An Advertising World Tour in Just 3 Hours
LBB> How did you learn about the Creative LIAisons ?
Erine and Lea> It was Olivier Apers, our creative director, who suggested we take part in the Creative LIAisons 2024 programme. We were truly honored to be chosen to represent BETC and have the opportunity to engage with creative directors from around the world.
LBB> What did you expect when you were picked ?
Erine and Lea> We immediately told ourselves that we needed to make the most of this unique opportunity to meet people we probably would never have crossed paths with otherwise. We were eager to exchange ideas, learn about their vision of advertising, and hear about their journeys. Most importantly, we wanted to share, connect, and build relationships.
LBB> How did you make your shortlists of mentors ?
Erine and Lea> We revisited the LIA website, took a closer look at the mentors participating this year, and identified a few names that stood out to us. We created a longlist featuring creative directors who had worked on campaigns that inspired us. Our goal was to meet three creative directors from three different countries. Additionally, we wanted to connect with female mentors, as we more often interact with male creative directors in our field, making this a great opportunity to diversify our encounters.
LBB> Who were your mentors?
Erine and Lea> We had the opportunity to meet three creative directors:
- Bill Yom, chief creative officer at JVM Hangang Seoul
- Valentina Amenta, creative director at Publicis London
- Sebastien Boutebel, chief creative officer at Saatchi & Saatchi Dubai
LBB> How did the sessions with the mentors go ?
Erine and Lea> At the start of each one hour session, we introduced ourselves: which agency we are from, how long we’ve been there, our journey as a creative team, and what our short- and medium-term goals are.
Once we were done, it was their turn.
In each session, we wanted to discuss the differences between advertising in France and other countries. With three mentors from three different cities (Seoul, Dubai, and London), we were curious to learn about their approach to coming up with ideas, the constraints, and the advantages they encounter abroad.
LBB> What did you take from the mentoring sessions?
Erine and Lea> That English is essential! We already knew that every agency has its own way of operating, but we also discovered that each city and country has its specificities. Local culture is a key element to consider when coming up with ideas. For example, Bill explained to us that in Korea, celebrities can endorse alcohol brands, whereas Sebastien emphasised the importance of considering religion in advertising in the United Arab Emirates.
LBB> What advice would you give to a junior creative considering going through the programme?
Erine and Lea> We would tell them to truly invest themselves in the programme, not hesitate to reach out to mentors, and ask questions they might not usually dare to ask. Be curious, explore all the opportunities offered, and use this program to build lasting connections with these creative directors.
