Created For Creatives | A Podcast by the London International Awards

Imposter syndrome can strike at any point in your career. Liz Taylor, Global Chief Creative Officer at Ogilvy reflects on how in the advertising industry you need to back yourself - but when you can’t, it’s important to create your own board of directors who you can turn to for advice and a pep talk, it might be your partner, trusted colleagues, friends outside of your industry, even your mom. Nicky Bullard, Group Chief Creative Officer for Mullen Lowe Group in London agrees, saying she still puts a lot of her success down to luck, no matter how hard she’s worked and what she’s achieved and it’s important to have people in your orbit who will champion you when you doubt yourself. Liz expands on that saying “you feel very rewarded when you can mentor, champion and help people’s career.”   Sitting down with host Joe Hawkins, Liz and Nicky discussed their roles as Global/Chief Creative Officers; how they approach managing people and projects and how even in these higher managerial positions they try to keep a hand in the creative.   Nicky and Liz were on the  2023 LIA Non-Traditional jury, which they said was a very fun category to judge, with campaigns that made the jury members laugh or with details that were a bit weird or threw something unexpected into the mix.   Episodes are available on Apple Podcast, Spotify and Youtube. Show notes: Fitchicks: https://2023.liaentries.com/winners/?id_medium=27&id_submedium=0&view=icons&range=gp Publicis Conseil, RENAULT - “Plug-Inn”: https://2023.liaentries.com/winners/?id_entry=102277&id_medium=12&id_submedium=31&id_category=0&view=details&range=f&page=1&keyword=&medium=12&category=&award=&country=&title_brand=&credits=RENAULT&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Creative LIAsons program: https://www.liaawards.com/creative_liaisons/ Credits: Guests:Liz Taylor, Global Chief Creative Officer, Ogilvy Nicky Bullard, Chief Creative Officer, Mullen Lowe Group, London Host: Joe Hawkins, Creative Director, Eardrum Producer: Sarah Knights, Eardrum  Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Getting your first shot working within this industry shouldn’t come down to luck or privilege. Take it from Tara, who got her dream internship based on what she refers to as a fluke. Tara says “this needs to change…we need to make those pathways for junior talent much clearer.” Tara McKenty and Laura Florence are both leaders in their field and while sitting down with host Merlee Jayme, they said they feel they have a responsibility to create change and provide more opportunities for people coming into the industry and those already in it.  Tara, Laura and Jayme are passionate about giving back and discuss the initiatives they founded to provide more opportunities for training underrepresented talent, retaining underrepresented talent and helping them grow into leadership positions. These include More Girls, Google Rare and The Misfits Camp. This year, Tara judged on the 2023 LIA Digital and Use of Social Media & Influencers Jury and Laura sat on the Pharma & Medical jury.  Laura said that a lot of the work had a focus on health literacy and sharing information to ensure patients get a better outcome.Tara’s focus was on content creation and says that influencers who are native users of platforms like TikTok know how to design creative for the platform far more easily than people who are coming from more traditional film backgrounds. Both Laura and Tara leave the following message: For those who are privileged, be a transformer, not someone who is learning about diversity; you have the power to do something.” Show Notes  MORE Girls: https://dare.havas.com/news-archive/the-time-is-now/The misfits camp: https://themisfitscamp.com/ Guests: Tara McKenty, Chief Innovation Officer and Co-Executive Creative Director at BMF, Sydney Laura Florence, Executive Creative Director, Havas Health & You, São Paulo  Host: Merlee Jayme, Chairmom / Founder at The Misfits Camp, Makati City Producer: Sarah Knights, Eardrum  Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Building your own sound library is a time saver, so it’s not unusual to discover that Sam Ashwell travels with a microphone in order to capture sounds from a coffee machine to the wind in a forest. And while Sam Ashwell has the advantage of technology in his pocket, Abby Sie has had a musical ear from a young age; she started learning the piano and violin before she was five and carries her musicality and learning into her work. Both Abby and Sam sat on the LIA 2023 Music and Sound Jury. They discussed the power of audio to convey emotion, how a sonic signature not only adds value to brands, but can make a brand more recognizable and how AI is impacting Music & Sound in a positive manner. Both Sam and Abby use tools, such as AI, to enhance creativity saying it can save production massive amounts of time, however they also reflect on how AI generated content still has a long way to go.  SHOW NOTES: Vanish x Ambitious About Autism - "Me, My Autism & I": https://2023.liaentries.com/winners/?id_entry=102157&id_medium=22&id_submedium=35&id_category=0&view=details&range=f&page=5&keyword=&medium=&category=&award=&country=&title_brand=&credits=Autism&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Tangerine - “Hoops”: https://2023.liaentries.com/winners/?id_entry=106021&id_medium=22&id_submedium=35&id_category=0&view=details&range=f&page=1&keyword=&medium=&category=&award=&country=&title_brand=&credits=Hoops&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Credits: Guests: Abby Sie, Head of Sound, Film and TV at MassiveMusic Sydney Sam Ashwell, Creative Partner and Head Sound Engineer at 750mph in London Host: Joe Hawkins, Creative Director, Eardrum, Australia Producer: Sarah Knights, Eardrum  Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Is AI coming for our jobs or will it become an important tool that allows more time for creativity? It’s a question that the industry is facing and one that our host, Carren O’Keefe, along with guests Wesley Ter Haar and Dissara Udomdej are wrestling with, both inside and outside of the Jury Room.  Wesley ter Haar and Dissara Ohm Udomdej were both on the 2023 LIA Creativity in the Metaverse and Evolution Jury.  SHOW NOTES Maurice Blackburn - "Exhibit A-i": https://2023.liaentries.com/winners/?id_entry=105807&id_medium=13&id_submedium=74&id_category=0&view=details&range=w&page=6&keyword=&medium=&category=&award=&country=&title_brand=&credits=&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=false Jane/Finch Community Centre - “Bill it to Bezos”:  https://2023.liaentries.com/winners/?id_entry=103220&id_medium=13&id_submedium=74&id_category=0&view=details&range=f&page=2&keyword=&medium=&category=&award=&country=&title_brand=&credits=Bezos&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true https://www.billittobezos.org/ Credits: Guests: Wesley Ter Haar, Founder and Co-CEO of Media Monks, Los Angeles Dissara Udomdej, CEO / Creative Founder at Yell Advertising, Bangkok,  Host: Carran O’Keefe, Chief Creative Officer, Digitas UK  Producer: Sarah Knights, Eardrum, Sydney Manager: Laurissa Levy, London International Awards Production Company: Eardrum, SydneyMusic: Brian Yessian, Yessian Music

