Creative LIAisons | London International Awards

Valentina Amenta

Creative Director
Publicis
London

“Being a LIA coach has been an incredibly formative experience. The transformative power of creativity lies in the connections we build, and this journey has been just that. Deeply enriching, thanks to the unique perspectives of three remarkable young creatives.”

Jake Barrow

Group ECD, Sydney & Melbourne
VML
Melbourne

"Yesterday I met one of my mentees, Francisca Duhamel Berríos, Copywriter at Cheil Chile. She’s a riot.

It was our first session of the 2024 LIA - London International Awards mentoring program.

Clearly a creative person, Fran also had the extra, important piece of the puzzle that will make her go very far in this industry – drive. That’s probably the best piece of advice I could give to a young person trying to make an impact in the creative industry. Creativity is one thing, attitude is everything.

Thanks for making the call fun, Fran! You are a credit to your network, don’t forget about me when you’re running it."

Melanie Bridge

CEO
The Sweetshop
Auckland

“I feel extremely excited to have the opportunity to mentor emerging creatives through the Creative LIAisons Coaching program. At The Sweetshop, we've always loved nurturing young talent and helping them carve out brilliant careers. It's not just about sharing our experience; it's about guiding the way and empowering them to unlock their potential. I can't wait to connect with the next generation of creatives!"

Matty Burton

Group Chief Creative Officer
DDB New Zealand
Auckland

“I’ve been part of the LIAisons Coaching Academy for a number of years now and I have met some wonderful talent from all over the world. There is nothing else like it and it is important for the growth of our industry at large. Plus helping people to come to their own conclusions, realise things they already knew but didn’t quite ask the right question to get the answer they needed is something I get a great big kick out of. I’ll keep putting my hand up for this for as long as it continues, which I hope is for a very long time.”

Julia Dovlatova

Executive Creative Director
VML / WPP at CP EMEA
Prague

"This year, as part of LIA - London International Awards Creative LIAisons global coaching program, I had the privilege to meet and work with three emerging creatives from Mexico, United States and Japan. There were some personal challenges we discussed, we also explored some ‘love’ work projects – from urban planning to hyperhidrosis to safety at running routes.

And no matter the topic, the most beautiful thing I witnessed, is how much passion each had towards things in life they set as their goals.

This passion is often hard to find. But when you have it, it generates all the energy and resources needed to move forward. Fabiola Herrera, Hanna Smith and Kanon Takahashi - you are well equipped for your journey. Best of luck and thanks for all the inspiration! Staying in touch.

Thank you Laurissa Levy for this incredibly fulfilling experience."

Emiliano Gonzalez de Pietri

Chief Creative Officer
McCann Worldgroup
Madrid

“The first time I came in contact with the LIAisons program was when I was judging LIA in 2016 and saw the mentees witnessing the discussions in the jury room. I remember thinking what a genius move that was. It showed an organization that truly contributed to shape the future of creativity. To now be asked to join the program as a coach is a tremendous honor and responsibility.”

Avish Gordhan

Chief Creative Officer
Saatchi & Saatchi
Sydney

“Being a Creative LIAisons Coach is not only a huge honour and responsibility but an opportunity. I find it invigorating to hear what the brightest young minds of our industry are thinking. I can’t wait to learn from them and I hope I can offer something of value to them in return.”

Sergio Gordilho

Co-President and CCO
Africa Creative
São Paulo

“It's a true privilege to return as a coach for Creative LIAisons for the second consecutive year, following an amazing experience in 2023. Taking on the responsibility of advising and mentoring the new generation of creatives is something I embrace with great pleasure. I believe the creative industry is constantly evolving and always has something to improve upon. Something to learn and teach. Being part of a program that selects leaders from the global creative industry showcases the strength of Brazilian advertising, and it's with great pride that I represent Africa Creative once again, but this time with another person from the agency on the list of coaches, our co-CCO Nicholas Bergantin”

Ari Halper

Global ECD & Head of Creative Excellence
R/GA
Brooklyn

“This is my second year with Creative LIAisons and I’m really not sure who is getting more out of it, the younger creatives I’m mentoring, or myself. It’s an incredibly gratifying experience to give back to the next generation of creative greatness. A generation, who is as appreciative as they are hungry, for this type of guidance and attention. Attention, which is woefully lacking, as our industry gets cut further and further to the bone, making staffing leaner, busier, and sadly, ill-equipped with the luxury of time needed to give younger creatives the level of support they need to learn and grow. Kudos to LIA for helping to fill this void.”

