Last Spin in Vegas: Creative LIAisons closes with insights from the world’s top creative leaders
As the curtain came down on Creative LIAisons, 130 emerging creative leaders from around the globe wrapped up an unforgettable five-day masterclass in Las Vegas. Over the week, these rising stars went through a career-defining experience as they sat inside the jury room to observe LIA Statue discussions, took on high-stakes workshops and heard from some of the most influential voices in advertising. Today’s final sessions delivered one last jolt of inspiration, giving mentees tools and perspectives they’ll carry far beyond Vegas: fuel to shape the next phase of their careers and their industry.
As Day 5 closed, Creative LIAisons Director Laurissa Levy thanked the speakers, sponsors, team and every attendee for making the program unforgettable. Turning to the mentees, she issued a challenge: “As one of the top 130 young creatives from around the globe, you’ve had a front-row seat to some of the industry’s best minds. Now take what you’ve learned and use it to transform your career. Who knows? Next time you’re in Vegas, you could be back as a CCO sitting on a LIA jury.”
Accenture Life Trends with Thomas Mueller
Thomas Mueller, Global Head of Design and Chief Design Officer, EMEA at Accenture Song, and Jury President of Design and Package Design, opened the day with a look into Accenture’s Life Trends. He explored how hesitation online is eroding trust, how parental activism is reshaping digital spaces, the rise of the “impatience economy,” the shifting dignity of work, and the push toward “social rewilding” in real-world activities. Each trend offered a lens on how brands can adapt to a more cautious, impatient and human-centred audience.
As consumers desire more authenticity and control, Thomas reminded, “Connection needs to be compelling, and most importantly, human.”
Alexandra Taylor’s “Happy” Horror Stories
Advertising icon and Creative Consultant/Founder of Art Of Art Direction Masterclasses Alexandra Taylor, the first woman in the world to receive the prestigious D&AD President’s Award, brought the house down with a candid look at her “happy” horror stories. In a talk equal parts inspiring and disarming, she shared the behind-the-scenes f*ck ups that accompanied some of her most iconic campaigns: projects that nearly went off the rails but ended up breaking new ground. Her lesson: discomfort and doubt aren’t warning signs, they’re proof you’re in new territory, the space where original ideas happen.
“Your horror stories are an indication you’re producing something new.” Alexandra reassured the room, “If you only work from knowledge, you’re not going anywhere new.”
Creativity in PR Panel: Unpacking Ideas That Spark Influence
Creativity in PR Jury President Anthony Chelvanathan, Global Creative Partner/CCO of Edelman Canada, joined jury members Daniela Varela (Weber Shandwick New York), Dwayna A. Haley (MSL Atlanta) and Tetsuya Honda (Honda Office Tokyo) in a panel that unpacked PR ideas that shape public opinion. The group showcased how culturally resonant, reputation-building work can spark goodwill across sectors, highlighting examples where creative thinking turned brands into credible voices and powerful conversation leaders.
Underscoring the importance of influence, the panel shared: “Even when it comes to building your case, think about how you might drive and measure engagement and influence even as you develop the campaign.”
R. John Fidelino on Boosting Your Creative Influence
R. John Fidelino, Head of Innovation & Impact at The Development New York, walked mentees through “The State of Creative,” a deep dive into how creatives define themselves, grow and influence. He urged attendees to separate identity from output, to model curiosity, to champion collective creativity over competition, and to map mentors and enablers as part of career planning. Through an interactive exercise, he shared five principles of creative influence: leading with understanding, proposing rather than presenting, pairing emotional value with business language, expanding influence through relationships, and anchoring in optimism. On how to separate your creative self from your output, R. John advised, “Interrogate the idea not for if it aligns with your creative identity, but how it is reflecting with your clients and audience.”
Susan Credle Reminds Creatives: Don’t Make Sabine Cry
Susan Credle, Global Creative Advisor at IPG and former Global Chair & Global CCO of FCB, brought the room back to the “why” behind creativity. She told the story of Sabine, the young daughter of a close friend, who cried whenever ads interrupted her favorite show. It was a reminder that if people don’t love advertising, it doesn’t matter if we in the business do. She shared personal anecdotes and memorable examples, including the first ad she fell in love with for Tootsie Roll Pops that’s still a subject of memes 50 years later.
Share how creativity can build brands and experiences that delight people, not just award jurors, over time, Susan remarked, “You’re not just ad creatives. You have the power to be builders of enduring brands.”
Unfiltered Wisdom from the World’s Top CCOs
We closed the Creative LIAisons programme exactly where we began: with another no-holds-barred conversation with some of the world’s top Chief Creative Officers. Moderated by Samira Ansari, Ogilvy New York, the panel brought together Gavin Chimes (Howatson+Company, Sydney), Rob Doubal (M+C Saatchi), Fura Johannesdottir (Interbrand, London) and Shayne Millington (New York) for a candid “ask-us-anything” session.
Nothing was off-limits: their biggest mistakes, the “dirty” tricks they’ve used to win pitches, staying ahead of new tools, and how to build departments ready for the future. Their wisdom covered topics ranging from balancing high standards with empathy, like knowing when to push for a perfect ten versus nudging a five to a six, as well as empowering teams to own the work instead of micromanaging.
When asked how to arrive at great work as a CCO, the chiefs shared, “The work starts with the people: build the right culture, attract and nurture the right people, uphold the right principles and make space for teams to thrive.”