2025 Mentees Comments

“It was truly a pleasure to participate in LIA’s 2025 Creative LIAisons Virtual Coaching program. The experience was inspiring, enriching, and a real privilege.

Through this experience, I’ve come to truly understand the value of having a mentor in our profession and how teamwork can lead us to reach goals that would be difficult to achieve alone. I also discovered a new way to help young talents, who are just entering the industry approach their work, by embracing their digital-native languages and allowing them to shine - making the work itself more relevant and tailored to their generation.”

“I had the privilege of talking to three incredible mentors who showed me different ways to improve my work life and professional goals from every angle. It was a unique experience that I will definitely carry with me in the days to come.”
 

"I want to thank the whole LIA team for such an amazing opportunity!

 

Each session was very different, but I loved all of them.

 

Meeting Diego Machado, a fellow Brazilian whom I've always admired, was an item on my bucket list that I wasn't expecting to cross out so soon, and it was even more incredible than I imagined. 

 

Chatting with Laura Rapela allowed me to learn more about GUT and the Argentine market, two things I am a huge fan of.

 

And my last session with Josh Cassidy opened my eyes to some nuances of being an in-house creative and how to brand myself and my creative style.

 

The three of them also gave me very thoughtful feedback on my work, which I am definitely absorbing and incorporating into my portfolio.

 

Thanks again for the opportunity. I feel very privileged and thankful for having this experience!"

“It was truly inspiring to speak with creative leaders from around the world. From New York to London to Mumbai, everyone I spoke with had different perspectives and experiences, but shared a common goal: to create impactful work. Thank you LIA so much for the opportunity. It was an incredible learning experience.”

“These mentorships provided me with a clearer understanding of creativity and strategy, one that will create a path towards more achievable goals in the future.
 
The sessions have been a milestone for me this year. I'd like to thanks LIA, Luiz Cesar Faria Junior, Lorena Berges Cabrera and Motonori Sugiyama for their time and effort into making them happen!”

“They usually say what happens in Vegas stays in Vegas…

But when you’ve been given a lifetime worth of free game in this industry, you have to share it!
Here’s some things that stuck with the kid:

“If you have imposter syndrome that means you’re in the right room” - Christopher Smith

“Treat your relationship with your clients like that of an advisor” - R. John Fidelino

“Do it with fear, but do it regardless” - Daniela Varela

“Your horror stories are an indication that you produced something new” - Alexandra Taylor

From trying the Apple Vison pros, to being a CCO of a fake agency for a day, to meeting over 120 global creatives… it’s been real!

Thank you to Laurissa Levy & Barbara Levy for curating such an experience dedicated to young creatives and much love to Erin Welsh, Josh Gross, Daale Carter & the entire Energy BBDO leadership team for sending me to Vegas!”

"Participating in the LIAisons 2025 was the highlight of my year. I've always wanted to be part of the program and it was a very enriching experience being able to connect with three CCOs that I look up to. Having the opportunity to talk with them and hear their feedback and POVs has definitely pushed me and motivated me to find new ways to keep fostering growth in the industry".

“I’ve learned ways to fight for my creative voice while still embracing other perspectives. That balance is one of the few things that gives our work real value.”

“The cheap cigarettes smoke memorialized in the carpets of the Treasure Island and the bedazzled Las Vegas bikinis of the lobby gift store was the warmest welcome to any city I’ve ever received. The Creative LIAisons mentee program, situated at the heart of the strip, felt lawless, absurd, exhilarating– the perfect backdrop for creatives from all over the world to butt-heads.

Representing TBWA\MAL Tokyo as a strategist at the 2025 LIA Creative Liaisons program felt like espionage: a strategist had not only snuck into a creative cookout, but was also loose and curious in Sin City. My to-do list for Las Vegas was clear:

  Chain-smoke off cowboy-hat-wearing slot machine frequenters
  Get a late-night tattoo (no regrets)
  Get married at the third-floor hotel wedding chapel (I proposed, no one bit)
  Lose a bunch (of money)
  Win a bunch (in learnings and experiences)

With this checklist in mind, I came in with the expectation that there was going to be a half/half split of strategists and creatives in the room, or at least, more creatives who truly understood how to work with us. What I found was slightly different, but just as interesting: many creatives were eager to learn, curious about folding strategy into their work, yet few seemed to fully grasp the value of a good strategist. That gap wasn’t a flaw of the program, but was instead, a mirror reflecting the broader industry challenge of creative-strategist collaboration.

