Some creatives love to flex their abilities throughout different nations and cultures. Lidya Cortberg, creative director at health care specialist DDB Solution in London, is definitely among them. “My career path has actually been enjoyable and differed,” she validates at the start of our interview, which is a respectable pitch if you will inform your story.
Lidya originates from Spain– Salamanca to be precise, where she studied arts. “It’s a university city, like Oxford or Cambridge, so if you come from there it’s considered sort of odd to go and study anywhere else. A historical city, rather beautiful.” But, she adds, little. The wanderlust might have begun right there.
However, she’s grateful for the grounding her research studies provided her. “You find out about many things: art history, sculpture, audio-visual artists … At the time I didn’t really understand just how much all that would have an impact on my career, now I can see that it makes you very familiar with visual trends and where they come from, which reflects in your point of view and your motivation.”
After graduating she got a job as a junior art director in Madrid. “It was a little design studio– there were just four of us– so I got to do various things. We ‘d do marketing for exhibits, for example, however we ‘d likewise design the exhibitions. And the pamphlets!” She even got involved in creating a restaurant. “The studio provided me a huge amount of duty, but the very same amount of flexibility.”
Next stop: Boston, to ideal her English. After working for an NGO focusing on human-centric style and then a candy brand name for professional athletes, she felt she ‘d got a pretty good refresher course in US advertising culture.
Rupturing the bubble in Asia
After going back to Madrid for a spell, she took a less traditional step, by going to work for the agency Melon Rouge in Phnom Penh. “At first I didn’t even understand they remained in Cambodia. They called me saying they were interested in my profile, so we set up a interview. At one point they said, ‘You understand the position remains in Cambodia, right?’ And I resembled, ‘Yeah, sure, obviously!’“
To a particular extent what she found when she showed up was familiar: a dynamic city and huge brands doing western-inspired (or sometimes Japanese-influenced) advertising.
“But Phnom Penh is something of a bubble. Later I got associated with behaviour modification projects for charities, which enabled me to work with individuals in the countryside. For instance I partnered with a human-centred style business to do field research study for a nutrition project aimed at new moms, newborns and carers. It was completely brand-new to me, since when you’re establishing the messages for this audience, your regular wheel of touch-points doesn’t exist anymore. You have to hang around with individuals to work out how you can reach them. It was fantastic.”
A relatively brief hop to Vietnam plunged her into the multinational company league at MullenLowe. “We were on the forty-something flooring of the Bitexo tower, with views over the whole city. My ECD was based in Singapore so I got to deal with the teams there. It was the experience I required to ensure a smoother transition back to Europe.”
A new stage in pharma
Behind her words you can spot the pull of wishing to try something various. DDB Treatment in London ended up being the treatment.
“Working on pharma items is completely different to working for consumer brands,” she validates. “I came here without any pharma experience, however my consumer experience was useful since it offered me another point of view. One of the cool features of working here is that you have PhDs working with full-on creatives.”
The company’s communications are frequently aimed at health care specialists, periodically at clients. It’s a highly controlled sector, which provides the imaginative difficulties that creatives like Lidya relish. “It makes you believe harder and dig much deeper for the insights.”
She even embraces the research aspect, as she originates from a family of science teachers and medical professionals. “The atmosphere does not feel that alien to me. Plus I’m curious, so I enjoy finding out.”
She’s aware that pharma can be a questionable sector, but she takes pleasure in dealing with jobs that might help patients and make health care experts’ lives easier.
Pushing to make an effect
In reality, throughout her profession, Lidya has actually frequently managed to do purpose-driven work alongside conventional projects. Does she have any tips for beginners to the industry who ‘d like to do the same?
“I actually pressed a lot within the companies to get more meaningful or purposeful work,” she states. “And I get personally involved in concerns, for instance as part of the diversity and addition group here. I’m also a speaker for the charity I Can Be, which aims to widen the aspirations of girls. We require to guarantee them that they can be leaders. I’m very devoted to influencing modification in the industry.”
She urges those who work in advertising to concentrate about the outcome of the work they’re doing.
“We have a huge responsibility, because what we do touches a lot of people. And it’s not always about the item you’re selling– it has to do with who you put in an industrial. Today you need to inspect the variety of your cast. It’s even about the items around them. I imply, who wishes to see a plastic bag in an industrial now?”
She definitely does not regret changing to a sector that has a more serious impact on society. “There is a limited amount of shampoo brands you can sell prior to you start asking yourself …why!.?.!? At some point you need to choose: to whom are you devoting your career? I wish to have a positive effect on individuals’ lives, so if I can achieve it here, that’s perfect.”