KR!X BER­BE­RIAN

Cre­ative Di­rec­tor TBWA\RAAD

ArabAd - - COVER STORY -

ANY AD­VICE THAT YOU’D LIKE TO EX­TEND TO STU­DENTS?

While most stu­dents showed the full range of their skillset through their works, they would al­ways land on op­po­site sides of the cre­ative work spec­trum – good in terms of copy or good in terms of de­sign, and very few who con­tained both but not fully.

It is nec­es­sary to un­der­stand that jacks of all trades are a rar­ity, no longer can one in­di­vid­ual cre­ate a game chang­ing cam­paign. Ev­ery great work has a group of di­versely skilled in­di­vid­u­als who have pooled their skills and hard work into one mas­ter­piece, and that is what I want to see in these fu­ture cre­ative ar­chi­tects of the ad­ver­tis­ing world. The spirit of team­work.

The task should al­ways the boss and these young tal­ents need to set aside their cre­ative egos and pair up with in­di­vid­u­als who would def­i­nitely com­ple­ment their own skillset and take their cur­rent works a step or two fur­ther.

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