For Marlene Venero, senior copywriter at Casanova//McCann, one of the challenges facing young creatives is to come up with truly original ideas different from all the rest on the market.
“What our teams look for now is talent with ideas that stand out from all the rest, that generate meaningful content and that really help the community or convince its members to change their point of view on one point or another,” Venero said in an interview for the April edition of FastFWD.
The young creative said her responsibilities include writing, creating social content and using the results of brainstorming, along with conceptualization and the correction of proofs. “I feel I put my heart into what I write,” she said.
“I try to include writing in everything I do so I can improve my skills in that area and apply them to my work, even if that implies acting out my scripts or simply doing something meaningful with my writing,” she added.
Venero graduated in Advertising in Puerto Rico and for a while worked as manager of social networks as a freelancer. While trying to improve and increase her abilities, she began to learn about such programs as Adobe, Photoshop, Illustrator, InDesign, and to read a lot about writing and how to improve it. “What I was after was a unique skill that would get me noticed. In a certain way that also helped me show off what I’m capable of,” she said.
“I feel that the most difficult thing about being a creative is getting your ideas to take off. We’re very emotional humans in the Creative Department and sometimes I think it’s disappointing when you can’t get things moving. But one thing I’ve learned is that even if the ideas don’t immediately take off, what comes out of a brainstorming could help the team create the next big idea,” she said.
Venero recently triumphed together with art director Jenna Convissar as the winning creative duo in the 2022 U.S. Hispanic Young Lions. See the April edition of FastFWD here.