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Ghida Younes: A cre­ative who sees dough­nuts ev­ery­where

Ghida Younes

started her ad­ver­tis­ing ca­reer with Leo Bur­nett in 1997 as an Ara­bic copy­writer. In 2009, she be­came the Cre­ative Di­rec­tor of the Beirut of­fice but left the agency in 2010 to study screen­writ­ing at the New York Film Academy. She came back to Le­banon and pro­duced her own TV show be­fore join­ing Grey in 2013, as a Re­gional Cre­ative Di­rec­tor work­ing on Pan­tene amongst other lo­cal and re­gional clients. Through this fun Q&A, we pick Ghida's brain to find out not only what her swift, ag­ile brain is made of but also what makes this ex­trav­a­gant cre­ative tick.

What gets you up in the morn­ing?

My cat Tweety

What do you en­joy most about your job?

I love that it feels like role play­ing. Tak­ing a brand, putting your­self in peo­ple’s shoes, how they think, what they feel, what they want and need, and just let­ting your mind and heart do the rest.

Who do you ul­ti­mately want to be­come?

A bet­ter me.

What’s your motto in life?

‘Id7ak tad7ak Laka al Dou­nia’

(laugh and the world will laugh for you).

What in­spires you most?

I am in­spired ev­ery time I walk in a neigh­bor­hood in Beirut. Ev­ery en­counter I make, ev­ery bal­cony I see and ev­ery con­ver­sa­tion I hear.

What do you con­sider to be the great­est head­line of all time?

“You never ac­tu­ally own a Patek Philippe, you merely look af­ter it for the next gen­er­a­tion.” I love how this slo­gan that has lived for so many years, man­aged to es­tab­lish the time­less­ness of the watch and has man­aged as well to cre­ate a char­ac­ter for a watch that ended up be­ing handed from one gen­er­a­tion to the other. (by the way, I don’t own a Patek Philippe).

What can we find on your phone?

My wall­pa­per has My­fat­lady, the char­ac­ter I cre­ated that I’ve been draw­ing for the past four years. She’s fat and fab­u­lous.

Who would you like to sit next to on a seven-hour flight?

Jerry Se­in­feld

What busi­ness tip would you give the new­bies?

Go out and play.

What is your idea of per­fect hap­pi­ness?

A dough­nut.

What is the one word you catch your­self say­ing too of­ten?

‘Ya dilleh’.

What would you like to be do­ing five years from now?

Ly­ing on the beach on an is­land. That would be my work sta­tion.

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