Creative LIAisons | London International Awards

Mary Adam

Copywriter
Leo Burnett
Chicago

"We all know it takes blood, sweat and tears to make good work. But seeing which jurors liked which pieces and why as they discussed the top work, also taught me how important it was to package your case well, too."

Yet Yun (Anlyne) Chen

Art Director
Grey Group Malaysia
Petaling Jaya

Thoughts on Being Selected for the Creative LIAisons Onsite Program:
I am both excited and nervous; this is definitely a great opportunity for me to broaden my horizons. This is my first time visiting Las Vegas and the United States, which adds to the excitement!

What You Are Hoping to Attain and Expect?
I hope to make connections and new friends with fellow creatives from around the world. I am looking forward to getting inspired by different perspectives and innovative ideas.

One of my key interests is understanding how different people judge creative work and what criteria they use, given that design is so subjective. I am particularly eager to see how creative work is showcased across various categories, especially in fields that are not typically associated with creativity, such as health and pharma.

Overall, I look forward to all the experiences and knowledge this program will bring.

See you in Vegas!

Creative LIAisons in Las Vegas:

We often glue ourselves to screens all day, instead of getting out there in the real world, where humanity lives. Having the chance to reflect and disconnect in the presence of such a thought-provoking installation during the Creative LIAisons off-site experience, gave me a fresh perspective on how I should approach my work as a creative.

Francisca Duhamel Berríos

Copywriter
Cheil Chile
Santiago

First session of the Creative LIAisons Virtual Coaching:

I had the great opportunity to meet Jake Barrow, soon to be Chief Creative Officer of VML Czech Republic and current Group Executive Creative Director at the Sydney & Melbourne office.

To put it simply: An amazing creative and an amazing person.

Meeting Jake was incredible. We laughed, shared ideas and talked about our creative processes.

I left the session feeling very inspired, and I’m genuinely grateful for the opportunity to learn from such an accomplished professional.

Thank you for everything, Jake.

Looking forward to what the next sessions have in store.

The second session of the Creative LIAisons Virtual Coaching program is done.

This time I met with Samira Ansari, Chief Creative Officer at Ogilvy New York.

The session was nothing short of inspiring. I had the honor of meeting Samira right after Cannes, so I got a complete debrief of one of this year's most important creative events.

The best part? If you saw the major winners at Cannes, then you also saw the ideas Samira worked on. The word 'privilege' doesn't even describe what this session was!

Her career is a genuine inspiration for everyone in this industry, and I hope to someday achieve even a fraction of the success she has attained.

Meeting leaders of the industry who are so willing to offer their time, advice and support is truly an uplifting experience.

Thank you, Samira, for your generosity and wisdom.

I'm very excited to see what my last session has in store!

I completed my CreativeLIAisons Virtual Coaching program experience.

I was able to close this cycle of three mentorships with the one and only Nicole Godreau, Global Creative Strategist at Spotify!

I loved our session, as I learned a lot about what is happening in New York. We shared our experiences and I received some very valuable advice (The big sister vibes were strong on this one).

Being one of the approximately 200 people worldwide selected for this program, and one of only four professionals from Chile selected for this program, still feels a bit surreal, but I feel fortunate to have been able to meet such high-level professionals.

Thank you CHEIL CHILE for the opportunity.

And thank you Malcolm Poynton for selecting me for this! I'm still over the moon and could not be more grateful.

Farah El Feghali

Creative Director
McCann Paris
Paris

Thank you for the inspiration and the unforgettable memories at Creative LIAisons. Special thanks to Laurissa and LIA for this once in a lifetime experience.

Lisa Fernández Miller

Junior Copywriter
Deutsch LA
Los Angeles

I had my first LIA - London International Awards mentoring session with the incredible Damasia Merbilhàa, Vice President, Latin America, TBWA Worldwide. As a fellow Latina who moved to the U.S. to advance my career, this shared experience made me feel genuinely connected.

One piece of advice stood out among the gems of advice she shared: “Forget about running the race against others; run it for yourself.”

I just turned 30 a few weeks ago and was worried looking at others' careers and accomplishments at my age, so this piece of advice really came at the right time.

GRACIAS again for your time and guidance Damasia.

I had my second LIA - London International Awards mentoring session with Adrian Botan, Global Creative Partner from McCann Worldgroup. It was an insightful meeting.

It's always fascinating when you get to know people's background stories and see how they arrived at where they are now. There are huge lessons in those. From this session, my key takeaways were “Gravitate towards the brands that have the same values as you" and “The most exciting brands are those that haven’t been discovered.” This last piece of advice sparked my curiosity about brands that may have been overlooked and that I probably need to pay more attention to, to make a meaningful impact.

