LIA judging kicks into high gear on Day 3 as the esteemed jurors deal in on the Branded Entertainment & Branded Content panel. Concurrently, Day 2 of Creative LIAisons is a full house of inspiration. The day began with the program’s first-ever off-site creative experience, hosted by Cheil Worldwide’s Malcolm Poynton, who invited future industry leaders to disconnect and feel.
The rest of the day was stacked with inspiring talks from some of the biggest names in the business. We wrapped up the day with the prestigious LIA Legend Award, presented to Indian advertising legend Piyush Pandey for his outstanding contributions to the industry and its next generation.
Says Terry Savage, chairperson, LIA: “Day three at LIA has given us all a good reminder of why we are in this business. We are seeing great work, brilliant juries and the day’s highlight of the presentation of the LIA Legend award to Ogilvy’s Piyush Pandey. It really has been an immersion in creative excellence.”
Disconnecting With Malcolm Poynton At The Creative Liaisons Off-Site Creative Experience
Creative LIAisons’ rising stars were invited to disconnect from their screens as they ventured off the Las Vegas Strip into the Nevada desert with Cheil Worldwide’s Global CCO, Malcolm Poynton.
Participants journeyed to Swiss artist Ugo Rondinone’s Seven Magic Mountains, a vibrant installation that explores the blend of nature and human creativity. In a world obsessed with optimization and ephemeral social posts, the installation offered a refreshing perspective on how impactful, emotion-driven campaigns—like Dove’s Campaign For Real Beauty and Nike’s Just Do It—create lasting brand success by making people feel, not just think.
Says Poynton: “If this field trip contributes to just one Creative LIAisons participant coming up with the next Campaign For Real Beauty, Just Do It or Liquid Death, it will not only help build the next billion dollar business, it will have changed the way we unlock the minds of the next generation of creative leaders.”
Bianca Guimaraes Answers: How The Hell Did You Sell That?
Ever see an idea that’s so out there, it makes you go: how the hell did you sell that? According to the captivating talk by Bianca Guimaraes, partner and executive creative director of Mischief @ No Fixed Address, it takes understanding and aligning what the brand stands for as a foundation, and knowing why the idea works for them rather than why it’s cool for your portfolio.
One of her favorite pieces of advice? “Once you get a yes, shut the f**k up and stop selling,” quipped Bianca.
Marco Venturelli On Leading The Creative Business Transformation
Marco Venturelli, chief creative officer, Publicis France and CEO Publicis Conseil, Paris, challenged Creative LIAisons attendees to redefine their role for a new era, evolving from storytellers to trailblazers of responsible business success. As he provided a behind-the-scenes glimpse into his team’s transformation of Renault’s EV business, Marco shared a valuable tip: “I invite you to be curious about the brand you’re working on and the problems it faces. Understand the category’s problems. Sit with the CEO and CFO if you have to. Your clients need to trust that you understand them.”
Toan Nguyen Unleashes The Power Of Nerd
Our future creative leaders unpacked the power of NERD, gaming and fandom culture with Toan Nguyen, founder and managing director of Jung von Matt NERD Hamburg, as their guide. Through entertaining stories and cases, Toan inspired attendees with ways creatives can help brands tap into rising geek culture, declaring, “The image and perception of geeks has changed. Even high fashion is tapping into geek culture. Brands can and should tap into this space too.”
Reflections From A Creative Liaisons Mentee
“We often glue ourselves to screens all day, instead of 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 gave me a fresh perspective on how I should approach my work as a creative.” – Anlyne Chen, Art Director Grey Group Malaysia
