Yana Okoliyska Interview(s)
Viewpoints about Creativity
In a few words, can you tell us who you are what your job title is?
My name is Yana Okoliyska. I am a relentless creative and curious advertising specialist blending innovative concepts with crafting excellence for positive change. Currently working as a Creative Director at SQUARED.
What word would you best use to describe your office’s culture? Give us an example
A word that best describes our office culture is "collaborative."
At SQUARED, we believe that the best ideas are born when diverse perspectives come together. Each person, regarding of position and specialization, contributes unique insights and point of view, which ultimately shape a project`s direction and success. This collaborative approach not only enhances our work but also strengthens our team`s connection and shared commitment to excellence.
At SQUARED, we believe that the best ideas are born when diverse perspectives come together. Each person, regarding of position and specialization, contributes unique insights and point of view, which ultimately shape a project`s direction and success. This collaborative approach not only enhances our work but also strengthens our team`s connection and shared commitment to excellence.
If you were stranded on a desert island and could only use one app., which app would it be?
Survival in mind, it would be Google Maps. It could help me understand the location geography and resources, navigate and plan my survival until help arrived.
If you could choose three ads from history that you didn’t work on and add them to your portfolio, which three would you choose? Explain why
Yana Okoliyska:
- 1 Me, my autism and I, Havas London for Vanish - compelling storytelling
- 2 Bless your f***ing Cooch, Mischief for eos - fresh and on point, on time, on subject
- 3 Asentamientos, Inbrax Chile for TECHO latam - inspirational in terms of simplicity and point of view
What is your opinion on the growing trend of agencies getting involved with developing products for clients?
Can you watch this case study for Hammerhead Navigation and tell us your thoughts on the product and the campaign?
I believe that this is a positive and exciting evolution. It showcases the expanding role of creative agencies beyond traditional marketing and advertising. By collaborating on product development, agencies can bring their deep understanding of branding, user experience, and consumer behaviour into the design process, resulting in products that are not only functional but also resonate with the target audience.
This trend also reflects a more integrated approach to client partnerships. Agencies can now contribute to the entire lifecycle of a product—from concept to market launch—ensuring consistency in the brand's message and enhancing the overall consumer experience. Ultimately, this approach creates more innovative, cohesive, and impactful products that stand out in the market, benefiting both from the creativity of the agency and the niche expertise of the client.
This trend also reflects a more integrated approach to client partnerships. Agencies can now contribute to the entire lifecycle of a product—from concept to market launch—ensuring consistency in the brand's message and enhancing the overall consumer experience. Ultimately, this approach creates more innovative, cohesive, and impactful products that stand out in the market, benefiting both from the creativity of the agency and the niche expertise of the client.
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