2024 Mentees Comments
Mary Adam
CopywriterLeo 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."
Amira Barwany
Midweight CopywriterKlick Health London
London
"Well, what a week LIAisons was. The LIA - London International Awards Creative LIAisons in Vegas is hands down the best professional experience I’ve ever had.
I’ve learned a huge amount from all the incredible people involved, and pulled some questionable faces. The truth is, I’ll be thinking about this week—jazzy carpets and all for years to come.
Super grateful to Tim Jones & Klick for the opportunity, and Laurissa Levy for making it all happen."
I’ve learned a huge amount from all the incredible people involved, and pulled some questionable faces. The truth is, I’ll be thinking about this week—jazzy carpets and all for years to come.
Super grateful to Tim Jones & Klick for the opportunity, and Laurissa Levy for making it all happen."
Alexis Callan
Creative DirectorThe Juju Agency
Lima
"Conversations with laughter, conversations with anecdotes, with discoveries and a lot of learning.
Thank you LIA for reminding us that learning never ends and there is always room to grow. A conversation is an opportunity to inspire, connect and move forward as an industry.
Thank you to my mentors, Teodora Migdalovici, José Miguel Cartibarra and Gilda Valle and to Laurissa Levy, LIA - London International Awards"
Thank you LIA for reminding us that learning never ends and there is always room to grow. A conversation is an opportunity to inspire, connect and move forward as an industry.
Thank you to my mentors, Teodora Migdalovici, José Miguel Cartibarra and Gilda Valle and to Laurissa Levy, LIA - London International Awards"
Yet Yun (Anlyne) Chen
Art DirectorGrey 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!
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.
Sitting in on the jury room was definitely one of the best experiences we have had at Creative LIAisons; so insightful!
Thank you LIA for organizing such a memorable event. We were happy to be part of LIA. We have learned a lot, made new friends and we are super grateful for the opportunity.
Sitting in on the jury room was definitely one of the best experiences we have had at Creative LIAisons; so insightful!
Thank you LIA for organizing such a memorable event. We were happy to be part of LIA. We have learned a lot, made new friends and we are super grateful for the opportunity.
Grey Malaysia’s Hana Sudradjat + Anlyne (Yet Yun Chen) wrap-up and share highlights of LIA Creative LIAisons in Las Vegas
Grey Malaysia’s Hana Sudradjat (Copywriter) and Yet Yun Chen ‘Anlyne’ (Art Director) were two of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here they wrap up their learnings from the week.
1. What were your expectations coming into the Creative LIAisons program and did it live up to your expectations?
Anlyne: I came in excited to learn new things and connect with creative minds from around the world, but the experience went completely beyond my expectations. The programme was a true eye-opener, offering raw and authentic insights from real people. It exceeded everything I hoped for and truly lived up to its promise of being “Created for Creatives.”
Anlyne: I came in excited to learn new things and connect with creative minds from around the world, but the experience went completely beyond my expectations. The programme was a true eye-opener, offering raw and authentic insights from real people. It exceeded everything I hoped for and truly lived up to its promise of being “Created for Creatives.”
Hana: I was absolutely thrilled when I first heard about this opportunity. Many past participants have described it as absolutely eye-opening. It certainly is, especially when you get to access all these amazing industry leaders, from CCOs, to ECDs and beyond.
2. What were your 3 to 5 individual highlights of the Creative LIAisons program? Explain why (This can be a speaker, a session, an experience, an insight passed on to you etc)
Anlyne: The desert visit at Seven Magic Mountains was a definite highlight. Stepping away from the screens and into the real world reminded me how important it is to experience things firsthand. Creativity often comes from observing and engaging with your environment, not just sitting at a desk.
Anlyne: The desert visit at Seven Magic Mountains was a definite highlight. Stepping away from the screens and into the real world reminded me how important it is to experience things firsthand. Creativity often comes from observing and engaging with your environment, not just sitting at a desk.
The session with Toan from NERD, Hamburg was incredibly inspiring. He emphasized that you don’t need to hide your “geeky” or quirky side to succeed. Being yourself not only leads to powerful results, but it also draws people to you for your authenticity.
One memorable insight came during the CCO Roundtables Q&A when a LIAisons participant asked how you know when an idea is truly “the one.” The response was simple but powerful: Ambition. Instead of worrying about practicality or execution, focus on what you want the idea to become. Ambition is what drives great ideas forward.
Another key takeaway was the importance of resilience. Sometimes, we’re just one presentation away from bringing an idea to life. This reminder to keep pushing, despite setbacks, was a valuable lesson.
Lastly, learning how to balance creative work and managing people was another important insight. Building and maintaining relationships in a creative environment is different from the corporate world, and hearing from industry veterans who’ve faced the same challenges provided me with much-needed guidance and perspective.
Hana: Grey London President Conrad Persons, who was a member of the Creative Strategy and Transformative Business Impact jury and also a LIA 2024 Creative LIAisons coach, is always an inspiration. He mentioned that creativity has a bit of subjectivity to it, but when you’re talking about strategy, or about transformation, there are metrics and outcomes that feel tangible, and that having both these aspects really is the best of both worlds. This really resonated with me.
A quote from Chief Creative Officer of Edelman London, Emma De La Fosse also really struck a chord with me — Ideas that are brave are fragile, because people can be pessimistic and fear can stop a lot of things. It’s important for us to find our team of believers; the titles don’t matter.
A session with Head of Creative & Brand Consultancy at TikTok Anthony Dever— One key takeaway that I got from this was the fact that trends are not everything. Being present on TikTok is not just about trend-jacking. It’s also about being a trendsetter. Because consumers want something new, and you have the chance to stand out in a unique way.
CCO’s roundtable Q&A — There’s something that Global Chief Creative Officer of Ogilvy Liz Taylor talked about that I found interesting — the importance of leaders adjusting their feedback style, considering that different people are motivated by different things. It’s crucial for us, the younger generation, to grasp this, as we are the future leaders.
LIA Legend Award presented to Piyush Pandey – I was screaming (inside) when I saw former Global Creative Chief Officer of Ogilvy Piyush Pandey. It was surreal to actually see him in real life. Having always loved his work, I shall be forever grateful to LIA for making my dream to meet him happen!
Statue Discussion Observation — It goes without saying that being able to observe the jury in action was truly a privilege. To witness how intense the debates could be, you would then realize how important it is for us to keep an open mind. Because opinions should be able to change, especially when you’re presented with a new fact, or a new perspective.
3. What was it like sitting in the back of the LIA Statue jury discussions? What did you learn?
Anlyne: Witnessing the jury discussions was a rare and invaluable experience. It was fascinating to see the passionate debates and realize that it’s okay to disagree. While creativity can be subjective, it’s still deeply human—it’s about how a piece of work makes you feel. I walked away with a better understanding of how to present and sell creative work.
Anlyne: Witnessing the jury discussions was a rare and invaluable experience. It was fascinating to see the passionate debates and realize that it’s okay to disagree. While creativity can be subjective, it’s still deeply human—it’s about how a piece of work makes you feel. I walked away with a better understanding of how to present and sell creative work.
Hana: One thing that stood out the most to me during the jury discussion was when a juror asked, “Are we rewarding the intention, or the execution?” and that is going to be a question I’ll constantly ask myself from now on, as it has prompted me to rethink the way I see things.
Also, the importance of diversity. Without diversity, there’s the possible danger of an idea being dismissed, or forgotten—or worse, what if it never gets executed, just simply because the idea was misunderstood?
4. What’s your advice to anyone attending next year?
Anlyne: Come with an open mind and be ready to absorb everything. It’s a once-in-a-lifetime experience that you won’t find anywhere else.
Anlyne: Come with an open mind and be ready to absorb everything. It’s a once-in-a-lifetime experience that you won’t find anywhere else.
Hana: Be ready to network! And don’t hesitate to approach the individuals you want to speak to!"
Achille Cottrell
CopywriterSaatchi & Saatchi France
Paris
"Feeling incredibly lucky to have been part of Creative LIAisons 2024 at LIA in Las Vegas!
Having the chance to meet legendary mentors from the ad world, get their tips, hear about their experiences, be present in the jury deliberation room (12-8 Hayley Lim) and actually have the opportunity to talk to them and ask questions, it's absolutely unique and mind-blowing!
But for me, the highlight was being surrounded by some of the most creative minds from all over the world: North America, LATAM, Africa, Asia, Oceania, and Europe (Antarctica? Crazy!) - truly inspiring.
P.S. I've even been adopted, still waiting for my green card Eyob Yirgou.
Huge thanks to Saatchi & Saatchi France for this amazing opportunity and to the LIA - London International Awards for bringing us all together.
The future is looking bright with all this creativity around!"
Francisca Duhamel Berríos
CopywriterCheil 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.
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 DirectorMcCann Paris
Paris
"Looking Back on an Unforgettable Experience at LIA - London International Awards
What an incredible week at the Creative LIAsons!
From the moment I stepped into the event, I was surrounded by inspiration; listening to some of the most brilliant minds in the industry share their insights was truly transformative. The speaker sessions were not only motivating, but also pushed me to think outside the box and approach challenges with fresh perspectives - John Mescall, Ali Rez, Suzanne Powers, Anthony Dever, Bianca Guimaraes.
One of the highlights was the unique and eye-opening experience of observing the jury room discussions. Witnessing how creative work is dissected, debated, and ultimately celebrated was both insightful and humbling. It gave me a deeper appreciation for the craft and the level of thought that goes into each decision.
I want to extend my heartfelt thanks to the amazing speakers and the organizers, Barbara Levy, Laurissa Levy and Gordon Tan, for their tireless efforts in making this event so memorable.
One of the highlights was the unique and eye-opening experience of observing the jury room discussions. Witnessing how creative work is dissected, debated, and ultimately celebrated was both insightful and humbling. It gave me a deeper appreciation for the craft and the level of thought that goes into each decision.
I want to extend my heartfelt thanks to the amazing speakers and the organizers, Barbara Levy, Laurissa Levy and Gordon Tan, for their tireless efforts in making this event so memorable.
A special shoutout to McCann Worldgroup & McCann Paris, especially Ann-Christine Diaz, Alice Reindlová, and Cedric Astrella, for this once-in-a-lifetime opportunity.
Finally, to the incredible people I had the privilege of meeting, thank you for the inspiration and the new friendships formed.
Finally, to the incredible people I had the privilege of meeting, thank you for the inspiration and the new friendships formed.
Here’s hoping for more unforgettable moments at LIA in the future, perhaps even from a different seat."
Mikaela Elkon
Art DirectorTBWA\Hunt\Lascaris
Johannesburg
“Being selected into the 2024 LIAisons mentee program was one of my biggest honours of 2024 to get coached by the very best in the industry.?