The real highlights of the experience were in human moments: the interactions, the mentorship, the camaraderie. I’ll never forget the willingness of each speaker and jury member to hear us out. Being able to ask them questions, probe their thinking, and learn how they navigate the industry was more rewarding than any session. Personally, I found Suzanne Powers and Andrea Diquez’s talk on “Unpacking Creativity’s Secret Weapons (of Strategy and Business)” to be a standout mentor talk. Their chemistry and perspective illuminated how accounts, strategy, and creativity can blend to make the work stronger.

Sitting in on the LIA Creative Strategy jury was another eye-opener. I learned creativity in Asia often requires translation and sheer luck for these international award juries. We often need to overexplain our culture for general recognition, or hope someone on the jury connects or can relate to the cultural impact we’re aiming for. Witnessing this jury served as an active reminder on the importance of cultural bridging required to make our work in Asia resonate globally.

Amidst all this, I was reminded of something a good writer and even better friend, Kaleb Mulugeta, embodies perfectly: create for yourself. He showed me that creativity is everywhere and deeply subjective, and that if you only create for others, you risk being stuck. Hold something sacred to your own imagination; that’s where true creativity lives.

As with any good strategist, I was happy to have been proven wrong; Las Vegas isn’t just about showgirls and tacky hotel décor – it’s also about the people, who finding meaning beyond the Strip. I was fortunate to have met locals who showed me their Las Vegas: Fremont, SOHN, the mountains. For such a transient city, there was a sense of stability and content-ness that exists between spectacle and suburbia – nothing like the Las Vegas I had originally expected. But if you lean into the chaos, listen to the stories, and carve out space for your own creativity, Las Vegas is the best stage where learning and inspiration meet.

So, to anyone attending next year, my advice is simple: come with an open mind. Share your world, your experiences, your culture. Let people understand not just your work, but the context that made it. And above all, always keep something that’s just yours– a piece of creativity that no one else can define.

Afterword: All my thanks to Barbara and Laurissa Levy who planned this creative rodeo, and TBWA\MAL for this rare opportunity to meet industry heroes and likeminded individuals across the globe. This tattoo is for you.”
 

“What happens in Vegas… fuels what comes next. ? ?One crazy creative week in Las Vegas with the best partner ever Noa Bensadoun, aka the other half of my creative brain (and probably the reason I didn’t get lost in the hotel).? ?

Being part of the Creative LIAisons program at the LIA was a once-in-a-lifetime experience. It’s hard to put into words how much this week meant for us as creatives. We got to learn from some of the most brilliant minds in the industry, ask bold questions to CEO’s and CCO’s and exchange ideas with insanely talented young creatives from all around the world.? ?

From inspiring talks led by Christopher Smith, to a full day inside the Online Film Jury Room and an amazing The Walt Disney Company x Westfield workshop, every single moment was a masterclass in creativity, collaboration and purpose.? ?

Programs like this don’t just inspire you, they shape the way you see your craft and remind you why we do what we do. I’m heading home with a fire that’s hard to describe: recharged, humbled and ready to create work that truly matters.??

I’m beyond grateful to Barbara Levy and Laurissa Levy for their contagious energy, kindness and the space they created for us to connect and grow. And to Publicis Conseil and Marco Venturelli for always backing bold creativity and giving us the chance to live something this inspiring.??This is just the beginning. Stay tuned.”
 

 “I walked into the workshop a bundle of nerves, curiosity and excitement. Getting to tackle a live brief from two world-class brands with such bright talent is a rare, energizing opportunity.”

 

“I opened my inbox and found an email with my London International Awards (LIA) certificate attached. That moment made everything feel real, the sessions, the mentors, and the lessons I am still unpacking. It also made me think about where growth really comes from.?It reminded me of a scene from Avatar: The Last Airbender that I have always loved. Iroh tells Zuko, “It is important to draw wisdom from many different places. If you take it from only one place, it becomes rigid and stale. Understanding others, the other elements, and the other nations, will help you become whole.” That wisdom feels even more true to me now.

?The program connected me with three incredible mentors, who generously shared their time, perspective, and honesty, each in their own way expanding how I see creativity.

?Sascha Kuntze encouraged me to push ideas beyond the expected and to focus on work that truly connects with people. He reminded us to care deeply, aim for cultural relevance, speak to a sharply defined audience, and trust that impact and bravery in the work matter more than awards.

?Anthony Chelvanathan emphasized that creativity is as much about execution as it is about ideas. He encouraged me to get involved early, treat clients as creative partners, obsess about craft, and design the conditions for great work, showing that discipline, curiosity, and focus are what turn ideas into impact.

