One of the main attractions of working at an agency is the opportunity to work with brands from different industries, sizes, and geographies.

If, like other marketers, you impatiently open the new campaigns of your favorite brands, enjoy watching the ads presented at Cannes Lions, or simply follow important events in marketing, then you’ve come to the right place, because in this blog I want to introduce you to Tamara Tsintsadze, a lecturer of the Creative Advertising program, who will reveal many details behind the scenes of the creative industry.

Tamara has 10 years of experience working in the advertising industry. She spent a large part of her career at the creative agency Windfor’s, where she held the positions of Account Planner, Senior Account Manager, and Director of Client Services at the Tbilisi and Kyiv offices over the years.

Additionally, the projects Tamara worked on with the team at the agency have won numerous international awards at advertising festivals such as Cannes Lions, Epica Awards, Eurobest, ADC*E, KIAF, Ad Black Sea, and others.

Winning awards was never the main goal for me or the team I worked with, but it is a very pleasant culmination of the success that a particular project has achieved through a lot of hard work.

Since 2016, Tamara has been the director of the international creative festival “Ad Black Sea”. According to Tamara, this is a special project for her, as it makes a significant contribution to the development of the advertising industry in Georgia.

You may have dreamed of working at a creative agency and thought that working in this field is very fun and entertaining, but it’s important to know the reality. The creative team has to think about brands from different industries throughout the day – for example, in the morning you might work on an ice cream campaign, at noon on a banking product, and in the evening you might have a presentation to prepare for a construction company. This rapid switching of focus from one topic to another causes brain fatigue, which is a rather stressful but interesting process.

Working on diverse projects makes everyday life more varied and less boring. However, this diversity also requires the people working at the agency to have versatile knowledge and the ability to quickly understand different issues.

Over the course of her work in this field, Tamara has worked on projects that were radically different in format, structure, and complexity, some of which you may have come across on social media or even on TV, such as:

The 6 millionth tourist campaign for the Georgian National Tourism Administration

Behind all these projects is a very difficult path, and most importantly, a client-agency relationship based on trust and mutual respect.

The advertising industry in Georgia is quite young. However, over the past 10 years, Georgian agencies have proven several times that we also create products of a quality that can compete globally.

This campaign brought our agency the first shortlist at Cannes, but the most remarkable fact for me in this project was the client’s trust and courage.

Windfor’s, Leavingstone, JWT Metro, Redberry – these are the agencies that have invested a lot of financial and human resources over the years in their own growth and in making our country’s industry appear on the international map. It should also be noted that the number of newly created agencies in recent years is constantly growing.

Our industry is full of challenges. Constant movement and development is necessary, because if you don’t keep up, you can lose relevance in just one week. That’s why it needs new energy now more than ever. The industry is experiencing a catastrophic shortage of professional staff, not only in Georgia.

In Tamara’s opinion, the best years of this field are yet to come, for which naturally, new energy and professionals are needed, who should now lay the foundation and “the future belongs to those who adapt quickly to the new reality”.

So if you are now choosing a profession and are interested in working in the advertising industry, or if you simply want to change your direction towards this field, the Creative Advertising course is for you.

In addition, the program will also be very interesting for you if you are a beginner marketer, a brand/project manager or an account manager, or perhaps you are a startup founder who needs general knowledge about communication and working with an agency.

We will talk a lot about the power of creativity and its role in communication. In general, the main qualities of people working in advertising should be creativity and curiosity. But we shouldn’t understand creativity/creativity as just the talent for painting or writing, but as the ability to creatively and unconventionally solve business and marketing problems, managerial issues. I think this knowledge will be equally useful for people working at the agency and on the client side.