WHITE SQUARE. INTERVIEW: THEODORA SKLIVANAKI
What will be the key to marketing effectiveness this year and what is the role of creativity in this we learned today from White Square 2020 Media jury member, General Manager at Ambition DDB Theodora Sklivanaki.

Short self-introduction.

I've been part of the communication world for 32 years. I've devoted the first 20 of them to advertising. After that, I switched sides and spent 10 years on the client side. And in 2018 I had this amazing proposal to move to Belarus and open DDB here! Advertising for me is not just a job. It's love. It is a passion that never loses its intensity. It keeps me young because it keeps me at the forefront of developments and evolution every moment of every day.
What will become the main factor of effectiveness of projects in 2020?
— My personal opinion is that insight is the key word for this. What is the consumer's insight? How deep can we go into their everyday routine, wishes, habits etc. Only then can we have communication that is alive and with substance. When we bend down and observe everything: from the birth of the product and through every touchpoint experience.
How important creative is for successful brand communications and business results?
— Creativity was, is and will always be the backbone of advertising. But when we're talking about Creativity we mean the one based on a solid strategy and not one made for the sake of being creative. After all strategy ought to be creative also.
What would you wish the participants of White Square 2020?
— Enjoy the journey not only the award!!!