On creativity and the formula of success, when you have to deliver a remarkable ad creative, our Head of Design & Creative Center.

GALINA VASHKEVICH
Head of Design & Creative Center

Joined Zorka.Agency in June 2019.

Previously worked in IT, game development, and other large AdTech companies.

Enjoys extreme sports and traveling.

Bachelor of Information and Communication Technology from Institute of Journalism, Belarusian State University.

Masters in Sociology, Academy of Science of Belarus.

WHAT IS YOUR ROLE AT ZORKA.AGENCY?

I’m Head of Design and Creative Center. We formed this team a year ago when we realized that creativity became an essential aspect for clients choosing a partner. So, we tried to keep up with this trend. My role is to coordinate a team of graphic and motion designers and creators as well as to add value to our services and grow expertise.

WHAT DOES CREATIVITY MEAN TO YOU?

Creativity empowers us to think out of the box and create something new from what already exists that will resonate with the audience, hit just the right spot, and help us achieve our marketing goals.

WHAT IS THE FORMULA OF SUCCESS, WHEN YOU HAVE TO DELIVER A GREAT AD CREATIVE?

When it comes to marketing creatives, there’s no silver bullet. We have to stick to our client’s goals (or our joint goals). Creatives will be successful when they resonate and do their job. They don’t necessarily have to be off the wall, but they must be clear to understand, catchy, and fresh. If you make a supercreative ad, but your target audience doesn’t get the idea, then your ad creative is a bust.

WHAT DO YOU DO WHEN A CUSTOMER WANTS TO USE A CERTAIN TOOL, BUT YOU KNOW THAT IT WILL NOT BE PERFORMING?

I don’t remember such cases. We treat our customers as partners, and we don’t want them to waste money. In this case, we would suggest a mix of other tools that will bring results based on our experience and expertise.