Campaign’s Media Faces to Watch 2020 – Anastasia Gushchina, Senior digital media planner, Initiative

Campaign’s Media Faces to Watch 2020 – Anastasia Gushchina, Senior digital media planner, Initiative

Age: 26

Raffoul Mattar, UAE MD, Initiative: Anastasia has become one of the most crucial members of our team at Initiative in a very short space of time. She’s worked on a number of our key clients during her time at the agency, in highly demanding and fast-moving industries. It’s her adaptable nature that has meant she is always ready to support, ready to learn quickly and ready to step up to any challenge we give her, and that is why she’s truly one of the faces to watch in our industry today.

Career highlights

I’ve been with Initiative for three years now and it’s became my second home. I’m lucky enough to work with some of the best people in media and on one of the largest and most innovative accounts in the region. It’s given me the opportunity to think creatively about media and I’m really proud of the some of the campaigns and executions we’ve run. A lot of that hard work really paid off in the last year, as we got four awards at the recent MMA Smarties – hopefully a lot more to come.

Guiding principles

I would like to thank my managers at Initiative, all of them leaders who always motivated me, challenged me and who I learned so much from about media – from pitching to planning. I hope to have the opportunity to use the knowledge and skills gained within my own team one day.

Dream job

My dream job was to work closely with animals, especially stray dogs. I believe that these animals really need our support and help to survive. I’m currently volunteering and helping at the stray dogs centre at Umm al Quwain during my spare time, and urge anybody who has the time and would like to get involved to join us as there’s so much more we can all be doing.

Side hustle

As well as the time I spend at the shelter, I’m working on something currently – though I can’t share too many details It’s related to health and fitness, inspired by Barry’s classes, which I’ve started recently and have been curious about the social aspect. I think it’s a really interesting model, so I’ve had a few related ideas that I hope to be able to put live in the very near future.


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