I am so Grateful to LIA for selecting me and to TBWA\ Hunt Lascaris for putting me forward, and all thanks to my most successful campaign ‘Stronger,’ which won so many local and global awards in 2023 and 2024. It is my most proudest piece of work to date.
I am so Grateful to LIA for selecting me and to TBWA\ Hunt Lascaris for putting me forward, and all thanks to my most successful campaign ‘Stronger,’ which won so many local and global awards in 2023 and 2024. It is my most proudest piece of work to date.
I was so privileged to get coached by Tolga Buyukdognay - CCO @ Ogilvy Amsterdam, Josh Rabinowitz - Music Consultant and Damon Stapleton - Co-Founder & CCO @ The Monkeys. I learnt something different from each coach.?
Damon is an ex South African now living in New Zealand and used to work at TBWA\ Hunt Lascaris (before my time). He is a known legend and the person who did the Zimbabwean, which was one of the most awarded campaigns to come out of Hunt Lascaris. When I heard he was going to be my coach I was extremely excited. Not only is Damon one of the funniest people I’ve ever met, he gave me skills on how to trust my gut and how to learn to start becoming my own leader and not try to be one of my mentors and truly become Mikaela Elkon. That advice left me with confidence when taking on new projects and presenting my self not only to clients but to the industry.?
Josh was the coach I chose who was a bit out of my field as he is in music, but that was the point, I wanted to learn something different. After doing ‘Stronger’ which was a song that we made in honor of late rapper Riky Rick who lost his battle to mental health, which we used his words from his social media posts as lyrics and AI for his voice as an anthem for mental health, that project sparked me wanting to get into music a bit more. Josh and I discussed that in depth. I said to him, “I don’t have a music background, so I don’t know how to chase music more.” His response; “Clive Davis was a lawyer and music is a universal language that has a space for anyone who wants to fight for it.” Josh introduced me into a whole new creative world and has put me in contact with people in the business whom I have created relationships with.
Damon is an ex South African now living in New Zealand and used to work at TBWA\ Hunt Lascaris (before my time). He is a known legend and the person who did the Zimbabwean, which was one of the most awarded campaigns to come out of Hunt Lascaris. When I heard he was going to be my coach I was extremely excited. Not only is Damon one of the funniest people I’ve ever met, he gave me skills on how to trust my gut and how to learn to start becoming my own leader and not try to be one of my mentors and truly become Mikaela Elkon. That advice left me with confidence when taking on new projects and presenting my self not only to clients but to the industry.?
Josh was the coach I chose who was a bit out of my field as he is in music, but that was the point, I wanted to learn something different. After doing ‘Stronger’ which was a song that we made in honor of late rapper Riky Rick who lost his battle to mental health, which we used his words from his social media posts as lyrics and AI for his voice as an anthem for mental health, that project sparked me wanting to get into music a bit more. Josh and I discussed that in depth. I said to him, “I don’t have a music background, so I don’t know how to chase music more.” His response; “Clive Davis was a lawyer and music is a universal language that has a space for anyone who wants to fight for it.” Josh introduced me into a whole new creative world and has put me in contact with people in the business whom I have created relationships with.
Tolga is probably the coach that has really become a full on long life mentor and someone I really aspire to work with in the future. The first thing he asked me is what are your goals and my response was to work abroad and he promised to make that our goal and that’s exactly what we are achieving to do together. Tolga is extremely supportive and follows all my achievements and gives me so much encouragement and applause. I have gotten the most growth by getting to have monthly catch ups with him every month and I am so grateful that he gives me the time.
Not only do I have these amazing coaches, but from working at TBWA\ Hunt Lascaris, I am so blessed that my boss Keith Manning, who is my ECD has taken me under his wing and teaches me something new everyday that I bring into my growth. We have one of the best working relationships. Thanks to our project ‘Stronger’ he treated me more as his creative partner than his junior and encouraged me to push the project and trusted me to lead it.?
I also have to give thanks to Carl Willoughby - CCO @ TBWA\ Hunt Lascaris, who challenged me the most to achieve what I have and without him I wouldn’t have had this amazing life changing opportunity of being a 2024 LIA Mentee.
I also have to give thanks to Carl Willoughby - CCO @ TBWA\ Hunt Lascaris, who challenged me the most to achieve what I have and without him I wouldn’t have had this amazing life changing opportunity of being a 2024 LIA Mentee.
Thank you LIA for giving me this opportunity; this really felt like a huge achievement in my career and I’m so proud to have been part of this.”
Alice Eshun
Senior DesignerOgilvy
Accra
"I am sincerely grateful to have participated in this wonderful program.
From April to November, I was mentored by exceptional individuals, who excel in their crafts and professions.
This transformative program has provided invaluable insights, knowledge, and networking opportunities.
This transformative program has provided invaluable insights, knowledge, and networking opportunities.
The mentorship and guidance I received will significantly enhance my skills and understanding of the industry.
Thank you for:
The opportunity to learn from renowned professionals.
The platform to connect and,
The support and encouragement throughout the process.
To my lovely mentors Marielle Wilsdorf, Brian Njagi and Kaleeta Mcdade, I say, “Medaase, Onyame nhyira mo daa,” which translates to ‘Thank you, God richly bless you' for your time and patience when my connection was poor and the knowledge shared with me.
Hopefully, one day soon, we will meet."
Thank you for:
The opportunity to learn from renowned professionals.
The platform to connect and,
The support and encouragement throughout the process.
To my lovely mentors Marielle Wilsdorf, Brian Njagi and Kaleeta Mcdade, I say, “Medaase, Onyame nhyira mo daa,” which translates to ‘Thank you, God richly bless you' for your time and patience when my connection was poor and the knowledge shared with me.
Hopefully, one day soon, we will meet."
Lindsey Evans
Art DirectorDroga5
New York
"The LIA - London International Awards program introduced me to industry leaders who were as kind as they were brilliant. I'm especially thankful to my LIAisons coaches, Sarah Moffat, Thomas Mueller, and Umma Saini for sharing their time and wisdom with me."
David Fernández González
Art Director Young Talent in Brand & AdLLYC Global
Barcelona
"Luck was on our side in Madrid and it had also been on our side in Las Vegas. A week ago, Paloma and I were flying towards this adventure that has allowed us to share space with great creatives in the industry.
Creative LIAisons was an incredible experience and truly an interesting journey being around those amazing creatives from all over the world!
Thank you LIA - London International Awards and MarketingDirecto.com for the opportunity to participate in this program as LIAisons Mentees, where we have been able to attend interesting talks, participate in an express pitch to SUPERPLASTIC® and had the opportunity of being inside the jury rooms, watching how the jury debates which pieces take the gold, silver or bronze.
Although, without a doubt, the best thing about this trip has been meeting so many young creatives from all over the world. I have learned from them while we shared moments of laughter and many anecdotes. We know that we still have a long way to go, but this experience has assured us that we are at least in the right direction. Now it will be time to visit our new friends soon."
Lisa Fernández Miller
Junior CopywriterDeutsch 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."
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
CopywriterBMF
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.
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.
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 UsDimo
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.
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.
• 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"
Dimo"
Morgan Hubler
Senior Art DirectorINNOCEAN USA
Huntington Beach
"I wanted to take a moment to express my heartfelt thanks to LIA and the entire team at LIAisons for an invaluable and unforgettable week. I deeply appreciate the amount of effort, planning, and coordination that went into organizing such an impressive lineup of speakers, panels, and special events.
Having the opportunity to hear directly from some of the most respected leaders and innovators in our industry was an experience I never imagined I would have. The insights and perspectives they shared were not only inspiring, but will shape my approach to my work in the future. I walked away from the week with a renewed sense of purpose and direction, as well as practical tools and knowledge.
Beyond the formal sessions, the chance to network and engage in meaningful conversations with fellow participants and industry professionals was equally rewarding. The environment LIA created fostered a true sense of community, collaboration, and support, which made the entire experience even more enriching.
Thank you again for all your hard work, dedication, and commitment to creating such a transformative experience. I feel privileged to have been a part of it and look forward to any future opportunities to connect with LIAisons and the incredible network LIA has built."
Having the opportunity to hear directly from some of the most respected leaders and innovators in our industry was an experience I never imagined I would have. The insights and perspectives they shared were not only inspiring, but will shape my approach to my work in the future. I walked away from the week with a renewed sense of purpose and direction, as well as practical tools and knowledge.
Beyond the formal sessions, the chance to network and engage in meaningful conversations with fellow participants and industry professionals was equally rewarding. The environment LIA created fostered a true sense of community, collaboration, and support, which made the entire experience even more enriching.
Thank you again for all your hard work, dedication, and commitment to creating such a transformative experience. I feel privileged to have been a part of it and look forward to any future opportunities to connect with LIAisons and the incredible network LIA has built."
Hollie Iles
Senior CreativeHavas
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 CopywriterVML
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."
Palace Jones
CopywriterTBWA\Media Arts Lab
Los Angeles
Vegas owes me nothing…well maybe the $20 I lost on the slot machine. I was fortunate enough to spend a week in Las Vegas to participate in the London International Awards LIAisons Program. A week-long conference for advertising creatives to receive mentorship, coaching, and even the chance to sit in on award jury sessions. We got the chance to pitch to a real client SUPERPLASTIC with a concept developed in just a couple hours, and shout out to my team, Team 4, because we won! Our prize? A party bus ride to Top Golf. We had such a great time. My other excursions included a trip to Magic Mountain and Omega Mart, where I connected with other LIAisons within the TBWA community. I was able to connect with my ONE School family and really get to appreciate the doors it led us to. Finally, the lectures. I only was able to capture two photos, because I was spending the rest of the time scribbling notes down. I learned so much from the various speakers and their presentations, helping me gain new perspectives on ideating, team work, selling crazy ideas, and applying subversion to my work. Over all, I am so very grateful to the leadership at MAL, Lu Borges, and for giving me this incredible opportunity that I will never forget. And a special thank you to the community of creatives that I got to know over this week. I can’t wait to see what our generation brings to shake up the industry. Until next time, $20 poorer gambler, Palace.
Udit Joshi
Copy SupervisorBBDO 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."
"BBDO India’s Udit Joshi’s wrap-up of Creative LIAisons in Las Vegas: Casinos and Creatives
Udit Joshi is Copy Supervisor at BBDO India. Joshi was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here he wraps up his learnings from the week.
There were more creatives than there were casinos in Vegas during the final judging week of ‘London International Awards’.
And like any good gambler, we were ready to go all in. Let the chips fall where they may, and the cards unfold as the days go by.
I don’t have a lot of experience attending advertising awards, but it’s a little like if you’ve seen one you’ve seen them all.
Except, I hadn’t been to LIA.
‘Because this was different. LIA makes room (Literally. They housed us at a fancy hotel) not just for the leaders who’ve made it to the finish line but, also for the ones just starting out in their careers.
