At SPS Pearada...
- Went from creating buildings to ad campaigns
- Learned the art of brand storytelling
- Combined illustration with communication strategy
- Became adept at backing her ideas with data
- Acquired the skills and confidence to establish…
You studied architecture and worked at J. Walter Thompson in Bangkok. What brought you to SPS?
I had the creative skills of an illustrator and the analytic knowledge of an architect, but what I lacked was a formal, academic background in communications. New York city is the capital for media and advertising. I don’t know if it was Columbia that brought me to New York City, or the other way around. But I knew SPS would give me what I didn’t get a chance to learn at JWT.
What drew you to communications?
Architecture and advertising are similar in terms of storytelling. In architecture, the idea is to study your client’s vision and create a design that works both artistically and economically. In communications, instead of making a building, you build a campaign. For me, this was the more compelling career path. It allowed me to blend my strengths as an illustrator, storyteller and brand strategist.
What has been the most valuable part of program for you?
One thing I learned from my Portfolio Project is that you have to back up your ideas with numbers. Marketing communications is about more than creativity and messaging; data is really important. The biggest plus for me was gaining quantitative skills. I’m now more confident about going back into the industry.