Thomas Hongtack Kim

Chief Creative Officer
Paulus
Seoul

"Mentoring young creators is like engaging in a conversation with our future. I thoroughly enjoyed every session and was deeply moved by their incredible potential. Through these exchanges of ideas and dialogue, I hope they discover the power of creativity and learn to craft solutions that gradually transform the world. Ultimately, this will define the future for all of us. CREATIVITY IS EVERYTHING TO MAKE SOMETHING HAPPEN."

Fajar Kurnia

Co-Founder, CEO, CCO
GOODSTUPH Thailand, GOOD People Network Asia
Bangkok

“Some people are lucky to meet great mentors early in their careers. I was one of them, and looking back, I couldn't be more grateful to have had these mentors guide me on the fast-growth path as a creative. Now, more than ever, our industry needs the best people to push boundaries further. The LIA Coaching Academy is such a great initiative I'm privileged to be a part of. I hope I can be as useful to the new generation of creatives as my mentors were to me.”

Lulu Lu

Chief Creative Officer
VML Taiwan
Taipei

“From different countries, but with the same passion.

Before the one-on-one meetings with my mentees, I asked them to give me questions first. The three of them all had the same questions. How can they advance to the next stage in their current positions? They are passionate about advertising and have considerable confidence in themselves. I gave different suggestions based on each person's needs.

Arundhati Singh, Copywriter, FCB India.
Preet Kaur, Senior Copywriter, Singapore.

Both of them are copywriters with positive ambitions. If your goal is to be a creative director, you must break the box. You cannot limit yourself to the box of copywriting. You need to enhance the artistic field, as well as strategic communication, etc., because creativity is not only in copywriting. You should think of yourself as a creative chef, because all chef's materials are the same. If you want to make your ideas more profound, you must add some new elements to them.

I sincerely wish that they reach the next level quickly.

Lynna Osalan, Graphic Designer, Edelman.

She is a designer, and I told her to keep pace with the times. I provided some AI tools that could help her become more complete and sharper in her art field.

I really like this sharing, which allows me to dedicate some of my own strength to help younger generations, fill advertising with energy, and let this power make the world a better place. If there is still a chance, I will be happy to continue doing it.”

Clay MacGuire

VP, Creative Director
21GRAMS
New York

"LIA means a lot to me - I was part of the Creative LIAisons program as a junior creative, and was lucky enough to serve on the Pharma & Medical jury in 2022. I am so glad to be able to give back to the program!"

Diego Medvedocky

Global Creative Partner & President
Grey Argentina
Buenos Aires

“Being a Coach at the Creative LIAisons is a privilege to me. And being able to spend some time thinking with the new generations and also learning from them, their fresh perspectives and hunger for this game, is definitely refreshing. And if at the same time, I can give back support and some helpful feedback for them, I think it´s a win-win situation.”

Vitor Menezes

Group Creative Director
VML
Levallois-Perret

"Being a coach in the LIAsions program has connected me with young talents in our industry, as well as with my past self, who was once trying to figure out the next steps in my career. It is an incredible opportunity to create a safe space to openly discuss work, careers, the future, and even life as a creative, without the fear of being judged. It’s a chance to share what I've learned and to remember why I entered the creative industry in the first place."

Teodora Migdalovici

Founder
The Alternative School /
Love And Lobby
Bucharest

"You know what’s beautiful about the Creative LIAisons Global Coaching Academy? They nicely curate cross-cultural connections, in a heart-frame where the world becomes a collaborative playground, trusting people with their best jam sessions. And when they are put under the same roof seniors and junior-seniors coming from different walks of the ad life, animated by the same passion for powerful ideas, skillfully declined for the benefit of all, amazing things happen. Mentorship sessions evolve into beautiful friendships, unexpected alliances form and roads naturally open. It’s quite an experience I am grateful for."