Gracias again, Adrian, for your time! It was a pleasure meeting you, and we will keep in touch. And thank you, Charlie Temple for helping set this up!

What a way to end my Creative LIAsons mentorship program by LIA - London International Awards. For my third and last session, I had an insightful and fun talk with Agathe Bousquet, Présidente, Publicis Groupe France. I learned more about their iconic "WoMENS Football" campaign, Orange, which won a Grand Prix in the Cannes Lions International Festival of Creativity this year and was one of my favorites. Her experience in this industry and truly fascinating points of view of life inspired me and made me feel deeply connected.

Merci, Agathe, for taking the time to talk and letting me get to know you. I feel motivated and ready for what's next; I hope to see you soon in Paris.

Declan Harrick

Copywriter
BMF
Sydney

Declan + Imogen’s Creative Liaisons Diary #1: Lessons From Las Vegas And Jurassic Park

BMF copywriter Declan Harrick and art director Imogen Wetzell Ramsey AKA “Dimo” are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Dimo report exclusively for CB.

There’s a beautiful quote at the start of Jurassic Park.

But we’ll get to that.
Because a lot’s already happened over here in Vegas.

We’ve learned to line dance, seen the Grand Canyon, the not-so-grand sight of people pounding the pokies at 8am, and completed our first day at the LIA’s. And that’s important, because otherwise Campaign Brief wouldn’t have asked us to write this.

Here’s our five takeaways from today:

1. Diversity in the room brings diversity in ideas.
2. Challenge assumptions. Just because something’s done one way, doesn’t mean it’s the only way.
3. “A great team creates a brave client” – Suzanne Powers.
4. Everyone is (still) talking about AI. But as Till Diestel said, “I don’t think AI will take our jobs, but someone using it will.”
5. And finally, the Jurassic Park quote in question – “your scientists were so preoccupied with whether or not they could that they didn’t stop to think if they should” – is surprisingly relevant to advertising today. So much so, that a global CCO abides by it.

If you got this far, we thank you. If you didn’t, it doesn’t really matter what we write because you’re not reading.

Over to Angus and Alana for day 2!

Cheers,
Dimo

Declan + Imogen’s Creative Liaisons Diary #2: Acid Reflux And Enlightenment – What Vegas Taught Us

BMF copywriter Declan Harrick and art director Imogen Wetzell Ramsey AKA “Dimo” are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Dimo report exclusively for CB.

We’ve got acid reflux.

It’s hardly surprising. If anything, it’s deserved. We’ve overconsumed at every opportunity. Fried chicken for dinner, pizza for lunch, and sometimes both for breakfast.

But in a segue you could see coming from a mile away, we’ve also been lucky enough to overconsume at the LIAs.

That’s meant feasting on… nah, we’re not going to do that.

Days 3 and 4 have been different. We’ve broken up into teams and had a crack at a live brief, sat in on juries as they debated whether an ad was funnier with or without dolphins, and seen possibly the most insane proactive idea ever.

So what did we learn?

• Working with one creative is easier than working with nine.
• The French are wickedly skilled on the tools.
• Juries are remarkably nice, especially when you consider just how many pieces of work they have to get through.

Everything considered, we might actually leave Las Vegas smarter.

Until next time,
Dimo

Hollie Iles

Senior Creative
Havas
London

"Thank you LIA for organizing such an incredible program of events at Creative LIAisons. It was truly unforgettable – from the talks, to the workshops, to the fellow LIAisons – I’ve returned to London with a full head and heart!"

Hanely Jimeno

Creative Copywriter
VML
Madrid

"At first, the intensity of the LIAisons workshop left me feeling lost. But something magical happened as I collaborated with my team: I realized I was lost, but not alone. We fed off each other’s energy and eventually found our way."

Udit Joshi

Copy Supervisor
BBDO India
Mumbai

I felt more inspired by each and every one of the LIAisons during the 5 day program. Every conversation I had with each person, reignited my love for the industry and brought me back to that pure place of where I started from. Thank you for LIA for reminding me why I love doing this.

Josep Jover

Senior Art Director
DDB Group Aotearoa
Auckland

Josep Jover’s Creative Liaisons Diary #1: LIAving Las Vegas – First Impressions From LIA 2024

DDB Group Aotearoa senior art director Josep Jover is representing New Zealand at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Jover reports exclusively for CB.

