Rhiana Merota’s LIA Diary #2: 25 before 25… With a little help from Creative LIAisons

Rhiana Merota, Intermediate Art Director at Special ~ Campaign Brief’s New Zealand Agency of the Year ~ is representing Aotearoa at the 2025 Creative LIAisons program in Las Vegas, featuring some of the world’s most respected creative directors as speakers. Here, Merota reports exclusively for Campaign Brief.

As you might remember from my last entry, I relayed the first 10/25 learnings before I turn 25 (with a little help from Creative LIAisons) and now, I’ve got 5 each for days 3 and 4.

The whole “sponge” reference I used in my last entry seemed to resonate well.

And funnily enough, the general theme for days 3 and 4 really challenged us mentees to lean in to being “the right kind of sponge”.

Maybe I’ll buy a sponge to sit on my desk and remind me to always be the right kind of sponge.

Day 3 offered the unique opportunity to sit in on a jury room (of our choice) and observe, or sponge (yes, we’re making this a thing!) to soak up all the knowledge and opinions from some industry greats. Day 4 saw us mentees return to our room, for more panels and presentations from even more judges and industry powerhouses.

11. Concentrate on getting better, and you’ll find yourself winning.
12. Your imposter syndrome might be your biggest superpower. Also, spoiler alert, everyone has it.
13. Rise to the occasion by surrounding yourself with people who inspire and motivate you.
14. You’re bringing something to the table that no one else can. It’s your job to find what that thing is, and bring it.
15. There’s no one right answer.
16. Say “Yes, and…” or “No, but what if…”
17. Owning your shit is ownership.
18. Celebrate the small and the big wins.
19. Create work that works. And how does it work? Yep, making someone feel something.
20. Take a shortcut, end up with the mediocre. Make the time to craft, and protect the idea.

And, as it goes, here’s to always being the right kind of sponge.

I’ll be back soon to wrap up day 5 and the overall Creative LIAisons experience 💡