As businesses continue to develop and change in how they connect to customers, creativity is still the advantage that the advertising industry has in meeting customers and creating excitement around campaigns. Host Chris Smith was joined by LIA 2023 Jurors, Sabaa Quao and Matty Burton. Sabaa was on the inaugural Creativity in Business-to-Business jury and while the category may sound basic, there’s nothing basic about the work he saw, as it’s exciting to set the bar for a new category. Sabaa told Chris that even when you’re selling b2b, you’re still selling to a human, so clever and innovative storytelling using creativity is still a major factor in what’s going to cut through. Sabaa commented, “nothing happens until someone creative comes up with something....you’re still going to need creative people.” He continues with, “I love saying to investment bankers just remember you have nothing to invest in until we come up with something, creative people have to take themselves much more seriously, because when we talk about the complexity of the world and who’s equipped, nimble and agile when thinking through a lot of complex situations, that is the very skill that is needed to solve a lot of the complex things that society is dealing with.” All the way from New Zealand, Matty Burton joined LIA’s 2023 Digital and Use of Social Media and Influencers jury. Matty seconded Sabaa’s call on creativity, saying it’s exciting to see the industry changing in real time. He says social media’s evolving, but reminds us that businesses and content creators still need to go beyond basic use of a platform to  push, prompt and use it in new ways that challenge our basic understanding of social media and content. Sabaa and Matty discussed trends and highlighted excellent pieces of work they felt met the criteria.  Shownotes “AIZOME WASTECARE Industrial Wast - Certified As Skincare” (2023 Creativity in Business-to-Business Grand LIA) https://2023.liaentries.com/winners/?id_entry=107046&id_medium=44&id_submedium=142&id_category=0&view=details&range=f&page=1&keyword=&medium=&category=&award=&country=&title_brand=&credits=AIZOME&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Coca-Cola - “I See Coke” broadcast on Amazon Alexa  https://2023.liaentries.com/winners/?id_entry=104454&id_medium=7&id_submedium=12&id_category=0&view=details&range=f&page=7&keyword=&medium=&category=&award=&country=&title_brand=&credits=Coca%2DCola&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Dot Incorporation - “Dot Pad. The First Smart Tactile Graphics Display.” https://2023.liaentries.com/winners/?id_entry=101736&id_medium=2&id_submedium=2&id_category=0&view=details&range=f&page=1&keyword=&medium=&category=&award=&country=&title_brand=&credits=Dot%20Pad&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Jane / Finch Community Centre - “Bill it to Bezos” https://2023.liaentries.com/winners/?id_entry=103206&id_medium=29&id_submedium=86&id_category=0&view=details&range=f&page=6&keyword=&medium=&category=&award=&country=&title_brand=&credits=BEzo&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Burger King - “Cheeseburger Nuggets - Developed with AI” https://2023.liaentries.com/winners/?id_entry=105833&id_medium=29&id_submedium=86&id_category=0&view=details&range=f&page=23&keyword=&medium=&category=&award=&country=&title_brand=&credits=Burger%20King&company_name=&city=&proceed_simple_search=false&proceed_advanced_search=true Guests: Sabaa Quao, Chief Creative Officer at Cossette, Toronto Matty Burton, Group Chief Creative Officer, DDB Group New Zealand, Auckland Host: Chris Smith, Co-Founder / Principal / CCO, Plot Twist Creativity, Dallas Producer: Sarah Knights, Eardrum  Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Chief Creative Officers in the health and pharma industry discuss creative communication, health equity, impressive campaigns in health and wellness, the significance of craft, and collaboration in creative work.

