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Bee Lee
Public Relations

2023 Creative LIAisons - Reflections From Creative Coaching by Vishvas Rakheja, Copywriter, Leo Burnett, Mumbai

07 December 2023
The Creative LIAisons Global Virtual One-To-One Coaching Program offers emerging talent the opportunity to have one-to-one e-mentoring sessions with three established industry leaders from around the globe. These bespoke coaching sessions are customized to the mentee, covering all disciplines with emphasis on skill development, elevating ideas and boosting creative confidence to fast-track careers. This year, over 180 mentees were enrolled in this program and over 180 coaches participated worldwide. See what 2023 Mentees had to say!


The mentors were amazing!

My goals for the program were achieved; I learned so much about different aspects of being a creative in the modern age and I will carry these learnings for the rest of my life. I asked a billion questions, analyzed and enjoyed some of the best work ever created, and had my mind blown!
I’m inspired. And I’m beyond grateful to LIA for initiating and sustaining this wonderful program. This, along with listening to and interacting with the Virtual Panel of speakers has truly been a game changing experience. Thank you for organizing and running the program so efficiently.

Here's My Story:
Horizons? Broadened. Perspectives? Widened. A billion questions? Answered.
LIA’s Creative LIAisons was an unforgettable experience where I got to interact one-on-one with creative leaders from around the world. With their experience working in different markets, and over a time which has witnessed technological change unlike any other era in history, listening to their learnings and experiences over the years was invaluable. 

Luke Martin, ECD at 2andSunny ANZ
Luke was one of the kindest, chillest people I’ve met. 
Having worked at both what was previously Facebook and Apple, he shared how the companies follow contrasting creative processes, but consistently churn out path breaking work. We discussed tech and tech being a tool to augment the human truth behind an idea. He instilled in me the significance of building client relationships, and how that can make or break a great idea. He even talked about his core creative values, which I relate to as a creative and as a human. I’ll foster these for the rest of my life.

At the end, he left me with the most important reminder - that what we do is all about having fun.

Nikhil Panjwani, Regional ECD at Ogilvy, Singapore
Nikhil was the warmest, who took me in as one of his own from Day 1. He deliberated on what it takes to create work with the highest creative standards and how passion and practice is the fuel behind the fire. I bombarded him with question after question and he tirelessly answered every one of them. He shared his best of Cannes playlist - work which wasn’t the most awarded, but the coolest. The most important piece of advice he shared was to go through a ton of great work, and then create a personal repository of references you connect to. This will inspire you and help identify the kind of work you would like to create.

Mihai-Bogdan Gongu, Executive Creative Director SEE, Cheil Centrade, Bucharest
I compare my session with Mihai to one of those transcendental meditation sessions (albeit to the tempo of rock n roll), post which you see things differently. His tenacity, his passion were infectious. He highlighted the qualities a modern creative must have to rise above others - hunger, resourcefulness, going the extra mile to get things done. He stressed on the importance of context and a ‘timely’ idea. But the viewpoint that got stuck inside my brain was this - that as an advertising creative I’m not an artist, but an agent of culture…and it is my responsibility to create something which is globally talked about.

To say that I’m inspired, charged, pumped, would be an understatement.

Thank you Luke, Nikhil, Mihai. I’m grateful.