Nothing and no one around could prepare me for what was in store during the Creative LIAisons program because an opportunity like this is rare.
I flew in expecting to be dazzled and inspired by the illustrious jury and panellists, but it was my 126 creative peers who left a mark during this 5-day workshop. Their hunger to know and learn worked up my appetite to learn and grow with them. It made me realize that great ideas travel across borders.
It left me speechless to see their talent shine during the Create and Make workshop, where we were asked to work on a live brief and given only 6 hours to come up with a new line of toys for an evil capitalist corporation.
I won 175 dollars in gambling at one of the casinos, but I would happily give all that and more just to be in the jury room discussions again. It was here that we learned what it takes for a piece of work to win a Gold, Silver, or Bronze. That kind of access at our level is priceless. But please take my humble 175 dollars anyway and invite me again.
By the last session on the 5th day, when I was homesick and a little tired of all the constant shop talk happening around me, I was jolted from my fever dream by someone I should’ve known, but didn’t.
Susan Credle’s incredible talk on ‘The strange math of generosity’ made me fall in love with my job all over again. It was the only moment during the program when I felt the need to walk up to a panellist and have them notice me.
I didn’t. Susan if you’re reading this – Hi!
It was a moment of unbridled joy and excitement to hear her talk about uplifting others and uplifting us in the process of doing so.
I wish every creative gets to experience what we experienced.
I wish more jury rooms make space for young creatives like us.
And like Susan said, I wish more of us do the kind of work that makes people say, ‘Thank you’.
To sum up my experience at LIA, I would like to quote one of my favourite songwriter's, Taylor Swift – It was rare. I was there. I remember it, all too well.
Each year the Creative LIAisons program is fully funded by LIA. There are no delegate fees and flights and hotel accomodations for all attendees are covered by LIA. As a result, attendance is extremely competitive."
Josep Jover
Senior Art DirectorDDB 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.
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
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.
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.
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!
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
CreativeBMF
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.
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
• 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
PlannerADK
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."
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."
Beatriz Lalanda Saldaña
Junior CopywriterDentsu Creative Spain
Madrid
"Thank you for letting me be part of such an amazing program. I have had the opportunity to connect with such creative minds and learn and be nurtured by them, by their savoir-faire, by their advice. I will be forever grateful for these connections."
Jillian Librodo
Associate Creative DirectorGIGIL
Manila
"I think I just experienced the most whiplash-inducing shift in perspective in this industry, thanks to adobo magazine, LIA - London International Awards, BBDO Guerrero (previous agency), and GIGIL Manila (current agency)!
When Hanna Alyne Ypil and I won the open brief from Adobo (seriously, it was the toughest brief I’ve tackled), the judges came up to Alyne and told her how they appreciated our work. One even slid into my DMs a week later to say he randomly remembered it. This kind of warm encouragement was a first for me outside my agency, especially in the competitive world of advertising.
Then we flew to Las Vegas for LIA, and I felt that warmth again—not just from the dry desert air, but also from all the amazing people I met.
Connecting with 125 young creatives from all over the globe, sharing IG accounts, career stories, and wild ideas for a 6-hour brief was a blast.
The ECDs and CCOs were so open, ready to share industry secrets during casual chats by the smoking area or water station.
And in the jury rooms, they welcomed us in to give us a peek at how a Grand Prix really becomes a Grand Prix.
The support was overwhelming. Susan Credle hit the nail on the head when she said leaders need to be generous—in credit, empathy, and opportunity, to create a culture that looks out for everyone.
I felt that same generosity from amazing industry leaders, from the Philippines to Las Vegas, thanks to LIA, Adobo Magazine, and every ECD, CD, and ACD who made me feel seen and heard.
Now, I want to pass that generosity on to other creatives, giving them the same space I was lucky enough to receive. To let them experience their own whiplash moments—ibuprofen-ready!"
When Hanna Alyne Ypil and I won the open brief from Adobo (seriously, it was the toughest brief I’ve tackled), the judges came up to Alyne and told her how they appreciated our work. One even slid into my DMs a week later to say he randomly remembered it. This kind of warm encouragement was a first for me outside my agency, especially in the competitive world of advertising.
Then we flew to Las Vegas for LIA, and I felt that warmth again—not just from the dry desert air, but also from all the amazing people I met.
Connecting with 125 young creatives from all over the globe, sharing IG accounts, career stories, and wild ideas for a 6-hour brief was a blast.
The ECDs and CCOs were so open, ready to share industry secrets during casual chats by the smoking area or water station.
And in the jury rooms, they welcomed us in to give us a peek at how a Grand Prix really becomes a Grand Prix.
The support was overwhelming. Susan Credle hit the nail on the head when she said leaders need to be generous—in credit, empathy, and opportunity, to create a culture that looks out for everyone.
I felt that same generosity from amazing industry leaders, from the Philippines to Las Vegas, thanks to LIA, Adobo Magazine, and every ECD, CD, and ACD who made me feel seen and heard.
Now, I want to pass that generosity on to other creatives, giving them the same space I was lucky enough to receive. To let them experience their own whiplash moments—ibuprofen-ready!"
Mandy Lo
Senior CopywriterHakuhodo
Hong Kong
“HAKUHODO HONG KONG’S MANDY LO’S WRAP-UP AND HIGHLIGHTS OF LIA’S CREATIVE LIAISONS IN LAS VEGAS
Mandy Lo is Senior Copywriter at Hakuhodo Hong Kong. Lo was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here she wraps up her learnings from the week.
As I sit down to reflect on my week at Creative LIAisons 2024 in the vibrant city of Las Vegas, I feel an immense sense of gratitude for the incredible experience I had. If I had to sum up the experience in one word, it would be PEOPLE.
As I sit down to reflect on my week at Creative LIAisons 2024 in the vibrant city of Las Vegas, I feel an immense sense of gratitude for the incredible experience I had. If I had to sum up the experience in one word, it would be PEOPLE.
Being surrounded by talented individuals from various companies worldwide felt intense at first, but the inspiring and unique insights shared by each keynote speaker completely blew my mind from an unprecedented angle. The caliber of speakers and the depth of conversations were truly remarkable.
One session that particularly resonated with me was ‘The Power of NERD, Gaming & Fandom Culture: How Brands Can Become More Relevant Than Ever,’ presented by Toan Nguyen, Founder & Managing Director of Jung von Matt NERD in Hamburg. I felt a deep connection to the ‘Inner Child’ theory raised by the speaker, and I was also profoundly impressed by how he has successfully turned his interest in “nerd culture” into a strong business strategy and direction. After all, what touches you may also resonate with thousands of others, as business insight is all about understanding yourself as a human being.
If you imagine Creative LIAisons 2024 as merely a conference full of inspiring talks, it’s time to change that perception, as I did. To my surprise, we were given the opportunity to take a half-day visit to the Seven Magic Mountains, where we were encouraged to leave behind our mobile phones and remain silent, allowing ourselves to connect with the real world from the bottom of our hearts. (Of course, we had enough time afterward to take some great photos). This experience echoed a quote shared by Malcolm Poynton, Global Chief Creative Officer of Cheil Worldwide: “Brand success doesn’t come from what you make people think, but from what you make people feel.” Before understanding how people feel, it’s crucial to understand how you feel connected to the real world.
Before entering the jury room, I always thought it would be a ‘cruel’ place to see how works were judged by professionals in the industry. I was fortunate enough to have the chance to sit in the jury room for ‘Creative Strategy and Transformative Business Impact.’ What I witnessed was a thorough discussion process where judgments were made with the intent of facilitating not only the growth of the advertising industry, but also improving how creative works can create meaningful impacts and shape society and culture for the benefit of people.
I could continue sharing countless thoughts and reflections from Creative LIAisons 2024, but nothing can compare to the experience you will have with your own eyes and ears. What happens in Vegas indeed stays forever with me, transforming my life in unimaginable ways. There’s truly no place like Creative LIAisons 2024, where you can immerse yourself with talented individuals from around the globe, while getting to know not just your professional self, but your authentic self—beyond the routine of daily work.
I encourage everyone to prepare for the future, to embrace these transformative experiences, and to join the Creative LIAisons community in the coming years.
Together, let’s continue to inspire one another and craft a meaningful legacy within our industries!"
Almudena López-Tello Gutiérrez
Freelance CopywriterLima
"Warning: The following text may be too cheesy for some users.
I feel like a 13-year-old girl just back from summer camp. I promise you, I was truly excited about this experience and deeply grateful to everyone who made it possible.
Thank you to Laurissa Levy, Barbara Levy, Terry Savage, and the entire organizing team of the LIA - London International Awards, for creating such an important and beautiful initiative that allows future creatives like us to learn essential things from the best in the industry in less than a week. Things that might have taken us 20 years to experience in our careers, and thanks to your generosity, we’ve been able to learn them right from the start.
A huge thank you to Humberto Polar and the The Juju team, for trusting me and my partner Nuria to represent you and for giving us this incredible opportunity.
Thanks to all of our teammates for the great atmosphere, good vibes, and positive energy that each of you shared (even with those I talked to, far less than I would've liked).
Thanks to our new friends from all over the world for being so amazing, for the laughs, even though we understood just 70%, and because now we’re planning to crash at your houses and travel the world in 80 days.
Thank you to all the creatives who accompanied, guided, and advised us these past few day. Every one of your talks left me speechless, and you’ve inspired me to grow and continue pursuing this path in ways I can’t even explain.
A shout-out to Team 9 (the real winners), because in 3hours, we made an epic campaign, pushing the limits. It was amazing to see how far you can go, with 10 creative minds, pressure, chemistry, tons of motivation and great teamwork.
We keep saying that even though Las Vegas literally left us with not a single dollar, we feel like millionaires. There’s no better way to close one chapter and start a new adventure at Hogarth."
I feel like a 13-year-old girl just back from summer camp. I promise you, I was truly excited about this experience and deeply grateful to everyone who made it possible.
Thank you to Laurissa Levy, Barbara Levy, Terry Savage, and the entire organizing team of the LIA - London International Awards, for creating such an important and beautiful initiative that allows future creatives like us to learn essential things from the best in the industry in less than a week. Things that might have taken us 20 years to experience in our careers, and thanks to your generosity, we’ve been able to learn them right from the start.
A huge thank you to Humberto Polar and the The Juju team, for trusting me and my partner Nuria to represent you and for giving us this incredible opportunity.
Thanks to all of our teammates for the great atmosphere, good vibes, and positive energy that each of you shared (even with those I talked to, far less than I would've liked).
Thanks to our new friends from all over the world for being so amazing, for the laughs, even though we understood just 70%, and because now we’re planning to crash at your houses and travel the world in 80 days.
Thank you to all the creatives who accompanied, guided, and advised us these past few day. Every one of your talks left me speechless, and you’ve inspired me to grow and continue pursuing this path in ways I can’t even explain.
