas Middle East
Dubai
What happens in Vegas won’t stay in Vegas this time!
And that’s because, I can’t be more fortunate that I experienced a life changing program of being part of Creative LIAisons at LIA and meeting some of the best creatives in our industry!
Alongside 120 young creatives from all around the world, we got the chance to learn, engage, meet and work with some of the best global creative leaders.
From attending and observing live jury rooms, to working in groups to crack a brief, to spending time with talented young creatives that became my friends, this experience will be memorable forever!
Thank you Barbara Levy, Laurissa Levy and Patricia Censoprano for organizing one of the best initiatives in our industry!
I’m forever grateful for this opportunity, thank you Joao Medeiros, Fabio Silveira and Havas Middle East for changing my life forever.
Oliver El Obeid, Joy Soulban, Tanya Kassab and Nora Sfeir thanks for supporting and helping me throughout this process, making this smoother than ever.
From Vegas to Dubai, I come back with a new perspective on our creative world, friends that I am sure will make it to the top and a lifetime experience filled with joyful memories! I’m more hungry than ever to put this knowledge into meaningful work!
Pierre Riboulet
CopywriterHavas Play
Paris
Creative LIAisons will remain engraved in the memories of many of us. Thanks for giving so much energy to sharing your passion, it's infectious!
Luis Felipe Rios Pino
Creative CopywriterThe Community
Miami
When I started my career as an intern/student I was lucky to find great mentors who became some of my best friends. I know it is not that common, but it also makes sense to find mentors within your workplace. The hardest thing is to find people from outside who are willing to guide you. This program is evidence of how great some people in our industry are, people who spare some of their free time to talk to total strangers and walk them through their careers. I was lucky to be selected for the Creative LIAison program, but mostly I was lucky to be matched with Andreas Hilbig, Managing Director/CCO of Jung von Matt; Ignacio Ferioli, CCO of GUT Mexico; and Joaquin Campins, CCO of BBDO Argentina.
My talk with Ignacio was about a story I wanted to hear: the creation of GUT. He walked me through his career and how he ended up a partner at the independent agency of the year. Getting that insight of how they approach their work was truly inspiring, but, listening to the story of extraordinary people starting an agency, and later achieving independent network, is something that gets stuck in your head. Proof of how far determination can take you.
My next meeting was with Andreas. I asked him about how I could keep climbing during my career to get to that next level as Sr. Copywriter and so on. He walked me through his career, but there is one thing I want…no, need to highlight from this conversation. Every friend who I run into during my short career told me that I had to be at an agency for some years and then move on to the next one, and the next one. This is the first time I heard anyone say, “Consider the opposite”. Andreas has a brilliant career, almost entirely in the same place. It was refreshing to hear a different point of view from most people. The fact that being in the right place with the right people and culture can keep you growing and learning.
My last meeting was with Joaquín. We talked about what it takes for a copywriter to step into that Sr. Role and we also went through some work in my portfolio. I was glad that he liked it and had some great insights on how I could improve it. Not just the presentation of the ideas, but the book in general.
I had a pretty diverse set of mentors, people who I never imagined I would cross paths with. The Creative LIAisons program gave me that opportunity. This is the kind of knowledge that you can’t learn in a classroom and the connections we make in here are priceless. Thanks, LIA, for the opportunity and thanks to each of the mentors who took some time to help us.
My talk with Ignacio was about a story I wanted to hear: the creation of GUT. He walked me through his career and how he ended up a partner at the independent agency of the year. Getting that insight of how they approach their work was truly inspiring, but, listening to the story of extraordinary people starting an agency, and later achieving independent network, is something that gets stuck in your head. Proof of how far determination can take you.
My next meeting was with Andreas. I asked him about how I could keep climbing during my career to get to that next level as Sr. Copywriter and so on. He walked me through his career, but there is one thing I want…no, need to highlight from this conversation. Every friend who I run into during my short career told me that I had to be at an agency for some years and then move on to the next one, and the next one. This is the first time I heard anyone say, “Consider the opposite”. Andreas has a brilliant career, almost entirely in the same place. It was refreshing to hear a different point of view from most people. The fact that being in the right place with the right people and culture can keep you growing and learning.
My last meeting was with Joaquín. We talked about what it takes for a copywriter to step into that Sr. Role and we also went through some work in my portfolio. I was glad that he liked it and had some great insights on how I could improve it. Not just the presentation of the ideas, but the book in general.
I had a pretty diverse set of mentors, people who I never imagined I would cross paths with. The Creative LIAisons program gave me that opportunity. This is the kind of knowledge that you can’t learn in a classroom and the connections we make in here are priceless. Thanks, LIA, for the opportunity and thanks to each of the mentors who took some time to help us.