Sarah Moffat

Global Chief Creative Officer
Turner Duckworth
San Francisco

"Creative LIAisons was an incredible experience.

I’d like to think that I was lucky to be assigned three talented, driven and utterly lovely individuals, but I have a feeling that the program attracts these types of people in general.

Talking to Lindsey, India and Harry, became a real highlight in my day. Each of them so unique, but united in a desire to drive creativity, fight the ever increasing forces of mediocrity and do great things.

The label of “Coach” doesn’t accurately capture how much I gained from the program. I learned so much from what motivates and drives them to succeed, from their thoughts and beliefs on the future of the creative industry. It was an inspiring experience.

I’d encourage everyone to apply.

As a coach you’ll learn more than you think as you provide a unique brand of support to people who need it and more importantly welcome it.

As talent seeking help and counsel, it comes judgement free. Advice that isn’t attached to internal projects or politics. You have the opportunity to be who you are, no holds barred."

Thomas Mueller

Chief Design Officer
Accenture
Munich

Participating as a Coach in your Creative LIAisons educational program was quite honestly a personal highlight for me over the last couple of months. All my 1:1 conversations were totally different, really deep and quite revealing on many levels. You might ask WHY revealing? Here are the reasons:

   1. Through each conversation, I relived parts of my much younger years as a creative professional. I remembered struggling with the exact same questions. I was able to empathetically share my similar moments, how I tackled them, how it worked out, if I would do the same thing again, or go about it differently.

   2. In many moments of my conversations, I sensed some eye-opening ‘aha-moment’ with my coachees, which was wonderful. Again, I realized the value of the LIAisons programs, to these young professionals in those sparks. It is a wonderful initiative.

   3. Above all, these dialogues were a 2-way exchange, meaning not only was I able to provide perspective, experience, share lived moments, but reversely the experience of these young professionals, provided an invaluable insight for me into their struggles, questions, excitements, challenges, and opportunities today.

I’d like to thank LIA for the opportunity of involving me in this program and look forward to meeting you in October in Las Vegas.

Meryke Naude

Creative Director Mullenlowe Beauty
Mullenlowe
Singapore

My experience with my mentees, the impact of the program and general takeaways:

First and foremost, I want to extend my heartfelt gratitude to LIA for establishing the Creative LIAisons program. As a young creative, I would have deeply cherished such a resource.

During my recent conversations with my mentees, it became abundantly clear just how daunting and uncertain the early stages of a career in advertising can be. The advertising industry, with its fast-paced evolution and high expectations, can often seem overwhelming to newcomers. This is precisely why mentorship is so crucial.

The Creative LIAisons program exemplifies the profound impact that mentorship can have. It not only equips young creatives with the tools they need to succeed, but also builds a supportive community where knowledge and experience are shared. Your initiative provides a vital lifeline for those embarking on their advertising careers, offering them the guidance and clarity that are essential for navigating this ever-changing industry. I am profoundly appreciative of the opportunity it creates for emerging talent and the positive change it fosters within the advertising community.

Brian Njagi

Creative Director
Ogilvy Africa - Digitribe
Nairobi

“As a former mentee in 2019, I can only give back the LIAisons by sharing what I have learnt and showing the path to more young creatives. This year, I am proud to be back to the Creative LIAisons, sharing from my pot generously and putting Africa on the map”

Dani Ribeiro

Chief Creative Officer
WMcCann
Rio de Janeiro

"Feeding curiosity and fostering a constant learning attitude are crucial in our industry. Creative LIAisons Coaches is an opportunity to nurture both in mentees and mentors alike. I can't wait to get started."

Ana Rocha

Executive Creative Director
VML South Africa
Cape Town

“I am thrilled to be part of Creative LIAisons this year, joining an incredible team of mentors. As a Creative LIAisons Coach, I am so energized to learn and grow alongside some of the most talented young minds out there. The program has top in class mentors and mentees, making it such a great opportunity for all involved. I can’t wait to get started and see what amazing things we can achieve together!”

