Interview: Dimitra on writing and reading between the lines

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One of the advantages to work in advertising agencies is that there you meet many creative fascinating young people.

They not only create visuals and texts – they create an inspiration. They are the ones, which the clients usually don’t see at the meetings and the TV audience doesn’t see them on the TV screens either.

They are not vain, they don’t like to talk about themselves – their work is talking enough to people, who are able to see and listen. And their work is talking loud.

There are two kinds of people in the advertising agencies:

  • The first kind are usually the real creators, who do the job and always try to make a positive change. They are the personalities behind the curtains – they are the real ones, the creators.
  • The second kind are usually the actors, who are trying to be what they are not, but each of their gestures, even their body language is illustrating their real nature – the fake ones.

I adore the first kind of people, because they not only do the job, but they know how to inspire. And one of them is Dimitra Mircheva – a creative person, who found her love in copywriting. I’m happy to introduce you this yound lady. Enjoy the interview with her below!

Hi, Dimitra! How are you? Tell us about yourself – what you did last years?

Hi! I am pretty good, thank you…positive as usual! Talking about myself is one of the things I usually avoid if possible…I would consider myself more of a listener, or preferably a writer.

In the last five years I reoriented myself, turning from the visual aspects of art to writing. I started studying Advertising at New Bulgarian University and it turns out it fit me well. Meanwhile I joined a wonderful and fulfilling trainee program at Publicis Marc, which provoked a pure fascination with advertising within me.

Since then I have worked on various campaigns and clients, including Garnier, MAGGI, The National Museum of Natural History, BauMax, Reporteen -The National Youth Short Film Competition, Vinprom Peshtera and most of all Mobiltel Bulgaria.

How did you become a copywriter?

Just as I was graduating I was given – what I consider to be the chance of a lifetime – my first job as a copywriter (at Demner, Merlicek & Bergman). Of course, I was already sure this is what I wanted to do, but I never ever imagined it would happen so quickly. Now, more than a year later, I feel completely in place.

What obstacles did you face in trying to become a copywriter?

At first I had to put my thoughts into order, I had to learn to think in a precise direction, according to the brief. Then, when I felt I had become a little bit too mainstream I had to go back into thinking “outside the box”. This seeking of balance is probably what I have not yet conquered.

I had the chance to work with enthusiastic and highly talented people so far and the most important lesson I learned form them is to believe in myself.

As for the working process… The true challenge, as I found on the go, is to read between the lines… In other words, you must know the client, his attitudes, his concerns and intentions. What is more, the copywriter should be most familiar with the product and should be relevant to any audience imaginable. Doing all those things is time consuming, but at the end of the day it pays off. Maybe the cliché “to love your job” is too much, but I would say the trick is in finding the fun part of it all and cherishing it.   

What types of projects do you enjoy working on the most?

I find myself most excited everytime i have to work for a completely new product, or even better – a whole new client! The idea of sitting before a “blank page” and starting from the scratch with no “emotional baggage” whatsoever… it is intriguing!

How do you deal with difficult clients?

The power of the three P’s… patience, persistence, positivity

Which one is your favorite project till now?

A few months ago we did a pro-bono campaign for the second National Youth Short Film Competition “Reporteen” and I can wholeheartedly say it was the most fun I have had. The ideas we came through in the brainstorming course were endless and put our minds into something completely different. As for the shooting process – we gathered a skilled filming crew and a talented director with ambitious students with zero experience – it was a sweet challenge to us all.

Which product’s ad campaign and client you dream to work on?

I have never thought of this… let’s see… there are two kinds of campaigns I would like to work on – one with a social purpose and another, which has no budgetary considerations. The idea of creating something socially important with a great impact on people has always attracted me. On the other hand, the opportunity to realize any… ANY project, any spectacular, mind-blowing, unbelievable, experimental, crazy idea… sounds just like a dream!

If you had to do pick a different career path, what would it be?

I feel I would be just as satisfied as a property master at a film production company. Shopping, decorating and paying attention to detail… yes this would be it!

What is your advice to copywriters?

Talent is not a thing, it is all about work… read a lot, write a lot and smile a lot.

Complete the sentence: Be inspired and…

…Let there be rock \m/


(c) markeTHINKzone.com

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