First Impressions of Las Vegas

My first encounter with Las Vegas began on the plane: just kilometres of desert, and then, all of a sudden, the city emerges. Symmetrical houses dotted the ground, contrasting sharply with the natural desert. As we neared the city centre, giant screens advertising jackpot winners became visible from kilometres away. The first thing you see right after the plane has landed is slot machines, offering an immediate taste of Las Vegas.

My drive to Treasure Island Hotel was quite interesting too, with the taxi driver sharing tips for navigating the city and recounting his many experiences with scams and losses in the city. He mentioned a contact he has for exclusive tickets to events and parties, advising me to text that contact and share my passport details to enjoy free entry. I politely added the number but deleted it immediately after drop-off—he had just taught me an important lesson about scams a few minutes before.

The city is unlike anything I’ve seen: a blend of beautiful, though fake, European-style architecture that somehow works. Everything is oversized and entertaining: the Treasure Island Hotel has a giant pirate ship that activates at night, while the Venetian features a faux canal where gondolas drift. It’s bizarre yet captivating. There’s quite a contrast between the overwhelming consumerism of Las Vegas and the calm natural beauty of New Zealand which I’m still getting used to.

First Impressions of the Creative LIAisons Program

This program is fantastic, and I hope it never ends! As Tara McKenty (Chief Innovation Officer and Executive Creative Director at BMF Sydney) noted in her opening speech, the LIA program is like an MBA, providing the chance to connect with over 100 talented young creatives—an invaluable networking opportunity for the future of our careers.

The first day was overflowing with insights and knowledge from all the amazing industry speakers, leaving many attendees—mostly jet-lagged—needing to rest before heading out for dinner.

One of my favourite sessions of the day featured a panel on Creative Strategy and Transformative Business Impact with advertising legends Suzanne Powers, Adam Ferrier, Conrad Persons, Andrea Diquez, Emma de la Fosse, and Ben Tarr. They passionately discussed how changing our perspective on a problem or a business could have such a big impact. Suzanne highlighted how Pedigree became the brand it is today by shifting its business from being just a pet food brand to one centred on the love for pets. This shift at the very top of the creative process fundamentally changed Pedigree’s interaction with its audience and completely transformed the brand.

Another standout idea mentioned in the room by Emma de la Fosse was “The Move to -15º” from DP World. For over a century, frozen food was shipped at -18º, but -15º suffices, which could mean saving millions of tons of carbon emissions for the planet—the equivalent of removing 3.8 million cars from the road overnight. This small change, initiated by DP and quickly adopted by 60% of the logistics companies, showed how by changing a very small part of the business could create such a significant impact in the world. Imagine how many things we’re taking for granted everyday that could be challenged, revealing many great opportunities that we can’t yet see.

Overall, it was an amazing first day at the LIA program, and I can’t wait for all the learning ahead (especially the half a day trip planned for tomorrow).
Till we meet again.

Josep Jover’s Creative Liaisons Diary #2: Creative Breakthroughs, Voodoo Dolls And Vegas Madness

DDB Group Aotearoa, senior art director, Josep Jover is representing New Zealand at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Jover reports exclusively for CB.

Day 2 and 3 at LIA

One key takeaway from day one, shared by Suzanne Powers was that “a no from a client is a request for more information.” This ties in perfectly with one of my favourite speakers from day two, Bianca Guimaraes, Partner and Executive Creative Director at Mischief New York, and her session on how to sell the best work. She emphasized that the best creatives are those who have resilience—creatives who can persist and advocate for their ideas, even after setbacks. One key takeaway from the session was to always try to focus on the right problem. For example, Tinder wanted to stop being seen as a hook-up app, but they knew that changing this perception in the short term was an impossible task. Instead, they aimed to shift the perception of hookups from negative to positive, recognizing that they can lead to longer relationships. They focused on the right problem. Bianca also highlighted Coors’ “Flashlight” campaign to emphasize that craft can make or break an idea. Initially, Patrick Mahomes’ performance was a bit flat—he’s an awesome American football player, but not an actor.

However, by adjusting the execution—reducing his screen time and enhancing product visuals—they significantly improved the message and highlighted the product even more.

Day three was even better, featuring a full-day workshop that took us from brief to brainstorming to campaign execution in the form of a TikTok video. At the end, a judging panel, including Superplastic’s clients (a character-based product and animated entertainment company) and TikTok’s Anthony Dever, chose our team’s idea, “Doom Dolls,” as the winning idea—a satirical voodoo doll line for Gen Z to reclaim their power from the wealthy 1%. We were shocked given the high calibre of the other teams’ ideas. One of the most interesting ones was the also satirical and dark idea of a streaming service and toy line called Cancel+, which focused on highlighting those who have been “cancelled.” The winners received a surprise experience for the day after, with little information other than to wear comfy clothes. Being in Las Vegas, who knows what that’s going to be.

