The Beauty In­her­ent to De­sign

ArabAd - - COVER STORY -

Tylda Kalous­tian grad­u­ated with a diploma in ad­ver­tis­ing from ALBA and re­ceived her masters’ de­gree in Mar­ket­ing from ESA. She took on the role of art di­rec­tor at H&C Leo Bur­nett from 1983 till 1991, taught con­cep­tual ad­ver­tis­ing at ALBA be­fore be­com­ing the GM and cre­ative di­rec­tor at Gem­ini Ad­ver­tis­ing Agency till 1996. Ac­com­plished and a true be­liever in build­ing on hu­man con­nec­tions, she left the industry af­ter two decades in search of a field of­fer­ing cre­ative space, which she found in jew­elry de­sign where she built Mrs.t. Jewels, an in­spi­ra­tional neo jew­elry brand, which can be found in Beirut, Dubai and the KSA. What fol­lows is her insight into what makes her happy and al­lows her to grow and of course her re­la­tion to ad­ver­tis­ing.

Af­ter reach­ing the top of the ad­ver­tis­ing lad­der I left be­cause…of

my ad­dic­tion to cre­ativ­ity, which saw me en­ter­ing the world of jew­elry de­sign in the year 2000. This new field of­fered chal­lenges ad­ver­tis­ing wasn’t of­fer­ing any longer.

The things I miss most about ad­ver­tis­ing are…the

peo­ple, brain­storm­ing, group dis­cus­sions, pre­sen­ta­tions, team work, and that mag­i­cal mo­ment your cam­paign is aired.

What is still left from all those years are…mem­o­ries and a

few good friend­ships.

The tools ac­quired from ad­ver­tis­ing, which I em­ploy in my cur­rent role are…

Frankly, a lot. Ad­ver­tis­ing has taught me to re­spect a client’s bud­get, to ob­tain the right brief from the client even when the client is in­ca­pable of pro­vid­ing the cor­rect brief, to treat the prod­uct as though it were mine, to be ahead of the client’s ex­pec­ta­tions, and to let them come back for more!

Some of the good old things that don’t ex­ist any­more are…

Cre­ativ­ity, which to­day is in short sup­ply.

What is miss­ing in the ad industry are…ethics

...The world of jew­elry de­sign… of­fered chal­lenges ad­ver­tis­ing wasn’t of­fer­ing any longer.

and longterm re­la­tion­ships, which are vir­tu­ally nonex­is­tent as trust is key.

Photo by: San­dra Chidiac

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