?Lisa Fedyszyn taught me about the importance of knowing exactly who you are speaking to and rooting ideas in human truths. She showed how understanding cultural context, protecting the core of an idea, and stretching it creatively makes work memorable, relatable, and impactful.
?Each mentor offered a unique perspective, and together they created one of the most meaningful learning experiences I have had in my career.

?I am walking away inspired and grateful, carrying lessons I know will stay with me. Iroh’s words echo in my mind: drawing wisdom from many places is what helps us grow, not just as creatives, but as people.”
 

“Creative LIAisons is that rare program where you walk in with confusion and walk out with clarity… and maybe a tiny existential crisis resolved. Talking to my mentors, Fran Luckin and Matt Murphy, felt like someone quietly switching on a light in a room I’d been stumbling through. They made my fears feel normal and my ambitions feel doable. It’s wild how just a chat with the right people can reset your whole brain. I’m genuinely grateful to Laurissa Levy and the London International Awards for enabling this.”
 

“Two weeks that rewired everything.

Creative LIAisons was a week of everything at once: jury rooms, speakers who've made work I've studied for years. It broke my brain open in the best way.

San Francisco gave me one week alone to breathe. To walk. To sit with everything and ask: what does this mean for you? What are you going to do with this?

Raahil Chopra thank you for creating that young talent competition, for building a bridge for people like me who didn't think we could cross it.

LIA thank you for building Creative LIAisons, for caring about the next generation in a way that's rare and real. For showing us not just what great work is, but why it wins.

Siddharth Kumar thank you for being there. For every conversation, every doubt shared, every moment of realizing we're not figuring this out alone.

I learned what conviction looks like. What bravery sounds like. What work that actually matters feels like.

And now I'm home. Different. Hungrier. Clearer about what I'm chasing and why it matters.

The momentum starts now.”

Coach: Wendi Chong, Head of Production / Executive Producerm BBH Asia Pacific, Singapore
 

1) What did you expect from this LIA Creative LIAisons virtual coaching/mentorship program?

Initially, I had expected a formal mentoring session, where we would learn things by the book, which made me a little nervous. But the moment I started, my mentor showed me that we could design the sessions the way we wanted. This informal way of learning made me really comfortable, and I even looked forward to the days we had these sessions.

2) What has been the best part of this journey for you?

During the Cannes season, my mentor and I used one of the sessions to simply discuss the work we loved and didn't. I thoroughly enjoyed learning how my mentor would judge a piece, and I also learned how I would evaluate a work in my own way if I were to become a judge. This got me thinking about the day Bee Lee, from LIA, came to Monks's office and we discussed how different judges have different sets of criteria when evaluating a piece of work, so this particular session was especially valuable to me.

3) What would you say to future mentees so that they can get the best out of this program?

Come as you are, whether you know a lot or nothing at all. Ask a lot of questions. Don't be afraid to share your own POV of things.

  
4) If you could describe this Creative LIAisons program in a word or a few words, what would it be?

An opportunity to connect, learn, and be curious. 
 

"I had a number of sessions with my mentor, Gary Steele. The sessions were incredibly insightful and inspiring. For a young creative, it was great to hear insights and advice from an esteemed mentor in the industry. I thoroughly enjoyed the process and feel they have really contributed to my personal growth in my career. I found the experience really beneficial"

A few months ago, I received an email from the team at LIA - London International Awards to let me know I'd been chosen to take part in their 2025 Creative LIAisons Virtual Coaching program, an initiative to develop and inspire emerging talent in our industry.
 

And since then, inspiring is the only word for it.

My session on leadership with Amy Dick was full of insights, knowledge and advice to help me grow in my new role and keep fueling my ambition to go further. And I'm lucky enough to now have fortnightly mentoring sessions with Andrea Bistany, where we've discussed everything from losing your spark to thriving in Cannes.

I've already learnt so much as part of this journey and am so honored to have been given the opportunity to work with these incredible women.

“Three years ago, I entered the world of advertising in a new country—confidence was low, imposter syndrome…pretty high. Around that time, I heard about the Creative LIAisons program by LIA - London International Awards, and I remember thinking, “There’s no way I could ever be a part of something like that.”

But life has a way of working things out, in due time. Today, I’m sitting on my couch, reflecting on one of the most inspiring weeks of my life spent in Las Vegas alongside 130 immensely talented LIAisons mentees from around the world. 

We had the opportunity to learn from brilliant creative minds in the industry, work on a live brief, and connect in ways I never expected. The energy, the vulnerability, the passion—it was contagious. 

I’m incredibly grateful to my leaders at Klick for believing in me and to LIA for building a program that doesn’t just nurture creativity, but transforms careers.”