Winning the Creative LIAisons workshop was super unexpected, but just as awesome was the experience to work with such a diverse team the whole day. Everyone brought in their different angles.

As someone who’s been working in the industry for eight years, this has been
a good career refresh.

Las Vegas Highlights

The Vegas extravaganza continues! After an intense second day at LIA, a group of attendees ventured to Downtown Las Vegas, specifically the infamous Fremont Street Experience. Picture a long venue surrounded by casinos, including some of the oldest Vegas hotels: the Golden Nugget and the Plaza. A massive curved LED screen wraps around the area, while zip-liners soar overhead.

The venue buzzes with energy, filled with people and various happenings: guys in giant gorilla costumes, strippers walking by as if it were Amsterdam’s red-light district, street bars, and three stages featuring random bands. There are even performers with real snakes around their necks, inviting you to take a picture with them.

And in the middle of all this craziness lies the Heart Attack Grill, where a giant scale greets visitors. If you weigh over 200 kg, you eat for free. You can also tackle their enormous burger, likely with 20 beef patties; if you finish it, your meal is free, but if not, you get spanked by the waiters. This is truly some strange American culture!

Josep Jover’s Creative LIAisons Diary #3: Shadow judging, Golf, Giant Pumpkins and Casino losses

DDB Group Aotearoa senior art director Josep Jover is representing New Zealand at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Jover reports exclusively for CB.

Day 4 and 5

The finale at LIA was unforgettable. Day 4 focused on the judging process of one of the LIA Awards categories; I attended the TV & Cinema and Online Film judging. Witnessing the behind-the-scenes work during judging was invaluable. I realized that the pre-judging, which occurs before the final session, is crucial, as jurors score each piece. The highest-scoring pieces are discussed the most, leading to higher awards. I appreciated how democratic the process was, with everyone having the chance to talk about the work respectfully and voting by a raise of hands. LIA members meticulously document the voting in case some pieces need re-evaluation later in the day, balancing the chances for awards. For example, a piece that almost got a gold with 5 out of 10 votes (6 to be a majority) has better chances of being upgraded to gold than one that previously had only 3 votes for gold and a lower score during pre-judging. Another key takeaway was the importance of diversity in awards shows to ensure all pieces are judged fairly. Juror Jon Chalermwong, CCO at audacity, Bangkok, offered important cultural insights on a fun ad, Krungsri FirstChoice’s “What the Fast,” which featured scooters, a key vehicle in Thai life, while Laura Jordan, Founder and CCO at Uncharted, London, provided great insights on Telstra’s “Better on a Better Network,” highlighting all the Australian regional nuances in its craft.

Favourite Pieces during LIA

From all the pieces discussed during the panels and creative sessions, I want to highlight two that truly match the craziness of Las Vegas. One hilarious idea from Germany was the first wool made from gay sheep, raising awareness for the LGBTQ+ community. Another unexpected piece from the States involved creating sexual toys resembling political American figures, delivering the message that as the government “f*s” you, you get to “f” the government.

Las Vegas Final Highlights

Winning the Wednesday pitch and workshop experience led to an afternoon at Top Golf Las Vegas, complete with a party van ride. After shadow judging, LIA organized a big event at the Encore Beach Club, featuring drinks and networking with top industry legends, and a pool (though nobody dared to jump in). Friday night, after another day of awesome speakers and learnings, we ended up in Downtown Las Vegas again, with the best moment being a spontaneous dance fight between a Las Vegas local and a LIA mentee from Mexico. An another extravagant thing from Las Vegas, giant 600 pounds pumpkins at the gardens in the Bellagio Hotel & Casino. Why? Don’t know.

And the Sad Goodbye

All the mentees were sad on Saturday. Although most of us lost at the casino, we gained friends for life over the week, with talks of a reunion next year in New York City. This has been one of the best experiences of my life, so if you’re a young creative, please pester your bosses to nominate you for the program. If you’re a boss, please put forward one of your talented minions.

Alana Koutoulas

Creative
BMF
Sydney

Angus and Alana’s Creative LIAisons Diary #1: Serene Deserts, Bold Ideas and Casino Carpets

BMF creatives Angus Whalan and Alana Koutoulas are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Angus and Alana report exclusively for CB.

Hiiiii! It’s Angus and Alana.

We’re at day two of the LIAs and we’ve spotted precisely zero Leah’s so far. Devastating.

On the bright side (literally), we spent our morning at Seven Magic Mountains in the Mojave Desert having some no-phone time and taking in the installation. It was peaceful, serene, noice, different, unusual.

