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.
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.
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!
• 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.
• ”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!
• 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.
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.
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 have now 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 has 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 accomodations for all attendees are covered by LIA. As a result, attendance is extremely competitive.
