While esteemed industry icons from around the world meticulously evaluated and debated entries on-site, 124 rising stars capped off their Creative LIAisons journey with a final day of inspiration. They attended talks by global creative leaders and engaged in panels with LIA jurors, gaining insights from their illustrious careers. As the curtain falls on their Vegas experience, the lessons that happened in Vegas are sure to stay with them, shaping their bright futures.

"We believe that an investment in knowledge pays the best interest. The invaluable learning, knowledge and experience the 124 soon-to-be-famous young creatives from all over the globe got from the 2024 Creative LIAisons program will pay off in spades for them in years to come." Laurissa Levy, Creative LIAisons Director

Ever had burning questions you wanted to ask a top CCO, but were afraid to ask? Creative LIAisons’ future CCOs were in luck: they had a chance to hear from not just one, but four legendary chiefs, as Liz Taylor, Global Chief Creative Officer of Ogilvy moderated a roundtable with Matt Murphy, Global Chief Creative Officer & Partner of 72andSunny; Ali Rez, Chief Creative Officer – Middle East, North Africa and Pakistan of IMPACT BBDO Dubai and Kate Stanners, Chairwoman/Global Chief Creative Officer of Saatchi & Saatchi.

As Liz recounted her journey from being told she wasn't cut out to be a CCO to becoming the global creative chief of a major agency network, she offered future leaders a valuable insight: "We often think that holding a position gives us the right to say, ‘This is how I work, deal with it.’ However, the most effective leaders tailor their feedback style to align with the diverse motivations of their team members."

In an electrifying session at Creative LIAisons, John Mescall, Global Creative Chair of byTheNetwork, issued a rallying cry: "Subvert or Die." Mescall dissected the paradox of an industry reliant on creativity yet often fearing it. He then urged attendees to reject mediocrity, shatter norms, and embrace the subversive spirit essential for great advertising. Offering advice on selling bold ideas, John quipped, "Ditch the ‘crazy idea’ disclaimer. Instead, show clients why going radical isn't just daring—it's the most logical move they can make."

Impostor syndrome often shadows rising stars, but Sue Murphy, Senior Director of Global Design at The Coca-Cola Company New York, turned it into a stepping stone. In a candid session titled "How Did I Get Here?", Sue revealed her journey from feeling like a nobody to making her mark at top advertising agencies and design studios worldwide, before landing at Coca-Cola. She reassured attendees, "The ‘uncomfort’ you feel is worth it in the end. I once felt exactly as you do, but I have no regrets. Life has a funny way of adding up, even without a plan."

In the panel 'The Health & Wellness of Brand Purpose,' moderated by John Mescall, jurors Jonathan Isaacs, Global Chief Creative Officer, TBWA\Health Collective, Susan Perlbachs, Chief Creative Officer, EVERSANA INTOUCH, and Tom Richards Co-Global Chief Creative Officer, 21GRAMS discussed what it takes to create purpose-driven work that excels in the Health and Wellness category.

Jonathan reminded Creative LIAisons attendees that every brand, even outside Health & Wellness, now aims to enhance well-being. He noted, "We have more arrows in our quiver—from interesting tech to insightful tensions—than ever before. There’s no excuse for not being creative."

Susan Credle, Global Chair of FCB and Creative Advisor to IPG, delivered an insightful talk titled "The Strange Math of Generosity: The More You Give; The More You Get." She emphasized the importance of generosity in leadership, advising future leaders that as they gain power, how they show up becomes increasingly significant. Emphasizing the power of giving generously to your team—whether through credit or empathy—Susan reminded, "As a creative director, you’re not here just to improve the work; you’re here to uplift the people."

The excitement was buzzing at the LIA Dinner and Networking Party, held at the lively Encore Beach Club. This exclusive event united a diverse array of creative minds, including global industry luminaries on jury duty, rising Creative LIAisons talents, distinguished speakers, international trade press, and special guests. The night featured delectable cuisine, refreshing drinks, and stimulating conversations, fostering an atmosphere where inspiration thrived and new connections were made. More than just an epic celebration, the LIA Dinner and Networking Party embodied the collaborative spirit at the heart of LIA.

"Creative LIAisons equipped me with not only skills and experience, but also a crucial reminder of the importance of nurturing personal wellness as my career advances. Our daily grind can lead to stress and pressure, and if left unchecked, it can smother your mind's creative spark."

- Melissa Vibar

Senior Art Director

McCann Worldgroup Singapore

"As young creatives, we often worry: will A.I. steal our job? However, this session was a game-changer. It reminded me that A.I. only borrows from the past. Armed with the insights I gained, I'm confident that my human intelligence can solve client problems in novel ways that A.I. can't match."

- Andile Ndaba

Junior Copywriter

M&C Saatchi Abel Johannesburg

"This once-in-a-lifetime experience taught me how important diversity is: from the jury rooms to our workshop, the discussions were elevated by the different viewpoints and backgrounds everyone brought to the table. It also reinforced how you can have differences in opinion, but still be heard in a respectful way."

- Hana Sudradjat

Copywriter

Grey Group Malaysia

"Just as rewarding as learning from global industry legends, was the ability to meet and learn from my peers. These relationships I’ve built will last me a lifetime: I know as our careers rise together, they’ll be my sounding boards for life."

- Pierre-Yves Mayer

Copywriter

Grabarz & Partner Hamburg

Creative LIAisons 2024

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