But what did we learn out there in the desert and in the comfort of the conference room?

Here’s our five takeaways:

1. Making people ‘feel’ is more important than making them ‘think’.
2. “Great names do half the selling for you.” – Bianca Guimaraes from Mischief @ No Fixed Address
3. Killing your own ideas isn’t a bad thing if the thing that makes it great is under threat.
4. Sometimes the idea lies in removing barriers to the product, rather than promoting the product itself.
5. The kids are playing Roblox. Get on it.

Now your reward for scrolling this far – our casino carpet of the day.

Congratulations to the MGM Grand. This art-deco deconstruction of a pride flag is extremely hard on the eyes and perfectly hides 31 years of who knows what. No notes. 10/10.

Back to Dimo for day three.

Angus and Alana’s Creative LIAisons Diary #2: Chasing Ideas, Not Titles + Final Carpet Critiques

BMF creatives Angus Whalan and Alana Koutoulas are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Angus and Alana wrap up their final days exclusively for CB.

Thirty inspiring talks, one f**kery workshop, and a shameful amount of overly priced beers later.

That’s a wrap on LIA and we’re not sad about it, we’re devastated.

In our last few days we attended the LIAs dinner and networking party, and in the tradition of Vegas, we shan’t go into further detail. We sat around a panel of legends as they discussed what work deserved shiny things, and we ate the last of some really good catering – thanks LIA.

What we learnt in our final days:
• Liz Taylor explained that finding joy in your role is far more rewarding than simply chasing titles.
• The ideas that excite CCOs the most are the ones that haunt them.
• John Mescall explained that crazy ideas have to come with a why.
• We could write a whole article about Susan Credle’s speech, but we’ll say that being generous and uplifting at all levels of seniority, will encourage everyone to do better and in turn, make us all do better.
• She also said that no one should be in a rush to reach the top. If you don’t have the highs and lows of a winding career, being at the top will feel empty

Now for our last Carpet of the Day. And it’s a doozy. Behold: the Treasure Island casino floor. While it’s undeniable that they’ve doubled down on the theme here, the unnerving shades of brown have given us a newfound appreciation for closed toe footwear. 2/10.

But we do have an honourable mention – the Beethoven 1 function room that we’ve been listening and learning in all week.

This rich tapestry of fractals, flowers and fans has provided a deeply contemplative texture to gaze into as we’ve pondered creativity, connected with other Liaisons, and daydreamed about the catering.

Thanks for having us LIAs. It’s been bonkers.

Taisei Kurokawa

Planner
ADK
Tokyo

Thank you so much for inviting me to such a wonderful program.

I was truly inspired by the experience and was lucky to meet so many amazing people from around the world. I’ll cherish the connections I made through LIAisons for a long time.

I really appreciate all the hard work and effort LIA put into making it happen.

Noelle Mayasich

Associate Creative Director
Monks
Venice, CA

I am so grateful to have had this amazing Creative LIAisons experience with all of the incredibly talented humans in the room.

Jenna Parry

Marketing Assistant & Graphic Designer
Carbon Architecture
London

Coach Sue Higgs:

Today, I had the honour of meeting with Sue Higgs, Executive Creative Director of Dentsu Creative, London, a passionate anti-bullying advocate and an equality campaigner. The discussions were enlightening. It was truly wonderful to speak with someone so genuine and real, and to hear Sue’s perspectives on the working world and everyday life.

Since starting my one-to-one sessions with mentors from the LIA - London International Awards Programme, I have felt a renewed and exciting sense of grit and determination to put myself out there and continue growing in the creative field of design. These sessions have been exceptionally beneficial and character-building.

Sue helped me understand that creativity is a skill that needs to be nurtured. In the constant battle to grow and learn, it’s crucial to remember that “your gut is your guide.” I absolutely love this. Creativity comes from within; take every opportunity you get, and know that every step in your journey is a lesson and part of the bigger picture. No experience is lesser or greater. It's so important to see every chapter in life as a step closer to the next best thing, an ever-evolving journey. Trusting intuition and believing that energy out brings energy in. I feel incredibly inspired after our conversation.

Be bold and be daring. Never drop the mic.

I eagerly anticipate our next session and I am incredibly grateful to have such a strong female leader to guide me.

Erika Peitersen

Art Director
Alma DDB
Coconut Grove

Creative LIAisons was such a fun week, meeting the best young creatives in the world!

Steven Seltzer

Copywriter
Leo Burnett Canada
Toronto

"It was really insightful seeing how different perspectives and context from the jurors evolved the discussion. I can see that while humour with global appeal works, there’s also merit in work shaped by unique cultural nuances."