A shout-out to Team 9 (the real winners), because in 3hours, we made an epic campaign, pushing the limits. It was amazing to see how far you can go, with 10 creative minds, pressure, chemistry, tons of motivation and great teamwork.
We keep saying that even though Las Vegas literally left us with not a single dollar, we feel like millionaires. There’s no better way to close one chapter and start a new adventure at Hogarth."
Franc Kevin Mangahas
Associate Creative DirectorOctopus & Whale
Makati City
"Octopus&Whale Philippines’ Franc Kevin D. Mangahas’s Wrap-Up of LIA’s Creative LIAisons
Franc Kevin D. Mangahas is Associate Creative Director at Octopus&Whale Philippines. Mangahas was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here he wraps up his learnings from the week.
1. What were your expectations coming into the Creative LIAisons program and did it live up to your expectations?
I knew we were going to be listening to creative giants, but I wasn’t ready for the amount of knowledge and effort they all put into each part of the program. They were very generous in sharing their stories, POVs, insights, and tips especially during the Q&A portion.
I knew we were going to be listening to creative giants, but I wasn’t ready for the amount of knowledge and effort they all put into each part of the program. They were very generous in sharing their stories, POVs, insights, and tips especially during the Q&A portion.
2. What were your 3 to 5 individual highlights of the Creative LIAisons program? Explain why (This can be a speaker, a session, an experience, an insight passed on to you etc)
• Collaborating with experts outside our field brings out the best version of our work.
An inspiring insight came from Emma de la Fosse, Chief Creative Officer at Edelman UK, who shared her work on “Move to -15,” a movement transforming the global shipping industry. They brought in and collaborated with researchers and scientists to find the solution, showcasing the power of involving experts to create more impactful work.
• Collaborating with experts outside our field brings out the best version of our work.
An inspiring insight came from Emma de la Fosse, Chief Creative Officer at Edelman UK, who shared her work on “Move to -15,” a movement transforming the global shipping industry. They brought in and collaborated with researchers and scientists to find the solution, showcasing the power of involving experts to create more impactful work.
• Finding inspiration outside of Pinterest
When I thought the conference would be five days of talks in a room, the trip to the desert to see the Seven Magic Mountains was a pleasant surprise! If art can exist outside traditional gallery settings, we as advertisers can also find new ways to communicate and move our audiences. The Seven Magic Mountain was actually part of my side trip, so I was thrilled to experience it instead with my fellow mentees and with Malcolm Poynton, Global CCO of Cheil Worldwide, as our guide for this experience.
When I thought the conference would be five days of talks in a room, the trip to the desert to see the Seven Magic Mountains was a pleasant surprise! If art can exist outside traditional gallery settings, we as advertisers can also find new ways to communicate and move our audiences. The Seven Magic Mountain was actually part of my side trip, so I was thrilled to experience it instead with my fellow mentees and with Malcolm Poynton, Global CCO of Cheil Worldwide, as our guide for this experience.
• Helping others shine helps you become a better creative.
I found it incredibly fitting to end the conference with a talk on Generosity in Creativity by Susan Credle, Global Chair of FCB and Advisor to IPG. A key takeaway was that when you share and collaborate on ideas with your team, it becomes a collective effort. This approach allows everyone to have a voice and perspective in the discussion, nurturing their creative confidence while fostering an inclusive environment. Generosity in creativity is about helping and allowing others to grow and shine as well. It reminded me of what my creative director, Marcél Lácap, often says: “When we help other people shine, the world gets brighter.” This talk reinforced the kind of creative I aspire to be and the positive culture we should have in our very competitive industry.
I found it incredibly fitting to end the conference with a talk on Generosity in Creativity by Susan Credle, Global Chair of FCB and Advisor to IPG. A key takeaway was that when you share and collaborate on ideas with your team, it becomes a collective effort. This approach allows everyone to have a voice and perspective in the discussion, nurturing their creative confidence while fostering an inclusive environment. Generosity in creativity is about helping and allowing others to grow and shine as well. It reminded me of what my creative director, Marcél Lácap, often says: “When we help other people shine, the world gets brighter.” This talk reinforced the kind of creative I aspire to be and the positive culture we should have in our very competitive industry.
3. What was it like sitting in the back of the LIA Statue jury discussions? What did you learn?
Watching the dynamics inside the jury room was a fascinating experience. Jurors would even defend ideas that stood out to them, and their diverse perspectives brought value to the deliberation process. I saw the importance of having a diverse jury to ensure fair deliberation. I can only imagine how some great ideas could go unnoticed if everyone in the room had the same perspective. It was fun to see my CCO, Joey Tiempo, as part of the jury. I was even texting her on the side, asking why she didn’t raise her hand to vote for some ideas I felt strongly about. She replied and that’s when I learned the importance of entering your work in the right category in order to thrive and win.
Watching the dynamics inside the jury room was a fascinating experience. Jurors would even defend ideas that stood out to them, and their diverse perspectives brought value to the deliberation process. I saw the importance of having a diverse jury to ensure fair deliberation. I can only imagine how some great ideas could go unnoticed if everyone in the room had the same perspective. It was fun to see my CCO, Joey Tiempo, as part of the jury. I was even texting her on the side, asking why she didn’t raise her hand to vote for some ideas I felt strongly about. She replied and that’s when I learned the importance of entering your work in the right category in order to thrive and win.
I couldn’t turn off my (JP) phone’s shutter sound, and I really wanted to capture the moment inside the jury room, so I drew them instead. However, I was able to take a picture during their break. Haha!
4. What’s your advice to anyone attending next year?
As an introvert, I unnecessarily stressed myself out about the amount of small talk I would have to make. However, everyone was just so warm and welcoming. You could literally just walk up to anyone and start a conversation. We all wanted to have a great time and maximize this once in a lifetime opportunity. I met so many new and interesting people from different parts of the world. So, make the most of the experience and connect with as many people as you can.
As an introvert, I unnecessarily stressed myself out about the amount of small talk I would have to make. However, everyone was just so warm and welcoming. You could literally just walk up to anyone and start a conversation. We all wanted to have a great time and maximize this once in a lifetime opportunity. I met so many new and interesting people from different parts of the world. So, make the most of the experience and connect with as many people as you can.
Also, the coffee is good and cheap at Krispy Kreme. Blistex was the best for my chapped lips. Takis are now my favorite chips. The Sphere is definitely a must-watch show. And if you can drop by, Tacos El Gordo and Siegel’s Bagelmania are Vegas must-tries for me!
(Shoutout to Barbara, Laurissa, and the whole team of the LIA Creative LIAisons Program for creating this wonderful experience for us!)"
Paula Marín
CopywriterBBDO ECUADOR
Guayaquil
"This experience has been incredible, and I think it’s something every young talent should have a chance to go through.
Words cannot truly express what this experience meant to me, but I’m incredibly grateful for the opportunity. Being a Creative LIAisons Mentee has been one of the most remarkable experiences of my career so far (and it’s just beginning).
Having the chance to talk with Carren O'Keefe about how life is a big YOLO, so go with the flow and learn as you go; with Joanna Monteiro about being a woman in the industry and with Felipe Ortiz about how to sell an idea and find that “yes” what I’ve been waiting for, has been truly enriching.
I hope to cross paths with them again someday.
Special thanks to Gilda Valle for introducing me to this incredible experience, to Carlos Vergara for his guidance, and to Laurissa Levy for her support."
Having the chance to talk with Carren O'Keefe about how life is a big YOLO, so go with the flow and learn as you go; with Joanna Monteiro about being a woman in the industry and with Felipe Ortiz about how to sell an idea and find that “yes” what I’ve been waiting for, has been truly enriching.
I hope to cross paths with them again someday.
Special thanks to Gilda Valle for introducing me to this incredible experience, to Carlos Vergara for his guidance, and to Laurissa Levy for her support."
Noelle Mayasich
Associate Creative DirectorMonks
Venice, CA
"I am so grateful to have had this amazing Creative LIAisons experience with all of the incredibly talented humans in the room."
Pierre-Yves Mayer
CopywriterGrabarz & Partner
Hamburg
"Even a few days later, the LIA - London International Awards experience still feels surreal. From observing jury discussions to talks from star-creatives, the week in Las Vegas was a truly amazing adventure. But not going to lie: the true highlight was brainstorming with all the young creatives and getting to know them.
Thank you to Grabarz & Partner, Laurissa Levy, and Barbara Levy for making this possible.
I’m taking home lots of new contacts, friends, inspiration, and $150 from roulettes. Not too bad for a week."
Thank you to Grabarz & Partner, Laurissa Levy, and Barbara Levy for making this possible.
I’m taking home lots of new contacts, friends, inspiration, and $150 from roulettes. Not too bad for a week."
Elise Meng
Senior Creative StrategistPublicis Groupe Japan
Shinagawa
"I’m insanely grateful for the LIA 2024 Creative LIAisons program, which set me up with two incredible creative legends, Carren O’Keefe and Marielle Wilsdorf, to learn from and guide me through the industry.
Since linking up, I’ve been reminded of why I enjoy staying in this fast-paced industry despite its demands and strict Japanese culture. I love seeing the ideas my teams and I work on, getting that cultural tick of approval by their respective communities – like, “yes, this project is extremely relevant to me, and the team behind it has fully understood my experience completely”… for me, this is the ultimate accolade. I’d like to provide that layer of reassurance and enjoyment for what we do, which Carren and Marielle have given me, to other creative strategists in future."
Since linking up, I’ve been reminded of why I enjoy staying in this fast-paced industry despite its demands and strict Japanese culture. I love seeing the ideas my teams and I work on, getting that cultural tick of approval by their respective communities – like, “yes, this project is extremely relevant to me, and the team behind it has fully understood my experience completely”… for me, this is the ultimate accolade. I’d like to provide that layer of reassurance and enjoyment for what we do, which Carren and Marielle have given me, to other creative strategists in future."
Panisara (Michelle) Mothong
Creative Group HeadYell Advertising
Bangkok
"Yell Advertising’s Michelle Panisara’s wrap-up of Creative LIAisons in Las Vegas: How We Are All Betting on Ideas
Michelle Panisara is Creative Group Head at Yell Advertising Thailand. Michelle was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here she wraps up her learnings from her week.
Why Las Vegas? of all places? A sleepless city, high stakes, and…creative advertising?
After experiencing the event firsthand, I realized that Las Vegas couldn’t have been more fitting. The city’s pulsating energy perfectly mirrored the gambler’s spirit that fuels our industry.
The Creative’s Obsession
Just as gamblers are drawn to the blazing lights of casinos, we creatives are irresistibly pulled towards daring and innovative ideas.
Just as gamblers are drawn to the blazing lights of casinos, we creatives are irresistibly pulled towards daring and innovative ideas.
