Key LIA Takeaways from Monks’ Creative LIAsons

Above: Martin Racca and Margherita Giottoli

Monks’ Creative LIAsons reflect on their week after participating in LIA’s five-day programme for emerging talent that runs concurrently with their awards judging in Las Vegas.

Martin Racca, associate creative director, mentioned attending the programme was one of the most enriching and inspiring experiences of his career, with his top takeaways being:

1. No matter where you come from, we all share the love of inspiration

I had the opportunity to connect with over 130 creatives across different cultures. The diversity of backgrounds and perspectives made every conversation unique, but we all share the same love for creativity. I left with valuable insights, new friendships, and a strong sense of belonging to a global creative community. In addition, engaging directly with jurors and established industry professionals provided learnings that go far beyond what you can get in a classroom or a talk.

2. Industry leaders, while super successful, still receive “no’s”

Having so many influential leaders in the industry gathered in one place was both motivating and humbling. Their talks pushed us to think bigger, raise our own standards, and aim higher in our creative practice. Despite the varying topics of the sessions, they all shared one concept: they all deal with “no’s”, frustrations and doubt, like us trainees often do. The panel that Linda Cronin, our EVP of Global Media, was on was also awesome. It provided clarity and inspiration for how creativity shows up in media, leaving us with concrete lessons that can be applied to our everyday work, such as how media is also about the what and the how, and not just the where.

3. The jury room can be one of the most ego-free places ever

Being able to sit in on a live jury discussion was eye-opening. Watching world-class jurors debate and evaluate ideas at the highest level gave me a whole new appreciation of how creative work is judged. The professionalism, respect, and rigour with which they exchanged opinions showed how high-level evaluation can be both challenging and constructive at the same time. When it comes to winning, it doesn't matter who you are or what you do – what matters are the clear, objective criteria that define the judging.

4. Put 10 diverse perspectives on a brief, and magic will happen

One of the most intense, yet rewarding, parts of the programme was the workshop where all the Creative LIAsons, each one with their own mindset and culture, had to work together to address a brief and present it, all in less than a day. I saw living proof that collaboration, adaptability, and creativity under pressure can result in fun and impactful outcomes.

5. LIA is as energetic as Las Vegas

No wonder how LIA got its reputation. People are constantly moving, exchanging ideas, and filling every corner with creativity and conversation. It feels alive and electric, and in many ways, Las Vegas mirrors that same spirit. The city itself never stops, just like how LIA breathes movement.

Margherita Giottoli, intermediate designer, follows with her takeaways:

1. Ideas that connect emotionally are the strongest

The strongest ideas don’t just solve problems. They create a feeling. The most memorable work we saw this week had a clear emotional core, reminding us that creativity works best when it builds a human connection between brand and audience.

2. Creativity is human first

It’s easy to get caught up in deadlines, trends, and tech. But the week was a reminder that before we are creatives, we are people. The human perspective – our quirks, flaws, and empathy – is what gives ideas depth and resonance.

3. Always say yes to a chat

Whether it was in jury discussions, panels, or casual chats, the magic often happened in unexpected intersections – art directors learning from strategists to copywriters learning from designers, proving true innovation comes from listening outside our bubble.

4. Simplicity wins

In a world of constant noise, the ideas that stood out most were those that cut through with clarity. Simple, distilled messages, executed beautifully, left a bigger mark than over-engineered work.

5. The future is collaborative

The atmosphere of the event highlighted how our industry is shifting from competition to collaboration. Sharing learnings, celebrating each other’s successes, and co-creating new standards felt more valuable than guarding our own wins.