Freddie Coltart’s Creative LIAisons Reflections: “Yes, it was amazing. And yep, I learned a lot”
Since 2012, Campaign Brief has proudly partnered with the London International Awards to send some of the region’s brightest emerging creatives to Las Vegas as part of the LIA Creative LIAisons program. Over the years, dozens of talented individuals from Australia and New Zealand have taken part, many as a result of their agency winning CB Agency of the Year. Now, years later, we’re catching up with these alumni to hear what the experience meant to them – what they learned, what stayed with them, and how it shaped their creative careers.
In 2014, New Zealand was represented by Freddie Coltart, who at the time was a rising star at FCB Aotearoa, then the reigning CB New Zealand Agency of the Year. Fast-forward to today, and Coltart is now a creative director at DDB Aotearoa, working alongside long-time creative partner Matt Williams. The duo have been collaborating since 2009, with stints at FCB and Colenso BBDO before joining DDB in 2019, where they continue to craft award-winning work. We asked Coltart to reflect on his Creative LIAisons experience – what it taught him, the moments that stuck, and a few of the lessons (and regrets) that have followed him ever since.
LIA Creative Conversations – 11 Years Later with Freddie Coltart
Yes, it was amazing. And yep, I learned a lot. But I thought it might be more interesting to kick things off with a few regrets.
One of the big ones: I met creative legend Jason Bagley at a drinks event and, embarrassingly, wasn’t familiar enough with his work at the time to ask anything remotely intelligent. Just stood there smiling and nodding like a nodding numbskull. A missed opportunity.
I loved meeting creatives from around the world and hearing about ad-life in their countries. One story that stuck with me came from a South African creative: he was working late when he felt a gun pressed to the back of his head. Burglars had broken in, tied them up, and cleaned out all the agency’s Macs—despite it being a gated building with security. Not much of a New Zealand experience. I really wish LinkedIn had been bigger back then—I’ve only kept in touch with a few people (shoutout to Amar!), but email friendships were too tough to maintain.
Naturally, I also have a few regrets from the roulette table… and the poker table… and even the buffet table. But I digress.
One session that really stuck with me was with Ralph from Eardrum. I enjoy a good inspirational talk as much as the next person, but Ralph brought something even better: actual, practical tips for making great radio. I still use many of them today as a avid radio fan.
Sitting in on the judging was a real eye-opener. I’d always imagined it involved a lot of “I just like this one more,” but every opinion was backed by sharp strategic thinking. And no detail went unnoticed. It was a powerful reminder that sweating the millimetres really does matter—people do care.
Here are a few of my favourite quotes from the course (tragically uncredited due to a file storage error, but still frequently reused):
• “One great insight is worth a thousand good ideas.”
• “Technology is a tool, not an idea.”
• “‘Comfortable’ is beige. Challenge yourself.”
• “No new idea was universally liked by everyone.”
• “If you have more than one message, make more than one ad.”
Thank you, LIA—it was truly an enlightening experience. And hey, if you want to bring me back to Vegas again, but this time as a judge, I’d be very cool with that.
To learn more about LIA’s Creative LIAisons, click here.
To see the legacy of talent that has come through the Creative LIAisons program via Campaign Brief since 2012, click here.