Throughout the event, this obsession was palpable.
From the stage, speakers shared their “Making-of” stories, the testaments to creative risk-taking and endless attempts to win.
Over lunch, we dissected the WHYs and HOWs of our work, exchanging points of view and sharing how things were done in our places.
Even coffee breaks buzzed with chatters – I’d bet my last chip that 90% of conversations, somehow, revolved around our work.
If this isn’t obsession, what is?
The Gambler’s Attitude
It wasn’t just about recounting the winnings.
It wasn’t just about recounting the winnings.
Most of the stories, shared by speakers and newfound friends, were how they repeatedly bet on ideas they believed, even when the odds seemed stacked against them.
This is the gambler’s spirit I talked about.
It’s what keeps us at the table, refusing to fold until we’ve won something truly remarkable.
The Lucky Formula
In our field, success is a combination of talent, relentless hard work, and sometimes, a splash of luck.
In our field, success is a combination of talent, relentless hard work, and sometimes, a splash of luck.
Behind good pieces of work are a bunch of talented, uncompromising minds, ton of hard work, relentless teamwork and most importantly, understanding clients.
These are the lucky stars. If they align, then luck will likely be in your pocket.
But unlike a casino where luck is purely chance, creatives can influence their fortunes. This was perhaps the most valuable insight from industry titans like Emma de la Fosse, Liz Taylor, Bianca Guimaraes and John Mescall.
These high-rollers showed us how to stack the deck in our favor:
1. Find your believers – your own team members, and your agency colleagues.
2. Cultivate relationships with directors and collaborators who you enjoy working with and able to amplify your voice.
3. Try to invite the clients who share your vision on board.
4. Persistently refine and champion the ideas that work.
1. Find your believers – your own team members, and your agency colleagues.
2. Cultivate relationships with directors and collaborators who you enjoy working with and able to amplify your voice.
3. Try to invite the clients who share your vision on board.
4. Persistently refine and champion the ideas that work.
The Creative Community: A High-Stakes Table
They say, surround yourself with people greater than you.
They say, surround yourself with people greater than you.
At Creative LIAisons, this advice came to life. Being in a room with hundreds of talented professionals who live and breathe their work was electrifying.
It wasn’t just about absorbing professional wisdom or networking; it was about realizing we’re all part of a larger community of dreamers and doers.
What struck me most was the shared understanding that we’re all constantly trying our luck. Win or lose, we keep coming back to the table, always hoping for that next big win.
Why? Because we’re in love with the game itself.
Doubling Down on Passion
I arrived at Creative LIAisons already passionate about my work. I left with that passion doubled; that’s all I can say.
I arrived at Creative LIAisons already passionate about my work. I left with that passion doubled; that’s all I can say.
To all the inspirers I met, and the supporters at Yell Advertising: thank you for raising the stakes and making me want to bet even bigger in this game.
Creative LIAisons didn’t just spark ideas; it ignited a fire. I’m lucky to be part of it."
Olga Netaeva
Art DirectorBBDO Canada
Toronto
"Earlier this month, I was so lucky to be part of Creative LIAisons 2024 at LIA - London International Awards in Las Vegas! Meeting the legendary people of the ad industry and making friends with super-talented people from around the world transformed this week into something special for me.
I’m grateful to be able to spend a week surrounded by some of the most brilliant creative minds on this planet — learn from them, ask questions, and get inspired by their insights. The energy, passion, dedication, and love for craft made this week truly unforgettable and it is the reason why I’m in this industry doing what I’m doing. Sitting in a jury room and witnessing the top creative minds discussing the world’s best work is an invaluable experience that’s hard to put into words!
A heartfelt thank you to Laurissa Levy, Barbara Levy and the entire LIA team for making this remarkable event possible!"
I’m grateful to be able to spend a week surrounded by some of the most brilliant creative minds on this planet — learn from them, ask questions, and get inspired by their insights. The energy, passion, dedication, and love for craft made this week truly unforgettable and it is the reason why I’m in this industry doing what I’m doing. Sitting in a jury room and witnessing the top creative minds discussing the world’s best work is an invaluable experience that’s hard to put into words!
A heartfelt thank you to Laurissa Levy, Barbara Levy and the entire LIA team for making this remarkable event possible!"
Kelvin Njoroge
Art DirectorBelva Digital Limited
Nairobi
"This is a long one…
A lot has happened this year, but by far the most exciting thing was the opportunity presented by LIA - London International Awards to get one-on-one coaching from the greatest in the advertising space worldwide.
A lot has happened this year, but by far the most exciting thing was the opportunity presented by LIA - London International Awards to get one-on-one coaching from the greatest in the advertising space worldwide.
A nervous and awkward AD from the north-rift of Kenya got an hour with the Dentsu Global Chief Creative Officer. On top of that, hours with CEOs running creative enterprises that do more than just advertising.
I drew similarities between each mentor’s journey and mine, perhaps in the hopes that one day I’ll get there. From Yasu Sasaki mentioning that he studied Computer Science (I did too) and got into marketing out of curiosity (again, me too), to Phillip Böndel mentioning that he wanted to be a rapper at some point (my guy, I’m still clinging onto my DJ dreams). Conrad Persons blew my mind when he mentioned that leadership is all about learning on the job (and here I was thinking I’m a bad team leader for not knowing everything).
The mentorship sessions were more than amazing and I gained so much insight and inspiration from these three great individuals. Here are some nuggets that I’ll mention years from now when my name is dropped in important forums:
STAY CURIOUS: The brain is driven by curiosity. Learn different things, get different points of view and be different people at the same time. This is what Yasu (Dentsu’s Global Chief Creative Officer, licensed fisherman and practicing sommelier) mentioned. Walk into one brainstorm as a creative and into another as an expert on wine. Advice on curiosity from Conrad was to take interest on any emerging trends & technologies. Imagine if the creative industry hadn’t studied AI and how it could change the ad space.
DON’T SELL PRODUCTS, BUILD BRIDGES: The exact statement from Phillip was “Build bridges between human beings and products. Build deep connections between the TA and the product. Talk about the people, not the products.”
CONFIDENCE + PASSION: You cannot sell life changing ideas without these two key ingredients.
I could go on an on about how much knowledge I received from this program, but I want you to catch it on my Ted Talk one day.
I am very grateful for this opportunity from LIA - London International Awards and honoured to have met and interacted with Yasuharu Sasaki, Phillip Böndel and Conrad Persons.
I am grateful for how it all started - the Young Creatives Showdown organized by Ogilvy Africa, Kenya and East African Breweries PLC (EABL). Asanteni Sana, Brian Njagi and Maurice "Rizz" Wangalachi, you played a big role in this.
To many more wins and much, much more growth."
Jenna Parry
Marketing Assistant & Graphic DesignerCarbon 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."
Miriam Paul
Creative SupervisorOgilvy
Bengaluru
"Thank you, LIA, for providing me with this incredible learning experience. The sessions helped me broaden my thinking and expand my perspectives in many ways. It has been a privilege to learn from creative minds such as Emir Shafri, Julie Scelzo and Phillip Bondel. Their insights and experiences have been inspiring and invaluable.
This program is a blessing for young creatives seeking guidance and a platform to grow."
This program is a blessing for young creatives seeking guidance and a platform to grow."
Erika Peitersen
Art DirectorAlma DDB
Coconut Grove
"Creative LIAisons was such a fun week, meeting the best young creatives in the world!"
Andre Queiroz
Art DirectorImpact BBDO
Dubai
"I still can’t believe I crossed the world to be a mentee at LIA - London International Awards LIAisons 2024. It was six days that changed my career forever.
Going to Las Vegas and not sharing what happened would be a real crime.
Attending the panels of speakers I’ve followed for years felt like living inside a movie. The mix of curiosity and anxiety, the experience of learning something new, and that moment of clarity when a long-standing question finally clicks, made me feel more alive.
Breaking through my shyness and jumping into conversations with people from all over the world was the game changer of the trip. My parents always told me: “Step out of your comfort zone, and you’ll discover the world.” And they were right. I made international friendships that will be my creative fuel, my reference points, and even a special folder in my favorites.
Thank you, IMPACT BBDO, for that briefing, and especially for the call, Dennis Silveira (thankfully, there was signal even in the desert!). A special thanks to Ali Rez Ghassan Kassabji Jad Rabahi Chirine Kordahi and André Nassar for promoting initiatives like this that truly change lives, like it did mine."
Going to Las Vegas and not sharing what happened would be a real crime.
Attending the panels of speakers I’ve followed for years felt like living inside a movie. The mix of curiosity and anxiety, the experience of learning something new, and that moment of clarity when a long-standing question finally clicks, made me feel more alive.
Breaking through my shyness and jumping into conversations with people from all over the world was the game changer of the trip. My parents always told me: “Step out of your comfort zone, and you’ll discover the world.” And they were right. I made international friendships that will be my creative fuel, my reference points, and even a special folder in my favorites.
Thank you, IMPACT BBDO, for that briefing, and especially for the call, Dennis Silveira (thankfully, there was signal even in the desert!). A special thanks to Ali Rez Ghassan Kassabji Jad Rabahi Chirine Kordahi and André Nassar for promoting initiatives like this that truly change lives, like it did mine."
Santiago Rendón
CopywriterDigitas
Medellín
“I want to thank the LIA Creative LIAisons program for this great opportunity and for being attentive to everything. I value it very much. It has been a very enriching experience for my growth as a professional.”
Sofia Rodríguez
CopywriterVML Chile
Santiago
I couldn't say goodbye to my 2024 without highlighting one of the best experiences I had this year: having been part of the Creative LIAisons 2024 LIA - London International Awards in Las Vegas, United States.
They say that what happens in Las Vegas, stays in Las Vegas, but after an incredible week full of advertising, workshops, talks and sharing with creatives from all over the world, something stayed in me: the certainty that creativity does not depend on chance, as in roulette or slots.
Creativity is born from teamwork, the effort and commitment that we dedicate every day to make our ideas something real and meaningful.
And having the possibility of dedicating ourselves to that makes us very lucky.
Thank you very much VML for giving me the opportunity to live experiences that have made me grow both professionally and personally, such as LIAisons.
They say that what happens in Las Vegas, stays in Las Vegas, but after an incredible week full of advertising, workshops, talks and sharing with creatives from all over the world, something stayed in me: the certainty that creativity does not depend on chance, as in roulette or slots.
Creativity is born from teamwork, the effort and commitment that we dedicate every day to make our ideas something real and meaningful.
And having the possibility of dedicating ourselves to that makes us very lucky.
Thank you very much VML for giving me the opportunity to live experiences that have made me grow both professionally and personally, such as LIAisons.