Sttenio Rocha Costa
Associate Creative DirectorGrey Health & Wellness
New York
Last week I had the great privilege of being part of LIA’s Creative LIAisons program, such a life-changing opportunity.
Spending time with some of the most creative people I’ve ever met, I believe we made solid friendships for life. I also watched the jury discussing ‘The Most Beautiful Sound’ (and giving it a Gold). Lucky me.
Thank you Laurissa Levy and Barbara Levy for this stunning initiative, and Tim Jones for nominating me for this experience.
As I come back from Vegas, I feel reconnected to creativity in a new level, more inspired and excited about our profession, hungry. I hope more and more young creatives around the world have this opportunity.
Léo Rodriguez
Junior CopywriterBETC Paris
Pantin
With all my mentors, it was such a learning experience. I loved talking films with all three of them and getting their advice.
They all have different backgrounds, different careers, different countries. That's what makes their experience, their careers, their scripts, their ideas and therefore their advice so precious.
They all have different backgrounds, different careers, different countries. That's what makes their experience, their careers, their scripts, their ideas and therefore their advice so precious.
They were all very warm to me and opened the door to further exchanges. They're three fantastic creatives, but they're also incredible human beings. Not surprising when you consider how human you have to be to do this job...
I've learned about their different ways of working and it's opened up my thinking about that.
All in all, I'm lucky to have been a mentee, and it's made me even more determined to succeed in this profession, in the hope that one day (the sooner the better) they'll say "ooh! But I know him" when they see the success of one of my projects.
Toni Smalls
Associate Art DirectorFCB Chicago
Chicago
1. How do you feel about the entire experience overall?
I've learned so much while being here. I enjoyed meeting people from across the world and hearing inspiring and useful presentations. I feel like I've gained some tactical advice that I can bring back not only to my current creative practice but also see myself using this advice for years to come. Participants in the program are extremely kind, with no egos. I also liked that there were people from outside the creative field (account, film director, illustrator) as it's nice to learn from each other. I took notes on the presentations I liked the most and why, which I can use as an example moving forward for my own future presentations.
I've learned so much while being here. I enjoyed meeting people from across the world and hearing inspiring and useful presentations. I feel like I've gained some tactical advice that I can bring back not only to my current creative practice but also see myself using this advice for years to come. Participants in the program are extremely kind, with no egos. I also liked that there were people from outside the creative field (account, film director, illustrator) as it's nice to learn from each other. I took notes on the presentations I liked the most and why, which I can use as an example moving forward for my own future presentations.
2. What are your favourite parts of the Creative LIAisons programme? (Apart from Meow Wolf and free-flowing drinks on LIA's tab)
My favorite part was when we created content for Rise Nation, as incredibly stressful as it was. I made good friends from it and felt proud of what we produced. I also got to use my camera that I brought along with me. I love how crafty we are and how we can produce stuff, not just come up with it. I also really enjoyed some of the talks, specifically Guan Hin Tay, Pum Lefebure, and Susan Credle, who inspired me the most.
My favorite part was when we created content for Rise Nation, as incredibly stressful as it was. I made good friends from it and felt proud of what we produced. I also got to use my camera that I brought along with me. I love how crafty we are and how we can produce stuff, not just come up with it. I also really enjoyed some of the talks, specifically Guan Hin Tay, Pum Lefebure, and Susan Credle, who inspired me the most.
3. What's the biggest lesson you're taking home with you, or that you think is a big revelation that'll take your career to the next level?
I think the biggest revelation for me is that there has always been a clear road and path leading me to where I want to go in my career, but I may have let people scare me out of it. These talks and this community have given me the courage to do the unconventional thing, and for that, I'm truly grateful.
I think the biggest revelation for me is that there has always been a clear road and path leading me to where I want to go in my career, but I may have let people scare me out of it. These talks and this community have given me the courage to do the unconventional thing, and for that, I'm truly grateful.
Candice Sosiong
CopywriterOddefy Creative Inc.
Makati City
The Creative LIAisons Mentorship program was truly one for the books! Every second was a blast absorbing everything my coaches mentioned and taking down notes as much as I could to review and apply them to my work. As someone who's fairly new and raw to this creative and exciting industry, I'm truly grateful for this program for getting young creatives like me fired up and inspired to explore what's next. I'm beyond grateful for the experience and hope to meet you all someday!
Shoutout to Coach Toby Talbot, Chief Creative Officer AUNZ Ogilvy Australia!
Thank you for molding me to become a better writer.
I'm truly honored for you letting me come up with my own ideas and critiquing them on how I can improve it further. Thank you for imparting knowledge on how to be more clear and direct to the point in writing scripts (especially headlines) to really communicate the message better. I'll carry on your advice about focusing on insights and bringing them to life, about articulating ideas better, about starting with small ideas first and turning them into something huge.
