PR / News
John McPartland, Creative Director - Health, The Leith Agency and 2022 LIA Health & Wellness-craft and Pharma & Medical-craft Juror Shares His Story From LIAisons Alum to LIA Juror
01 December 2022JOHN MCPARTLAND, CREATIVE DIRECTOR - HEALTH, THE LEITH AGENCY, EDINBURGH AND 2022 LIA HEALTH & WELLNESS-CRAFT AND PHARMA & MEDICAL-CRAFT JUROR SHARES HIS STORY FROM LIAISONS ALUM TO LIA JUROR
LIAISONS TO LIA JUROR
What a difference a few years makes.
2018.
Back when we were able to travel without the crippling anxiety every time you hear a cough. I had the pleasure of attending Creative LIAisons; it was an experience like no other, from a show like no other.
Spending a week surrounded by young creatives from around the world and industry leaders acted as a smorgasbord of creativity. The conversations and variety of view points helped change one’s perspective and made one appreciate work in a new light. The experience at LIA changed how I approached many aspects of how I work. It made me appreciate the value of every aspect of our industry, and how much grit and determination goes into making truly exceptional work. All of which helped me progress in the following years.
Fast forward to 2022.
More grey hair and having to re-learn how to interact with actual physical people, I had the pleasure of being invited back to LIA. This time to sit on the Pharma & Health Craft Jury. The role had changed, but the experience felt familiar.
The conversations remained paramount to the show. In the jury room they were more thought provoking and sometimes more intense, but the more the work was discussed, the more you appreciated each piece. Every juror sat through every piece of work, and by taking the time to do so, no work worthy was left behind; nuances and cultural insights were allowed to come to surface and only then were we left with the best work of the year.
This was what has and always will feel unique to LIA.
The whole experience of LIA is something that should never be taken for granted. By helping to develop the next generation of talent, it helps the industry continuously move forward. Those attending LIAisons are exposed to the process and discussions that take place, and so therefore are able to develop not only themselves, but their teams in the process. All done by bringing people together, without any ego or motives, to celebrate creativity.
What a difference a few years makes.
2018.
Back when we were able to travel without the crippling anxiety every time you hear a cough. I had the pleasure of attending Creative LIAisons; it was an experience like no other, from a show like no other.
Spending a week surrounded by young creatives from around the world and industry leaders acted as a smorgasbord of creativity. The conversations and variety of view points helped change one’s perspective and made one appreciate work in a new light. The experience at LIA changed how I approached many aspects of how I work. It made me appreciate the value of every aspect of our industry, and how much grit and determination goes into making truly exceptional work. All of which helped me progress in the following years.
Fast forward to 2022.
More grey hair and having to re-learn how to interact with actual physical people, I had the pleasure of being invited back to LIA. This time to sit on the Pharma & Health Craft Jury. The role had changed, but the experience felt familiar.
The conversations remained paramount to the show. In the jury room they were more thought provoking and sometimes more intense, but the more the work was discussed, the more you appreciated each piece. Every juror sat through every piece of work, and by taking the time to do so, no work worthy was left behind; nuances and cultural insights were allowed to come to surface and only then were we left with the best work of the year.
This was what has and always will feel unique to LIA.
The whole experience of LIA is something that should never be taken for granted. By helping to develop the next generation of talent, it helps the industry continuously move forward. Those attending LIAisons are exposed to the process and discussions that take place, and so therefore are able to develop not only themselves, but their teams in the process. All done by bringing people together, without any ego or motives, to celebrate creativity.