Piero Roncall
Associate Creative Directoranónimo
Mexico City
"I'm very grateful for the opportunity to have participated in Creative LIAisons. It has been an enriching experience, full of learning and valuable advice that has allowed me to grow, both personally and professionally."
Steven Seltzer
CopywriterLeo 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 - CopyMcCann 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.
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.
What the Creative LIAisons Programme Made Possible By Yashaswini Singh:
To look in the mirror is a harrowing privilege. To look in the camera of your company MacBook Pro and be talking with legends of the industry is an act of war. What greater provocation is there than to be confronted by excellence.
My Creative LIAisons journey began on the hills of California where Cassie Roma took a morning hike as I questioned her about the vague and the precise. To my blank ramblings, Cassie’s inquires remained consistent— kindness, was her answer. This led, then, to a conversation aimed at debunking what kindness really means in a time when it is a buzzword. Cassie agreed. A look at CR & Co. makes apparent that curiosity, honesty, and courage truly are the nuts and bolts of Cassie’s modus operandi.
For my second call, Marius Radu told me wise men believe in gamers. He didn’t use the word wise, and, fittingly so. In an industry as sleek, big words conjure up all sorts of old fashioned images. I asked him if e-sport would ever truly acquire the prestige that is accorded to sport. Would there ever be a Bernabéu for something like a video game console? The conclusion of our call left me with a notably less simplistic understanding of the gaming industry and advertising’s future therein. Perhaps my biggest takeaway was that brands must not mistake the ephemeralness of an adrenaline rush for a fleeting chance at luck. Gaming is not a bubble. It is a reliable infrastructure. A postmodern sort of brick and mortar which promises brands a new manner of existence.
My final lesson was with Matthias Storath.
Mr. Storath gets democracy as he does flowers, houses as he does the Playstation, Coke as he does sports cars, and the future as he does the great artists of the past. We talked about typography, Berlin, persistence, the impossible daily routines of politicians, shots in the dark, and architecture, among other things. When I asked him silly questions, Mr. Storath answered them with seriousness. When serious, Mr. Storath quashed my seriousness with a levity fitting of a genius in a tee shirt. Magic, he said, is what one must strive for. Without, of course, striving for it.
It is safe to say that the conclusion of the Creative LIAisons Coaching Programme was not an ending, but a beginning. How else do you describe that feeling of the sudden limitlessness of the horizon? The words of my mentors now get to be my confessions, their courage gets to be my souvenir, and their open heartedness makes for an infinite resource.
Our world has long been conflicted with the morals of promises on billboards. Advertising continues to be a force of culture and the shaper of our belief systems and even— our moral codes. Today, it is arguably what the railroad used to be back when actors scuffled between Hollywood and the circus and ambitious monopolists were pioneers of one half of the world. Its power to create positive change and negative change - in equal measure - lies 2 in either palm. And as members of this great industry, what we choose to do with our power lies in our hands. We must not underestimate the change we are capable of, and we must not take our positions of privilege for granted.
As long as we have leaders like Sambit Mohanty, Cassie Roma, Marius Radu, and Matthias Storath at the fore of our industry, a new era is always beginning. Every second is a chance at a new dawn, an old dusk, and the infinity of the present moment. One must only stand back, accept the cast of their shadows, and lead from the act of following.”
To look in the mirror is a harrowing privilege. To look in the camera of your company MacBook Pro and be talking with legends of the industry is an act of war. What greater provocation is there than to be confronted by excellence.
My Creative LIAisons journey began on the hills of California where Cassie Roma took a morning hike as I questioned her about the vague and the precise. To my blank ramblings, Cassie’s inquires remained consistent— kindness, was her answer. This led, then, to a conversation aimed at debunking what kindness really means in a time when it is a buzzword. Cassie agreed. A look at CR & Co. makes apparent that curiosity, honesty, and courage truly are the nuts and bolts of Cassie’s modus operandi.
For my second call, Marius Radu told me wise men believe in gamers. He didn’t use the word wise, and, fittingly so. In an industry as sleek, big words conjure up all sorts of old fashioned images. I asked him if e-sport would ever truly acquire the prestige that is accorded to sport. Would there ever be a Bernabéu for something like a video game console? The conclusion of our call left me with a notably less simplistic understanding of the gaming industry and advertising’s future therein. Perhaps my biggest takeaway was that brands must not mistake the ephemeralness of an adrenaline rush for a fleeting chance at luck. Gaming is not a bubble. It is a reliable infrastructure. A postmodern sort of brick and mortar which promises brands a new manner of existence.
My final lesson was with Matthias Storath.
Mr. Storath gets democracy as he does flowers, houses as he does the Playstation, Coke as he does sports cars, and the future as he does the great artists of the past. We talked about typography, Berlin, persistence, the impossible daily routines of politicians, shots in the dark, and architecture, among other things. When I asked him silly questions, Mr. Storath answered them with seriousness. When serious, Mr. Storath quashed my seriousness with a levity fitting of a genius in a tee shirt. Magic, he said, is what one must strive for. Without, of course, striving for it.
It is safe to say that the conclusion of the Creative LIAisons Coaching Programme was not an ending, but a beginning. How else do you describe that feeling of the sudden limitlessness of the horizon? The words of my mentors now get to be my confessions, their courage gets to be my souvenir, and their open heartedness makes for an infinite resource.
Our world has long been conflicted with the morals of promises on billboards. Advertising continues to be a force of culture and the shaper of our belief systems and even— our moral codes. Today, it is arguably what the railroad used to be back when actors scuffled between Hollywood and the circus and ambitious monopolists were pioneers of one half of the world. Its power to create positive change and negative change - in equal measure - lies 2 in either palm. And as members of this great industry, what we choose to do with our power lies in our hands. We must not underestimate the change we are capable of, and we must not take our positions of privilege for granted.
As long as we have leaders like Sambit Mohanty, Cassie Roma, Marius Radu, and Matthias Storath at the fore of our industry, a new era is always beginning. Every second is a chance at a new dawn, an old dusk, and the infinity of the present moment. One must only stand back, accept the cast of their shadows, and lead from the act of following.”
Hanna Smith
Art DirectorINNOCEAN 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."
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."
Fabricio Soares Santos
Creative CopywriterLeo Burnett
São Paulo
"I made friends and met incredible people I look up to at their work. I heard the stories of their career paths, and the most important thing, I’ve learned a lot from each of my mentors.
Being part of LIAisons, I can confidently say has changed my career. I'm truly grateful.
Bill Yom, thank you for all the care and attention you’ve shown me throughout this time, and for providing the tools that have helped me improve and achieve my goals. You can trust that I’ve learned a lot from all our meetings.
Avish Gordhan, thank you for sharing your journey and your creative and management methods. I hope to apply all of that in future opportunities.
Gavin Chimes, thank you for giving me important tips to improve and for sharing your journey on how you became a leader. (And I forgot to take a photo with you, but that’s a good excuse to schedule our next meeting in the future, hahaha).
I can't forget to thank Vinicius Stanzione, Emalie Wieland, Ligia Mendes, and Marco Mattos for recommending me to the program, and Laurissa Levy and everyone at LIA - London International Awards for accepting me. I really hope that one day I can participate as a mentor and give back all the knowledge I’ve received."
Being part of LIAisons, I can confidently say has changed my career. I'm truly grateful.
Bill Yom, thank you for all the care and attention you’ve shown me throughout this time, and for providing the tools that have helped me improve and achieve my goals. You can trust that I’ve learned a lot from all our meetings.
Avish Gordhan, thank you for sharing your journey and your creative and management methods. I hope to apply all of that in future opportunities.
Gavin Chimes, thank you for giving me important tips to improve and for sharing your journey on how you became a leader. (And I forgot to take a photo with you, but that’s a good excuse to schedule our next meeting in the future, hahaha).
I can't forget to thank Vinicius Stanzione, Emalie Wieland, Ligia Mendes, and Marco Mattos for recommending me to the program, and Laurissa Levy and everyone at LIA - London International Awards for accepting me. I really hope that one day I can participate as a mentor and give back all the knowledge I’ve received."
Pandarie Somjit
Senior CopywriterWolf BKK
Bangkok
"Wolf BKK’s Pandarie Somjit’s wrap-up and highlights of LIA Creative LIAisons in Las Vegas
Pandarie Somjit is Senior Copywriter at Wolf BKK. Somjit was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here she wraps up her learnings from her week.
After spending 18 hours on the plane and battling jet lag, I expected to attend a few creative workshops focused on generating groundbreaking ideas. But the experience at Creative LIAisons turned out to be something entirely different. We spent more time learning how to sell ideas, create the right conditions for creativity, and develop a creative mindset. It wasn’t just about the ideas—it was everything around and beyond them that inspired me on so many levels.
One of my most memorable experiences was definitely the LIA Statue jury discussions. I was assigned to the Branded Content and Branded Entertainment jury room, my second choice, but destiny had other plans. I was destined to witness my first Grand Prix (of course I never expected it). Sitting at the back of the room, I was shaking with excitement, trying to stay calm and not scream. I watched as my work advanced from the shortlist to Gold, and finally to the Grand LIA. It felt so unreal.
Listening to the judges discuss my work alongside other incredible entries was overwhelming. Before the Grand discussion after lunch, something funny happened—they served Thai food! I was surprised to see food from my country having travelled all the way here, just like me and some other creative works from around the world (especially Asia). That’s why Beyond everything I learned, the diversity in the whole festival and the judging room stood out to me. It was fascinating to see how each judge viewed a piece of work through the lens of their different backgrounds. Ultimately, I realized that a good idea transcends language — great work always finds a way to overcome that “one-inch-tall” subtitle barrier and take home the win.
Reflecting on the week’s talks and panels, I found that the biggest takeaway was empathy — the art of understanding people to build great teams. This experience made me think deeply about my team, my clients, and my career journey so far.
Beyond the lessons, it was the people I met that made the experience truly special. It was amazing to discover that, despite being on opposite sides of the world, we shared common experiences and challenges in our field. One funny example: no matter the language, Thai or otherwise, art directors everywhere seem to ask us to make the copy shorter.
Coming from a small agency of just 20 people on the other side of the world, I never expected to be selected for Creative LIAisons, sit in a jury room, meet incredible people, and win a Grand LIA. It’s a once-in-a-lifetime moment that will stay with me forever. It’s now a core memory, reigniting my passion for my work and inspiring me more than ever.
My advice for anyone attending next year:
Don’t be shy to make friends.
Have fun."
Don’t be shy to make friends.
Have fun."
Nuria Subias San Roman
Freelance Art DirectorLima
"Almudena López-Tello Gutiérrez and I were lucky enough to travel to Las Vegas and be part of the 2024 Creative LIAisons Mentees program. This has been a unique experience, both professionally and personally for several reasons:
1.) It was a week full of conferences and round tables, in which we have learned from the best; people who have transmitted positive, inspiring, real and constructive messages to us with their experience and enthusiasm for the profession and its future.