Thank you for molding me to become a better writer.
I'm truly honored for you letting me come up with my own ideas and critiquing them on how I can improve it further. Thank you for imparting knowledge on how to be more clear and direct to the point in writing scripts (especially headlines) to really communicate the message better. I'll carry on your advice about focusing on insights and bringing them to life, about articulating ideas better, about starting with small ideas first and turning them into something huge.
Shoutout to Coach Samira Rafi, Creative Director, Boomerang Communication, Casablanca!
Thank you for pushing me to become a confident creative thinker.
You showed me to never be shy about sharing your ideas with anyone and to never let fear stop you from unleashing your inner creativity. You made me realize that sometimes it's about perspective and looking at things differently, because maybe it's about generating new alternatives or approaching old concepts in new ways. To go crazy. Mix things around. Have fun. To just truly enjoy the process and to not doubt yourself along the way.
Thank you for pushing me to become a confident creative thinker.
You showed me to never be shy about sharing your ideas with anyone and to never let fear stop you from unleashing your inner creativity. You made me realize that sometimes it's about perspective and looking at things differently, because maybe it's about generating new alternatives or approaching old concepts in new ways. To go crazy. Mix things around. Have fun. To just truly enjoy the process and to not doubt yourself along the way.
Shoutout to Coach Vinicius Stanzione, Executive Creative Vice President at Leo Burnett Tailor Made, São Paulo!
Thank you for inspiring me to become a better creative in our industry.
Whether it's being updated with recent trends or paying attention to people's lifestyles, that may just be the spark that you're looking for to start a great idea, because when you listen more, you'll learn more. I remember you advised me to just put in the work and the rest will follow. Don't mind all the possible errors that might come up and just write before fixing anything, because it's better to be hardworking without natural talent than to have talent, but not put in any work or effort at all.
Thank you for inspiring me to become a better creative in our industry.
Whether it's being updated with recent trends or paying attention to people's lifestyles, that may just be the spark that you're looking for to start a great idea, because when you listen more, you'll learn more. I remember you advised me to just put in the work and the rest will follow. Don't mind all the possible errors that might come up and just write before fixing anything, because it's better to be hardworking without natural talent than to have talent, but not put in any work or effort at all.
And of course, a huge thanks to Laurissa!
Thank you for making this happen and connecting us to some of the world's greatest!
Talia Stone
CopywriterDeloitte Digital
Melbourne
The program was incredible and I’m extremely grateful to have been a part of it. The program was LIAmazing.
Las Vegas turned out to be an incredible place to make connections and lose money. One of which I would love to do again.”
Las Vegas turned out to be an incredible place to make connections and lose money. One of which I would love to do again.”
Penelope Vasquez
Creative / Art DirectorMother New York
New York
We're eagerly anticipating the opportunity to hear diverse perspectives, not only from industry heavyweights, but also from fellow mentees. This is a fantastic opportunity to connect and gain insights from professionals beyond our agency and country, all without needing to leave our agency.
Melissa Vaz
CopywriterBETC Havas
São Paulo
Briefings, deadlines, constant rework, proactive ideas…It's easy to let yourself be overwhelmed by the hectic routine of an advertising agency. That's why it's important to look for guidance and inspiration in some of the most brilliant names in this industry.
The opportunity that Creative LIAisions gave me to connect with people a world away from me (literally and metaphorically speaking) is one I'll never forget.
From Laura Jordan Bamabach (President & CCO at Grey London) articulating the challenges of being a former president of D&AD and one of the world’s few female Chief Creative Officers, to Luke Martin (ECD at 72andSunny ANZ) talking about the key career tips he wished he could have received when he first began, to Tomás Ostiglia (Executive Creative Director at LOLA MullenLowe) sharing hints on how to use technology in human ways, this mentoring program was an inspiring, eye opening and getting out of my comfort zone experience.
Questions were being answered as new ones were popping in my head, as it should. Most of all, being a Creative LIAisons mentee was a great opportunity for me to reflect on my creative process itself, my journey in this industry and why I chose this career years ago.
And good news: despite the hectic routine, I still want to continue on this path.
The opportunity that Creative LIAisions gave me to connect with people a world away from me (literally and metaphorically speaking) is one I'll never forget.
From Laura Jordan Bamabach (President & CCO at Grey London) articulating the challenges of being a former president of D&AD and one of the world’s few female Chief Creative Officers, to Luke Martin (ECD at 72andSunny ANZ) talking about the key career tips he wished he could have received when he first began, to Tomás Ostiglia (Executive Creative Director at LOLA MullenLowe) sharing hints on how to use technology in human ways, this mentoring program was an inspiring, eye opening and getting out of my comfort zone experience.
