Eddie Coghlan's Creative LIAisons Diary #2

1-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpgArt director Eddie Coghlan from SDWM is representing Australia at the 2017 LIA Creative LIAisons program in Las Vegas, featuring some of the world's most respected creative directors as speakers. Coghlan reports exclusively for CB.

Today started like most mornings do after 20+ hours of flying, with half open eyes and a dangerous amount of coffee. Luckily the US is no stranger to super sizing so Starbucks had me sorted. After arriving at the luxe Encore hotel we all received a glimpse at the bill for the day.

We had the pleasure of listening to the likes of:
- Ricardo Wolff
- Pum Lefebure
- Matt Eastwood
- Maddie Raedts
- Matt MacDonald
- Malcolm Poynton
2-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpgRicardo was the first speaker and it was inspiring to hear a LIAisons alumni tell his tale of going from attendee to the ECD of Innocean Europe, now speaking and judging at the same event where it all started.

Pum Lefebure, the talented CCO from the Design Army, discussed the three aspects to a great design and how it engages people; flirting, romancing and seducing. Flirting being the eye catching nature3-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpg of the work,  romancing the act of communicating the message and seducing the strategic planning. A very interesting view on design (and/or dating).

Next we were given an insight into creating ads without using the traditional mediums. Matt Eastwood discussed that with an ever changing market and the rise of the millennials we need to start creating ads that don't just sell a product or service but actually make a difference in the consumerslives. The examples he5-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpg presented ranged from swimming prosthetics for Northwell Health to The Touchable Ink for Samsung.

Lunch time meant a visit to 'Tacos El Gordo', one of the recommendations that I couldn't resist. No frills Mexican is my kind of Mexican.

After the break it was time for the well accomplished Maddie Raedts and her talk on influencer marketing, co-creating and  the very first AI influencer which is enough to make you question the world you live in.6-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpg

Following Maddie came Matt MacDonald, a man that sure can own a presentation about owning presentations. He gave us a very relatable talk on the do's and don'ts when nailing a pitch.  He also shared some creative work he produced for AT&T and then showed us the tools and methods he used to get the client on board with the concept.

Our last speaker was creative legend from across the ditch, Malcolm Poynton. He discussed the WTF ideas and the journey that we take to get there and how it seems crazy but the best7-2018-Creative-LIAisions-Day-2-Eddie-Coghlan.jpg answer to the brief. He also went on to talk about how building strong relationships with clients is the key to creative success.

All in all, lots of great talking and lots of valuable insights. Its now time for a beer by the pool and to rub shoulders with the next generation of creative legends/leaders.
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