Las Vegas, September 27, 2025. //Roastbrief// – At LIA 2025, the panel “Creativity’s Secret Weapons” brought together Suzanne Powers (Founder of Powers Creativity, New York) and Andrea Diquez (Global CEO of GUT). Their conversation revealed that, beyond data and artificial intelligence, creativity thrives on deeply human qualities.
The discussion began by highlighting curiosity as the ultimate creative engine. Both leaders agreed it is more powerful than technical skills, as it drives people to explore the unexpected and challenge conventions.
Equally important is cultural connection. Understanding different societies and traditions enables agencies to create globally relevant ideas with greater resonance across audiences and stronger chances of winning international recognition.
The speakers stressed the need to “get out of the phone” and observe real life, reminding creatives that authentic insights often come from face-to-face interactions rather than digital data streams.
They also encouraged professionals to embrace their personal lives: “You’re not boring” was the message, as everyday experiences can be the key to building authentic connections with brands and clients.
Confidence was another theme: presenting ideas with conviction, even while improvising, can be the factor that determines whether a concept gains traction.
Still, both Powers and Diquez underlined the value of balance: knowing when to say yes and when to say no. Tackling tough projects opens opportunities, but setting limits is vital to avoid burnout and safeguard quality.
In addition, they reminded the audience that great ideas must be sold, not just conceived. A clear, persuasive narrative is essential to gain client buy-in and turn creative risks into business solutions.
Collaboration also emerged as a central message. **Surrounding yourself with the right allies—strategists, producers, account teams—**is crucial to pushing bold ideas forward. The session closed with a powerful note: gratitude and recognition toward teams can redefine global creative dynamics and inspire stronger collaboration.