Yashaswini Singh

Creative Team Leader - Copy
McCann Worldgroup
Gurugram

To say that I have been profoundly transformed by this experience would be a grand understatement. I would like to thank London International Awards for granting me an opportunity that dreams are made of.

One that has made me a better writer, a better thinker, and I suspect, a better human being.

This is one of the greatest programs ever

Hanna Smith

Art Director
INNOCEAN USA
Huntington Beach

Meeting up with three industry professionals was an amazing experience which taught me so much about creativity, agency life, and how to navigate the professional world as a creative.

Firstly, I met up with Julia Dovlatova, a Prague-based executive creative director for Geometry. She gave me beautiful advice on how to seek out clients and projects, which have a lasting impact on the world, with an emphasis on more than just advertising. She gave wonderful insight on how to search for a problem for a client and how to strategically come up with a solution, keeping important aspects in mind such as demographics, budget, and overall strategy. Julia taught me that design is so much more than just beautiful imagery. Strategy, storytelling and problem-solving is key for big clients and everyday people alike.

Next, I met up with Mario Kerkstra, Creative Design Director at AMV BBDO in London. Mario and I had a really fun casual conversation, where I asked for his advice on what to put on my online portfolio, how to find my illustration style, and how to stay creative and inspired in a sometimes monotonous career. He gave me advice to take any and all creative opportunities, which may arise, so that I become a well-rounded artist. He also suggested posting everything to my website to show a diversity in skills, and with time, my style will gradually become more and more cohesive. His passion for branding and creativity was infectious.

Lastly, I met up with Kathy Delaney, Chief Creative Officer of Saatchi & Saatchi Wellness/Public Health. Kathy gave me a wonderfully joyous, funny, and heartfelt account of her time in the creative industry, starting from her time at art school and detailing the various types of clients she’s worked with, ranging from banks, cars, food products, sports, and of course, the health and wellness industry. We talked at length about managing a good work-life balance and how to find a career path which aligns with your personal desires and outlooks on life.

Overall, my experience doing the 2024 LIA Creative LIAisons Coach and Mentee Sessions was super fun, helpful and a rare opportunity to get time with industry professionals one and one! I’m so excited to take what I’ve learned and apply it to my own career path.

Hana Sudradjat

Copywriter
Grey Group Malaysia
Petaling Jaya

Thoughts on Being Selected for the Creative LIAisons Onsite Program:

I am deeply honoured to be selected as one of the participants, and as a daughter of immigrants (and a first-generation Malaysian!), I’m proud to represent my community.

By being part of this, I will not only be able to learn a lot as a creative, but I will also be able to bring back the knowledge/experience for me to share with my peers, while also inspiring others, especially to those of similar background as me to aim for the sky!

It’s exciting to know that in just a few months’ time, I will have access to top industry people, and creatives from around the world. I truly believe this experience will be exceptionally life-changing, and I can’t wait to see where it will bring me next!

What I Am Hoping to Attain and Expect:

Exposure to creative works that meet global standard. Observing how creative works get judged, and the many perspectives that contribute to the outcome. Having unique conversations with people from different parts of the world. Networking opportunities, and of course human connections.

Interestingly, the internet has made life easier, but it’s also saturated with information. And I think that’s the danger; too much info = an overstimulated mind, and possibly, many interesting things that may never even cross our path, because they are all competing to get our attention.

On top of that, despite the influx of information, the algorithms just keep on serving us things that we like, rather than things that are important for us to see, as well as all these tech giants want to ensure the content that we see are tailored to us.

Which is great! But also not so much. Because then we tend to see things of the same patterns or the same style. I am looking for something a little bit more unique, almost like looking for a needle in a haystack.

But by having face-to-face interactions with people you’ve never met before, the opportunities to find these underrated gems become endless. Because you can actually ask follow-up questions and let the conversations flow naturally. Most importantly, there’s no algorithm to decide which “human” you will have the most chemistry with. It’s all about experimentation.

And also, I’m pretty sure there must be some fantastic ads out there that are not even documented on the internet (or probably just well-hidden), but are actually well-ingrained in people’s minds, and that will definitely be one of my missions in Vegas!

Kean Szczur

Art Director
Dentsu Creative
Melbourne

Kean Szczur’s Creative LIAisons Diary #1: Lessons from Advertising Legends, 10 Coffees Deep

Dentsu Creative Melbourne art director Kean Szczur is representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Szczur reports exclusively for CB.

