Sara Teves Badr, Associate Creative Director, Grey Group Singapore
What is the best part about your job?
The best part about my job is being able to come up with ideas that help brands connect with their audience, effectively.
What is most important when it comes to creativity?
The most important thing when it comes to creativity is making a difference. Making an impact through an idea, from the smallest everyday way to the biggest life-and-brand-changing moments.
What inspires you?
I’m inspired about how every day is an opportunity to create something interesting. At the end of the day, this is advertising. There’s an objective and a goal for us—come up with an idea that delivers.
You must make something that will get people to buy the product, the philosophy you’re selling, or both. It’s in the many ways we can achieve that, which I find is the most inspiring part about it.
What is working in advertising like in Singapore?
Working in advertising in Singapore opens your eyes and doors to the world, really. The fact that it’s majorly a regional/global hub means you are exposed to different cultures, briefs, client partners, challenges, insights, and ways of working. You learn from everyone around you and from working on briefs that require stepping out of your comfort zone. I believe it has truly and majorly shaped who I am now, as a creative and as a person.
What expectations do you have for WINA Dubai 2022, for which you will be a judge?
I expect to see a diverse set of work that really pushes the envelope in creativity. I find so much bravery in independent agencies when it comes to going out there, making a splash with bold ideas; not just making headlines, but making meaningful impact as well.