London International Awards Creative LIAisons 2023 will be filled with insightful talks, a thought-provoking workshop and the opportunity to observe the LIA jurors as they discuss the work that has reached the final statue round of judging. This educational initiative funded by LIA, runs concurrently with LIA Judging and takes place at Encore Hotel in Las Vegas from October 8 through October 11.
The exclusive training program welcomes approximately 120 young creatives worldwide to Las Vegas with no delegate fees and LIA covering their travel and hotel accommodations. It allows young creatives unfettered access to the creative giants in the industry, providing the rare opportunity for young creatives to have one-on-one conversations with jurors and top-level creatives.
Diederik van Middelkoop, ECD of Amp.Amsterdam will moderate the Creative LIAisons program over the four days. Practically born with a guitar in his right hand and a keyboard under his left, Diederik has spent his life making, chasing, dreaming, sharing, and loving music.
Day One kicks off with Joel Simon, CEO & chief creative officer of JSM Music being interviewed by Diederik van Middelkoop. They will discuss subjects such as producing the music for multiple Superbowl commercials, work that has won numerous awards in Music & Sound, artificial intelligence and the changing role of music in advertising.
Laura Swinton, editor-in-chief & managing director at Little Black Book will delve into Hitting the Headlines and Building Your Brand.
‘If we build it, they will come’ might have worked for Kevin Costner in Field of Dreams, but as Laura says, “In the world of advertising even the most award-winning creative leaders understand the value of self-promotion and working with the media. For ambitious creatives at the beginning of their career, though, the prospect of navigating the industry press landscape and putting yourself out there can seem daunting. Laura shares advice on how to build your profile, insights about what the media is looking for and inspiration about how to make it work… your way.”
Merlee Jayme, chairmom & founder of The Misfits Group Manila and Tara McKenty, chief innovation officer & co-ECD of BMF Sydney will discuss DEIA and Creativity – to Think Different by Embracing Different.
Jayme is the world’s one and only Chairmom – a title she holds dear to her heart. McKenty founded Rare with Google, an initiative that provides equitable opportunities for underrepresented creatives to thrive at every stage of their career.
Dissara Udomdej, CEO & creative founder of Yell Advertising, Bangkok discusses and demonstrate his new AI platform, AI-Deate: Transforming Advertising with AI Assistance! AI-DEATE is a generative AI platform that aims to revolutionise the industry, streamline creative processes, boost efficiency, and say goodbye to work overload. Its capabilities inclue Text-to-Motion Storyboard capabilities, a one-stop-shop from ideation to captivating video production.
Guan Hin Tay, creative chairman at BBDO Singapore will present Collide, exploring the idea that conflict, although feared by many, is the real crucible of innovation and creativity. Throughout history, many conflicts have catalysed profound discoveries and revolutionary ideas. This session aims to shatter such misconceptions. He will discuss the heart of creative conflict, explore its origins, significance and dynamics, and channelling the raw energy of conflict into ground-breaking idea generation. While this process can be chaotic and risky, it promises a thrilling adventure.
Brain Collins urges his audience to Stop Being the Best. Become the Only. Collins, co-founder and designer of COLLINS explores how the consultancy, AdAge’s 2023 Transformation Agency of the Year, works with the world’s largest brands, including Spotify, Mailchimp, Figma and Nike to uncover untapped value. Brian also offers key rules for transformation and future-making, and, more importantly, explains when to break them.
A special talk by Tutssel and Tutssel Creativity: Then and Now, concludes Day Ine. With a combined experience of over 50 years Mark and Lewis Tutssel have both worked within the advertising industry at different moments in time.
Industry legend, Mark Tutssel, former executive chairman & former global chief creative officer of Leo Burnett Worldwide and former creative chairman of Publicis Communications, will present the viewpoint of two different generations on the role of creativity within advertising and communication with his son and current industry star, Lewis Tutssel, former head of EMEA Gaming, Creative Shop, Meta. They will discuss What has changed? What has stayed the same? How is technology impacting the business? What is the role of the idea?’
DAY TWO includes full-day workshop Level Up Your Creative with Rise Nation Mastermind. Attendees will work in in groups of ten, receiving a brief that will enable them to create and pitch branding and marketing ideas that promote and exemplify Rise Nation Mastermind.
Oliver Fuselier of Great Guns USA and Joel Simon of JSM Music will be onsite to oversee this educational workshop. Daymond John, founder & CEO of FUBU, star of Shark Tank and CEO of The Shark Group and his team, will review, critique and select a winner from the pitches with LIA jurors.
Day 3 will be a unique opportunity for attendees to sit in on jury discussions in real-time understanding why they are choosing a Bronze, Silver or Gold statue, and ultimately a Grand LIA.
Day 4 will kick off with a panel featuring the LIA Health and Pharma Jury Presidents:
Alessandra Gomes, executive creative director, McCann Health Brazil has 20 years of experience as a creative in healthcare. She has worked more than 80 brands to raise the standards of communication in Brazilian Health markets. Rich Levy, Chief Creative Officer, Klick Health enjoys doing things differently. Agencies under his supervision have won “Most Creative Agency” at the Manny Awards eight times.
Rich believes that the work being done right now in healthcare is among the best and most important work in the world.
Rachel McCready, chief creative officer, Evoke believes, “If we cling to protectionist views of the creative process, we’ll be left behind. We need to open the doors and invite unexpected collaborators in.”
Design legend, Pum Lefebure, co-founder & CCO of Design Army will follow, showing some of Design Army’s amazing work. Pum’s entrepreneurial approach has elevated Design Army’s reputation as a trendsetter, while establishing her own hallmark: a distinctive union of the artistic and the commercial.
Following Pum, Doerte Spengler-Ahrens, managing partner creation of Jung von Matt Hamburg and the first female president of the ADC Germany. Doerte has been a speaker several times before at Creative LIAisons and is always a crowd favourite. This year, Doerte’s session is titled How to Secure a Pitch Win: An unconventional, subjective guide to pitch success.
The next panel includes Matty Burton, from APAC, group chief creative officer, DDB Group New Zealand. Burton has spent the last 25 years as a creative in top agencies. Most recently he led an innovation team at Google as the APAC Creative Chief focusing on how brands can live in the world through emerging technologies. Amélie Ebongué, global brand leader, bestselling author and web3 educator is a social media expert in emerging technologies whose career spans over 10 years in several industries with a focus on audience development and technology solutions. From India, Mukund Olety, CCO, VMLY&R Mumbai is among the top 100 CCOs in the world and one of the only senior creatives with extensive India, China and South-East Asia experience.
The final speakers are Malcolm Poynton and Susan Credle. Malcolm Poynton, global chief creative officer of Cheil Worldwide is recognised by AdAge as one of the World’s Top 10 Digital Minds. Malcolm will get the group thinking with the question: Now What? You got a job in advertising. You impressed your ECD. You got nominated to attend Creative LIAisons.But the industry doesn’t care – all they seem to talk about is AI.
So…Now What?
Susan Credle, global chair and global CCO, FCB Worldwide will discuss To Create is Human; To Lead is Divine.
Creative LIAisons attendees will also attend a networking event hosted by LIA with jurors, speakers, press and creative excellence managers. The party will be held at Encore Beach Club at the most prestigious and luxurious hotel on the Las Vegas Strip.
View the 2023 Creative LIAisons Mentees.
Find more info about Creative Liaisons.
