PR / News
LIA Creative LIAisons Wraps up their Vegas Experience
13 October 2023
WHAT HAPPENS IN VEGAS, STAYS WITH OUR NEXT GENERATION
Creative LIAisons Wraps Up with Imagination and Insight
As LIA President & Founder Barbara Levy closed this year’s edition of the game-changing coaching program, she expressed what an honor it has been to be a part of the next generation’s journey. She also offered some advice: “In our industry, networking is just as important as training. We are in a business of relationships. Cherish the bonds you’ve forged here. Stay connected to your new friends from around the world, and also to us.”
As the curtain closes on their Creative LIAisons journey, what happened in Vegas is sure to stay with them, shaping their creative futures forever.
Triple Dose of Insights from the Health and Pharma Jury Presidents
"AI serves as a powerful creative tool. However, it's essential to remember that it's just that: a tool, much like Photoshop. Its role isn't to replace your creativity; rather, it should enhance the creative idea."
"The reason work that succeeds in Health & Wellness often excels in other categories is because it makes a genuine impact. In some instances, it even saves lives. So, ask yourself: What problem are you striving to solve, and how can you create a significant impact?"
"The most critical ingredient in our craft is partnership. Develop a strong alliance with your account manager; they should be your best friend. Demonstrate to your clients that you are listening to their challenges. The best creative work doesn't come to life through creatives alone; creativity is a team sport."
Feel All the Feels:
How Pum Uses Joyful Emotion as a Compass
In a business driven by emotion as its most valuable currency, Pum Lefebure, Co-Founder and CCO of Design Army, took the stage to share her creative direction compass: joyful emotion. Creative LIAisons participants were treated to an enlightening peek behind the curtain of Design Army's creative process. Pum delved deep into the connection between feelings and design, uncovering the secrets to constructing a visual vocabulary that fulfills advertising's most important job: making people feel.
Pum expressed, "It's easy to say: the brief or client is boring. The job isn't boring. You are boring. Remember, it's your job to make people feel something in a way that isn't boring."
How to Secure a Pitch Win: Dörte's Guide to Success
1. Before the pitch day arrives, all agencies are equal. The day of the pitch changes everything: only the actual performance during the pitch matters.
2. Listen before you sell. Embrace your client's brand with the same enthusiasm they have; let their passion infect you. If you don't genuinely understand your client's objectives, you've already lost.
3. There's no place for cynicism, egoism, or arrogance in the pitch process. It's not about you or your collection of awards; it's all about your potential clients.
4. Nothing fascinates people more than other people. Casting matters: assemble the right team. Don't simply fill the room with the most senior men.
5. Inspire until the very last chart, not just through the creative idea.
Swiping Right on Learnings from the
Digital and Use of Social Media & Influencers Jury
The Creative LIAisons mentees enjoyed a vibrant discussion with the Digital and Use of Social Media & Influencers Jury. Matty Burton, Amélie Ebongué, and Mukund Olety led the conversation, and shone a spotlight on the intersection of technology, brand storytelling and commerce. To add a unique twist to the discussion, they invited Xin (Harry) Chen, a Creative LIAisons attendee and the Group Planning Director of BBDO Shanghai, to join them on the panel.
Malcolm Asks Up-and-Coming Creatives: "Now What?"
Malcolm Poynton, Global Chief Creative Officer of Cheil Worldwide, challenged the industry's rising talents with a thought-provoking question: "Now what?" In a landscape increasingly fixated on the potential of AI, Malcolm urged these emerging creatives to take a step back and recall the timeless power of human imagination. He emphasized that even as children, our human minds worked with dirt, clay, and paint, transforming them into beautiful creations. AI, he contended, would never be able to come up with iconic campaigns like Dove's Real Beauty, Always' #LikeAGirl, and Nike's Dream Crazy campaign, which added $6 billion to the company's value.
As he aptly put it, "There will always be new tools to obsess about. But ideas that move people, move business. And moving people requires a human lens and consciousness."
Susan Inspires the Journey From
Creative to Leader
As we rise in our careers, we continue to nurture our creativity, honing our skills. But when we ascend to leadership roles, are we as equipped to lead as we are to create? In her enlightening talk, "To Create is Human; To Lead is Divine", Susan Credle, the Global Chair / Global CCO of FCB Worldwide, revealed six distinct leadership archetypes:
The Dreamer – loves the idea of a blank page, but might need to come back to earth to ensure bad choices are not made.
The Sovereign – loves to share and enlighten, but can be perceived as having a big ego by trying to show they know everything.
The Strategist – has a vision and a plan, but might not be a great listener, and doesn’t want anyone to mess with their plan. They might benefit from giving some room for change if needed.
The Warrior – this is the "follow me" type, the person in the room who exudes energy, but can be perceived as a bully and aggressive. They have the ability to knock down walls when they need to.
The Change Artist – loves to change it up, but people can get discombobulated by change if not needed, especially since brands are built on consistency.
The Nurturer – Empathetic type who loves to take care of everything, but can smother their teams, not allowing them to learn from mistakes. Doing everything yourself is not always the best solution.
The question arises: which style is the best? Susan wisely pointed out, "There's no one-size-fits-all leadership style. By understanding our individual styles, strengths, and weaknesses, as well as those of our team members, we can adapt to the style best suited for the person and situation."
CREATIVE LIAISONS MENTEES' LAST WORDS
Henrique Lamenha
Associate Creative Director
Le Pub APAC
Milagros Garcia
Creative Director
Wunderman Thompson Argentina
Alejandro Orozco Garay
Creative Director
Cheil Worldwide Santiago
It's 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.
