10 things I hate about Creative LIAisions
Ming Yi Neo, a senior copywriter at TBWA\Kuala Lumpur, was one of the lucky young creatives to be awarded a place at the recent London International Awards Creative LIAisons conference, that ran in Las Vegas over the recent LIA judging week. Here Ming Yi highlights the “10 things she hated about Creative LIAisons”.
Gotcha! I really need to go for click-bait rehab. In all seriousness, the only way I think Creative LIAisions could be improved upon was if we’d had the coffee bar inside the hall.
We had some of the most amazing speakers lined up for us, although I can’t decide if the highlight of the conference was FUBU founder Daymond John’s keynote address (he’d brought his own DJ), or the intense statue discussions.
I’m not sure what had taken place in the other rooms, but when I witnessed the plethora of puns that all these great minds from around the world threw out throughout the session I was in, I breathed with relief because there is hope for me yet.
I learned plenty at the conference, although, as there’s a word limit I have to adhere to, here are the top ten.
1. Some CCOs look like celebrities.
Our moderator, Ralph Van Dijk, looks a little like Sting, if Sting wore glasses. John Mescall is really Tom Hiddleston; have you ever seen both in the same room? I rest my case. In any case, don’t let their rockstar status scare you away. They’re actually really nice to talk to. Unless they’re on the phone and sound a little mad. Then put down that name-card and walk away, my friend.
2. The best work in the room always has the best insight.
And these insights don’t have to come from planners. They could be from a creative, a client, or the ‘aunty’ who rides the elevator with you every other day, but with whom you’ve never spoken. Take a chance and talk. You might end up at Vegas. Not marrying the elevator aunty, but picking up a metal at LIA. Unless you want to do both. Then do it!
3. Apply stand-up comedy techniques at brainstorms.
I can’t wait to try this one out when I get back to work. Thanks, Chris Smith. Hope you got the chocolate dick out of your mind. (Sorry reader, you had to be there. Next year, maybe?)
4. Take your greatest weakness and turn it into your greatest strength.
That one’s from Pum, one of my favourite speakers. Since my handwriting would put a doctor to shame, I might try doing hand drawn typography. And make a fortune with my font after I get it patented, with some help from Paris the copyright lawyer. Move over, Sagmeister.
5. Avoid throwing your kids in the air.
Or end up throwing out your back like Ted Royer.
6. Mark Tutssel could edit for Buzzfeed.
The title of his talk was ‘8 creative trends to watch’. Well played, sir, well played.
7. Toilet seats that go down on their own = best idea ever.
Hear, hear, Dorte Spengler-Ahrens. Danke! Seriously, the point here is that our ideas need to solve real-life problems. The technology just makes it happen, but have the idea first.
8. Typos are not that big a dael.
Kidding. Maybe you can get away with it in a case study video, but if it’s printed on a packaging, good luck and Auf Wiedersehen.
9. Creative people need more hardships.
According to Emad Tahtouh, frustration is the father of invention. Daymond John says it was being broke that started his creativity. I think of my mother who was born into poverty and her various ingenious home improvement ideas, and I know it’s true. But if your boss decides to cut your paycheck, don’t come after me.
10. Don’t take yourself too seriously.
Because Loki, er, John Mescall said so.