DAY 1

A caffeine-fueled day of advertising legends from across the globe, and I’m still standing—just. Jet lag had me downing 10 coffees while trying to absorb wisdom from a rockstar lineup: Tara McKenty, Suzanne Powers, Conrad Persons, Adam Ferrier, Yasu Sasaki, and more. Here’s what I managed to grasp between sips:

LIA is *the* networking Olympics for young creatives. Collaboration is the secret sauce—nobody wins a gold medal alone. Keep your teams lean; too many cooks in the kitchen is a recipe for destruction. Yes, most of your ideas will crash and burn—embrace the frustration and channel it into your next project. When it comes to impressing judges, your case study better dazzle them in the first 10 seconds. And a client’s “no”? It just means you need to dig deeper. Build rapport, take them on a journey, and nudge them toward bolder choices (with a smile, of course).

Eight hours of panels later, my brain is fried and I’m off to grab a beer in this fever dream of a city. The day was a game-changer, answering those nagging creative questions and reminding us all—there’s no magic formula for great work. Don’t wait for it to happen, get out there and make it happen…even if you need 10 coffees to do it.

Kean Szczur’s Creative LIAisons Diary #2: Magic Mountains, Creative Showdowns and Free Pours

Dentsu Creative Melbourne art director Kean Szczur is representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Szczur reports exclusively for CB.

After half an hour of staring blankly at my screen from a bustling airport terminal, I’ve finally cracked the code on summarising the whirlwind adventure that was LIA week. How exactly do you condense a few awe-inspiring days that felt more like a creative pilgrimage? Buckle up for the trip report.

Day two: the Creative LIAisons were whisked away to the desert to take in the Seven Magic Mountains by Swiss artist Ugo Rondinone. Fresh air, neon boulders, and a dash of creative enlightenment set the tone for the days ahead. Back in civilisation, day two kicked off with speakers like Bianca Guimaraes and Toan Nguyen dropping gems. The overall message? Creative success isn’t about “selling” an idea—it’s about nailing what you want to say and framing it around solving the client’s real problems. It’s about getting your head right, even if that means flipping your perspective.

By the next day, many LIAisons were sporting the classic Vegas look: bleary-eyed but ready to go. Twelve groups, ten creatives each, were handed a brief from Super Plastic, the reigning champ of vinyl figures and digital celebrities. Our mission? To conjure up a new character and universe with a viral TikTok-worthy video in less than six hours. And let me tell you, the work presented? Jaw-dropping. Every LIAison flexed their creative muscles, proving they were chosen to be here for a reason.

Thursday brought us into the inner sanctum—the judging rooms. Watching award-winning work dissected by a group of the world’s sharpest creative minds was a masterclass in itself. Judges didn’t just bring expertise, they brought fire. Watching them debate, argue, and sometimes unanimously agree was a rare insight into what it takes to win.

Fresh from the Creative Colosseum (aka the judging rooms), we swapped work mode for party mode at the LIAisons and jury networking party. Between the free pours (seriously, what’s a “standard drink” here?) and letting loose, we had a blast chatting up the judging panel. Valuable connections were made—with our hair down, of course.

The final day arrived, and sunglasses indoors became the unofficial uniform, with Gatorade and electrolytes being the drink of choice. More speakers took the stage, including legends like John Mescall, Sue Murphy, and Susan Cradle. The buzz in the room was palpable as they reminded us why we do what we do. John Mescall nailed it when he said, “Creativity scares the hell out of most people.” And that’s why we’re here: to push back against the tide of the ordinary and bring forth something extraordinary.

Beyond all the professional wisdom, the real gold of being a LIAison was the people. In five days, I met individuals who weren’t just colleagues—they’re the kind you’d invite over for wine and deep, rambling conversations. These folks reignited my passion for this crazy industry and reminded me that, yes, being a creative might just be the best job in the world. The future of creativity is certainly looking bright, even as I stare down the barrel of a 16 hour flight…

Ananya Talwar

Senior Designer, Creative
VML
Dubai

Coach Dissara Udomdej:

Last week, I had an incredibly enriching mentorship session with Dissara Udomdej. As someone who keeps swimming between various niches within the design industry, it was inspiring to learn from his experiences, discovering numerous parallels in our entrepreneurial journeys and perspectives on our craft. We often underestimate the beauty of not dedicating all our time towards solely perfecting a singular craft, and instead up-skilling along the x, y and z axis, being guided by a creative vision that we believe in.

It was a beautiful one hour of delving into our creative processes, motivations, and guiding methodologies. I was pleasantly surprised by Ohm's genuine interest in my viewpoints, which made for a refreshing dynamic. Instead of the typical mentee approaching the mentor with countless questions, he engaged deeply with my insights.