Camila Rodrigues de Souza

Creative Director
Wieden+Kennedy
São Paulo

"Being part of the Creative LIAisons program was truly enriching. In my conversations with mentees, I often saw my journey reflected in their doubts and challenges. Sharing my experiences as a female creative, I realized I learned as much, if not more, from their perspectives as I could teach."

Sarah Rutherford

Group Creative Director
Cossette
Toronto

"It's been such an honour to connect with young creatives from around the world. They bring so much optimism and excitement - it's easy to see that the best days of our industry are still ahead. As always with mentoring, I feel like they taught me as much as I was able to share with them. I'm excited to see what they do next!

LIA Creative LIAisons is such a special mentoring program. I would encourage anyone to participate. I've seen first-hand the impact it can have on a young creative's career, and it is equally as rewarding to be a mentor and give back to this incredible community."

Xavier Sanchez

Founder & CEO
Umbilical
Barcelona

"Share. Listen. Inspire. To be inspired. Learn. Grow. Personally and professionally. To be part again as a coach of the London International Awards’ Creative LIAisons Program multiplies at the same time the responsibility and the excitement. To be a mentor of the next generation of award-winning creative minds is an honor and a joy. Pure ‘alegría’"

Yasuharu Sasaki

Global Chief Creative Officer
Dentsu Group
Tokyo

"Mentoring sessions of one hour each were held this month with my mentees Kelvin, Eunha and Saba. They are all very talented and wonderful. I also had a great learning experience, learning about the different cultures and environments of each of them. It was very inspiring."

Doug Schiff

Chief Creative Officer
VML Ogilvy Japan
Tokyo

"LIAisons is a great way to create a kind of mentor/mentee relationship on a global basis. It was super interesting to see the works being done in the far away markets and provide some feedback that was so appreciated."

Tista Sen

Creative Brand Consultant
Mumbai

“LIA is an institution and the program of mentoring young creative talent on the cusp of their careers is an extremely rewarding and fulfilling experience for both mentor and mentee. The industry as we know it is changing and its new technology new tools and the power of AI that dominates every conversation. But we excel at brand building and creative ideas that grow the business we handle and at the heart of advertising lies this truth. I am eager to share, imbibe and hope both sides get to take away something valuable and insightful. And yeah, make it fun.”

Emir Shafri

Chief Creative Officer
Publicis Groupe Malaysia
Kuala Lumpur

“Being a part of Creative LIAisons 9 years ago has got to be one of the most pivotal moments in my career. The world-class mentorship I received, lessons I learned and connections I made truly fast-tracked my career and have shaped me into the creative leader I am today. No other global creative awards show invests this much into coaching the next generation. Which is why when LIA asked me to come back to Vegas to speak, it was an instant yes. I am simply thrilled and honoured for this opportunity to pay forward the lessons I learned from my own Creative LIAisons coaches to our rising stars, while learning from the future of our industry as well.

Having worked with many creatives who went through the program, and being a Creative LIAisons product myself, thank you LIA for everything you’re doing to run Creative LIAisons. You’ve played a big part in transforming many of our careers here."

Guan Hin Tay

Creative Chairman
BBDO
Singapore

Mentee One:

I had an amazing session with LIA - London International Awards Creative LIAison mentee Eunji Song from TBWA\Media Arts Lab, Seoul. As an Account Executive, Eunji's enthusiasm and eagerness to learn were inspiring.

She expressed her gratitude for our time together, noting how informative and motivating the session was.

In just one hour, we covered a wide range of topics, from understanding the criteria for good creativity, leadership, and conflict management to the power of human creativity even in the age of Gen AI.

We also discussed the importance of personal branding and how she can start showcasing her skills on a smaller scale. Eunji appreciated the honest advice and insightful information, feeling empowered to apply what she learned to her role.

We also touched upon:
1) Criteria for choosing a good idea from the hundreds pitched.
2) New ideas in the industry that excite.
3) The evolution of Gen AI in the next few years and its impact on creative concepts and marketing.
4) Best practices for leveraging Gen AI and potential watch-outs.
5) Discovering one's leadership style.

It was gratifying to connect with Eunji and share honest advice and insights she can apply. Mentoring bright minds like hers reaffirms the importance of fostering creativity and leadership in the next generation of advertising professionals.

