Campaign’s Creative Faces to Watch 2020 – Sarah Guessoum, Senior art director, TBWA/Raad

Campaign’s Creative Faces to Watch 2020 – Sarah Guessoum, Senior art director, TBWA/Raad

Age: 29

Bruno Bomediano, ECD, TBWA/Raad: In the eight months that Sarah, a Young Lion and Cannes Winner, has been a senior art director on the du account, she has developed a slew of campaigns and platforms that will strategically and creatively unify previously sporadic tactical offerings under cohesive and disruptive umbrella concepts. After only three months, she was singled out and selected to attend TBWA’s ‘Makers’ regional pitch idea generation session in Cairo, and developed an innovation initiative, the Zero Straw (a potentially life-saving early-warning system for diabetics).

Career highlights

Hi. I’m Sarah Guessoum, or Guess Whom as many like to call me, an architect turned art director. I’m also a soya cappuccino lover, an extrovert, and an advocate for pushing young female talents in the industry.

Shortlisted for the Cannes Lions See It Be It 2020 programme, and always looking out for opportunities to be part of an integrated creative community.

I’ve been very blessed to have had the opportunity to work with the best talents in the region from JWT, Saatchi & Saatchi, Y&R and currently TBWA. These are people who helped me create work I’m proud of, and I picked up awards along the way at Dubai Lynx, D&AD and Cannes Young Lions.

Guiding principles

My best ideas come to me when I’m disconnected from everything. I believe in flexibility and team dynamics. If I like working with you, you’ll know it.

I think creatives should be given the freedom to come up with ideas anywhere. That’s the beauty in what we do and what keeps us going. None of us signed up for a 9-6 desk job. Or at least most of us didn’t.

Dream job

I love being a senior art director at TBWA (no one made me say this), but if I had to quit tomorrow and do something else, I would buy land somewhere and foster animals.

Side hustle

I’m a wanna-be entrepreneur on the side. Hoping one of these ideas sticks sometime soon.


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