Yell Advertising’s Michelle Panisara’s wrap-up of Creative LIAisons in Las Vegas: How We Are All Betting on Ideas
Michelle Panisara (pictured right) is Creative Group Head at Yell Advertising Thailand. Michelle was one of the 125 talented young creatives, selected from around the globe, to attend the LIA Creative LIAisons training program that runs concurrently with the LIA judging week at the Encore Hotel in Las Vegas. Here she wraps up her learnings from her week.
Why Las Vegas? of all places? A sleepless city, high stakes, and… creative advertising?
After experiencing the event firsthand, I realized that Las Vegas couldn’t have been more fitting. The city’s pulsating energy perfectly mirrored the gambler’s spirit that fuels our industry.
The Creative’s Obsession
Just as gamblers are drawn to the blazing lights of casinos, we creatives are irresistibly pulled towards daring and innovative ideas.
Throughout the event, this obsession was palpable.
From the stage, speakers shared their “Making-of” stories, the testaments to creative risk-taking and endless attempts to win.
Over lunch, we dissected the WHYs and HOWs of our work, exchanging points of view and sharing how things were done in our places.
Even coffee breaks buzzed with chatters – I’d bet my last chip that 90% of conversations, somehow, revolved around our work.
If this isn’t obsession, what is?
The Gambler’s Attitude
It wasn’t just about recounting the winnings.
Most of the stories, shared by speakers and newfound friends, were how they repeatedly bet on ideas they believed, even when the odds seemed stacked against them.
This is the gambler’s spirit I talked about.
It’s what keeps us at the table, refusing to fold until we’ve won something truly remarkable.
The Lucky Formula
In our field, success is a combination of talent, relentless hard work, and sometimes, a splash of luck.
Behind good pieces of work are a bunch of talented, uncompromising minds, ton of hard work, relentless teamworks and most importantly, understanding clients.
These are the lucky stars. If they align, then luck will likely be in your pocket.
But unlike a casino where luck is purely chance, creatives can influence their fortunes. This was perhaps the most valuable insight from industry titans like Emma de la Fosse, Taylor Liz, Bianca Guimaraes, and John Mescall.
These high-rollers showed us how to stack the deck in our favor:
1. Find your believers – your own team members, and your agency colleagues.
2. Cultivate relationships with directors and collaborators who you enjoy working with and able to amplify your voice.
3. Try to invite the clients who share your vision on board.
4. Persistently refine and champion the ideas that work.
The Creative Community: A High-Stakes Table
They say, surround yourself with people greater than you.
At Creative LIAisons, this advice came to life. Being in a room with hundreds of talented professionals who live and breathe their work was electrifying.
It wasn’t just about absorbing professional wisdom or networking; it was about realizing we’re all part of a larger community of dreamers and doers.
What struck me most was the shared understanding that we’re all constantly trying our luck. Win or lose, we keep coming back to the table, always hoping for that next big win.
Why? Because we’re in love with the game itself.
Doubling Down on Passion
I arrived at Creative LIAisons already passionate about my work. I left with that passion doubled; that’s all I can say.
To all the inspirers I met, and the supporters at Yell Advertising: thank you for raising the stakes and making me want to bet even bigger in this game.
Creative LIAisons didn’t just spark ideas; it ignited a fire. I’m lucky to be part of it.
READ MORE LIA WRAP-UPS FROM CREATIVE LIAISONS BELOW:
Hakuhodo Hong Kong’s Mandy Lo
Octopus&Whale Philippines’ Franc Kevin D. Mangahas
Grey Malaysia’s Hana Sudradjat + Anlyne (Yet Yun Chen)
Wolf BKK’s Pandarie Somjit
McCann Singapore’s Melissa Vibar
BBDO India’s Udit Joshi