Sophie Beard’s Creative LIAisons Reflections: “Attending the Creative LIAisons Conference was a seriously, big deal”

Since 2012, Campaign Brief has proudly partnered with the London International Awards to send some of the region’s brightest emerging creatives to Las Vegas as part of the LIA Creative LIAisons program. Over the years, dozens of talented individuals from Australia and New Zealand have taken part, many as a result of their agency winning CB Agency of the Year. Now, years later, we’re catching up with these alumni to hear what the experience meant to them – what they learned, what stayed with them, and how it shaped their creative careers.

In 2013, Sophie Beard was a young creative at Clemenger BBDO Melbourne, which at the time had just completed a five-year streak as Campaign Brief Agency of the Year. As part of that win, Beard was selected to travel to Las Vegas to participate in the Creative LIAisons program. Since then, she has built an impressive creative career across some of Australia’s top agencies – including DDB, BWM and TBWA – before rising to ACD at CHEP and later taking on a creative director role at Howatson+Company. In early 2023, she relocated to the UK to join AMV BBDO London, where she currently works as a senior creative.

It’s 2013. I’m checking into the Wynn Encore in Las Vegas. Imposing. Glossy. Colossal. This isn’t America. This is AMERICA. Even my room decor is etched in my retinas. A refined palette of textured raffia and black. A sophisticated reprieve from the chaos outside that is Sin City.

To say I’m intimidated is an understatement. I’m even intimidated by the bar fridge – that instantly charges room service for whatever you pick up something. I’m scared I might have to file for bankruptcy for the Snapple I eyed-up.

Looking back at the 23-year-old me at the ripe age of 35, I can tell you attending the Creative LIAisons Conference was a seriously, big deal. And still is. Don’t let the hedonistic backdrop of slot machines, drive-thru weddings and pop-star residencies fool you. Inside the conference I was welcomed by a fantastic group of warm, inspiring and generous people.

How often do young creatives get the privilege of interrogating the minds of industry greats – like Nick Law, Laura Gregory, Mark Tutssel, Emma Wilkie and Amir Kassaei (to name drop a few). But more importantly, actually sit in and bear witness to the judging process. I still remember the heart-stopping moment my friend asked the jury why they awarded his work a silver not a gold. Seriously ballsy, but also why the hell not.

In a world where everything can be done through a computer screen and anonymity allows for false bravado – there’s something incredibly powerful and equally vulnerable in these face-to-face conversations. I still prefer to present, discuss and debate ideas IRL. As of yet, virtual meetings and AI still can’t capture that energy and excitement.

Although I can’t remember every single piece of wonderful wisdom I received, LIA definitely gave me a sense of independence and emboldened me to consider a career overseas. But I think my biggest takeaway and what shaped me the most from this experience were the people I met. Sure, it may sound cliché, but it’s true. I absolutely adore following and cheering for my friends’ careers from around the world. It makes this big, scary and often hate-fuelled world – feel that much smaller and kinder. There can be a really ugly, competitive underbelly in advertising. I know I’d rather be a proud onlooker than a jealous one. Living in London and working at AMV BBDO now – I’m lucky to actually work alongside one of my LIA mates – Mike Hughes (of Trash Isles fame).

I guess what I want to say is creativity doesn’t exist in a homogenised bubble. Just look at the career of Amir Kassaei (one of our guest speakers) who was a former child soldier. I really hope the industry and America finds a way to keep its arms open. That’s what made LIA great for me.