Aya Baltaji, Communications Consultancy Manager, Leo Burnett MEA #30under30
I was a Jack-of-all-trades in advertising—designer, strategist, and now a Communication’s Consultant, where I’ve found the mix of all worlds.
I was not expecting advertising to teach me how to survive on coffee and adrenaline, but here we are.
I am an advertising manager connecting brands and people in ways they’ll never forget.
I am not just someone who makes funny commercials, but yes, I do that too if the brief permits.
I shall be someone who turns challenges into opportunities with a smile.
I shall not be afraid to rewrite the rules or rebrand myself, if necessary.
I like it when a campaign brief has the perfect balance of creative freedom and strategic clarity.
I dislike it when deadlines are yesterday.
My biggest ambition is to create work that wins hearts (and of course, awards).
My biggest worry is that brands will stop taking risks and become comfortable just following trends.
I am most proud of collaborating with global brands like Apple and Disney+.
I am a bit ashamed that I didn’t start building connections earlier in my career.
Looking back, probably I should have trusted my instincts more, even if it felt risky.
Looking back, probably I should not have squeezed in a 6pm meeting on a Friday.
It all fell apart when we realized that the client’s budget is in local currency, not dollars.
Things made sense when I realized advertising is less about selling and more about storytelling.
Eventually things will fall into place.
Eventually things will not go well if I stop having fun with the process.
Someone once advised me that “Your head gives up before your heart.”
I once advised someone that our industry walks a fine line between good and great ideas.
If I had a superpower, it would be the ability to fast-forward brainstorming sessions to the eureka moment.
My superpower in real life is being so reliable and trustworthy, even Wi-Fi networks wish they were me.
The word I use most is well, depends on whose asking.
The word I dislike most is “Prepone”
This too shall pass like every ‘last round’ of feedback from the client.
My most treasured passion is Storytelling—whether through ads, conversations, movies, books or music.
People should be more curious.
People should be less afraid to take risks, especially in advertising. It’s a creative world after all.
I wish to thank Vicky Kripalani, my incredible team, and every crazy brief that pushed me to do better.