The podcast discusses the power of advertising in driving systemic change and making a difference. The speakers highlight the importance of unashamedly emotional campaigns that push boundaries and drive societal change. They also discuss the significance of diversity in the advertising industry and share inspiring self-initiated campaigns. The chapter explores the distinctions between TV/Cinema and Online Film while challenging the notion of AI replacing human creativity. The use of AI in creative work is explored, emphasizing the responsibility to create impactful and meaningful work.

It might sound like a bold take from a juror on LIA’s package design jury, but Prerna Mehra suggests that while package design should be bold and attractive, it’s the innovation in its purpose and afterlife that has led to stand out work this year, a theme which Amy Carvahal on LIA’s inaugural Creativity in Business-to-Business jury agreed with. She told host Chris Smith that the work that has her jury talking is how brands are considering the afterlife of a product, and then using that information to sell their product on. Amy also said that Business to Business has a reputation of being boring, but in fact, “it’s a fascinating new category; what people are identifying and defining as B2B is so the opposite of boring.”Continuing she says, “we are able to allow businesses and brands to see untapped potential.” Guests: Prerna Mehra, Head of Design/Content Director, MullenLowe MENA, Dubai Amy Carvajal, Chief Creative Officer, Code and Theory, New York Credits: Host: Christopher Smith, Co-founder and CCO, Plot Twist Creativity, Dallas Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum

Joel Simon, CEO/Chief Creative Officer of JSM Music, talks about his career, industry trends, and his dislike of the term 'jingle'. Marine Cremer, Music Supervisor at DDB Paris, discusses the creative use of music and sound, industry trends, and her judging experience. They also delve into the evolution of audio branding, the effectiveness of traditional ads, and the role of sound design in advertising.

With so much content at our fingertips how can brands cut through and create spots that consumers actively want to seek out and watch? Created for Creatives Host Chris Smith sat down with Disney’s Helen Pak and Brandon Butler from Majority in Atlanta for insights on their expectations of branded entertainment. Both Helen and Brandon say “advertising has to entertain us, because everything is competing with everything.” They further went on to emphasize that the message should be authentic and unique. They also shared their thoughts on judging the Branded Entertainment category, discussed campaigns that hit the mark for branded content and trends that are inspiring; one of these being that people are starting to have fun again. “I always love coming to these awards shows, because I leave so inspired by the jury, by the work and by the conversation. I get to share a wide selection of work that my teams haven’t seen and it’s reinvigorating.” Show notes: Branded entertainment all winners: https://2022.liaentries.com/winners/?id_medium=25&view=icons&range=w&clear_search_session=true Majority Agency: https://majorityagency.com/ Credits: Guests: Helen Pak: Senior Vice President of Creative for Marketing, Design and Content, The Walt Disney Company Brandon Butler: Partner and Chief Content Officer, Majority Host: Chris Smith, Chief Creative Officer, Plot Twist Creative Producer: Sarah Knights, Eardrum Music: Brian Yessian, Yessian Music Manager: Laurissa Levy, London International Awards Production Company: Eardrum