In 2013, I graduated from Yerevan State University as a microbiologist, but since 2010, I’ve already been involved in one of the newborn marketing agencies’ processes as a research specialist. So nowadays, I am Head of Digital at Zuck Independent Agency, one of the biggest advertising agencies in the region. Thus, I think the creative industry has a unique beauty to become a platform to change people’s minds and drive to gain new skills and the profession itself.

I think nothing could make you creative or vice-versa. It’s something that anyone has from the beginning of life, and there are only three questions before becoming creative: do you want to develop your creative skills, do you want to work hard, and do you want to know more and more every day? That’s it.

Zuck Independent Agency has been on air since 2017. Two tough guys, Arman Ghazaryan and Ashot Hovakimyan, founded the agency, and from this day, we’ve already become one of the biggest and awarded independent agencies in the region. I came here in 2019 as a Head of Digital. As it commonly said in our office, I am “libero” and involved almost in all aspects of creative and digital processes.

In my opinion, it’s all about imagination and effectiveness. One without the other is nothing.

I think the phrase “be in the right place at the right time” is the best way to describe what makes an idea and design “creative.” But as I mentioned above, one of the main points in the creative process is effectiveness.

Every “winning” idea has a strong background, which is commonly based on three main points: accurate and informational brief from the client, around 10-20 brainstorm sessions within the workgroup, and taking into account all nuances. If these steps are done, you will not have to “sell” your idea; the idea will “sell” it.

Brainstorm sessions, for sure. Every session has a unique beauty. Involving in different workgroups, with various creative people, lets you discover this or another aspect of the same thing from different angles.

I love to listen to people, let them describe their thoughts and feelings. Despite that, I love to structures the creative process and create a roadmap of doings. This is very helpful during big projects.

Armenia is a small country but has a huge and diverse culture, so very often, we at Zuck use the whole gamma of the Armenian cultural palette during the creative process. So we have a charismatic dogma inside of our team: “We are very Armenian. We are very Global.”

It’s challenging and an honor to receive the MUSE Gold Award, which drives us to achieve greater heights.

In 2020 we’ve submitted two works to MUSE Creative Awards, both are in the CSR category, and we’ve received 2 Gold awards. The first one was a CalenDARE Against Plastic, which is an environmental campaign for one of Armenia’s biggest brands: ACBA-CREDIT AGRICOLE BANK. It started with an unconventional calendar composed of 4 paper bags and grew into an integrated awareness campaign spanning digital and OOH channels. Armenians are using plastic bags at an alarmingly high rate, so much so that this small country with a population of less than 3 million people goes through 3000 tons of plastic bags every year. As a result of the campaign, we raised awareness about the issue and got hundreds of people to accept the dare and make a pledge to switch to better alternatives.

One of the biggest challenges with the project “Use It” was mapping Armenia among thousands of creative artworks from around the world as a selected work, as well as spreading the message of preventive measures to as many people as we can.

This award has proved, once again, our commitment to develop socially responsible campaigns and make sure that we insert our brick to the wall of the fight against COVID-19.

Our team, pursuit of achieving more, brainstorm sessions.

As I said above, Armenia, due to its historic and culturally rich heritage, gives you a vast horizon to see things differently. And such ethnic small countries like Armenia provide a new shade for the worldwide creative industry.

In general, I think artificial intelligence will rise in our industry, which will change the implementation process’s road, but the power of great ideas will be in front of all changes.

Never give up, never be afraid to voice your idea, read more, and travel. Everyone has the potential to be creative; you should just catch your style and develop.

The biggest bank of insights and triggers can be found in our everyday life. So as Sherlock Holmes said, “You see, but you don’t observe.” So you need to observe things around you.

I don’t know what the taste of passionfruit is.

My whole life’s inspiration is my parents, brother, wife, sons, friends, and teammates. Everyone has inspired me to go ahead and discover more and more every day. So for me, there is no reason to look for inspiration outside of your circle, instead you have to enlarge your circle of inspiration.

Work hard, read more and more during your whole life, listen to younger generations, have the luck to be in the right place at the right time.