Interactive Session

There’s a common conception that creatives and strategists are on opposing sides but that doesn’t have to be the case. This interactive session will dive into the ways of getting creatives and strategists to see eye to eye. It will tackle that age-old gap between these two sides of the coin and highlight how working together and finding that sweet spot can allow us to reach a common goal – great work!

• How can strategy elevate creativity and how can creativity elevate strategy?
• What are the challenges faced between creatives and strategists and how can they be overcome?
• Are creativity and strategy different points on the same spectrum? And where does one end and the other begin?
• What are some tools and techniques that can help facilitate better cooperation?

Noor Hassanein

Strategy Lead – Communications, Accenture

Noor Hassanein

Strategy Lead – Communications, Accenture

Over her 15 years in the industry, Noor has played roles as both strategist and creative within some of the biggest and most awarded agencies in the Middle East. She brings a unique perspective to the table, emphasizing the symbiosis between creativity and strategy in creating work that is not only effective, but that people will want to spend time with.