2024 PR and News

Reflections From Creative Coaching: 2023 Mentee, Isabel Benito, Ogilvy, Chicago

09 January 2024


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.