2.) SUPERPLASTIC® x BMFX X TIKTOK Workshop: We created and presented our own work, sharing ideas with other creatives and colleagues, working as a team and presenting the result.
3.) And finally, and for me one of the most enriching things, we have met wonderful creatives from all over the world (Australia, France, Germany, USA, LATAM...) who are now friends. Sharing opinions, experiences and time with all of them has been incredible.
They say that what happens in Las Vegas stays in Las Vegas...I take everything with me: What I learned, new ideas, desire, incredible people, and some other souvenirs...
Without a doubt, one of the most valuable, fun and transformative experiences I have had throughout my life and career.
Thank you again LIA - London International Awards, Laurissa Levy, Barbara Levy, Humberto Polar for this opportunity. The future of creativity and advertising is coming with a lot of energy..."
1.) It was a week full of conferences and round tables, in which we have learned from the best; people who have transmitted positive, inspiring, real and constructive messages to us with their experience and enthusiasm for the profession and its future.
2.) SUPERPLASTIC® x BMFX X TIKTOK Workshop: We created and presented our own work, sharing ideas with other creatives and colleagues, working as a team and presenting the result.
3.) And finally, and for me one of the most enriching things, we have met wonderful creatives from all over the world (Australia, France, Germany, USA, LATAM...) who are now friends. Sharing opinions, experiences and time with all of them has been incredible.
They say that what happens in Las Vegas stays in Las Vegas...I take everything with me: What I learned, new ideas, desire, incredible people, and some other souvenirs...
Without a doubt, one of the most valuable, fun and transformative experiences I have had throughout my life and career.
Thank you again LIA - London International Awards, Laurissa Levy, Barbara Levy, Humberto Polar for this opportunity. The future of creativity and advertising is coming with a lot of energy..."
Hana Sudradjat
CopywriterGrey 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.
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!"
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!"
Creative LIAisons in Las Vegas
"Thank you LIA for organizing such a memorable event. We are happy to be part of LIA. We have learned a lot, made new friends and we are super grateful for the opportunity.
Sitting in on the jury room was definitely one of the best experiences we have had at Creative LIAisons; so insightful!
"Thank you LIA for organizing such a memorable event. We are happy to be part of LIA. We have learned a lot, made new friends and we are super grateful for the opportunity.
Sitting in on the jury room was definitely one of the best experiences we have had at Creative LIAisons; so insightful!
Grey Malaysia’s Hana Sudradjat + Anlyne (Yet Yun Chen) wrap-up and share highlights of LIA Creative LIAisons in Las Vegas
Grey Malaysia’s Hana Sudradjat (Copywriter) and Yet Yun Chen ‘Anlyne’ (Art Director) were two of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here they wrap up their learnings from the week.
1. What were your expectations coming into the Creative LIAisons program and did it live up to your expectations?
Anlyne: I came in excited to learn new things and connect with creative minds from around the world, but the experience went completely beyond my expectations. The programme was a true eye-opener, offering raw and authentic insights from real people. It exceeded everything I hoped for and truly lived up to its promise of being “Created for Creatives.”
Anlyne: I came in excited to learn new things and connect with creative minds from around the world, but the experience went completely beyond my expectations. The programme was a true eye-opener, offering raw and authentic insights from real people. It exceeded everything I hoped for and truly lived up to its promise of being “Created for Creatives.”
Hana: I was absolutely thrilled when I first heard about this opportunity. Many past participants have described it as absolutely eye-opening. It certainly is, especially when you get to access all these amazing industry leaders, from CCOs, to ECDs and beyond.
2. What were your 3 to 5 individual highlights of the Creative LIAisons program? Explain why (This can be a speaker, a session, an experience, an insight passed on to you etc)
Anlyne: The desert visit at Seven Magic Mountains was a definite highlight. Stepping away from the screens and into the real world reminded me how important it is to experience things firsthand. Creativity often comes from observing and engaging with your environment, not just sitting at a desk.
Anlyne: The desert visit at Seven Magic Mountains was a definite highlight. Stepping away from the screens and into the real world reminded me how important it is to experience things firsthand. Creativity often comes from observing and engaging with your environment, not just sitting at a desk.
The session with Toan from NERD, Hamburg was incredibly inspiring. He emphasized that you don’t need to hide your “geeky” or quirky side to succeed. Being yourself not only leads to powerful results, but it also draws people to you for your authenticity.
One memorable insight came during the CCO Roundtables Q&A when a LIAisons participant asked how you know when an idea is truly “the one.” The response was simple but powerful: Ambition. Instead of worrying about practicality or execution, focus on what you want the idea to become. Ambition is what drives great ideas forward.
Another key takeaway was the importance of resilience. Sometimes, we’re just one presentation away from bringing an idea to life. This reminder to keep pushing, despite setbacks, was a valuable lesson.
Lastly, learning how to balance creative work and managing people was another important insight. Building and maintaining relationships in a creative environment is different from the corporate world, and hearing from industry veterans who’ve faced the same challenges provided me with much-needed guidance and perspective.
Hana: Grey London President Conrad Persons, who was a member of the Creative Strategy and Transformative Business Impact jury and also a LIA 2024 Creative LIAisons coach, is always an inspiration. He mentioned that creativity has a bit of subjectivity to it, but when you’re talking about strategy, or about transformation, there are metrics and outcomes that feel tangible, and that having both these aspects really is the best of both worlds. This really resonated with me.
A quote from Chief Creative Officer of Edelman London, Emma De La Fosse also really struck a chord with me — Ideas that are brave are fragile, because people can be pessimistic and fear can stop a lot of things. It’s important for us to find our team of believers; the titles don’t matter.
A session with Head of Creative & Brand Consultancy at TikTok Anthony Dever— One key takeaway that I got from this was the fact that trends are not everything. Being present on TikTok is not just about trend-jacking. It’s also about being a trendsetter. Because consumers want something new, and you have the chance to stand out in a unique way.
CCO’s roundtable Q&A — There’s something that Global Chief Creative Officer of Ogilvy Liz Taylor talked about that I found interesting — the importance of leaders adjusting their feedback style, considering that different people are motivated by different things. It’s crucial for us, the younger generation, to grasp this, as we are the future leaders.
LIA Legend Award presented to Piyush Pandey – I was screaming (inside) when I saw former Global Creative Chief Officer of Ogilvy Piyush Pandey. It was surreal to actually see him in real life. Having always loved his work, I shall be forever grateful to LIA for making my dream to meet him happen!
Statue Discussion Observation — It goes without saying that being able to observe the jury in action was truly a privilege. To witness how intense the debates could be, you would then realize how important it is for us to keep an open mind. Because opinions should be able to change, especially when you’re presented with a new fact, or a new perspective.
3. What was it like sitting in the back of the LIA Statue jury discussions? What did you learn?
Anlyne: Witnessing the jury discussions was a rare and invaluable experience. It was fascinating to see the passionate debates and realize that it’s okay to disagree. While creativity can be subjective, it’s still deeply human—it’s about how a piece of work makes you feel. I walked away with a better understanding of how to present and sell creative work.
Anlyne: Witnessing the jury discussions was a rare and invaluable experience. It was fascinating to see the passionate debates and realize that it’s okay to disagree. While creativity can be subjective, it’s still deeply human—it’s about how a piece of work makes you feel. I walked away with a better understanding of how to present and sell creative work.
Hana: One thing that stood out the most to me during the jury discussion was when a juror asked, “Are we rewarding the intention, or the execution?” and that is going to be a question I’ll constantly ask myself from now on, as it has prompted me to rethink the way I see things.
Also, the importance of diversity. Without diversity, there’s the possible danger of an idea being dismissed, or forgotten—or worse, what if it never gets executed, just simply because the idea was misunderstood?
4. What’s your advice to anyone attending next year?
Anlyne: Come with an open mind and be ready to absorb everything. It’s a once-in-a-lifetime experience that you won’t find anywhere else.
Anlyne: Come with an open mind and be ready to absorb everything. It’s a once-in-a-lifetime experience that you won’t find anywhere else.
Hana: Be ready to network! And don’t hesitate to approach the individuals you want to speak to!"
Kean Szczur
Art DirectorDentsu 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, CreativeVML
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.
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."
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."
Lida Tozzi
CopywriterDroga5
New York
"Feeling so grateful to have attended LIA - London International Awards in Vegas (not London) as a Creative LIAison mentee. I got to listen to some amazing talks from CEOs and ECDs just as cynical as me, and waaay smarter than me. More importantly, I met some really cool and talented creatives from all over the world. Huge thank you to Courtney Richardson for nominating and championing me (can confirm the email I received was indeed NOT phishing)."
Sally Trier
Art Director&Co, NoA
Copenhagen
“When I ventured solo into the blazing desert of Las Vegas, everything felt surreal – there was something almost uncanny about it. I was there to participate in the Creative LIAisons program alongside 125 talented young creatives from around the world. Energized (though a bit jet-lagged), I made my way to Wynn’s venue, where I spent the next few days immersing myself in invaluable experiences.
Throughout the program, I had the chance to learn from some of the industry’s leading minds during panels, presentations, and even in a jury room, where I listened to the decision-making process firsthand.
But now, having landed back in Copenhagen at &Co./NoA, what I treasure most looking back, is meeting all the truly amazing LIAisons! Their innovative ideas and creativity left me feeling motivated and really inspired.
When the week came to a close, I took a leap of faith and placed a $100 bet on red at the casino. I lost every cent, but what I gained in the Nevada desert was far more valuable. I feel very thankful for the creativity shared, the insights gained, and especially the new friendships formed along the way.
A big thank you to LIA - London International Awards - and to NoA for making this opportunity possible!”
Melissa Vibar
Senior Art DirectorMcCann Worldgroup
Singapore
"McCann Singapore’s Melissa Vibar’s wrap-up and highlights of LIA Creative LIAisons in Las Vegas
Melissa Vibar is senior art director at McCann Worldgroup Singapore. Vibar was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here she wraps up her learnings from her week.
1. What were your expectations coming into the Creative LIAisons program and did it live up to your expectations?
Attending LIA was a turning point in my career. I was struggling and seeking change, and LIA exceeded all my expectations. The insights I gained not only changed how I think about work, but also how I evaluate the people I work with. My utmost respect goes to the organizers and industry leaders for sharing valuable lessons with us.
Attending LIA was a turning point in my career. I was struggling and seeking change, and LIA exceeded all my expectations. The insights I gained not only changed how I think about work, but also how I evaluate the people I work with. My utmost respect goes to the organizers and industry leaders for sharing valuable lessons with us.
2. What were your 3 to 5 individual highlights of the Creative LIAisons program? Explain why (This can be a speaker, a session, an experience, an insight passed on to you etc).
