Coffee with Ziad Jureidini, the jump to client
DC: So Ziad, once an agency member (Leo Burnett) now a client. What would you go back and do differently at Leo?
Z: Overall I wouldn’t do things very differently though I would insist on sharing the client brief with the other disciplines before I share it with the creative team. It is crucial to involve the PR, the digital, and the media colleagues from the very beginning. We keep talking and are constantly pushed to deliver integrated communication, however in reality given the work load and the tight timelines we used to automatically jump on delivering the creative part. Resist the tight timelines and ask for a longer preparation period but make sure you deliver a fully integrated communication campaign. Ideally speaking, all disciplines should be presented together.
DC: So what's it like throwing in the t shirt and sneaks for the shirt, leather shoes and tie? And what do you miss the most and the least?
Z: Spot on! I guess this is a personality trait: Some prefer to look like they’re posing for a “Boss” ad; they just enjoy it and I still have a hard time figuring out how. Could it be because it makes them look like a boss with an “obey the suit” attitude? Maybe. In essence it creates distances and a serious ambiance. The tie is a drama on its own: it is there to remind you every morning that you are dog-tied to the corporate world. You can’t wait to break free from it! And thinking that Steve Jobs didn’t need a tie to build an empire out of Apple…
One misses the agency environment, the harmony, the adrenaline rushes, the passionate friends… but the stress, the overworked/underpaid life is not something that you miss at all! Very important to have a “me” time, daily, which is something you can hardly have with an agency life.
DC: So post 3 years agency experience, how does that affect your current interaction with you respective agency? Do you empathize when putting a bullet in a layout? Or tolerate less crap?
Z: Absolutely empathic and patient, but less tolerant to mediocrity.
DC: So here is the million dollar question...you ever coming back?
Z: Sure anything could happen but it’s not something that I’m planning for currently
DC: Many thanks Ziad for your time and good luck on the other side.