Questions were being answered as new ones were popping in my head, as it should. Most of all, being a Creative LIAisons mentee was a great opportunity for me to reflect on my creative process itself, my journey in this industry and why I chose this career years ago.
And good news: despite the hectic routine, I still want to continue on this path.
Sophia Wilby
Freelance Copywriter2022 ADCC Rising Star Winner
Vancouver
Creative LIAisons was such an incredible experience in Las Vegas. I am still beaming thinking about it all; it's definitely something that will help me for years to come.
Amanda Winch
Creative CopywriterMother New York
New York
We're eagerly anticipating the opportunity to hear diverse perspectives, not only from industry heavyweights, but also from fellow mentees. This is a fantastic opportunity to connect and gain insights from professionals beyond our agency and country, all without needing to leave our agency.
Michael Yousaf
CopywriterScholz & Friends
Hamburg
I'm proud and excited to announce that I had been selected as a mentee for the LIA - Creative LIAisons Program 2023 in Las Vegas! What an incredible week it has been!
Listening to so many inspiring speakers, witnessing live discussions in the jury room, connecting with creatives from around the world and making friends has truly been an amazing experience.
Thank you Johan & Scholz & Friends for giving me this opportunity and a big shout out to Laurissa & Barbara and the whole team at LIA - London International Awards for making this extraordinary event possible.
Danielle Zablocki
Senior Art DirectorLeo Burnett
Toronto
We wanted to thank you for the great experience we had at the LIAs last week. It’s a game changer being able to sit in on the jury and listen to how work gets critiqued. We learned so much from this experience and left inspired to make great work.
The biggest lesson we’re taking home with us is this industry is great. Not just for the work that it creates, but for the minds behind it. After sitting through different speakers, it goes to show you that there are so many different ways of attaining success. There’s no single path or recipe. It’s about discovering who you are as a creative, but most importantly as a person. This week gave us lots of time to reflect on the kind of creatives we want to be. And as the industry rests on the cusp of change driven by AI, we need more people that can be open with their humanity.
We need more mentorship programs like this in the world of advertising, and we were very grateful to be part of it. Please stay in touch.
The biggest lesson we’re taking home with us is this industry is great. Not just for the work that it creates, but for the minds behind it. After sitting through different speakers, it goes to show you that there are so many different ways of attaining success. There’s no single path or recipe. It’s about discovering who you are as a creative, but most importantly as a person. This week gave us lots of time to reflect on the kind of creatives we want to be. And as the industry rests on the cusp of change driven by AI, we need more people that can be open with their humanity.
We need more mentorship programs like this in the world of advertising, and we were very grateful to be part of it. Please stay in touch.
Today, I had my first LIAisons coaching session with the great Jorg Carlo Nicolò Riommi from Publicis Groupe.
It was truly a privilege to listen to someone as experienced and talented as Jorg about the creative process, being curious in all parts of life, the importance of taking the lead, and the perseverance to find solutions.
Thank you to Jorg for taking the time and helping me to gain valuable insights within 1-short-hour.
Looking forward to showing up with new projects and meeting Jorg again in the soon future!
My Second LIAisons session:
I met one of my creative heroes in the industry. Having the chance to listen to Sergio Gordilho wasn’t only inspiring, but it was a masterclass about being resilient, ambitious, and competitive, and the importance of supporting each other while we all strive for the same aim every day.
I am very grateful to London International Awards for this chance, because, how on earth could I listen to the backstory of Foamy Haircut, The Exiled Team, and Salla 2032 from its creator? Or, the story of how ZapZap became an indispensable tool for exchanging ideas quickly among Brazilian creatives.
Thank you again, Sergio, for sharing your invaluable knowledge with me about how to get real insights and where to go with it.
A big thanks to the dear Zindara, Sergio’s assistant for making it all happen. Hope to visit Africa Creative one day and meet them all.
My Final session:
“I never stop being the Jr.” - It was amazing to hear this from one of the most renowned creatives in advertising Daniel Lobatón Morey.
It was such an inspiring talk on breaking down scriptwriting, embracing contradictions, and confrontation of values. He was crystal clear about the importance of being crystal clear and relevant.
For the first time, I heard the story of the Goldfish Go for the Handful campaign on IOFA with Aaron Starkman (huge fan). But, listening to all the twists and turns during the production from the campaign's creator was something else.
As we are both Rethink fans, it was also super enjoyable to praise the speed, humor, and sharp wit of Rethinkism, and talk about the Damaged Billboard, Seemingly Ranch, and the other crazy works.
Thank you again Daniel for taking the time to share your invaluable knowledge with me. It was a true honor.
I am also profoundly thankful to the LIA - London International Awards for granting me the opportunity to talk with and draw inspiration from 3 of the most prominent figures in the industry during these sessions.