Interview with Hatem Al Akad, Creative Copywriter, United States

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Hatem Al Akad

Hatem is a creative copywriter who writes rousing stories and creative copies, where he creates impact in ways people would not expect.



Interview with the 2020 MUSE Creative Awards Winner - Hatem Al Akad

1Please give us a brief bio of yourself and your creative background.

I would like to start by thanking you so much for this interview and opportunity, I am truly honored and grateful.

I am a creative/copywriter with eleven years of experience in the creative/ advertising field in different countries, where I worked in several agencies including JWT, Drive Dentsu, SocialEyez and GUT.

On the side, I pursue my passion of motivational writing pieces as well as drumming.

2What made you become/why did you choose to become a creative?

To graduate from college, I had to complete a 3 month internship. The choices where a bank, an accounting firm and an advertising firm (where I realized I could write). I chose the advertising agency not knowing what to expect. I went in, I fell in love, and continued loving it ever since.

3What does “creativity” mean to you?

A big word with a lot of meanings. Creativity is creating impact in ways people would not expect. Plot twists and turns when you thought there were none. It also means solving problems in unconventional methods. Creativity means you need to listen, watch, learn and get inspired twice as much as you work, so that you can understand, empathize and resonate with the people you are talking to. That’s what creativity means to me.

4Tell us about your creative and/or design process.

I read the brief, again and again, then go way beyond it and away from it. I brainstorm, take a break, brainstorm again, then take a break. Let the thoughts and ideas marinate. I get stuck. I drink coffee, watch stuff to get inspired, then I go back to brainstorming again. Then check the brief. You have to go beyond the brief ONLY in the initial phase in order to go back to it eventually. The brief is a good box that brings your creativity back to the assignment at hand.

5What's your favorite part of the creative process and why?

The brainstorming session. There are no limitations and you just get to have fun, have a coffee, then a drink, and say random stuff to come up with the idea.

6Describe your creative style and its main characteristics.

I use all the tools I learnt in my career, be it copywriting, strategy or art direction. I think of insights, write random copylines and thoughts, I think visually, I write anything that comes to mind, then I see what works and what doesn’t and tie it back to the brief.

7Congratulations! As the winner of the 2020 MUSE Creative Awards, what does it mean to you and your company and team to receive this award distinction?

It is a true honor and my teams and I are incredibly grateful. Looking at the exceptional work from others that I have seen win, we are incredibly happy and honored that we we would be alongside them. Beyond honored, and beyond what words could explain.

8Where do you see the evolution of creative industry going over the next 5-10 years?

Faster, smarter, wittier. More human, more helpful. Less about just selling and more about making you fall in love with the brand so you could be more dedicated to it. It is also going to definitely be more and more about solving real world problems for the world and for humans.

9What resources would you recommend to someone who wants to improve their skills in the creative industry?

Reach out to people, accept and filter the feedback you get, look at people’s work, watch movies, read books, soak in as much life experience as you can because thats where ideas come from.

10Who has inspired you in your life and why?

Each and every person I know and don’t know who has left something behind or took a risk to pursue their passion and or dream.

11What is your key to success? Any parting words of wisdom?

Believe in your self, stay hungry, don’t be cocky, be a nice person, and be there for other people. Work hard - really hard - because there is always going to be someone out there who is working so hard and they are out chasing their dreams. If you have a dream, go get it. That’s how it is done.

12Do you have anything else you would like to add to the interview?

Another big big thank you to all of you!



Winning Entries

Word War 3 | 2020


Word War 3 is a campaign aimed towards the misuse of certain violent words that may cause verbal harm…
(read more at MUSE Creative Awards)

Right On Time, Right On Track | 2020


In their latest ad, Spotify asked to let the song play out. But seems like some people do not have the luxury of time to to do that. So we…
(read more at MUSE Creative Awards)

The Store That Sells Nothing | 2020

The Store That Sells Nothing | MUSE Creative Awards

Egyptian women are in crisis, their self-expression and right to explore stripped away and suppressed. With stifling statistics to support this notion...
(read more at MUSE Creative Awards)

United In Love | 2020

United In Love | MUSE Creative Awards

Only 9 of 14 British Overseas Territories recognize same sex marriage, and people think that once Northern Ireland legalizes gay marriage...
(read more at MUSE Creative Awards)

Winky International Ltd | muse.world

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