Mentee Two:

It was a pleasure to meet my mentee, Julian Bato, a passionate copywriter at Dentsu, in the Philippines from the LIA - London International Awards Creative LIAisions Virtual Coaching program.

Julian Bato's ambition and eagerness to learn are very encouraging.

Here's what he asked:

How to develop creative stamina: Sustaining creativity over the long haul is a challenge every creative faces.

Thinking within the box: For traditional-minded clients, creativity often means innovating within constraints.

Building relationships: Strong connections with clients and industry peers are the backbone of a successful career.

Creating compelling case videos: Crafting engaging case videos is art.

Competing globally: He aspires to make a global impact as a creative. His determination to rise above geographical boundaries is genuinely inspiring.

Creative and self-care habits: Balancing creativity with self-care is vital. His interest in understanding this balance highlights his holistic personal and professional growth approach.

Our initial session may have concluded, but our journey is far from over. I eagerly anticipate our next meeting, where we can delve deeper into more insightful questions and continue to work towards Julian's learning goals.

Julian, your enthusiasm and passion are infectious. I'm excited to see where this journey takes you and how you will evolve as a creative force in the industry. Keep pushing boundaries, and never stop learning!

Sompat Trisadikun

Chief Creative Officer
GreyNJ United Thailand
Bangkok

“Life is a learning experience. Talking with older people is also a learning experience.”

Lewis Tutssel

TnT Creative
London

“It was an honour to be a coach for the 2024 Creative LIAisons program and work with the rising stars of our industry. Throughout the program I saw first-hand how our future talent is challenging the status quo and bringing brave new thinking to the table. As a mentor, I learnt so much from their diverse perspectives and opinions. The LIA coaching academy is one of a kind. A power-house of creative talent development that is truly important to the longevity of our industry.”

Ohm Dissara Udomdej

CEO/Creative Founder
Yell Advertising
Bangkok

I came to Singapore to meet my mentee, Carmen Ang from R/GA. We had many interesting conversations about the agency business, because she wanted to know more about experiences outside of creative tasks.

I finished talking to my second mentee from Dubai. Ananya Talwar, is very energetic and has a great fighting spirit. She came from a different industry before joining the advertising field, but it is special, because she brought a unique perspective to her campaigns!

Thank you to the Creative LIAisons program for allowing me to share my experience with people around the world!

Gilda Valle

Planning Director
BBDO Ecuador
Guayaquil

"I never thought something like this would happen to me. For years, I struggled with imposter syndrome. Even with my experience and achievements, I often felt like I wasn’t enough or that others had more to offer. That’s why I was looking for mentorship—someone to guide me, to help me see what I couldn’t. But instead, you saw my potential and said, “You should be the coach.” You recognized my value before I did, thanks for seeing me.

Stepping into this role was eye-opening. Those mentees, with their energy and ideas, didn’t just listen to me—they taught me too. They showed me respect, reminded me of the impact I’ve made, and helped me realize that being a leader isn’t about knowing it all; it’s about being human, about listening, being generous and empowering others.

This program didn’t just change their lives—it changed mine. It made me proud of my journey and ready for what’s next. I’m committed to continuing as a mentor in 2025, taking this initiative to Latin America, and making an even bigger impact. And who knows? Maybe one day, I’ll see us all celebrating this growth in Las Vegas. This isn’t the end of the story; it’s just the beginning."

Daniela Varela

Creative Director
TBWA\Chiat Day New York
New York

Excited to launch the LIA - London International Awards Creative LIAisons Virtual Coaching program 2024 with my amazing mentees: Daniela Botero, Dani Keiko and María Constanza Santacruz Gaitan (who shall get a Dani nickname by the end of the year)!

I thought it would be great to kick it off with an extra joint session.

When it comes to female leadership and mentorship, I find it pretty rewarding when it is not just a 1-1 thing, but an All-for-All thing. This way, a support network gets built, the conversations and learnings get enriched by different perspectives and the fun gets multiplied.

The LIA platform is a fantastic opportunity to do so and I'm very happy to be a part of it.

This informal meet-and-greet was so good. I can't wait to dive into our individual sessions throughout the year!

This bunch is loaded and ready!

