Creative LIAisons: Vegas style!
It was a blast to have been part of the Great Guns #storiesin6 workshop with Unilever that brought the thunder at the Creative LIAisons training for a new generation of top creative talent.
In less than three hours, they created absolute killer 6 second ads.
Creative LIAisons was conceived based on conversations between LIA and the top global creatives in the industry.
It’s no secret. Creatives like winning shining awards. But the less than 15-minute walk of fame during an awards ceremony had somehow lost its glitz and glamour. Money could be better spent than on a one-night gala show.
In an effort to give back to the industry in a truly meaningful way, Barbara Levy, President of LIA, had an idea – the idea of curating a fully-funded LIA programme to nurture and inspire the next generation of young creatives. So, she personally spoke to the top global creatives and broached the idea of creating an initiative for young creatives under the auspices of LIA. Attendees from around the world would be flown into Las Vegas for five days of talks, practical masterclasses, interactive workshops and panel discussions. All held concurrently with the LIA judging.
The piece de resistance of this programme? Direct and unfettered access to the world’s most celebrated creative names and the chance to sit in the judging rooms when metal discussions are being held by the different juries – an opportunity that was unheard-of prior to Creative LIAisons.
The response from the creative community was a resounding YES. The idea was outside the box. It was novel, worthy of a show that champions and celebrates creativity.
In the year 2012, Creative Conversations was born. That was the initial name of the programme. It soon evolved into Creative LIAisons. Today, this programme stretches the minds and outlooks of young creative people through talks by people in the industry and outside the industry, and participatory classes. There is also a special soiree where the attendees and judges come together. It is a social mixer for networking and engagement; young creatives make new contacts with other young creatives from different parts of the world; they engage in meaningful conversations with top creatives and ask their creative heroes hard questions. Everyone is accessible.
As this is a highly sort-after programme, seats are given gratis to agencies, design houses and production houses that support LIA. Flights and accommodation are borne by LIA. Every year about 100 attendees are hand-picked by their agencies, design houses and production houses to attend. In some countries, LIA partners with media houses or local advertising councils to run competitions to pick winners to attend Creative LIAisons.
How successful has this programme been?
Over the years, LIA has received countless glowing praise from attendees. Being able to see first-hand what goes on in the judging room has accelerated the learning curve for most, if not all, of the attendees. The insights they have gained have been termed as invaluable.
Just ask former Creative LIAisons alumni, several of whom have gone on to become successful Creative Directors. They have even been invited back to judge for LIA.
Perhaps the best way to sum up how significant the Creative LIAisons programme has been to the industry is to paraphrase what a global Chief Creative Officer recently said, “If there had been such a programme when I was a junior creative, I would have learnt so much more. My career path would have been fast tracked. It wouldn’t have taken so long to get where I am today.”
What happens in Vegas obviously hasn’t stayed in Vegas. Creative LIAisons has become one of the most coveted programmes for young creatives in the industry.
You can learn more here and sign up for next year.
See you in Vegas!
