Ngọc Bao Vuong, Creative Director at Leo Vietnam, recently attended the Creative LIAisons program in Las Vegas.
Part of the global LIA awards show, Creative LIAisons is a program that helps to develop our industry’s brightest emerging talent in partnership with the global creative community. Every year, around 130 rising stars enjoy a five-day program running concurrently with LIA awards judging – and this year, Ngọc Bao Vuong represented Vietnam.
Over the course of our conversation, she shares her insights on Vietnam’s creative scene, her five days in Vegas at LIA, what it was like sitting in on the jury rooms, and more.
Tell us a bit about yourself: how long have you been a creative, and why? What’s the creative scene like in your market, and how does it inspire you?
I’ve been a creative for about 10 years — but a curious soul for many more.
I recently stepped into a new role as Creative Director at Leo Vietnam, leading a team of 14 talents. It’s exciting, challenging, and very real — I’m learning every day while helping others grow, too.
Our key clients include Tiger Beer and OMO (Unilever), so my days jump between unleashing courage and teaching kids the beauty of getting dirty. One day, I’m a female CD leading a beer brand that’s part of Asia’s cultural fabric; the next, I’m channelling my softer side through storytelling inspired by family.
Vietnam is a growing and fair market that I think embraces talents from any social background, which I really appreciate.
Did you discover anything unexpected during your 5 days in Vegas?
Although I thought I was ready for it, I don’t think anything could’ve prepared me for how overwhelming it actually felt.
I mean — 130 people in the same room, all for the same reason: they’re talented. Damn. Your imposter syndrome shoots through the roof. That stuff can be really intimidating if you let it.
Although I thought I was ready for it, I don’t think anything could’ve prepared me for how overwhelming it actually felt.
But once you take a moment to breathe and reflect, you realise it’s actually a good test — an exercise in turning that wave of overwhelm into hunger. The hunger to learn, to grow, and to prove you deserve that seat just as much as anyone else.
How did sitting in on the jury rooms influence your understanding of what makes award-winning work?
I sat in the Creative Strategy jury room. Biggest discovery? How “creative strategy” means so many different things — a strategy that’s creative in itself; a strategy strong enough to keep ideas blooming year after year; and sometimes, it even crosses over into product innovation.
That overlap made judging tricky — I saw it first-hand, with passionate 9-hour debates. But it was also beautiful. Because in the end, only the ideas that stand solid on all fronts truly shine.
The Grand LIA (“Live Fearless – The Guts Behind the Blood”) was proof of that. A strategy deeply rooted in a human truth, expressed through bold, uncompromising creativity, and crafted to next-level consistency over the years.
What piece of advice did you learn that’s worth sharing?
“If you only work from knowledge, you’re not going anywhere new.”
That came from Alexandra Taylor — legendary creative, founder of Art of Art Direction Masterclasses, and the first woman ever to receive the D&AD President’s Award.
She completely owned the stage with her mix of honesty and humor, sharing behind-the-scenes fck-ups from some of her most iconic campaigns — the ones that almost fell apart but ended up breaking new ground.
Her point stayed with me long afterwards: discomfort and doubt aren’t warning signs. They’re proof you’re stepping into new territory — the space where originality happens.
Did you discover any creative trends or insights that are unique to certain regions or markets?
It was less about trends and more about perspectives.
Coming from Asia — where the market is fast, fierce, and consumers demand instant impact — I’m used to ideas that have to hit quick and hard.
So, during the brainstorm sessions and jury discussions, it was refreshing to see other markets embrace ideas that go deeper — the ones that unfold slowly, layer by layer.
Coming from Asia — where the market is fast, fierce, and consumers demand instant impact — I’m used to ideas that have to hit quick and hard.
It’s not about which way is better. All winning ideas share a human truth at their core. But watching how different cultures shape-shift that truth into their own creative form — that’s what sparked new thinking for me.
What was it like being mentored by some of the best global creatives?
A dream, honestly.
I like doing my homework before each session — reading about the mentors, their work, their insane list of awards. And every time, I’d end up in awe. It’s impressive, but also intimidating — like, how do you even get there?
It’s grounding. And it makes you realise there are so many possible roads to success, you just need to start walking one.
Then you meet them. You listen to their stories, their lessons, their “don’t-do-what-I-did” moments — and suddenly, these larger-than-life figures feel human again.
It’s grounding. And it makes you realise there are so many possible roads to success, you just need to start walking one.
Now that you’re back from LIAisons, what are you excited about for the industry?
Those five days felt like being plugged into a massive power source of wisdom. I came back with so many tools: new ways of thinking strategically, creative brain-hacks, glimpses into where the industry’s heading.
Collectively, I gained insights into new strategic thinking processes, brain-hacks for creative efficiency, and industry preparation for future trends. As a whole, they make up this very optimistic picture of the creative landscape in the future.
In our world, where AI is a hot topic that raises certain levels of uncertainty, 5 days at LIA reminded me that the future of creativity is still deeply human. This gives me a strong urge to go unlock it.