The highlights of my Creative LIAisons journey are the following:
• CCO Roundtable Discussion: Everything you ever wanted to know from a CCO
This presentation provided us with eye-opening insights into how a Chief Creative Officer (CCO) navigates the challenges in the industry. The speaker discussed their personal experiences in driving creativity, shaping creative culture, and overcoming difficult situations. This session prompted us to consider not only what to anticipate as a CCO, but also the preparations needed for aspiring future CCOs.
This presentation provided us with eye-opening insights into how a Chief Creative Officer (CCO) navigates the challenges in the industry. The speaker discussed their personal experiences in driving creativity, shaping creative culture, and overcoming difficult situations. This session prompted us to consider not only what to anticipate as a CCO, but also the preparations needed for aspiring future CCOs.
A brave quote from Liz Taylor: “Leave a toxic situation. Leave a place that doesn’t want you to succeed”.
• Bianca Guimaraes, ECD @ Mischief Talk: How the hell did you sell that?
It can be challenging to persuade people within your agency to buy into your ideas, but it’s even tougher when it comes to convincing clients. This talk gave us tips on how to help the clients see and appreciate the beauty of the work while thinking about business. Empathize with your clients and know where they’re coming from. The bonus is that I get to ask Bianca personally after her talk, and I’m really fangirling at that moment!
It can be challenging to persuade people within your agency to buy into your ideas, but it’s even tougher when it comes to convincing clients. This talk gave us tips on how to help the clients see and appreciate the beauty of the work while thinking about business. Empathize with your clients and know where they’re coming from. The bonus is that I get to ask Bianca personally after her talk, and I’m really fangirling at that moment!
• LIA Legend Award Presented to Piyush Pandey
Throughout my career, I have admired a few ads from India, but it never occurred to me that I would get to meet the creative lead behind those ads. When he was awarded that day, hearing stories of how good and brilliant he was, was just so inspiring to a creative like me coming from Asia. This adman, who started his career in India, has reshaped advertising and generously shared his talent with many creatives he worked with. If that is not inspiring, I don’t know what is.
Throughout my career, I have admired a few ads from India, but it never occurred to me that I would get to meet the creative lead behind those ads. When he was awarded that day, hearing stories of how good and brilliant he was, was just so inspiring to a creative like me coming from Asia. This adman, who started his career in India, has reshaped advertising and generously shared his talent with many creatives he worked with. If that is not inspiring, I don’t know what is.
• ”Creatives need to be enjoying themselves. A lot of great ideas fall because they’re intimidated” – John Mescall
With pressure, broad-strokes, too much work, enjoying creativity is something we forgot to do over time. We should be reminded that our role is to make things light and fun. Bring back the fun in advertising!
With pressure, broad-strokes, too much work, enjoying creativity is something we forgot to do over time. We should be reminded that our role is to make things light and fun. Bring back the fun in advertising!
• Susan Credle, Chair of FCB and creative advisor to IPG: The strange math of generosity: The more you give, the more you get.
This talk is one of my favorites, and it’s about promoting generosity at work. Susan shared that from her own experience, many situations will push you to be selfish, but you don’t have to give in.
“Toxic is easy, but being selfless is what good creative leaders do”
And in a time where the battle for mental health among creatives is still debatable, this talk is so refreshing and gives us the courage to fight for generosity and kindness at work.
3. What was it like sitting in the back of the LIA Statue jury discussions? What did you learn?
Being in the jury room is such an amazing experience! I learned a lot just by listening to their debates and discussing what’s good and what’s “should have had” in the case study.
Being in the jury room is such an amazing experience! I learned a lot just by listening to their debates and discussing what’s good and what’s “should have had” in the case study.
I had the privilege to sit in on the jury for the Creative Strategy and Transformative Business Impact category, and the discussion was so smart and a bit intense that we were all hungry and needed a break just 1 hour into the judging.
I was one of the mentees who stayed and finished the entire process, because I was very eager to know how they would decide on the grand LIA. And the last 30 mins didn’t disappoint! My tip for the next LIA mentees: finish the entire jury session!
4. What’s your advice to anyone attending next year?
BE CURIOUS, TALK TO EVERYONE and NETWORK GENUINELY. I considered myself as an ambivert, but when I was there, I felt like a different person. The vibe is so different! I was talking to everyone, even with the juries/speakers, because I was so curious about the work that they do, how the work happens and what’s the creative advertising scene in their country. After the entire LIA experience, I gained so many insights that I now have a different direction in my career.
BE CURIOUS, TALK TO EVERYONE and NETWORK GENUINELY. I considered myself as an ambivert, but when I was there, I felt like a different person. The vibe is so different! I was talking to everyone, even with the juries/speakers, because I was so curious about the work that they do, how the work happens and what’s the creative advertising scene in their country. After the entire LIA experience, I gained so many insights that I now have a different direction in my career.
This is a once-in-a-lifetime opportunity that’s so unique and revolutionary that you just have to feed your curiosity and enjoy the moment. Take pictures, document the entire experience, save contacts, and add people in linkedin!
As we speak, I now have creative friends from Kuala Lumpur, Seoul, Tokyo, New York, Chicago, New Delhi, Toronto, and in many more parts of the world. I can’t wait to visit them soon!
Additional tip: Bring lots of sunscreen!
It’s sad that our LIAison in Vegas had to end. To wrap up the whole experience, I feel that the lesson that I got here is that creativity needs to be enjoyed and shared. Winning is so much better when you’re in a place that celebrates you. Having a leader that listens is a huge step in creating a creative culture. Only then, greatness will come naturally.
A massive thank you to the LIA team, creative leaders who are generous in sharing their experiences, to my fellow LIAison 2024 mentees, see you around and may we meet again in Vegas.
Each year the Creative LIAisons program is fully funded by LIA. There are no delegate fees and flights and hotel accommodations for all attendees are covered by LIA. As a result, attendance is extremely competitive."
Karishma Wadia
CopywriterDentsu Creative
Toronto
"I felt so lucky in Sin City to be around some of the most brilliant creatives from around the world. I met people I've admired all my career, got the opportunity to speak with some amazing Dentsu folks (Bridget Jewell and Jessica Franco)and I got to experience this with the most talented and welcoming cohort EVER!
I was reminded once again why I chose a career in creativity and I'm beyond inspired to build my way to speaking on that stage someday.
Thank you Jordan Doucette, Dentsu Creative and LIA - London International Awards for believing in me and giving me this wonderful opportunity.
I was reminded once again why I chose a career in creativity and I'm beyond inspired to build my way to speaking on that stage someday.
Thank you Jordan Doucette, Dentsu Creative and LIA - London International Awards for believing in me and giving me this wonderful opportunity.
Thank you so much LIA for the Creative LIAisons experience. It was so inspiring, and I feel like a changed creative after that week. It’s an initiative like no other and I am grateful I got a chance to be a part of that.”
Julia Waicberg
Senior CopywriterOgilvy New York
New York
"Thank you so much for an amazing week in Las Vegas for Creative LIAisons. It was so inspiring and tons of fun. I am super grateful that I got to meet so many incredible people in this industry from all around the world. I also really appreciate the one-on-one conversations we were able to have."
Imogen Wetzell Ramsey
Art DirectorBMF
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.
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.
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 UsDimo
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.
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.
• 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"
Dimo"
Angus Whalan
CreativeBMF
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.
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
• 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."
Isabela Yamada Guilhoto
Art DirectorLe Pub
São Paulo
"Back in São Paulo with a head full of new ideas and inspirations!
Participating in the LIA - London International Awards, LIAisons Global Coaching Academy, as a mentee in Las Vegas was transformative.
I had the opportunity to learn from the best in the creative industry.
Immersing myself among 125 creatives from different cultures, working on real briefings, observing the decisions of a renowned jury and connecting with leading women were fundamental to my professional development - in addition to the lectures by successful Brazilian women, who showed me that it is possible to reach the top and also inspired me to strive for more and more.
The experience of being in such an inspiring environment, with high-level professionals, has given me a new outlook on the future of my career.
Special thanks to LePub São Paulo, Felipe Cury, Aldo P., Alex A., Gregory Kickow and to everyone who took part."
Participating in the LIA - London International Awards, LIAisons Global Coaching Academy, as a mentee in Las Vegas was transformative.
I had the opportunity to learn from the best in the creative industry.
Immersing myself among 125 creatives from different cultures, working on real briefings, observing the decisions of a renowned jury and connecting with leading women were fundamental to my professional development - in addition to the lectures by successful Brazilian women, who showed me that it is possible to reach the top and also inspired me to strive for more and more.
The experience of being in such an inspiring environment, with high-level professionals, has given me a new outlook on the future of my career.
Special thanks to LePub São Paulo, Felipe Cury, Aldo P., Alex A., Gregory Kickow and to everyone who took part."
Eyob Yirgou
Senior II / Associate Creative DirectorUnited Masters Translation
Brooklyn
"I had the opportunity to represent Translation at the LIA - London International Awards LIAisons Global Coaching Academy in Las Vegas - An annual, week-long program designed to bring 125 creatives from around the world, into one room to learn, innovate, and soak up fresh perspectives on the creative industry.
For five days, we listened to curated panel discussions led by the industry’s best and peeked behind the curtain to experience international jury rooms deconstruct and award best-in-class work. Above all of our speakers’ valuable insights and passionate opinions, the hands-down best part of the program was the ability to build community with a diverse set of curious and like-minded creatives from across every continent. As we honed our craft, shared stories (the good, bad, and ugly), and challenged each other’s points of view, we were able to build lifelong relationships and break out of our hyper-insular bubbles to widen the aperture on what the future of the industry could look like. And in a desert full of neon lights, Elvis impersonators, magicians, worn-out slots, 300 ft tall snow globes, and a healthy haze of cigarette smoke, LIA served up a much-needed reminder to give our rose-tinted creative glasses a good polish.
Big thank you to Jason Campbell, Ayana Picariello, and Simone Harris for the nod. And a huge shout out to the LIA - London International Awards, Laurissa Levy, and Barbara Levy for hosting an inspiring event, and continuing to invest in a resource that benefits creatives at all levels."
Roanne de Kluizenaar
Creative Brand ProducerDEPT®
Amsterdam
"Being part of the Creative LIAisons program as a mentee this year was an incredible opportunity to connect with some of the most exceptional minds in the industry. I learned invaluable lessons that shaped me both personally and professionally, letting fear drive rather than consume me, setting a north star and pursuing it with clarity, and embracing the balance of passion and obsession to fuel ambition. I now better understand the importance of being tough on the work, but kind to the people behind it and grounding communication in cultural insights. The coaches took the time to truly know me and shared advice I will carry with me always. I’m incredibly grateful to LIA for hosting such a valuable program and for the chance to take part in it. This experience has left me inspired, strengthened, and ready to embrace my journey as a young professional."