Thank you, Ohm, for addressing my fears, believing in my potential, sharing your knowledge and life learnings with me and answering all of my questions, and then some.

I'm excited to see what groundbreaking things you casually do in the future. This session, facilitated by LIA - London International Awards, exceeded my expectations in every way.

Coach Thomas Mueller:

Seldom do you get a chance to discuss people, society and cultural psychology through the lens of design, and I'm grateful to have gotten one during my mentorship session with Thomas Mueller.

As a designer at heart, deeply immersed in the realms of Architecture, Branding and now Advertising as well, I've often found myself navigating unfamiliar territory. However, being mentored by Thomas has been enlightening, revealing how thoughtful design can harness opportunities. Discovering our mutual passion for design and aligned vision on its impact within society and the commercial industry was truly exhilarating. We spoke about our shared observations around art and culture in Germany and the UAE and how the industry is embracing the transition from traditional advertising to a more holistic, user experience approach.

Thank you Thomas Mueller for making time, sharing your invaluable insights with me, and addressing my queries with compassion and kindness. Here’s to being whimsical artists at heart and commercial artists for a living!

Coach Ari Weiss:
I recently had the opportunity to have a one-on-one mentorship session with Ari Weiss. I am grateful to have the opportunity to connect with someone I can look up to in the realm of branding and design.

During our session we exchanged perspectives on the industry and discussed how we each tackle common challenges in our own ways. I learnt about finding the right kind of clients to define your niche and how to not be afraid of stepping out of familiar playgrounds. His guidance was unidirectional and yet, detailed. Overall, the conversation helped me untangle my thoughts and validate a few ideas that seemed slightly far fetched from where I stood. Just like his trademark way of solving briefs or even naming his firm, learning from Ari was simple, intuitive and natural.

Safe to say, he is way too humble for what he has achieved, and I hope I can do my own version of that eventually.

Thank you Ari Weiss for taking a genuine interest in what I had to say, for sharing your knowledge, and not holding back while addressing my questions. Thank you LIA - London International Awards for arranging this session for us.

Imogen Wetzell Ramsey

Art Director
BMF
Sydney

Declan + Imogen’s Creative Liaisons Diary #1: Lessons From Las Vegas And Jurassic Park

BMF copywriter Declan Harrick and art director Imogen Wetzell Ramsey AKA “Dimo” are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Dimo report exclusively for CB.

There’s a beautiful quote at the start of Jurassic Park.

But we’ll get to that.
Because a lot’s already happened over here in Vegas.

We’ve learned to line dance, seen the Grand Canyon, the not-so-grand sight of people pounding the pokies at 8am, and completed our first day at the LIA’s. And that’s important, because otherwise Campaign Brief wouldn’t have asked us to write this.

Here’s our five takeaways from today:

1. Diversity in the room brings diversity in ideas.
2. Challenge assumptions. Just because something’s done one way, doesn’t mean it’s the only way.
3. “A great team creates a brave client” – Suzanne Powers.
4. Everyone is (still) talking about AI. But as Till Diestel said, “I don’t think AI will take our jobs, but someone using it will.”
5. And finally, the Jurassic Park quote in question – “your scientists were so preoccupied with whether or not they could that they didn’t stop to think if they should” – is surprisingly relevant to advertising today. So much so, that a global CCO abides by it.

If you got this far, we thank you. If you didn’t, it doesn’t really matter what we write because you’re not reading.

Over to Angus and Alana for day 2!

Cheers,
Dimo

Declan + Imogen’s Creative Liaisons Diary #2: Acid Reflux And Enlightenment – What Vegas Taught Us

BMF copywriter Declan Harrick and art director Imogen Wetzell Ramsey AKA “Dimo” are representing Australia at the 2024 LIA Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here Dimo report exclusively for CB.

We’ve got acid reflux.

It’s hardly surprising. If anything, it’s deserved. We’ve overconsumed at every opportunity. Fried chicken for dinner, pizza for lunch, and sometimes both for breakfast.

But in a segue you could see coming from a mile away, we’ve also been lucky enough to overconsume at the LIAs.

That’s meant feasting on… nah, we’re not going to do that.

Days 3 and 4 have been different. We’ve broken up into teams and had a crack at a live brief, sat in on juries as they debated whether an ad was funnier with or without dolphins, and seen possibly the most insane proactive idea ever.

So what did we learn?

• Working with one creative is easier than working with nine.
• The French are wickedly skilled on the tools.
• Juries are remarkably nice, especially when you consider just how many pieces of work they have to get through.

Everything considered, we might actually leave Las Vegas smarter.

Until next time,
Dimo

Angus Whalan