TBWA\MAL’s Su Ann Yip: Creative LIAisons says nothing new-but we needed to hear it
Su Ann Yip, Copywriter at TBWA\Media Arts Lab Singapore, was one of the near 130 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 Yip wraps up her learnings from the week.
I’ve only been in the industry for half a decade, and I’ll admit at the risk of disappointing any ECD/CCO reading this that I’m already a little worn out. So the question I had coming into Creative LIAisons for the veterans of advertising was how? How do they stay unfazed by the turbulence of change? How do they stay optimistic in spite of grim realities? How do they make amazing work with their psyche unscathed?
They don’t.
As a creative on the cusp of 30, the core themes touched on by our industry’s most legendary ring familiar for myself and I imagine, most people cutting their teeth in the industry.
Be hungry despite the meager budgets, be resilient despite the impossible deadlines, be interesting despite the little time left for ourselves. With creative roles are disappearing, it’s more important than ever to live by these tenets because it’s do or die.
And yet, I walked back to the Treasure Island hotel bathed under the neon lights feeling a renewed sense of appreciation for the work we create.
On staying true to the work and resilience, Liz Taylor’s own mentor said to her, “The world doesn’t know you’re on Round 28. They only see the final result.”
On making the most out of our early careers, Chris Smith said, “Don’t take your firsts for granted.”
On recognising the care and consideration behind every idea, Shannon Washington showed me what it was like to show the same care to ideas that don’t belong to us in the Sports Jury.
At the end of Creative LIAisons, I took with me much-needed reminders, incredible anecdotes, and fresh perspectives for the work we can only do well if we love it. And I hope for myself and the 127 other young creatives with me in Vegas that we get to do this job for as long as we possibly can.
“Su Ann on her quest to becoming interesting.”
Check out more 2026 LIAisons reflections below:
Swarangi Joshi, Group Head (Copy) at Enormous Mumbai.
Kristian Pineda, Copywriter at BLKJ Havas Singapore.
Ata Zhao, Creative Director at TBWA\Shanghai.
Seth Low, Senior Creative at McCANN Singapore.
Malik Bernardo, Associate Creative Director at Dentsu Creative Philippines.
Soham Ghosh, Creative Director at Ogilvy Gurgaon.