Shelley Ong
Marketing
Strategist
Project Manager
Coco Olivera
Q
As a Creative, how do you bring forth your style in the different projects you work on?
I think it is impossible not to bring forth one's own style in creative works. As a creative, you have a way of thinking and solving problems that is reflected in everything you do.
Q
Every Creative has their style but it can be difficult to bring that style to different projects with different clients, all with their own styles. How do you bring the two together?
I believe that when a client hires you it is because they want something from your way of telling things in their brand. The job is precisely that, to unite the two worlds.
Q
When creating a brand identity, how important is target audience research?
Brand identity is 50% understanding who you are talking to and 50% communicating what you come to do for them.
Q
What are some valuable lessons you’ve learned professionally so far?
If you put love, fun and passion into what you do. There is no way it can go wrong.
Q
How has being based in Argentina influenced your work as a Creative Director?
Working here teaches you that there is no crisis, problem, lack of budget or limited resources that are capable of stopping a good idea,
Q
Can you share your background and how you got started in your career?
I have a degree in advertising. I started as a trainee at Publicis Argentina and then went to J. Walter Thompson, Saatchi & Saatchi and Grey.
Q
What project are you most proud of being involved in? What made it so memorable?
I made the first Pampers commercial where the protagonist was a father with his daughter, a campaign that broke sales records in Latin America. As a father, it was very nice.
Q
How do you balance creativity with the business side of things?
In advertising, if creativity does not bring good results to the business, it is bad creativity.
Q
How do you balance delivering a high-quality output with meeting tight deadlines?
In Argentina all deadlines are tight because it is a very difficult market to project into the future.
That's why it's become a habit for me.
Q
What was your very first Creative job? How have you grown since then?
A Qantas airlines commercial for the Buenos Aires film festival with a $0 budget that won several awards. I maintain the same habit that good ideas arise in any context.
Q
How did your journey into the creative world begin?
My aunt was studying advertising while I was at school and she used to ask me to help her with her homework. That's how I discovered I was good at it.
