Rana Sadek | Next Creative Leaders
By Laurel Stark Akman on Feb 15, 2024
Now in its ninth year, Next Creative Leaders is growing, expanding, and showing the world what advertising and design can be when you lift up every voice on your creative team. In the future, Next Creative Leaders hopes to continue to uplift women, trans, non-binary and gender expansive creatives as well as focus on growing the diversity of voices we honor. Below, co-founder, Laurel Stark, introduces some of the Next Creative Leaders to keep an eye on.
Rana Sadek
Associate Creative Director, IMPACTBBDO
Pronouns:
she/her
Based:
Dubai, United Arab Emirates
Hometown:
Aleppo, Syria
What is your “breaking into advertising” story?
I've always enjoyed helping people in different ways. But it was when I started working at Y&R in Amman in 2007 that I truly understood how creative projects could change lives. Seeing how some campaigns made such a big difference was really amazing for me.
How did your upbringing, family, or culture shape you as a creative?
Coming from a diverse cultural background as an original Circassian from the south of Russia, with life experiences split between Germany, Syria, and Jordan, and now residing in Dubai, has provided me with a unique fusion of perspectives. As a result, much of my work incorporates cultural aspects, which I believe add authenticity and depth to my creative outcomes.
What’s the piece of NCL winning work you’re most proud of and why?
I'm proud of every creative project that I did, especially those that help women and children. This year, I was part of an amazing team that created the Audio Nikahnama campaign. In Pakistan, where more than half of women are illiterate, comprehending the marriage contract poses a significant challenge. This lack of understanding often leaves women unaware of their rights. To address this issue, easypaisa, the nation’s leading fintech company, transformed the traditional written contract into an audio format. Available in seven languages, this innovation allows women to listen and comprehend the contract, empowering them to make informed decisions regarding their marital rights.
Where do you most see yourself in your creative work?
I see myself being part of impactful campaigns that tackle social issues and spark positive change.
Who would you thank in your Next Creative Leaders acceptance speech?
I would like to extend my heartfelt gratitude to everyone who has played a pivotal role in shaping my creative journey. At the top of the list are my three boys, who inspire me every day.
What’s the most important lesson you’ve learned this past year?
The most important lesson I've learned this past year is never comparing myself to anyone else. Each of us has our own journey.
"Being a mentor has taught me the importance of providing validation and creating a safe space for young creatives."
What is your secret creative super power and how do you flex it?
After having my three kids, I discovered an extra superpower: empathy. This entails understanding the emotions and perspectives of different people. I flex this superpower by immersing myself in the experiences and stories of others, actively listening, and absorbing the world around me.
What has being a mentor taught you about the support young creatives need?
Being a mentor has taught me the importance of providing validation and creating a safe space for young creatives. It's crucial for them to feel free to express themselves, share their ideas, and explore their creative potential without fear of judgment.
What is the ad industry’s biggest challenge and how would you fix it?
The rapid evolution is the ad industry's biggest challenge. In order to address this, it's imperative to learn new skills, encourage collaboration among industry professionals, and promote a culture of innovation.
How are you leaving the work and the workplace better than you found it?
I wish to leave this industry more supportive for working mothers, particularly female creatives, to pursue their dreams amidst the challenges of balancing ambition with family life.
If you could go back in time, what would you say to yourself, on your first day as a professional creative?
Don't follow anyone's steps. Create your own journey and enjoy every bit of it.
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