Prajakta More, senior copywriter, Geometry Global Dubai
Prajakta More’s work has received global recognition and numerous awards including accolades from D&AD, Cannes Lions, Dubai Lynx, and The Loeries. Her campaign “Reimagine Zahra’s World” for UNHCR was awarded three D&AD Pencils and she has been ranked amongst the Top 10 Copywriters in the MENA region. Most recently, she was selected for Cannes Lions’ See It Be It 2018 program, recognizing her as one of the top 15 female creatives globally.
She founded the Blank Paper Project for women artists who have pushed boundaries of current thinking through their work and created The Hive, an initiative bringing advertising women in the UAE together.
Tea Uglow, the creative director of Google’s Creative Lab, has had the most formative influence on More and she has made the following by Uglow her life mantra: “Question what’s normal. Then ask yourself if this is normal that I want to be a part of? And then when you change that, you change the norm.”
What’s the best advice you have received in your career?
I don’t believe in superlatives when it comes to pieces of advice – the best, the perfect, the biggest. I have absorbed many thought nuggets that have aligned me to my career goals from time to time. But one particular advice that never gets old is, “Find your board of advisors.”
What’s the best advice you have given in your career?
Always ask yourself, what can I improve or expand?
What’s the most rewarding thing about your job?
To see how our ad world is changing its narrative to reflect the times that we live in. Case in point: Nike’s “Dream Crazier” ad.
What’s the most frustrating thing about your job?
As a society, we’re at the cusp of a transformation in gender roles. Yet, even in 2019, we continue to see men in powerful positions continue to put women down in the workplace.
If not this, what would you be doing?
If you had ten million dollars, what would you do?
Invest money in creating safe shelter and supportive services for women who have been impacted by domestic violence.
Finally, why are you (still) in this industry?
I believe that the best work transcends advertising and creates something far more valuable for people.