Hakuhodo Hong Kong’s Mandy Lo’s wrap-up and highlights of LIA’s Creative LIAisons in Las Vegas
Mandy Lo is Senior Copywriter at Hakuhodo Hong Kong. Lo 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 the week.
As I sit down to reflect on my week at Creative LIAisons 2024 in the vibrant city of Las Vegas, I feel an immense sense of gratitude for the incredible experience I had. If I had to sum up the experience in one word, it would be PEOPLE.
Being surrounded by talented individuals from various companies worldwide felt intense at first, but the inspiring and unique insights shared by each keynote speaker completely blew my mind from an unprecedented angle. The caliber of speakers and the depth of conversations were truly remarkable.
One session that particularly resonated with me was ‘The Power of NERD, Gaming & Fandom Culture: How Brands Can Become More Relevant Than Ever,’ presented by Toan Nguyen, Founder & Managing Director of Jung von Matt NERD in Hamburg. I felt a deep connection to the ‘Inner Child’ theory raised by the speaker, and I was also profoundly impressed by how he has successfully turned his interest in “nerd culture” into a strong business strategy and direction. After all, what touches you may also resonate with thousands of others, as business insight is all about understanding yourself as a human being.
If you imagine Creative LIAisons 2024 as merely a conference full of inspiring talks, it’s time to change that perception, as I did. To my surprise, we were given the opportunity to take a half-day visit to the Seven Magic Mountains, where we were encouraged to leave behind our mobile phones and remain silent, allowing ourselves to connect with the real world from the bottom of our hearts. (Of course, we had enough time afterward to take some great photos) This experience echoed a quote shared by Malcolm Poynton, Global Chief Creative Officer of Cheil Worldwide: “Brand success doesn’t come from what you make people think but from what you make people feel.” Before understanding how people feel, it’s crucial to understand how you feel connected to the real world.
Before entering the jury room, I always thought it would be a ‘cruel’ place to see how works were judged by professionals in the industry. I was fortunate enough to have the chance to sit in the jury room for ‘Creative Strategy and Transformative Business Impact.’ What I witnessed was a thorough discussion process where judgments were made with the intent of facilitating not only the growth of the advertising industry but also improving how creative works can create meaningful impacts and shape society and culture for the benefit of people.
I could continue sharing countless thoughts and reflections from Creative LIAisons 2024, but nothing can compare to the experience you will have with your own eyes and ears. What happens in Vegas indeed stays forever with me, transforming my life in unimaginable ways. There’s truly no place like Creative LIAisons 2024, where you can immerse yourself with talented individuals from around the globe while getting to know not just your professional self, but your authentic self—beyond the routine of daily work.
I encourage everyone to prepare for the future, to embrace these transformative experiences, and to join the Creative LIAisons community in the coming years. Together, let’s continue to inspire one another and craft a meaningful legacy within our industries!