Thank you once again Laurissa Levy and Barbara Levy for the trust and opportunity.

Alfred Wee

Executive Creative Director
McCann Worldgroup Singapore
Singapore

“This year, through the Creative LIAisons mentoring program, I had the privilege of meeting two remarkable young career women.

Despite the challenges posed by the current economic climate and industry landscape, they both exhibit unwavering determination and maintain a positive outlook on their future prospects. Here are their inspiring journeys:

Rhea Ahjua’s Career Path: From Young Entrepreneur to Creative Leader
Now an Associate Creative Director at Dentsu, Rhea has experienced both early successes and setbacks. She started her own agency with a strong client base and a dedicated team of creatives, but the pandemic forced her to close the business. This experience taught her invaluable lessons in leadership, resilience, and the importance of mentorship. As she contemplates her career path, Rhea is considering how different roles and challenges could shape her future, especially in a tough economy.

Kennedy Choi’s Career Path: Crafting Her Future in Creative Advertising
An Art Director at Rethink, Kennedy has spent the past few years building an impressive portfolio across multiple categories. Working in an independent agency with offices in Vancouver, Toronto, and New York, she has gained valuable experience with good clients. Now, after five years in the industry, she is ready to shape her next steps by actively seeking projects that challenge her creatively and expand her skill set. She hopes to participate in industry conferences and serve as a juror for award shows, allowing her to network with other creative professionals and position herself as a leader in the creative landscape.”

Marielle Wilsdorf

Partner & Creative Managing Director
Scholz & Friends
Hamburg

“Being a 2024 LIAisons Coach for three people from so different places around the world, was not only a very special experience, because it was a pleasure to accompany them for a few months, but also because I could have a look into various working cultures and different challenges. I’m thankful for this experience.”

Ricardo Wolff

Executive Creative Director
Innocean Berlin
Berlin

“There's a simple reason I'm committed to being a LIAison coach year on year: LIA was once my coach. Back in 2012, I was lucky enough to be part of their first batch of LIAisons, and the experience made a lasting impact on me. The people I've met (both jurors and other LIAisons), along with the learnings from all workshops and lectures, were big highlights of my years as a junior creative. So, the least I can do is to free up some time to pass on the experience I've gathered since then, and, of course, meet the fresh new brains arriving in the industry. Plus, it's an honorable excuse to skip management meetings.”

Bill Yom

Chief Creative Officer
Jung von Matt Hangang
Seoul

"Mentoring students from diverse regions isn't just about sharing knowledge, it's about igniting a global perspective in creativity. The true impact of creativity lies in breaking down our own barriers and embracing the endless possibilities it offers on a worldwide stage. When we learn to think beyond borders, we empower the next generation to create work that resonates effortlessly across cultures, leaving a lasting impact everywhere it touches"

"Being part of the Creative LIAisons Global Coaching Academy has been an absolute privilege. Sharing my experiences and discussing the nuances of different working cultures and the boundless opportunities in creativity today was both rewarding and inspiring. Witnessing the energy, curiosity, and ambition of emerging talent reminded me of why we do what we do—to drive change, push boundaries, and shape the future. Thank you for letting me contribute to this initiative; it’s a true honor to help nurture the next generation of creative minds.“

Firrdaus Yusoff

Head of Creative
Forsman & Bodenfors
Singapore

“People often underestimate the impact the right mentor can have on a young creative. As a former LIA mentee, my message to all creative leaders out there is this: I urge you to make time. Give back. Even if it’s just for an hour. Because your words could potentially light up and stir something special in the next generation of creative superstars.”

Atiya Zaidi

CEO/Chief Creative Officer
BBDO Pakistan
Lahore

"Last year we had one of our creative managers, Mahirah Hussain as a LIAisons mentee and we have seen the positive impact on her work and personality due to the program. Kudos to you and to all of your team and coaches."

Pia af Hällström

Co-founder, Creative
Wörks
Helsinki

"It’s amazing to see how, for us creatives, passion and enthusiasm for creativity are always a unifying factor, whether you’ve been in the field for 2 years or 22. These encounters between younger professionals and us, more experienced ones, are pure gold."

2024 Virtual Coaches Comments